Heifer International Digitization of Poultry, Dairy Production Training Content

Cargill | Hatching Hope | Sida | Heifer International Kenya

Terms of Reference

Digitization of Poultry, Dairy Production Training Content, Heifer Cornerstones and COVID-19 Awareness Messages

Heifer International Kenya has been operating in Kenya since 1981 with a Mission to work with communities to end hunger and poverty and care for the earth and its Vision is “a world of  communities living together in peace and equitably sharing the resources of a healthy planet”.

Using a values-based community development approach, Heifer works with communities to strengthen the local economy, diversify diets with better nutrition, and properly manage water and soil systems for future generations.

Heifer implements its projects through

1) Community development and

2) enterprise development approaches.

Each of the projects focuses on three priority directions, namely; strengthening and diversifying resource base, strengthening country program efficiency and increasing outreach and impacts through the utilization of innovative value chain systems.

Currently among Heifer’s portfolio is the Kenya Market-Led Dairy Supply Chain Project (KEMDAP) and the Hatching Hope Kenya Project.


KEMDAP is a 4-year project funded by the Swedish International Development Agency (SIDA) that was jointly designed by Heifer International, New KCC, Tetra Laval, Food for Development Office (FfDO) and Tetra Pak Kenya (Tetra Pak) and targeted 20,000 in the North Rift (Nandi, Trans-Nzoia, Uasin Gishu and Elgeyo Marakwet counties) and 10,000 in Upper Eastern Embu, Meru and Tharaka Nithi Counties.

The project seeks to tap into the potential of small-scale dairy farmers in Kenya by building stronger and sustainable dairy cooperative societies. To achieve this, KEMDAP focuses on addressing the underlying challenges that hinder small-scale farmers from increasing their dairy production, improving livelihoods and moving beyond subsistence dairy farming.

Various interventions are being undertaken, these include; training of cooperatives, the board of directors on leadership, governance and business development; training of farmers on social capital, village-level group savings, gender equality among other relevant skills.

This approach is meant to nurture resilience and sustainability beyond the project life. To build sustainable farmer-owned agribusinesses, the project seeks to support the establishment of functional extension structures. This entails supporting the 24 dairy cooperatives to recruit Community Facilitators (CFs), Dairy Farm Assistants (DFAs) and Extension Officers(EOs).


Hatching Hope Kenya is a partnership Project between Cargill and Heifer International, with the potential to reach 21 million people in 12-year as a contribution to 100 million people targeted globally during the same period. In the initial three years, HHK will improve livelihoods of 180,000 individuals (40,000 Households) through enhanced poultry production and create demand by increasing awareness and education of nearly 10 million people about the benefits of poultry production and consumption.

The HHK interventions are aimed at creating functional and profitable poultry businesses, closing the living income gap by 53 per cent per family in Western region (Kisumu, Siaya, Homabay & Migori Counties) Central and Northern Rift regions of Kenya through improved access to financial services, production skills, business knowledge, strengthening market systems, group cohesion and functionality through the Value-Based Holistic Community Development (VBHCD) approach.

Background of extension digitalization

HPI has been seeking to collaborate with innovation firms to digitize and improve access and monitoring of its extension services. This strategy aligns with the extension policy (NASEP 2008) that promised innovative approaches, including a pluralistic approach in extension service provision involving various actors from the government as well as the private sector, use of information and communicationtechnology (“ICT”) services and provision of a favourable environment to facilitate the use of the ICT services.

Problem statement and proposed solution

In the past, Heifer has conducted traditional face-to-face farmer training in groups through the Trainer of Trainers model. From most program evaluations, this model has been effective but rather costly and not sustainable in the long run.

After direct project support, most of the trainers are no longer active since farmers only pay for tangible services like animal health but not training or advice. Farmers have also been busy with other income-generating activities and therefore not always available for regular training that is organized during the day (when they are chasing competing interests). This inconsistent or irregular attendance at training sessions contributes to slow uptake of technologies and good practices.

Also, the impact of COVID-19 has affected face-to-face extension service provision, hence the need for an alternative means.

An assessment by Heifer in September 2019 on farmers access to mobile innovation indicated that 91% of farmers have access to mobile phones and most of them find time in the evening and during their rest times to catch up with information updates and research.

Therefore, HPI considers investment in digital extension systems as a key complementing option to deliver training modules and packages cost-effectively and sustainably. In our program designs, we are incorporating digital extension as a complement to face-to-face training.

Purpose of the consultancy

The proposed solution is meant to improve access to the well-researched training content, Heifer is looking for a service provider to digitize its poultry, dairy production training content and dissemination through a user-friendly digital platform (s) especially for the Hatching Hope and KEMDAP projects.

It is also thought that by introducing digital extension services at the beginning of Hatching Hope project implementation, farmers will get the necessary mentorship from trainers and understand how to manoeuvre through their phones to access the various modules. The farmers will be enabled to participate in surveys and interact with any other upgrading that may be done or other mobile-based extension platforms that exist for their benefit.

The contractor will provide training that farmers can access through a one-time Unstructured Supplementary Service Data (“USSD”) code, making it accessible to farmers who have at least a basic

The Community Facilitators (CFs), Dairy Farm Assistants (DFAs), Extension Officers (EO) and animal health service providers also known as Community Agrovet Entrepreneurs (CAVEs) will engage farmers and enrol them to the training through a shortcode. Heifer will provide the contractor with a database of profiled farmers to whom they can send messages to invite them to engage with the training.

The contractor will also share invitation messages to farmers on their database and in HPI project sites to encourage them to participate in the training.

As part of the delivery of the services, the contractor will provide Heifer with a web-based “partner” account where real-time analytics can be accessed. This includes data on learners reached, number of SMSes disseminated, active modules, cost per learner, certificates awarded, etc.

General Objectives

The general objective of the proposed technology solution is to digitize extension services in the Hatching Hope and KEMDAP project areas and possibly extend to other project sites subject to
availability of resources.

In the Hatching Hope project sites, HPI will use the contractor to make poultry production training, COVID-19 awareness, and Heifer Cornerstones training and essential information available to at least 30,000 Heifer-supported smallholder farmers to train them, drive meaningful behaviour change, and capture new insights.

In the KEMDAP project sites, Heifer will work with Contractor to reach up to 20,000 smallholder farmers with dairy production and COVID-19 awareness training and essential information.

Specific objectives

Specifically, the integration of ICT in extension and service delivery is meant to;

a) Increase reach and uptake of extension services and inputs

b) Encourage farmer-led learning that augments face to face training making it more interactive and beneficial for farmers

c) Improve monitoring and evaluation of training and services thus informing Heifer’s capacity building programs

d) Promote cost efficiency in program interventions

e) Promote sustainability of extension services

f) Improve access to inputs and services-

g) Improve linkages and transparency along and among the poultry and dairy value chain actors.

Scope of Work

1. Digitization of Heifer Cornerstones: Heifer will provide the contractor with the training content for the digitization of the Cornerstones in English and Swahili languages.

2. Dissemination of Heifer Cornerstones, COVID-19 awareness messages, and poultry production training content on the contractor’s platform for Hatching Hope project: The contractor and Heifer will work together to sensitize farmers to enroll in the training through a short USSD code. Heifer will provide the Contractor with a database of profiled farmers

3. Disseminate the COVID-19 awareness messages and dairy production training content in the KEMDAP project areas.

4. Monitoring and evaluation of the digitized extension services: The Contractor will conduct an annual survey and provide Heifer with an annual report per project documenting achievements against plans, insights, lessons learned, and recommendations to improve the effectiveness and efficiency of the digitized training services.

5. Sustainability plan: Heifer and the Contractor will engage in designing an exit plan where the stakeholders and farmers can sustain the digital extension services.

Expected Deliverables

As part of the delivery of the services, the contractor shall provide the following:

1. Digitized Heifer’s Cornerstones training content, one module in English and one module in Kiswahili;

2. Dissemination of HPI’s Cornerstones, COVID-19 awareness, and poultry production training content to Hatching Hope project beneficiaries for a minimum of 21 months of content live targeting 25,000 farmers in the first year of the term and 30,000 farmers in the second year of the term;

3. Dissemination of COVID-19 awareness messages and dairy production training content to KEMDAP project beneficiaries for a minimum of 11 months of content live targeting 20,000 farmers;

4. Heifer to retain continued access to the “partner” account on the digital platform with an open communication flow with the contractor to address any emerging issue; and

5. The contractor to conduct an online survey and an annual report one month after the end of the first year of the term. The annual report per project will be submitted within one month after the
end of the second year of the term.

Supervision and Coordination

The successful applicant will work under the direct supervision of the Hatching Hope and KEMDAP Project Managers. The Director of Programmes will provide overall assignment oversight. The
consultant, under the duration of the contract, will also work closely with the technical project teams.


It should be noted that all the information and reports collected in the process of undertaking this exercise shall be the property of Heifer International.

The application requirements

Only legally registered entities are eligible to apply and should submit the following:

a) Letter of expression of interest and demonstration of capability.

b) Cover Page (Name of organization/company, contact details – the name of the contact person, physical address, phone number, and email address).

c) A technical proposal detailing your understanding and how you propose to undertake the assignment, and work plan. Include at least three previous clients and their contacts to act as references and CV(s) of the person(s) to be engaged on the assignment.

d) Financial proposal–Applicants should submit a detailed budget in excel format with budget notes that explain the basis of the estimate for each line item (in USD and KSh).

e) The successful consulting firm will be required to produce the following documents before entering into Independent Contractor Agreement (ICA) with Heifer;

  • Certificate of Incorporation or Business Registration Certificate.
  • A Partnership Deed if you are running a partnership business.
  • Audited financial statements for the last three years.
  • Valid CR12 Certificate
  • KRA online PIN Certificate.
  • Tax Compliance Certificate.
  • Certificate of Incorporation or Business Registration Certificate.
  • Physical location including town, building, room number and postal address.
  • Directors’ / Partners’ personal guarantee.
  • Trade reference and clientele list including their respective contacts.

All applicants should submit their applications to [email protected] with the subject line labelled ‘DIGITIZATION OF POULTRY, DAIRY PRODUCTION TRAINING CONTENT, HEIFER CORNERSTONES AND COVID-19 AWARENESS MESSAGES’.

Closing date for applications is Tuesday 15th September 2020.

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Nairobi, Kenya

Nairobi County

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