Tuesday, July 18, 2017

Graphic Design For Quinoa-based Beauty Products in Colombia

Written by Melissa Delzio, Farmer-to-Farmer Volunteer in Colombia

I am visiting Cali, Colombia on assignment with Partners of the Americas’ USAID-funded Farmer-to-Farmer (F2F) program. Partners pairs American volunteers (typically farmers) with producers, farmers cooperatives, agricultural universities, in developing regions of the Americas for a cultural and professional knowledge exchange. The company I am working with, Zen Naturals, has previously hosted technical and agricultural volunteers that have helped the start-up train Indigenous farmers from the Paez tribe to harvest ingredients that become the foundations of their products. Currently, Zen Naturals has developed a line a skin care products called Zue Beauty. This product line includes quinoa-based facial scrubs, toners and creams, but the mission of the company is much greater than the natural product they manufacture.

The Paez tribes live in a remote mountain region of the Cauca Department. As farmers, they have been harvesting coca leaves (the basis of cocaine) for centuries and make it into a mildly stimulating tea. But for the past decades, they have been forced to contend with the presence of the FARC rebel force in addition to the drug traffickers and cocaine refineries invading their region. Before long, drug traffickers took control of the coca production, seducing the impoverished communities who were surviving on subsistence agriculture.

My role as a graphic designer on assignment in Colombia is to work with Zen Naturals to help them with the design, branding and social media strategy of their Zue Beauty product line. In the coming weeks, this brand will hit the shelves of Whole Foods’ markets across Mid-Atlantic region in the United States.This is a big deal for this small, Colombian beauty and skincare start-up. If Zue products sell well in the sample market, they will sell the products nationwide. I arrive in Colombia eager to offer my design support, and to learn about Colombian history, culture, food and dance.

The Zue Crew
Zen Natural founder, Gabriel Maya, picks me up from my hotel on my first day in Cali. Since the volunteer assignment is only two weeks long, we head straight to the office to meet the team. The office is located in a seemingly residential neighborhood of Cali, relaxed with tree-lined streets. I am joined by another Farmer-to-Farmer volunteer, Nicole Opie who is going to be working with the Zen Naturals team on their website search engine optimization strategy. For the first day we absorb all we can about the Zue product line and make a plan for the next few weeks of work.

For a start-up, Zue already was way ahead of the game as far as design and branding. They had a professional logo with basic logo guidelines. They had package designs for all their products, printed marketing materials and a basic website. They had an in-house team of two designers (Juan and Sebastián) with strong design and illustration skills. From this strong foundation, we were able to determine what was missing and what needed work. I identified that the website and strategy for social media were the areas which needed the most improvement. The website was successful at telling the story of Zue, and the products and farmers, but lacked a strong home page. The website was inconsistent design-wise with the print marketing materials and the “Give Back” interface needed to be re-designed.

The Zue Brand
My first step was to tackle the “Give Back” section of the website, which needed to be a place where customers who purchased a beauty product would go to enter a code from the packaging. Upon entering the code, the customer would then be able to choose between an animal, environmental or societal cause to have a portion of proceeds benefit. The causes functioned like campaigns, each with tiered goals based on a point system. Within a given period of time, points accumulated as customers entered the codes and when a project reached its goal, the team at Zen Naturals would give back accordingly. This was a rather complicated interface that needed to communicate the success of projects as well as projects in progress. I recommended they use the term “Zue-Gooder” to describe customers who engaged with the brand at this level. And the term could be used as a call to action, “Become a Zue-Gooder!”

Using existing illustration assets, colors, fonts, and photography, I re-designed the interface for the Give Back section showing how the user progressed through the experience with each frame. The process was very collaborative. I showed design comps early on to the team and we walked through revisions and feedback. The team was mostly bilingual, but to make sure everyone was on the same page, Gabriel would pause to translate. I would work from the hotel, but take an Uber into the office every day or so to check in and review work. By Friday of the first week, I had completed the Give Back section and was able to turn over the design files to the internal team so they could begin development.

The Home Page
After completing the “Give Back” section of the website, I focused my attention on the home page. The current home page featured an outdated marquee and minimal information about the product. We decided that the products needed to be front and center and that the farmer story also needed to be told on the home page. I re-designed the home page to re-order the information, provide emphasis on the product, and offered up some light copywriting to give a general sense for what the length, content and style should be. The design style of the Give Back and Home pages were drafted off of some existing elements from the original design as well as illustration and style elements from an existing brochure. My recommendation to Zen Naturals was that all their design work tie together in order to make it more consistent. To that end, as I worked I began to compile a document of brand assets and specs that would guide all future design work.


The Whole Plan
We kicked off week two with a brainstorming session about the Whole Foods campaign roll out. Zen Naturals had booked a marketing company to represent the Zue Beauty brand at a table in the store, hand out samples and sing the praises of Zue Beauty products to potential customers. We talked through what the goals were of that engagement and what actions we wanted customers to take (e.g. sign up for Zue’s email list). We discussed what visuals best represent the company. The samples were to be handed out in a small, decorative cloth bag and I was tasked with designing a brochure to be inserted. We decided that the brochure should align closely in design and content to the newly designed home page and focus on the farmer story as well as give exact details on how the Give Back program works. I was able to utilize existing fonts and textures for the design of the 4-panel promotional roll fold piece. The designer from Zen Naturals showed me paper samples of sugar cane paper, widely available in Colombia and we decided that would be a great choice for the brochure

One of the missing pieces from the existing brand story was that the designs were lacking a Colombian feel. While the company was featuring Colombian farmers, the fact that Zen Naturals was a Colombian company and that South America is where all the ingredients originated was lost. Americans crave tropical products and I suggested that they develop an additional component that gives the brand a more tropical feel. I provided several examples of tropical plant illustrations that I thought could be useful and Sebastián, the talented in house illustrator set to work on working up new assets. To support this messaging, I designed a “stamp” graphic to be used on the home page and in the brochure. Featuring a parrot, the words South America and the colors of the Colombia flag, the stamp gave the designs a proper identifier as to the product’s origin. We encouraged the staff to be proud of the Colombian roots and make sure that future design work represents the product’s tropical ingredients.

Uniquely Zue
Upon completing the website re-design and brochure project for Zue Beauty, I moved on to social media templates and compiling a final brand guidelines document for future design work. Social media was an area I thought could use the most improvement and Nicole and I felt the brand needed to move away from generic lifestyle, feel-good posts that had nothing to with the brand to more targeted images/content that related directly to one of the core brand values. We created a litmus test for content. Does it celebrate women? Does it relate to the product? Does it talk about Cycle of Zue? Does it celebrate Colombia? Does it profile a customer? Does it reflect a core value? If not, it should not be a part of your social content. When developing social content, Zue should choose a theme, a content type (profile, product, lifestyle, etc) and an action. Nicole and I offered examples for how to engage with an audience including call for audience content and customer profiles. I came up with the hashtag #uniquelyzue and gave example for how that tag can be used to highlight customers and showcase lifestyle. We discussed the difference between evergreen (ongoing campaigns) vs promotional campaigns that are short term and encouraged the team to develop an editorial calendar for social and blog content. I provided many visual examples of successful social campaigns in the US from Dove’s “Real Beauty” campaign to REI’s “Force of Nature” and called out what was successful about each. Finally I designed a few Instagram graphic examples to be used as a template for future content.

By Friday of the last week of our Colombian trip, I presented the final brand guidelines document to the team, and packaged up all the assets to share back with the designers. I believe the team is well positioned to have a successful product launch in the United States. While they have a very talented design team, I recommend that they work with a copywriter in the States to help them with writing their social content. Advertising and engaging on social media is tricky and I believe it is too hard to do successfully without living within the culture. I look forward to seeing how Zue Beauty evolves and hope to find their products on the shelves of my Whole Foods soon.

Tuesday, July 11, 2017

Improving Soil management & Crop Diversification through Windbreaks

By F2F Volunteer Harry Greene

My name is Harry Greene, I live in Burlington, Vermont, and I am the co-founder of and head of farm development for Propagate Ventures. We are an investment management firm that links financial capital with agroforestry and multi-species agriculture. My role at Propagate involves creating replicable economic models for polyculture (biodiverse) agroforestry systems. In plain English: I design organic orchards that grow more than one type of fruit; I work with everything from building the soil, to planting the trees, to forecasting management requirements over a 10-year time horizon. I also work as part of team that manages a 245-acre organic farm in Shelburne, Vermont, where I run a chestnut-centric tree nursery and agroforestry consultancy called 100 Years of Sun, which is the nursery and installation arm of Propagate Ventures.

In February of 2017, Partners of the Americas’ Farmer to Farmer (F2F) program contacted me with the opportunity to travel to the Dominican Republic to develop a process for establishing windbreaks on banana plantations. The goal of my trip to the Dominican Republic was to develop an economically-viable windbreak installation procedure, and gain a better understanding of tropical agroforestry systems.

Banelino, Bananos Ecológicos de la Línea Noreste, is an association of banana farmers in the Dominican Republic.  Since 1996, they have grown into a network of 334 member farms, 85% of which are certified organic. Their farmers are experiencing the effects of climate change first-hand. Strong, dry winds are damaging banana plants, and drastically reducing farm income. The planting of windbreaks –also known as shelterbelts, “barreras vivas” in Spanish, or simply rows of trees that are stronger than bananas– has thus far been unsuccessful. Farmers do not see non-fruiting species as contributing sufficient benefit as to outweigh the financial and temporal costs of having to deal with an additional feature on their landscape.

In order to shift the entrenched collective mindset that is a banana monoculture, I recommended that Banelino communicate the value of reduced wind-speeds in terms of dollars in lost yield, and simultaneously re-frame the planting of windbreaks as “growing additional tree crops.” The effectiveness of a windbreak is determined by its height and density, but the probability of farmers planting rows of additional species is dependent on cultural and financial inertia. Consequently, our windbreaks must manifest themselves in lime and avocado trees. Distribution channels for organic fruit are generally well established in the Dominican Republic, and adding a crop to the roster is far from unreasonable. The technical directors, extension agents, and farmers of Banelino were all in tune with this idea.

In addition to being multi-functional, windbreaks must also be profitable. We often focus too much on the revenue of an enterprise and not enough on its costs. The next step for Banelino is to map out the pro-forma income statements of fruiting windbreaks over ten years. If we work in good financial planning, the process of diversifying farm income by way of bio-diversifying farms will become self-perpetuating. These lime and avocado trees are given as possible species, because farmers are already growing these crops. However, in order to find the intersection between financial and physical feasibility, Banelino should also conduct an economic analysis of crops such as cacao, moringa, and dwarf coco palm. This process is multi-disciplinary and will require a diverse team of agronomy technicians, producers, and fruit exporters to make these windbreaks happen. Banelino is a very cohesive network, and I am confident that they will do good work.

 On a more personal note, this experience was absolutely phenomenal. For me, life doesn’t get much better than combining agroforestry and Latin America. Seeing 20 farms in various parts of the Dominican Republic, and coming to understand tropical agroforestry systems has reaffirmed that exchanging stories, practices, and ideas is indispensable. Trees grow much faster in the tropics than they do in cold climates. In Vermont, even if one has a base in ecology, the forest is quieter than it is in the tropics, and it moves more slowly. In The Dominican Republic, I could (figuratively) see the trees growing, and ecological succession became as clear as day. Epiphanies sprung up left and right in regard to agroforestry and organic food production. Biodiversity as a concept grew much deeper roots. I see a very clear correlation between human health and the quantity of surrounding biomass. With the growth of the forest comes human prosperity. Plant the trees.


Friday, July 7, 2017

Bio-digesters in Wawashang

F2F Volunteer Vance Haugen leading a interactive
lecture on bio-digester design at the Wawashang School
From April 16 to May 1, two Farmer-to-Farmer (F2F) volunteers traveled on assignment to Wawashang, a remote community in the Atlantic Coast of Nicaragua. This assignment included the participation of Vance Haugen (a University of Wisconsin Extension professor specializing in biogas production) as well as James Rhode (Director of the 4-H Adventure Project in Crawford County, Wisconsin). Their dual assignment was part of Farmer-to-Farmer’s “Women & Youth in Agriculture” project and was done in partnership with local host FADCANIC (Fundación para la Autonomía y el Desarrollo de la Costa).

Mr. Haugen and Mr. Rohde’s assignment was centered on the implementation of bio-digesters systems for FADCANIC’s Wawashang School. Due to the school’s remote location, the administrators are actively trying to strengthen the institution’s self-sufficiency by generating all the food, energy (e.g. biogas), and agricultural inputs (e.g. fertilizers) it needs to function properly. The rural school currently consists of student dormitories, teacher quarters, classrooms, an administration building, a clinic, a woodworking shop, a set of solar panels, several plant nurseries, as well as a coconut, corn and cacao processing facility. The school also has in place a farm, where goats, pigs, chickens, horses and cows are raised. Currently, these set of farm animals produce significant amounts of manure, much of which is no being utilized. As such, the school requested two F2F volunteers that could assist them in implementing low-cost bio-digester systems that can harness the biogas and organic fertilizer produced from manure. Mr. Haugen and Mr. Rohde were the perfect team for this task.

As part of their assignment in Wawashang, the duo of volunteers conducted a series of lectures and hands-on trainings on how to design, build, operate, and maintain bio-digester systems. This included technical insights into the chemistry of the process, various fuel sources, different types and advantages, output use for fertilizer, as well as the environmental impact and benefits of such systems. In particular, the pair of volunteers identified two benefits that the school would obtain with a bio-digester system: 1) clean and reliable source of fuel for cooking (i.e. replacing wood burning stoves), and 2) the fact that digester effluent can be used as a readily available and nutrient-rich fertilizer. Through these presentations and workshops, a total of 6 FADCANIC teachers and 68 students were trained. In addition to helping to establish a bi-digester system for the school, the objective of these engagements was to incentivize faculty and pupils to duplicate these low-cost technologies in their respective villages and farms.

Thursday, June 29, 2017

Volunteer Highlight: Myriam Kaplan-Pasternak

Myriam Kaplan-Pasternak is a veterinarian, farmer, agricultural development practitioner and now CEO of Haiti Coffee. Since 1971, Myriam and her husband Mark have owned and managed Devil's Gulch Ranch in Nicasio, California, a diversified family farm that supplies high-end restaurants and wineries as well as educates children about nutrition and food production. Her experience in international development began in Niger, where she was a Peace Corps Volunteer from 1983-85 focusing on nutrition. Since 2007, Myriam has been working with Makouti Agro-Enterprise as a Partners of the Americas’ Farmer-to-Farmer volunteer. Throughout her 16 F2F assignments in Haiti, Dr. Kaplan-Pasternak has used her technical expertise to support the needs of impoverished communities in Haiti for which she received a Presidential Volunteer Service Award in 2010. Her efforts intensified following the January 2010 earthquake in Haiti, which she along with her husband and children experienced firsthand. She currently acts as a consultant, catalyst, and grant-writer for several agricultural projects throughout Haiti. She also helped found and direct several 501(c) 3 nonprofit organizations, including DG Educational Services and the West Coast Haiti Network.

While working with host Makouti Agro-Enterprise, veteran F2F volunteer Myriam Kaplan-Pasternak realized the potential for exporting high-quality Haitian coffee to the international market. In July 2010, Dr. Kaplan-Pasternak recruited Haitian-American businessman Yves Gourdet, to travel to Haiti as a F2F volunteer in order to 1) assess coffee production in specific regions of country, 2) educate producers on the U.S specialty coffee market, as well as 3) determine the feasibility of connecting Haitian producers to U.S markets. Based on Gourdet’s findings, he and Dr. Kaplan-Pasternak developed a business plan and launched Haiti Coffee Inc.

In the first year, Haiti Coffee imported 11,000 pounds of coffee, ending the year with a small profit, and was extended a line of credit from a private supporter. The next year, Haiti coffee imported a full shipping container of coffee and expanded to a second production site. Coffee bean sales have now impacted the lives of thousands of farming families in Haiti, and the company has started reintroducing Haitian coffee to the world. What is most significant about Haiti Coffee is not only that is the result of cooperation between individuals and groups affiliated with F2F, but also that it is working to build a sustainable network to support viable, income-generating agricultural opportunities for Haitian farmers, and moving up the value-chain to access larger markets.

In addition to linking coffee producers to markets, Myriam, has been a key influence in the launch and ongoing development of locally-driven producer associations in Haiti. Among these cooperatives is the Association des Travailleurs de Dondon (ATD), a thriving, young cooperative that is leading the charge in their region’s resurgence. As they head into their fifth harvest season, founding director Jacquelin Lucas takes time to reflect on where they’ve been and where they are going:

It first starts with Myriam [Kaplan-Pasternak], a Farmer-to-Farmer volunteer, who helped us see that it was not a waste of time to focus on increasing the value of Haitian coffee. She’s been involved with many aspects of our business, from seedling production to processing to cupping. There are not enough words to describe Myriam’s influence on our effort and success.”

Myriam had been working with Jacquelin in his role as a field technician for Makouti and supported him in the creation of the cooperative. In the beginning, Jacquelin needed to educate the producers on quality standards for the international market. Thanks to F2F and volunteers like Myriam, he was able to teach other producers how to assess and meet quality standards at every step of the process. In addition to providing training and technical assistance, Myriam, through her role with Haiti Coffee, invested financially and emotionally in the success of the effort.

Today ATD is successfully competing in the international market. They have a contract with Haiti Coffee for the US market and are in negotiations with Vasco International, a Chinese company and potential buyer. Part of what has led to ATD’s rapid success has been the way they do business. They are singularly focused on quality and quality improvement as a core operating value. They apply a ‘quality lens’ at each point on the value chain and provide services to help their producers. For example, when producers bring their cherries (green beans) to sell, ATD does an initial sort on quality. They have visual tools to help educate producers about standards. They’ll pay 40-50% upfront to help bridge costs, and have other services such as de-pulping, drying and marketing, in addition to this credit function. Within the past two years, ATD has gone from 80,160 Haitian Gourdes ($1,781) in gross sales to 850,000 Haitian Gourdes ($13,077), and their coffee, is now consistently ranked 82 on the international ranking system. Dramatic improvements in quality bode well for the future. On the gender and environmental fronts, of its 200 members, 80 are women, and in 2015 their nursery had 14,000 seedlings of coffee and 5,000 seedlings of cacao. 

When asked what has contributed to ATD’s success, Jacquelin said it works like a family; everyone works together. To be a member of ATD, there are rules that producers must agree to: they must agree to be trained by the cooperative, and must live in the community. Other values are reflected in their vision which focus on well-being of community, environment and of course superior quality coffee. Since its inception, ATD has been supported by seven F2F volunteers, each building on the work and success of previous volunteers.

Friday, June 23, 2017

Farmer-to-Farmer (F2F) Volunteer Spotlight: Dr. John Rushing

                                                               F2F Volunteer Dr. John Rushing

Dr. John Rushing is an emeritus professor at North Carolina State University’s College of Agricultural and Life Sciences. During his decades’ long career in NCSU’s Food Bioprocessing, and Nutrition Sciences, Dr. Rushing has advised and directed numerous food technology and food safety programs at various regulatory agencies and private companies in North Carolina, and throughout the world. Currently, Dr. Rushing is an independent foot technology consultant who remains committed to training the next generation of Food Scientists. By way of the annual “John and Kelli Rushing Food Science Freshman Scholarship”, Dr. Rushing and his wife support Food Science students at NCSU with the financial assistance they need to continue pursuing their potential.

In addition to being leader in the area of Food Technology, Dr. John Rushing has also been a committed Farmer-to-Farmer (F2F) volunteer. During the last decade, he has participated in numerous F2F volunteer assignments in countries such as the Dominican Republic, Guatemala and Nicaragua. In March 2017, Dr. Rushing returned to the Dominican Republic to work with local host, ISA University. Located just outside Santiago de Los Caballeros, ISA trains students in a wide array of academic fields ranging from agro-forestry and environmental management to food technology. During this F2F assignment, Dr. Rushing assisted technicians from ISA’s food microbiology lab in improving their methods and techniques for analyzing food-based pathogens, including E. coli, coliforms, aerobic mesophiles, Salmonella, Staphylococcus aureus, Listeria, molds, yeasts, among others. He also provided technical advice on equipment acquisitions, made recommendations on plant layouts and evaluated operations to meet international food safety standards and improve food technologies. As part of these trainings, Dr. Rushing also worked alongside ISA Faculty to lead various lectures related to dairy processing plants. These modules included topics such as milk pasteurization, hygiene management, as well as post-processing contamination.

Wednesday, June 21, 2017

Cultivating Peace and Rural Development in Post-Conflict Colombia

By: Andres Varona, Agriculture & Food Security Program Officer at Partners of the Americas

For more than 50 years, large segments of Colombia’s countryside have been the battlefront of guerrilla rebels, paramilitaries, and drug cartels. The violent clash between these factions and Colombia’s armed forces has not only displaced millions of campesinos to the country’s sprawling cities, it has also contributed to the further degradation and neglect of Colombia’s rich agricultural and food-producing regions. With the signing of the peace deal with the FARC, the largest guerrilla group, the government of Colombia faces a unique opportunity to not only forge greater peace and security, but also a chance to restore the environmental vitality of its countryside and the socio-economic well-being of millions of people that been displaced from their lands. As the FARC put down their weapons and other armed groups (e.g. ELN) begin negotiations to do so, the government should move quickly to regain control of the areas previous controlled by these armed factions. This will have to be done swiftly but with tactical precision as to prevent the proliferation of other armed groups and criminal activities (e.g. illicit mining, deforestation, coca production) into these fragile and impoverished conflict hotspots.

The aim of this revamped rural development strategy, however, should not only be to win the hearts and minds of local people. Likewise, it should also incorporate mechanisms that empower a real and tangible improvement in the quality of life of rural communities that, for decades, have been systematically neglected. Such a strategy will require various levels of government (e.g. national, departmental, municipal, indigenous) to work in concert with a wide array of private enterprises (e.g. agribusiness, ICT, tourism providers), civil society organizations (e.g. NGOs, foundations, academia) and the international and bilateral donor community (e.g. United Nations, IDB, USAID, European Union) to develop and rollout a comprehensive rural development plan in Colombia’s conflict-prone areas. These initiatives should also integrate and promote the conservation Colombia’s natural protected areas, especially given that many of these ecological areas also straddle areas of high and medium conflict.

To be effective, inclusive, sustainable and participatory, this rural development strategy should prioritize the following three areas:

1) Investing in social services: Many rural communities in Colombia lack basic and quality social services such as schools, hospitals, law enforcement and emergency response. Without these in place, many rural dwellers will continue to face growing levels of poverty, undernourishment, illness, and insecurity. The government out to direct more of the national budget towards investment in these geographic and thematic areas. For example, the government could expand the network and reach of public schools and agricultural universities, thus providing rural children and youth with increased educational opportunities. With more access to a quality education in their communities, many of this young people could break the inter-generational cycle of poverty, avoid moving to the already crowded cities, as well as deter them from turning to criminal activities and/or armed groups.

2) Generating quality and formal employment: While education is important, Colombians in conflict prone areas also need access to a more diverse base of quality and formal jobs. The absence of technical skills and formal employment opportunities leads many campesinos to either move to the cities in search of economic opportunities or fall victim to criminal or illicit activities that can provide them sustenance. In this way, there is much that the government, along with the private sector and academia, can do more to strengthen the technical skills of rural dwellers as well as generate good paying jobs in the most remote and conflict-prone communities. For example, the government could work with leading universities to expand its current network of National Learning Service (SENA) centers to more remote and conflict-prone areas. In partnership with leading public and private univerisities, these SENA center could get access to more resources (e.g. funds, books, technology) as well as a more robust course curriculm that empowers campesinos with the set of skills they need to work and generate value in the context of their communties. For example, these centers could also partner with private enterpirses (e.g. agribusinesses, hotel chains, energy providers) in order to train and hire people from conflict areas in various local and sustianble value chains, such as environmental management, permaculture, ecoturism, small enterprise development, renewable energies, among others.

3) Improving transportation infrastructure and market linkages: In addition to more schools and hospitals as well as increased technical capacities, rural communities in Colombia are also in desperate need of transport infrastructure. This means better quality roads that wither through intense tropical weather patterns. It also means revamping the country’s outdated rail network and fluvial ports so that local campesinos have transportation multiple transportation option to take the crops they produced to markets. In addition to infrastructure, these communities will also need better access to markets. This could be done by establishing procurement policies so the government as well private contractors have cost incentives to procure more of their materials and services (e.g. coffee, snacks, building materials, and call centers) from small and medium enterprises situated in these areas.

Friday, June 16, 2017

Scaling the Sale of Educational Artisan Products in Guatemala

Written by F2F Volunteer  Jo Anne Cohn 

 F2F volunteer Jo Anne Cohn
   visiting a shop in Antigua which carries DIDART kits

This month I had my first opportunity to work with Farmer-to-Farmer and Partners of the Americas. My assignment was to assist DIDART, a small business which makes educational kits for children in Guatemala. My task was to help staff members develop a sales strategy in order to enter new markets for their craft products.

First, let me tell you a little about the product. Each kit comes with raw materials gathered by indigenous communities in Guatemala to make a craft. In addition, each kit contains a “passport” with an App to download. Once the App is downloaded, you can visit Guatemala electronically and learn more about the country's diverse indigenous populations and how the raw materials are used to make artisan crafts. Out of my kit which contained pine needles, I made a bracelet! Other kits include manguey for making key chains, clay for making figures and seeds for making masks.

 DIDART employee Anna Lucia Quevado modeling a DIDART display in a store where DIDART kits are sold

Most of the DIDART kits sold in Guatemala are sold to schools. I did have the opportunity to accompany the DIDART team on a sales call to the Liceo Javier, in Guatemala City. In addition, we went to Antigua to visit local shops where kits are being sold. DIDART is also teaming up with the private sector in the area of social responsibility. The idea is for corporations to buy kits to be used in underserved communities.

 DIDART employee Marielos Pichillá making a sales presentation to a school in Guatemala City

What I like about DIDART kits is that not only is it a great learning tool for children, it helps out the local economy as well by buying raw materials from more than 250 local artisans. There’s also an environmental component to DIDART. They have teamed up with CBC (Central America Bottling Corporation) to develop an application called “Ecounidos” where you can determine the location of the recycling centers nearest to you.