Ecopia McGill Conference on Global Food

Security. Real Time Mobile Phones Based

Reversed Auction for overcoming the challenge of Food Security in

Ethiopia/East Africa.

Ethiopia and Food Secuirty Ethiopia is one of the world’s most

misunderstood and poorest countries. Although the northeast of the country has barren areas of land where famine is an ever-present threat, the south and southwest of the country has rich soil and numerous smallholder farms producing a variety of fruits including mango, papaya, banana, pineapple, guava and passion fruit.

Ethiopia and Food Security The Ethiopian population is estimated at

between 82 and 90 million of which 45% is under the age of 14 years of age. Agriculture accounts for 45% of gross domestic product and 60% of exports. Close to 80% of the Ethiopian population derive their income from agriculture. Main agricultural products include coffee, oilseed, cereals, pulses, cut flowers, cotton, cattle, sheep and goats. Main agricultural exports include gold, qat and leather products.

The challenge of Food Secuity in Ethiopia is primarly: availablity, accessiblity and use.

In some months mango in Assosa/Ethiopia

About my self and Why Ecopia

Frustrated by the lack of interest from Non-

Governmental Organisations (NGOs) to support at the time the idea of using a value-added market approach to help rural families in Ethiopia, in 2005, I established the for-profit social enterprise as an international business called ‘Ecological Products of Ethiopia’. In 2006, the brand was repositioned under the abbreviated name of ‘Ecopia PLC’.

Ecopia is a social company www.ecopia.de that uses mobile telephones to orchestrates the value chain of organic food, cosmetics and herbal production, processing and marketing. The head quarter is in Addis Ababa, Ethiopia. We have an office in Chocko, Safa, Lante, Chencha, Konso (in the southern Region) Dre Dawa and Assosa.

Introduction of digital application

Organic products rely heavily on technology, transportation, management and logistics for physical fulfilment, and on marketing and government regulation for maintaining an efficient consumer market. ECOPIA business model is structured on the co-creation of organic products value chain in East Africa; we control the activities in the market by using mobile networking.

Ethiopian organic products challenges:

Essentially, ECOPIA is involved in the commercial movement of organic food from field to the consumers. We bring a product from its conception to its end use consisting of the input suppliers, producers, processors and buyers.

Essentially, ECOPIA is involved in the commercial movement of organiEssentially, ECOPIA is involved in the commercial movement of organic food from field to the consumers. We bring a product from its conception to its end use consisting of the input suppliers, producers, processors and buyers.

Traceability Labels indicate:

Traceability Code Expiration date Consumer information Contact

Ecopia in rural areas

Track me We are working that our lables to integrate barcode

system where by: Traceability Code Baracod system for tracking system that is integrated in the

mobile phone. (Ecopia is disusing this functionalities with Motorola mobile phone hardware providers)

Ecopia in rural areas

Pay me !!! Ecopia will implement the first quarter of 2012, its

concept of Trace, tack and pay me with the use of Dashne Bank: mobile pay card system.

Ecopia in rural areas

Essentially, ECOPIA has invested for the past five years in establishing a database of its suppliers (we have now 11,000 farmers in our database of suppliers). Whereby the suppliers are advised to acquire mobile phone in order to implement our tractability code. We have started with our traceability code to bring a product from its conception to its end use consisting of the input suppliers, producers, processors and buyers.

Ecopia Plc.

Ecopia Plc is the first mobile phones based conductor in Organic Food production in East Africa and we want to process our products on web-based food processing software for mobiles. We are the first food industry that has been able to bring products, technologies and services to the regional market by orchestrating 12 Ethiopian organic value supply-chain sectors: 1. Organic products: fruit, vegetable, cereals, herbal producers and sellers 2. Buyers of Ecopia products and Ecopia farmers products 3. Producers 4. Consumers 5. Processing facilities 6. Logistic and linkage service providers 7. Labelling 8. Marketing 9. Packing companies 10. Regulator and Certification providers 11. Research Institutions and Universities 12. Dealers and Retailers

Mobile based application

We use mobile phones to address the major constraints at each level of the supply; demand and net work chain, rather than concentrating on just one group (e.g., producers and processors) or on one geographical location.

Mobile based sourcing

We use mobile because our suppliers (11,000 2011 and 2 milion in 2015) can not read and write, have no access to transport and computers . Therefore Ecopia use mobile for: •Orchestrating the 12 value chain of organic food processing •Increasing the offer •Planning •Controlling •Tracing •Tracking

Mobile based sourcing

1. To bring together demand and supply without any corrupted middlemen, who misuse their position of dealers. 2. Enable the organic farmers to participate directly in the market and price making process. 3. They are accessible for every one 4. Easy for every one 5. Every farmer can participate in the market 6. Distance is no long an attribute to access to the market 7. Food market becomes transparent. 8. You only need mobile to be part of the web based processing team of Ecopia.

Why mobile phones?

Ecopia wants now to develop Mobile Phones based ERP and MRP We want to use mobile for web-based Enterprises Resources Planning (ERP) and integrating our partners and consumers who are decentralised in the region to regional and international Market. We need web-based Market Resources Planning (MRP).

Mobile based sells and distributions

•Create a Real time Reversed Auction (RTRA) for African food Sector.

•To develop a platform that integrate all the decentralised farmers and partners in Organic food processing to Ecopia ERP and Regional and International Organic Food market without any special devices by just using mobile phones.

Our aim: Real time reversed auction

Why reversed and not ebay system? 1. Advantage to the Farmers: as price is always an offer 2. In the ebay system the price is created in the last second. 3. We determine the price by auction 4. Get repayable price 5. ERP for African Food Processing . 6. MRP for African Food to go to International Market (European, American and Japan market) planning: Organic Market is growing at 15% in the world market.

Real time reversed auction

The interface technologies we are going to use are: 1. SMS interface 2. Voice application 3. Voice human to human and in the near future Human Computer interface.

Real time reversed auction

Ecopia Plc film

Base of the Pyramid 1. Ecopia

Base of the Pyramid

1. Ecopia

80 % of the Population

Base of the Pyramid

1. Ecopia

Build Bridge

Base of the Pyramid

1. Ecopia

Create Value for Top

Structure

1. Ecopia

Basic Information Ecopia is a social

company that orchestrates the value chain of organic food production, processing and marketing

1. Ecopia

Basic Information The headquarter is in Addis

Ababa, Ethiopia

1. Ecopia

Basic Information Processing facilities are in Chucko and Safa for

pineapples, Chencha for highland

fruits, Bahardar for Guava Assosa for mango.

1. Ecopia

Ecopia Holding Structure 1. Ecopia

Ecopia Holding Addis Ababa

Ecopia Chencha •Apple •Plum

Ecopia Chuko

•Pineapple •Amaschok

Ecopia Safa

•Pineapple

Ecopia Assosa

•Mango •Hibiscus

Objective

XYZ-AG

Business Unit 1 Business Unit 2 Business Unit 3 Business Unit n

Business Development

Finance/ Investments Marketing Business Units

1. Ecopia

Training Establish

Incubation Center Collect, invest administrate

money for local

businesses

Structure of Business Unit

Business Unit

Incubation Center Marketing/Sales Industry

Production prototyping TestTrainingQuality management Administration

Product Marketing Customer

management Retail Marketing Sale of companies

products

Landed properties Production facilities Shops (Retail and E-Commerce)Tourism

Administration

Company 1 Company 2 Company n

1. Ecopia

Ecopia Services invest in equipment, knowledge and resources transfer from the different sources in their

business units in an early stage (seed investment)

Ecopia Assosa: co-investment in training with World Vision

1. Ecopia

Finances

1. Ecopia

Ecopia Products 1. Ecopia

Fruits & Vegetables: Apple Ambaschok Mango Zetuene (Guava) Casmer, Papaya, Plum etc.

Products: Jam & Compote Juice, Syrup, Wine, Vinegar Dry fruits for tea & cereals Pickles & Soup

Ecopia Products 1. Ecopia

We have

developed 42 products, which

are sold in Supermarkets &

Hotels

1. Ecopia

Content 1. Ecopia

2. Ecopia in Rural Ethiopia 3. Ecopia Future activities

Aim of the project Train 100 Organic Mango Producers

2. Ecopia in rural areas

Results 5 processed products in high quality standards

with traceability of organic farmers

Ecopia in rural areas

Traceability Labels indicate:

Traceability Code Expiration date Consumer information Contact

Ecopia in rural areas

Ecopia Lante and Assosa Products

Mango Juice & Syrup

Ecopia in rural areas

Ecopia Assosa Products

Mango Jam & Compote

2. Ecopia Assosa

Ecopia Safa/Chuko Products

Dried Mango for Tea &

Cereals

Ecopia Assosa Products

Mango Wine & Vinegar

Ecopia in rural areas

Ecopia Assosa Products

Hibiscus Wine & Vinegar

Ecopia in rural areas

Content 1. Ecopia 2. Ecopia rural area

3. Ecopia future work in rural areas

Structure Model 3. Ecopia Assosa’s Future

Farming Field School

Lodge

Incubation Center

Incubation Center

Incubation Centre

Ecopia Holding (Services)

Production and selling to Ecopia

Investment centre Services&Support

to create companies

Investment Model: IC

Ecopia: Equipment, Training Staff, Services

INCUBATION CENTER

Investment Model: IC

Ecopia

Corporative: 20 % of

Initial Investment Costs

INCUBATION CENTER

Investment Model: IC Ecopia

Government: Land World Vision: Cold Room

other NGOs Corporative

INCUBATION CENTER

Subventions & Co-financing

Ecopia Assosa

Ecopia Chucko

Ecopia Safa

Ecopia Chencha

Ecopia Addis

20 ha: Production facilities

50 ha: Planting

20 ha: Production facility & Lodge

20 ha: Production facility & Lodge

?

20 hectare

???Ecopia companies 2011 ????

Site inspection

W

E

S

PROPOSITION

CONTEXTE – Different functions are expressed by volumes and it gives direction and beauty in the surrounding areas we will use materials like bamboo and wood to the east direction (protection maximum of the sun) and maybe concrete blocks to the west direction so we can create cold rooms for the working place. the building is situated near to the eucalyptus tree and in the future we imagine that there will be some special plants in the front of the building (To be designed) before you reach to the building you are obliged to visit the plants. SUN - Main building is oriented in function of the orientation of the sun; In the morning it will hit the side of entrance. VIEW – The cafeteria and the offices area is oriented to the future garden and to the sloppy area of the field in order to benefit from the open view the working place are blocks with entrance apart . ROAD - Green area is created in order to be isolated from road.

N

Spaces

The building is divided in four parts The first one is the working place with four blocks with different colours different functions. The second one is the office and reception testing or coffee area and place of relaxation and oriented to maximum to the new garden and to the slob area this area is protected from afternoon sun and faces Est . The third one is the toilette and shower and maybe temporary worker house and is the separated from the other blocks and attached by the roof. The forth block is the hall and exposition area.

Entrance

The main entrance for visitor and workers is separated the visitors visit first the surrounding implantation before they reach the main entrance. The workers before they inter the working place they must bass by the entrance terrace and they can go direct to the changing room which is separated from the main building but attached by the roof and the terrace. Near the wall of the hall there will be installation of water pull. The recreation and office block oriented east protected from west sun is well oriented, first floor will be cafeteria and the second floor with terrace will be offices

Exposition

In the exposition area the blocks are attached to the hall, and gives direction to the building it is in lighted by the ceiling In the morning it illuminate the blocks and evening controlled sun lights will illuminate the wall of the hall, like some wall museums the floor can be used to as exposition. Near the wall of the hall there will be installation of water pull it reminds the small river and gives reflection to the hall area and it can be a sign of cleanness.

Materials

Bamboo and wood are used because those materials can be found easily from the surroundings. Inside every block there will be different function with separated access.

Different Angles

What we see is what we feel and different angles of the building is designed with special attention artificial light and natural lights are part of integrated spaces. Inside every block there will be different function with separated access. We can use solar panels which will be installed in the roof and oriented to west maximum sun. In the rain time all the rains falls in the long roof will be collected in there big cylinders these cylinders collects and participate in the architectural form of the building. (see some examples)

Modern Water containers

Modern Wood Walls

Visit www.ecopia.de for further information

Thank you for your attention!