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utilization of ASF in daily diets, beyond the structural factors there are multiple social factors which centerprimarily on a range of gender dynamics within and outside of the household and societal stratification thathas led to ASF being seen as food for wealthy people and not necessary in diet of poorer people. Additionally,there are knowledge and skill issues arising from unfamiliarity with certain ASF, ideas about their value orcooking properties, and with lack of confidence in how to prepare them. Orora Wihaze will therefore identifymultiple entry points to drive consumer behavior change, such as working with the Government of Rwandaand key NGO partners to improve nutrition and food knowledge of caregivers and other household members,to support improved household resource management especially tied to food procurement, women’sempowerment and gender equity, and capacity development in food preparation and household storage.The Rwandan ASF Market SystemFigure 1: The Orora Wihaze market systemFigure 1 provides a graphical representation of theASF market sytem depicting three elements:A core function that includes the market actorsleading the production, processing, retail, andconsumption of ASF. As in all markets dominatedby supply and demand dynamics, supply marketforces determine ASF demand, and consumerdemand shapes supply.Supporting functions that enable the core marketactors to efficiently produce, operate andexchange products, so that they meet theobjectives of Orora Wihaze.Rules and regulations that enable, police, andregulate the core market actors.It is important to note that the ASF market system includes supporting functions and rules and regulations thatsupport and enable all core market actors to meet Orora Wihaze’s goals, inclusive of consumers. This thereforeincludes market actors that are involved in influencing and strengthening nutrition knowledge of households,which can affect consumer demand for ASF.In this Activity, the market system described above will be specifically applied across four value chains: Poultry products (the consumer behavior assessment makes the further distinction between eggsand poultry meat) Swine products Goat and sheep products (such as goat meat and goat milk) Fish productsWhile the four value chains listed above have some similarities, including overlapping market actors and oftensimilar production and trading practices, there are differences that must be taken into account both during thediagnostic process as well as during the identification of intervention opportunities and solutions and thedesign of activities.Overview of Core Market ActorsThe market actors that form the core market function of the ASF system are the following:7

Producers. Depending on the ASF product, this can include micro-backyard farmers, small/mediumsized farmers, and/or large commercial farmers. Farmer groups, cooperatives, and associations. This includes farmer groups and cooperativesregistered under the Rwanda Cooperative Agency. These actors are often responsible for managingproduction and marketing activities, aggregating, and coordinating the efforts and financialcontribution of different farmer groups. Collectors and transporters. These actors play a different role depending on the ASF product, butgenerally include traders that operate between producers and end-markets, who are responsible forcollecting the product at the farm gate and supplying retail markets. These traders take mark-ups ofdifferent degrees, depending on the market, and in some situations invest in transport infrastructureincluding cold chains. Primary market traders. These actors are involved in sales channels closer to where productiontakes place, such as local market sellers and neighborhood kiosks. Processors. Butchers and abattoirs are the main market actors involved in the transformation ofproducts and value addition of ASF products. Exporters. Exporters play a key role in the ASF market system by channeling production toneighboring countries. Few producers export products themselves, and most exporters rely on smallscale cross border traders, such as Handicapes (traders exempt from formal tax) and ChoraChora(informal facilitators to move goods across borders), and are coordinated by trader associations, tradefacilitators, and large transporters. Retailers. There are a multitude of retail channels for ASF products across Rwanda, some of whichare more relevant to some ASF products than others. Retail channels can include restaurants and bars,large supermarkets, hotels, and schools. Consumers. Orora Wihaze targets low-income households residing in eight priority districts acrossRwanda. The Activity also specifically targets households with women of reproductive age and youngchildren. Across all ASF products, consumers often overlap with producers, because a largeproportion of households in Rwanda raise backyard animals, either for their own personalconsumption or for sale.How the market actors described above produce, exchange, and consume varies according to ASF producttype, and therefore, the specific dynamics should be analyzed individually. Detailed maps that show theserelationships can be seen in Appendix I, Core Market Actor Maps.Overview of Supporting FunctionsThe key supporting functions to the ASF market system are the following: Breeding. Breeders supply producers with more productive breeds. Breeders vary by ASF productsand can include hatcheries and brooders for the production of poultry products, fingerling hatcheriesfor the production of fish, and breeding services and centers to support the production of shoats andpigs. In some ASF products, namely poultry and fish, producers sometimes diversify and work asbreeders too. Input supply. These include a multitude of actors that sell inputs that are critical to the ASFproduction process. This includes market actors that produce and/or sell feed, veterinary drugs, andproduction and processing tools and equipment. Hygiene and health. These primarily include veterinary services, such as para-vet networks andpublic and private pharmacies. Financial services. These can include a variety of institutions that support the various market actorswith services and products that improve their ability to borrow or to manage and control theirresources more effectively. These can include banks, microfinance institutions, mobile financial8

providers, savings groups, and other financial institutions or mechanisms such as the rural investmentfacility, the agricultural guarantee fund, and the women guarantee fund. Information and training. These include those actors involved in providing a wide range ofinformation and knowledge to support the core market actors meet the objectives of Orora Wihaze.This can include improving the production of ASF, the efficient exchange of ASF products, and theconsumption as well. Actors that Orora Wihaze could engage with include input suppliers, financialservices providers, and Ministry of Agriculture extension workers, as well as community volunteernetworks such as Community Health Workers (CHWs), private firms, or civil society organizations(CSOs) who play the role of scaling effective evidence-based ASF nutrition messaging, including safehandling of ASF.Overview of Rules and RegulationsAs Rwanda urbanizes and income for many households increases, the demand for safe and high quality ASFproducts and related services is increasing. This increasing demand for quality ASF products and relatedservices is leading to proliferation of agro-food industries including ASF processing and marketing companiesand service providers to the industry. Many of these agro-food industry businesses seek standardization andconformity assessment services and are willing to provide and market competitive goods and services andgain the confidence of consumers. One of the key important functions of the Government of Rwanda (GoR)is to create an enabling environment in which ASF-based enterprises operate by putting in place clear policy,institutional, and regulatory frameworks and by introducing and enforcing standards to foster a competitiveenvironment for private sector enterprises in the sector, thereby increasing efficiency in the economy to theultimate benefit of both consumers and producers.In respect to the enabling environment for the ASF market system, the GoR regulates the production, supply,distribution, and marketing of animal products and animal feeds in an effort to ensure biosecurity and biosafetyand to, consequently, facilitate the trade and distribution of these products in Rwanda, within the Central andEast Africa region, and for export to other markets.Government of Rwanda’s policy and strategies. The GoR’s commitment to supporting the ASF marketsystem is well manifested in numerous policy and strategy frameworks put in place. Some of these policy andstrategy frameworks include the National Strategy for Transformation (NST1), the National AgriculturalPolicy (NAP 2018) and its related Strategic Plan for Agriculture Transformation (PSTA4-2018-2024). Thesepolicies provide a clear enabling environment to strengthen private sector led ASF value chains. The policyand plans, if implemented and enforced, should facilitate increases in ASF productivity and production levelsand encourage introduction of improved breeds, sourcing quality animal feed, and fighting animal diseases.As far as ASF market system is concerned, the policy and strategy frameworks support an inclusive andprofitable ASF market system which guarantees reliable access to affordable and healthy diets for theRwandan consumers in order to meet national objectives on poverty reduction, food security, and nutritionthrough strengthening market linkages throughout the value chain, increasing awareness and access to healthydiets for the consumer, promoting food safety and access to higher end markets with expanded access to SPSand quality standards certification.Subsidies: The national agricultural policy and strategy frameworks have created an enabling environmentthat is conducive for private sector entities to pilot new innovative technologies and business modelsparticularly in the area of input production and distribution that should increase the quantity and quality ofproduce and animal resources. One of the key financing mechanisms used by GoR is a subsidy and incentivepolicy to attract private capital that encourages investment in livestock input, equipment and materialsacquisition where for example, livestock vaccines are subsidized almost at 100% and livestock (cattle, poultryand pig) product is subsidized at 40%. In addition, in accordance to the law N 37/2012 of 09/11/2012establishing the value added tax, the Minister of Finance and Economic Planning has established a list ofagricultural and livestock inputs, materials and equipment exempt from value added tax including, breedinganimals, crop by-products an industrial food wasted used in animal feeds, mineral supplements for animalfeedings, vet pharmaceutical products, vet materials, livestock materials, insemination material inputs, etc.9

Furthermore, the law Nº 016/2018 of 13/04/2018 establishing taxes on income, in Article 21 stipulates thatagriculture and livestock income is tax exempt if it does not exceed twelve million Rwanda francs (Rwf12,000,000) in a tax period.Hygiene and standards: For decades, Rwanda joined different global, African continental, and regionaltrading systems/blocks such as WTO, EAC, COMESA, CPGL, etc. to support its sustainable development.These trading systems opened access for the country to wider markets and ultimately increasing demand forsafe and quality products and services. For Rwanda to have competitive products and services and fullyparticipate in regional and international trade, it adopted the National Quality Policy in 2010, and later revisedin 2018, to support the restructuring and reengineering of its technical regulatory framework so the nationalregulations are harmonized with those of its trading partners. The National Quality Policy also provides a clearframework to cater for technological and quality needs; to minimize environmental, health, and safety risks;and to improve hygiene and standards in ASF market system. A number of legal instruments (laws, regulationsand orders) have been put in place to substantially promote and regulate standards and hygiene in the ASFmarket system. Key among these include a law governing the use of agrochemicals (law No. 30/2012 of01/08/2012); a law relating to competition and consumer protection (law no.36/2012 of 21/09/2012); aministerial order on transport and trade of meat (No. 013/11.30 of 18/11/2010); a ministerial order on animalslaughtering and meat inspection (No. 012/11.30 of 18/11/2010); a ministerial order on stray cattle and otherdomestic animals (No. 009/11.30 of 18/11/2010); a ministerial order determining the organization ofveterinary pharmacy practice (No. 008/11.30 of 18/11/2010); and a ministerial instructions regulating privatecertification bodies offering product and system certification (N 17/2012 of 10/07/2012).Investment rules: Since 2009, the GoR adopted the National Public Investment Policy to guide theGovernment in its investment program. This policy was reviewed in 2017 and focuses on improving efficiencyand efficacy of the public investment portfolio and increasing the coordination between public and privateinvestments, including encouraging Public Private Partnerships. Complementary to this policy, the StrategicPlan for Agriculture Transformation (PSTA4) serves as Rwanda’s Agriculture Sector Investment Plan. Theplan outlines priority investments in the agriculture sector and creates an enabling business environment andfacilitates private sector investment in higher value chains including poultry, pork, and fisheries, etc. Inaddition, the GoR established legal frameworks for the management of national investment. These include thelaw governing public private partnerships (Nº 14/2016 of 02/05/2016); the prime minister’s order determiningthe functioning of the Public Private Partnership (PPP) Steering Committee that was approved by Cabinet on03/02/2017; the organic law on state finances and property (N 12/2013/OL of 12/09/2013); and a ministerialorder relating to financial regulations (N 001/16/10/TC of 26/01/2016).Export rules: Rwanda’s exports are evermore being updated to focus on attaining structural shifts in thenature and composition of exported products. The emphasis is on high-value and diversified products,including ASF products. Several policy and regulation frameworks have also been put in place to supportprivate sector operators to encourage increased diversification of ASF products for domestic and exportmarkets. Some of these include the National Strategy for Transformation; Rwanda National Export Strategy(2015); the National Cross-Border Trade Strategy I (2012-2017) which is currently under revision; and theNational Agriculture Policy (2018); and the PSTA4.10

PrioritizationThe complexity of the ASF market system requires study, analysis of the findings in light of Orora Wihazeexpected outcomes, and then prioritization of actions. The two tables (Table 2 Core Value Chain Constraintsand Table 4 Critical Constraints to Improved ASF Consumption) below were developed after completing theformative research and analysis on the ASF market system. This research included the Market SystemsBaseline, lessons learnt during engagement with market actors, the Consumption Study, the review of genderand social inclusion program policies and experiences as well as the Orora Wihaze’s staff’s deep and collectiveknowledge on the topics.The core value chain constraints prioritization table (Table 2) provides an overview of the issues that areconstraining the ASF market systems’ ability to produce and exchange ASF products to meet Orora Wihaze’sobjectives. The table provided in this section is a simplified version of a more detailed table that can be foundin Appendix II, which also details root causes. The core value chain constraints listed in Table 2 are:1.2.3.4.5.6.7.Low productivityAnimal vulnerability to diseaseLow production levelsLow availability of diverse and quality products, especially in rural areasASF is not affordableLow availability of ASF in rural areasLow consumption of ASFThe core consumption constraints prioritization table (Table 4) looks at consumer behavior related toobtaining and consuming ASF, highlighting from a consumer perspective what constrains their demandand therefore ultimately utilization of these products on a regular basis. As noted before, the factors tiedto obtaining and consuming vary by value chain and many of the structural factors overlap with thosecited in Table 2 highlighting important priorities in building a responsive and equitable market system. Structural – AccessibilityStructural – AffordabilityStructural – Competency and buying experienceSocial – Family & Community SupportSocial – GenderSocial – Gender NormsInternal – Attitudes and beliefsInternal – Self efficacyInternal - KnowledgeInternal – Skills11

Core Value Chain Constraints PrioritizationTable 2. Core value chain constraints summary table 1Core value chainconstraintSub-constraintRelevanceto valuechain 2Relevant market actor 31. Low productivity1.1 Micro-backyard farmers do notmake effective use of inputs (e.g.quality feed)Input suppliers1.2 Farmers cannot afford inputsFarmer associations / unionsFeasibility 4Agricultural extension servicesInput suppliersFinancial servicesFinancial services1.3 Producers do not employ goodhusbandry practicesAgricultural extension1.4 Producers do not make use ofappropriate equipment or farmingtechnologiesInput suppliers1.5 Producers use unproductivebreeds.See sub-constraint 2.11.6 Producers, processors, and feedproducers do not follow health andsafety standardsGoR health regulationSee sub-constraint 2.1Agricultural extensionFinancial servicesQuality assuranceThe table offers a scoring of High/Medium/Low (Green/Amber/Red) to represent the Orora Wihaze team’sassessment of relevance and feasibility. The scores were developed collectively during a strategy design workshopin May 2020.2This refers to the importance of this sub-constraint to resolving the core value chain constraint3This refers to the market actors that Orora Wihaze could engage with to address the sub-constraint4This refers to the feasibility of engaging with the market actor in the previous column to address the sub-constraint112

Core value chainconstraint2. Animal vulnerability todiseaseSub-constraintRelevanceto valuechain 2Relevant market actor 31.7 Farmers do not have access toquality inputsInput suppliers2.1 Producers use unproductivebreedsAgricultural extension2.2 Producers make limited use ofanimal drugsAgricultural extensionFeasibility 4Industry standardsBreedersFinancial servicesParavetsPharmacies3. Low product

utilization of ASF in daily diets, beyond the structural factors there are multiple social factors which center primarily on a range of gender dynamics within and outside of the household and societal stratification that has led to ASF being seen as food for wealthy people and not necess ary