PRISMA determined that encouraging the private sector to make available safer products and embedding information and extension services with the products as part of their marketing strategy could improve sales for the companies. This marketing strategy would also improve crop productivity for the farmers.
ReadPRISMA saw an opportunity to work with the private sector to introduce harvesting and planting machines to smallholder rice and maize farmers to reduce the cost of production, increase productivity, and improve food security.
ReadPRISMA focussed on rice in the early years through interconnected markets such as irrigation and, more recently, soil treatment, crop protection, and mechanisation.
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