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Customer journey of farmer Anthony

Farmer Anthony

Anthony is a vegetable farmer. He wakes up at 4 am and goes to his farm. Anthony shares the land with 6 other farmers. They all pay ¢100 per month to use the soil. Anthony also has three employees who earn 300 cedi per person each month.

One of the favourite veggies of Anthony is lettuce. It grows all year long and takes only 6 weeks to grow. He also gets seeds to grow cabbage, green beans and celery from Chinese customers that buy it once they are harvested.

When Anthony was young, he attended high school. He wanted to go to the university, but his father had an accident, so Anthony had to help him. Being a farmer is good for the country Anthony thinks; this is why he became a farmer.

Most of the time is Anthony is busy watering the 15 plots of land he leases. The size of each plot is about 100 m2 (20m x 5m). Irrigation takes rather long at the moment. The plot is located on a slight slope. Therefore, water has to be pumped uphill. Anthony would like to have sprinklers to simplify this process and make the workload less intense.

At the moment he and his co-farmers were in the trial phase of the services Farmerline offers. They get a weather forecast and market prices of the vegetables along with financial training. Both cost ¢12 each per 6 months, but if Anthony decides to take both, he gets 2 cedi discount, making it a total of ¢22.

Anthony works in the early morning until 1 pm, then it becomes to hot and he takes a break. At 7 pm, his working day is over. He goes home and spends 2 hours with his four children and his wife. At 9 pm, he goes to bed to sleep.