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Feed The World Campaign

Bradley Lab

Laura Thomas
Laura Harrison
Maria Panter
Beto Gonzalez
Caroline Smith
Andrew Johnson
Perry Sessions

Peruvians are increasingly proud of the historical and cultural wealth, both past and
present. After turning its back on its Andean origins for centuries, modern Peru now fully
recognizes the value of the Andes and the Amazon for all that they represent in terms of
resources and ancient traditions. Families in Peru, no matter what their status, show a high
degree of unity, purpose, and integration through generations, as well as in the nuclear unit. The
average size for families for the nation as a whole is 5.1 persons per household, with the urban
areas registering slightly more than this and, contrary to what might be expected, rural families,
especially in the highlands, being smaller, with a national average size of 4.9 persons. Hispanic
Peruvian patterns are strongly centered on the father as family head, although women
increasingly occupy this titular role in rural as well as urban areas, amounting to 20 percent of all

There, 91,000 street vendors, 54 percent of them women, sold food in the streets or
public squares of central Lima or the residential area of Miraflores, the upscale mecca of the city.
Women represent as much as 80 percent of a family's labor force. Women often work to make it
possible for their husbands to migrate to search for work. Mining has proven to be one of the
most successful industries for the country. In the past, the country has held leading positions in
the global production of arsenic trioxide, bismuth, copper, gold, lead, tin and zinc. Peru is an
international leader in finishing, where they produce nearly 10 percent of the worlds fish catch.
The economy has grown significantly the past five years. "Peru's government said...that the
country's poverty rate declined two percentage points last year, to 25.8 percent. Peru's national
statistics agency, INEI, said that 509,000 people escaped poverty in Peru in 2012 (The Peruvian
Times). Still, its estimated that 78 percent of Perus indigenous children live in poverty. One
third of all rural children suffer from chronic malnutrition. The illiteracy rate in rural areas of
Peru is high, at 19 percent. In urban areas the rate is 3.7 percent.

The Importance of Agriculture in Reducing Poverty in Developing Countries
A study conducted by the Organization for Economic Co-operation and Development
concluded that the biggest contributing factor in the reduction of poverty and sustainable growth
was the success of a countrys agriculture. Likewise, a paper published by the Department for
International Development also states a link between agriculture and poverty. In that study, they
talk about the four transmission mechanisms: 1) direct impact of improved agricultural
performance on rural incomes; 2) impact of cheaper food for both urban and rural poor; 3)
agricultures contribution to growth and the generation of economic opportunity in the non-farm
sector; and 4) agricultures fundamental role in stimulating and sustaining economic transition,
as countries (and poor peoples livelihoods) shift away from being primarily agricultural towards
a broader base of manufacturing and services. Many countries make the mistake of trying to skip
the agricultural step and jump right into industry to grow their economy but according to these
studies and others, agricultural development is necessary for poverty reduction. Agriculture is the
first step in order for Peru to reduce poverty and maintain sustainable growth for the future.

Peru's government has strong ties with the Catholic Church. "Catholic clergy and
laypersons receive state remuneration in addition to the stipends paid to them by the Church."-
Wikipedia. While the constitution states that there is freedom of religion, the Catholic Church
does receive benefits in education, tax benefits, etc. Catholicism is the only religion taught in
public schools.

Communication Channels
A survey done by the National Institute for Statistics shows that technology use is
growing in Peru. Twenty-two percent of homes in Peru have a connection to the Internet, up by
3.6 percent from 2012. Many people who dont have access to home Internet still use it
regularly. Thirty-three out of 100 homes have a cable television, and the majority of homes have
at least one cellular phone. Forty-one percent of men use the Internet, but only 35.4 percent of
women do. It is important to note, however, that most of the Internet usage happens in urban
areas. Television is the most popular form of media in the country, especially in urban areas. In
2009, there were more than 895,000 cable subscribers in Peru, 74 percent of which were in Lima
and Callao. According to CESPAC, the use of video for information and training in rural areas is
a widely accepted proposition. Radio is the second most used medium of communication.

According to Transparency Internationals website, Peruvian public opinion has been
evaluated as having the least amount of trust in the judiciary sector of Perus government. The
website shows that a total of 85 percent of the population of this country feels the government is
ineffective at lowering the current level of corruption. Seventy nine percent of Peruvians believe
that corruption has increased since 2007. Overall, the findings from this website indicate a lack
of trust in government judiciary system, legislative system, political parties, public officials, and
even the police are close to being deemed as extremely corrupt. Peru does have an organization
called Proetica that is dedicated to helping the people solve the increasing corruption problems.
Transparency Internationals website says,

With funding and ongoing support from Proeticas national team, their network of local
leaders organise tailor-made initiatives to involve Peruvian communities in the fight for
transparency. The leaders recently completed a new training course at the national anti-
corruption school. Now back in their regions, their work continues to maximise local

This organization has even create a heroine to help fight this battle and her name is
Lupita. She is supposedly an animated individual writing to citizens encouraging them to do
things such as researching the background information on candidates or individuals applying for
public office. Her efforts are making a difference and being highlighted by local and national
news sources.

Business Attitudes in Peru
Business in Peru is much more about relationships rather than making money. The first
fifteen minutes of any meeting is very conversationaldiscussions about relationships, family,
etc. The people of Peru are more likely to do business with someone if they trust them, and they
develop that trust through discussions. It is also recommended to explain to the fellow business
people why you want to do business with them and why they are of value to you. In Peru, the
government has reduced taxes on computers to increase buying power. This shows that theyre
trying to help education and their citizens. Business is highly collective, and they think in terms
of we.

Feed the World
Feed the Word is currently in four villages in Peru including Frias, Huarmaca,
Chulucanas and Tamborgrande. The total number of people in the villages is 25,317 and theyre
currently working with 3.5 percent, or 880 people. Currently six individuals work with the
families in the program. There are nutritionist, agronomist, small-animal scientist and other
specialists. It takes about 3-4 weeks to train these specialists on the principles and tools for the
job. It costs approximately $1,200 to train each specialist. These costs include staff time,
materials and visits to the field. They hope to offer more of their training online. For each region,
they need commit $150K annually and land for a demonstration farm. The commitment would
last for 3 years, and then the region would take over the supervision of the farm and Feed the
World would step down into a maintenance role.
Over the course of 22 months, Feed the World implemented the program in the villages
mentioned above. However, only 37.5 percent of the families were retained in the program. On
the positive side, food security was increased by 233.3 percent. The improvement of underweight
children was increased by 31.2 percent. Families also had an increased income of 61.5 percent.
President Javiar Atkins, president of the region of Piura, is already buying into the
program. President Atkins would be willing to present some results from his region as part of the

SWOT Analysis

Strengths: Opportunities:
-Had success in one regions
-Oscars knowledge
-Established for four years
-High literacy rates in Peru
-Self-sustaining model
-Work with the culture
-Implement in other cultures
-Spread to other countries
-Government resources to help people
-Partner with universities
-Partner with Catholic Church

Weaknesses: Threats:
-Only one shot to get government on board
-Not very concrete
-Difficulty in nailing down exactly what needs
to be done
-Havent been implementing in program
brand new
-Based on fundraising and charitable donations
-No specific numbers
-Disillusion with the government
-Lack of training
-Inability to train well

Situation Analysis
Although the economy of Peru has grown significantly in the past five years, it is
estimated that 78 percent of Perus indigenous children live in poverty. The government of Peru
has been tracking the issue and reported a decline of 2 percent in national poverty within the last
year, but poverty is still a key issue for the country. Coastal villages of Peru rely on foreign
hand-outs to sustain themselves. Agricultural development has been shown to have a direct
impact on poverty reduction, but the current economy of Peru is more focused on the mining and
fishing industries. In addition, the poverty problems of the country are compounded by the
citizens distrust in their governments judiciary system, legislative system, political parties and
public officials.
Feed the World has recently developed an efficient training system to implement self-
reliant agriculture in rural villages. The organization hopes to gain support for their program
from the Peruvian government so they can continue to decrease the poverty rate in the country.
Feed the World has already had success on a small scale implementing their agricultural
programs, but if the government provided support for the programs, it will have a more
widespread impact. Eventually, Feed the World wants the Peruvian government to have the
ability to run the programs on its own. If the government implements the Feed the World training
program, then they could lower the poverty rate in rural areas and gain credibility as a
government that cares about the people. In short, the government will be able to lift their citizens
out of poverty, thus empowering the future of Peru as a self-sustaining economic country.
Core Problem/ Opportunity
Feed the World has one opportunity to present its agricultural training program to government
officials and if they are successful they hope to get the chance to secure future
presentations/discussions. Ultimately, by securing further meetings and eventually instigating the
program with the government, Feed the World will help lower the poverty rate in Peru at
minimal costs to themselves.

Goal and Objectives

Expand and enlarge the reach of the Feed the World initiative in Peru, increasing effectiveness
per dollar spent as much as possible and make regions self sufficient by phase out in three years.

1. Double amount of money to be invested by the end of 2015.
2. Expand into at least two additional regions in Peru by the end of 2014.
3. Increase the amount of families retained in the program in Peru from 37.5 percent to 55.5
percent by the end of 2017.
4. Decrease the amount of underweight children in Peru from 56.9 percent to 45 percent by the
end of 2017.

The Big Idea
Peruvians have the potential to lift themselves out of poverty, but currently most lack the
resources that would give them that opportunity. The main idea of is, Empower the Future of
Peru. Feed the World, with the help of Peruvian leaders, can bring the opportunities for
nutritional, agricultural and emotional healing to those suffering from rural poverty. The future
of Peru as a country rests upon the shoulders of the children. One day, these children, who are
too often malnourished, will be carrying the burdens you now carry. They must be enabled to
bring themselves out of poverty, so that they can become independent and successful. Feed the
World isn't just about maintaining childrens health- its in the business of preparing Peru for its
incredible future. Join along with us, and together, we can Empower the Future of Peru.

Key Public
Peruvian Government Officials:
Demographics and Psychographics: Peruvian, mostly men, middle aged, well-off, well-educated
Self-Interest: Reelection, success of Peru, respect from other countries, happiness of the country
Current Relationship: aware if FTW and its efforts, are encouraged enough to listen to this
Channels: presentation, government communication, news media and face to face
Opinion-Leaders: other government officials, families, leaders of other countries,
Objectives: All objectives

Strategy: Through a 15-minute presentation, communicate to government officials the benefit
that FTWs model will have on their communities, villages and country as a whole.

Start presentation with a short video showing clips of Peruvian families that are
becoming more nutritionally and financially self-sustained. Include statistics from
Create an infographic to quickly and efficiently communicate the impact that FTWs
model has had in its current location in Peru.
PowerPoint presentation to be used to highlight how the governments involvement will
improve their public image and help the Peruvian people.
Give handouts to all government officials highlighting the FTW model and how it will
improve the people of Peru's health and well being as well as their ability to become
more financially successful and greater contributors to the overall growth of their regions.
End the presentation with a live testimonial of a Peruvian individual positively effected
by this model, and relate his experience back to the big idea of Empowering the future of