From retail to relationship: Building an agricultural community around Hein Agri-Input Shop

From retail to relationship: Building an agricultural community around Hein Agri-Input Shop

In the heart of Naungtayar Town, Southern Shan State in Myanmar, Hein Agri-Input Shop is a testament to how targeted capacity building can unlock the potential of rural businesses. Selected in October 2024 by Borderless Link Co., Ltd. for an MSME Support Service programme funded by the Vocational Skills Development Project (VSDP), Hein Shop became a flagship beneficiary of an initiative designed to strengthen 15 Agri-MSMEs.

The programme's dual mission was to equip these small businesses with essential skills and transform Borderless Link Co., Ltd (BL) into a capable Business Development Service (BDS) provider, creating a sustainable work-based learning culture that would ripple through MSMEs in the agricultural sector.

The Hein Agri-Input Shop's journey is led by Nan Shwe Phee Oo, a young entrepreneur who took over the family business in 2020 at the age of 27, shortly after completing her university degree. Facing the immense responsibility of supplying local farmers, she managed all operations but recognised the need for deeper technical and business expertise. This need was met when BL provided intensive training to her and her staff in six critical areas: effective fertiliser use, pest management, safe pesticide application, marketing, customer service, and inventory management.

The unique work-based learning model, featuring two days of training followed by two days of on-site coaching, ensured the knowledge was not just theoretical but immediately applicable.

Before the intervention, Hein Shop faced significant operational hurdles. Fertilisers and pesticides were stored unsystematically, leading to potential cross-contamination, safety risks, and inefficiency. The coaching sessions catalysed a complete transformation of the shop's layout and systems. Nan Shwe Phee Oo implemented a new, scientific storage system: powdered pesticides were moved to upper shelves, liquids to lower ones, and fertilizers were meticulously categorized and labelled by chemical type. This overhaul not only enhanced safety but also streamlined operations, allowing for better inventory control and more professional customer experience.

The most profound change was in Nan Shwe Phee Oo's role. The training elevated her from a simple retailer to a trusted agricultural advisor. With newfound confidence in product knowledge, she began providing tailored recommendations and even conducting farm visits to diagnose crop issues firsthand. "Sometimes, farmers don't realize that their plants have a nutrient deficiency. After I check and explain it to them, they understand, and their crops' productivity improves," she says. This hands-on approach built unparalleled trust with her customers, turning the shop into a destination for expert advice.

This expertise proved invaluable in addressing the region's critical issue of soil degradation, a consequence of two decades of continuous corn cultivation. Nan Shwe Phee Oo became a passionate advocate for Bokashi natural fertiliser, educating farmers on its benefits for soil restoration and cost savings. "While a bag of chemical fertiliser costs around 100,000 MMK, Bokashi is available for just 25,000 MMK. Rather than using only chemical fertiliser, by using both appropriately, farmers can reduce their overall input costs by approximately 20%" she explains.

This experience, combined with participation in BL-supported marketing events, drove remarkable growth: sales of Bokashi fertiliser skyrocketed from 500 to 2,000 bags in the six months after joining the programme, increasing the shop's overall income by approximately 30%.

Empowered by knowledge, Nan Shwe Phee Oo has shifted from passive to active selling, guided by a future-focused vision centred on sustainability and community service. Hein Shop plans to expand its extension services, which will promote safe pesticide use, educate farmers on proper harvest intervals, and support long-term soil health. Her personal satisfaction remains deeply tied to her customers' success. "With this knowledge, I feel more confident. When farmers use what I recommend and it works for them, that makes me truly happy," she reflects.

The success of this work-based learning initiative extended far beyond Hein Shop, creating a powerful and replicable growth model for other agri-input sub-dealers and wholesalers like BL. The programme successfully upskilled BL, a fertiliser producer and wholesaler, enabling it to become a skilled BDS provider for its agri-input sub-dealers as well. This shift also revolutionized its marketing strategy; instead of BL staff marketing directly to farmers, empowered MSMEs like Hein Shop now serve as the frontline distributors and advisors.

This decentralised approach has enabled BL to scale its impact significantly, expanding operations into new regions including Mandalay and Mon State through partnerships with other MSMEs. Furthermore, the act of coaching enhanced the skills of BL's own 4 staff members, leading to significant internal professional development and growth.

By strengthening MSMEs' capacity and encouraging sustainable practices, the programme is building a more resilient, knowledgeable, and empowered agricultural community across Southern Shan State.

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