In 2009 the GSMA Mobile for Development set up a farmer helpline, M-Kilimo, in Kenya with support from the Rockefeller Foundation. M-Kilimo (‘M-Agriculture’ in Swahili) is a farmer helpline where farmers can call agricultural experts to deal with their queries. The aim of the project was to test and prove the viability of agricultural value added services (Agri VAS). KenCall, the largest business process outsourcing (BPO) company in East Africa with significant experience of providing information based support services via the mobile channel, was selected to implement the helpline.

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