SYSTEMS THINKING: Going Nuts with Ojushte in San Isidro, El Salvador
In the village of San Isidro, just 55 kilometers from El Salvador’s capital city, San Salvador, there is an increasing lack of employment among women and youth. In a recent Peace Corps census, 81% of unemployed people at home are women. Another 49% are youth between the ages of 17-35 years old. Many of these young people are left lost and without purpose making them highly vulnerable to gang recruitment. As a result, they often seek refuge in the United States and migrate there illegally for employment opportunities.
When we applied the CATWOE tool to analyze the micro-business capacity of Ana Edith’s association, and economic potential for the women and youth in San Isidro, we found many strengths and weaknesses. First and foremost, the idea of Maya Nut products, marketed as “Manájushte”, emerged from an organic effort after Ana Edith and a small group of women within the community participated in a Peace Corps’ workshop. This workshop encouraged nutritional product and income generating ideas. Ana Edith Morales, a community member and participant in the Mayan Nut workshop spearheaded these ideas. Four years later, and despite Peace Corps ongoing direct support, twenty youth and five women still come together to harvest, prepare, and sell (Ojushte) Mayan Nut products.
As micro-business consultants, we are interested in efforts that will move their business model forward such as: (1) what might contribute to or happen if there is business personnel burnout; (2) what are potential obstacles and; (3) what solutions and resources are further required for business continuity.
Asset mapping of Manájushte micro-business
CATWOE analysis for the youth
RPCVs from El Salvador continuing to collaborate. Using soft thinking systems & complexity thinking systems, we focused on Manájushte and the potential to expand ojushte (Mayan Nut) micro-business in San Isidro. Drawing rich pictures and brainstorming.
Actions Carried Out By Our Consulting Team:
- Partners, potential community assets mapping
- Research economic potential of the Mayan Nut: identify core skills of manufacturing/production and capital needs to successfully “scale up” business
- Facilitation plan, survey, and SWOT analysis
Partners, potential community assets mapping for Ojushte
Community Asset mapping:
Asset mapping was studied and broken down into three tiers, resources within: San Isidro, El Salvador and globally.
Results:
San Isidro:
To study the resources within the town, we relied on the former Peace Corps volunteer’s feedback, and a diagram of the town. Within San Isidro we identified motivated youth with time on their hands. The local elementary and high schools have the potential to promote the Manájushte microbusiness, train youth, and teach children and parents about how to incorporate ojushte in their diet. Although women have many roles and expectations set upon them, many of them want to work from home.
Since Ojushte trees grow within the coffee fields and offer shade to coffee trees, coffee farm families are a crucial part of ojushte supply within San Isidro and throughout El Salvador. Within San Isidro there is a coffee co-op that the Manájushte people need to build a relationship with there is potential to share land for planting more Ojushte trees as well and sharing the coffee patios for drying the ojushte seeds. The co-op also owns the touristic zone of the national volcanic park and the Crater Lake, Lago Coatepeque, which has the potential to sell ojushte products. The Pan-American Highway is 2 kilometers away from San Isidro making distribution of ojushte readily accessible.
El Salvador:
Potential partnerships within the country of El Salvador that are of top priority are: the US Embassy, farmers market as well as possible USAID funding. The Japanese and Italian embassies also have grants for micro-businesses. The Ministry of Tourism and the Ministry of Education can both provide support as well as funding. There are also hundreds of international NGOs throughout El Salvador some key NGOs to build relationships with are: Libras de Amor, Pueblos Agua y Arboles, La Red Soberanía Alimentaria, CESAL, Universidad Luterana, La ENA, Agape Radio/TV, ACEGA (Culinary School), the Mayan Nut Institute, the local Peace Corps office, and the ojushte community network (For year-round supply). Touristic municipalities that should collaborate with Manájuste are: Izalco, Santa Tecla, Ataco, Suchitoto, La Palma, Perkin Lenka, Las Rocas @ Tunco.
Global
Globally, Manájuste can appeal to Salvadoran communities abroad for product sales in markets and restaurants, as well as the Fair Trade Network, Equal Trade network, and health food retailers such as: Whole Foods, Trader Joes, and Bristol Farms.
Research economic potential of the Mayan Nut: identify core skills of manufacturing/production and capital needs to successfully “scale up” business.
We carried out more “finding out” mainly by reviewing past and existing grant applications and interviewing two knowledgeable individuals who have lived and worked in San Isidro with Ojushte. The first interview was conducted through skype with Ramiro Castro who used to work for the Ministry of Agriculture in El Salvador, as well as, a coffee production company. The second interview was done over email with Nidia Elizabeth Lara Solano who is a program coordinator at Plan de Amayo, a local NGO in El Salvador. Interview conversations were held in both English and Spanish.
Results:
Key Information about Ojushte:
Manájushte sells a variety of Mayan Nut derived products such as: horchata, flour, chocolate, café and tiste (atol). Manájushte also bakes bread, muffins, and cookies using Ojushte flour. Ojushte contains: protein, iron, zinc, vitamins A, B C & E, folic acid, potassium, tryptophane, calcium and fiber. The goal of Manájushte should be to provide a healthy and nutritional product with the objective of honoring the Mayan culture. This can be done by educating and training communities on the appropriate maintenance of Ojushte trees and seeds in addition to daily diet incorporation. Manájushte can also support individuals who wish to earn extra income by offering them the opportunity to bring Ojushte to the business in exchange for payment.
According to the reviewed grant materials, Manajushte’s next step must be to purchase two commercial ovens and a larger official production space to be used for drying and roasting of the nuts (and other processes). According to our conversation with Ramiro Castro (the food engineer who has been advising Ana Edith), there exist a few options that Ana can leverage to get the finances necessary to purchase such production materials. These include economic development funds sponsored by international embassies and El Salvador’s own Ministry of Agriculture (PROMODER, CDMYPE, CONAMYPE programa del Ministerio de Economía). Through further research done by the volunteer grant writers, other possible sources for the needed revenue could be Kiva, Ashoka fellows program or ETS International, which is an organization that funds smaller nonprofits. The grant team proposed that ETS would fund the local 501c3, Cantón San Isidro to cover the costs which the grant team has begun assembling (see table)
However, despite this great start on market research, Mr. Castro made the important point that Ana Edith must know her market better. In other words, despite the ability to make a wide variety of products, she must investigate which types of products would be most preferred by potential buyers. Based upon his experience in the food industry, Mr. Castro suggested that Ana Edith could become a successful supplier of multi-purpose flour to restaurants. To conduct her market research, she would have to speak to potential restaurant buyers. (This recommendation is developed below).
As for household consumption, it was clear from Plan de Amayo (the local government organization) that educational campaigns must be carried out to increase consumer interest in ojushte products. Since the cumulative effect of such educational campaigns is slow in coming, another aspect of our recommendations will be for Ana Edith to continue selling her products at local fairs and markets in order to slowly create a positive perspective towards Ojushte and its myriad of nutritional, environmental and social benefits.
Finally, one other market segment could be school food programs that could purchase many of Ana’s products to incorporate in daily meals provided to students. Partners available to help out with many of the recommendations below include:
Mayors: due to their political connections, their support would help elevate ojushte’s image Government institutions, NGOs, USAID, UNICEF, GIZ (German Association for International Development)
Actionable Recommendations:
1. Ana Edith should seek out help to develop a professional detailed business plan from established networks (Peace Corps, La ENA, Culinary Institute, etc).
2. Determine if there is a demand from local restaurants/businesses for ojushte products. Once a few key products have been chosen, perform B/E analysis to help inform financial management in the business’ beginning stages
3. Approach the Ministry of Agriculture, PROMODER, CDMYPE, and/or CONAMYPE for funding and expertise to support the growth of the project/business.
4. While selling the high variety of products (horchata, cookies, cakes, breads, pasta, etc.) at local fairs and markets, record meticulously which products sell the best in which environments and to what customer segments so as to potentially identify future niche markets.
Facilitation plan, survey, and SWOT analysis: Plan for Facilitation of Focus Groups San Isidro, El Salvador
Purpose:
In order to assess the potential for scaling up production of Ojushte based goods, it is necessary that we fully understand the attitudes and perceptions in the community of San Isidro regarding those goods and the tree from which they are cultivated. Through facilitating focus groups with various facets of the community we seek to surface any attitudes or perceptions that may impede the utilization of the Ojushte tree and the nut which it produces as an income generating product.
Method:
We will facilitate discussions with several different groups in the community in order to sweep in multiple different perspectives. These focus groups will adhere to the following format:
More for the purposes of dividing the group up into three to four small groups depending on the total number of attendees
3-5 minute introduction
5-7 minute icebreaker:
12-15 minutes of small group discussion
- Each group will be giving 4-6 prompting questions to get them discussing the Mayan nut utilizing a SWOT format (Strengths, Weaknesses, Opportunities, and Threats)
Groups will be moderated by facilitators in order to maintain the flow of discussion and ensure that all questions are addressed
30-35 minutes whole group discussion
- Each group will report back to the larger group.
- Once each group briefly summarizes their discussion findings, the remaining time will be dedicated to open discussion. 5-minute wrap-up
Groups to be included: Coffee producers, forestry workers and Small Business owners of San Isidro
- San Isidro Community Leaders and High School Teachers and Administrators; in school youth and out of school youth; Men and Women over 35; Restaurant Owners and Ag professionals from San Salvador; and indigenous leaders.
Areas of focus group discussion:
- Will the history of indigenous persecution in El Salvador affect the reception ofthe Mayan nut as an extension of the stigma attached to anything indigenous?
- Is it possible that coffee producer or those in forestry will see the potential for aburgeoning ojushte industry as a threat to their businesses and resources?
- Is there any potential for outside actors or interests to expropriate the productand nullify the potential benefits to the community?
Final Remarks:
The action research consultancy has two recommendations: First, we recommend that Ana Edith create a clear business plan and carry out key market research actions. Second, we recommended that Ana Edith and Manajushte participate in a facilitation with key community stakeholders, including both supporters and “constrainers” of Manajushte’s mission. This facilitation would include the San Isidro partners outlined in our community asset map as well as other Ojushte suppliers throughout El Salvador who could provide important insight.
Our hope is that the facilitation format is offered in a way that enables the community to decide together the role that Ojushte will play while providing concrete actions that Ana Edith can take on her way to becoming a locally operated business that provides purpose, skill-set and income to the community of San Isidro.
PERSONAL WORLDVIEWS: In a Nutshell
Amy’s Worldview:
My systems worldview is very much influenced by the connections and representations of systems dynamics I am seeing in nature. I really connected with Capra’s chapter (and definitely plan to read the rest of The Web of Life) and also really liked the video that we watched on the last day of class, which talked about how chaos will usually self- organize itself and result in pattern resultant behavior. I know that this is how I am thinking about systems thinking now, but am very confident and comfortable with this worldview changing over time. As systems theory points out, we are always a part of any system we intervene in, so I have no doubts that the system, in which, I am beginning to form my worldview in will inevitably change as I participate in more conversation.
Daryl’s Worldview:
Systems methodology is a valuable tool that should be in the toolbox of everyone involved in public policy. The nature of Policy decisions is rarely a cut and dry simplistic issue. By employing systems approaches to policy crafting, we can begin to make sense of complicated situations through the inclusion of multiple perspectives and worldviews. It is my opinion that in this way, we can mitigate many of the negative externalities of policy decisions that marginalize certain groups and individuals. Systems methodology is a step in the right direction for a more inclusive public policy making environment, and it starts with the recognition that nothing exists in a vacuum, and everything is connected and mutually influential.
Jia’s Worldview:
My system worldview is influenced by environment, both internal and external. From the system thinking reading and in class discussion I am impressed by the study that environment is key inspiration of complexity, it influences the problem solving and inspires change. Working in unfamiliar environments can help us approach decision making more creatively. My system worldview is not fixed, it is slightly changing when facing different environments. It is not feasible for me to adapt one model of system thinking to all the environments. Previous system thinking experience and the general worldview are like gravers—they help me scripture my thinking system to cope with new environment, but the changes mostly exist in plans, implementations and actions rather than the essential structure.
Sarah’s Worldview:
My systems worldview has been influenced throughout my life due to different personal experience through travel and education. The Peace Corps has probably had the biggest influence on my overall worldview of how development “should” work and how it actually works on the ground. During my service I worked with various NGO’s both national and international and witnessed how messy their interactions were; there were at least three different NGOs in the same community doing the exact same work but they never talked to one another or collaborated. Taking this workshop on systems thinking really helped to validate all of my feeling of the importance of communication within organizations and gave me a better framework on how to facilitate that communication. Development is never a linear, cause and reaction process and as it involves people, it is always messy and complicated. Everyone brings something different to the table in terms of worldviews, educational background, cultural, etc.
Katherine’s Worldview:
“Where am I headed?” I ask myself this everyday. As a practitioner guided by a theme of “focus” I need a clear destination. Lacking one my life and my work can quickly become frustrating. Likewise, my worldview involves creating a vision with supporting goals that can be regularly measured and adjusted as needed. Examples of this can be seen in the natural ways of people that form communities to connect local capacities through their associations and institutions ultimately forming complex and organic systems.
A large part of my desire to study public administration is to break down complex issues into actionable pursuits. From the perspective of systems thinking however, it is less about compartmentalizing aspects of an issue and more about the in-betweenness that influences their connections. Furthermore, there are varying levels of degrees found in each layer that can also influence the course of a system’s development and momentum. Network analysis can provide valuable insight into systems where actors exist, but through systems thinking are we able to see a bigger picture of their associations and goals. One of the films from class illustrated both the networks and systems in a company taking place over the course of five years. Through the diverse and colorful interactions were we able to see the ebb and flow of systems thinking in a real world context.
Kat’s Worldview:
In all honesty, Systems Thinking has been most relevant in helping me repair tough relationships with my family. For example, by learning that feeling as though I have been wronged by my sister is merely a perception I am making, and that this perception is heavily influence by a worldview created from years of argument and fighting with her, I am able to step back and question my own assumptions and ask questions that try to explain the perceived insulting action outside of the skewed lens through which I view it. I think this is best summarized by advice once given to me by Kent Glenzer during our evaluation assignment. In response to me getting upset about our client’s refusal to understand the expenses required to do a thorough evaluation, he said, “Do not get angry Kat. Get curious.” In essence, systems thinking has helped demonstrate to me the value in putting space between my immediate emotional reactions to unpleasant events and the conclusions I would have normally drawn in an effort to more comprehensively understand all of the forces (the assumptions of other people involved, filters through which they interpret my actions, etc.) at play in a certain situation.
Luz’s Worldview:
My systems worldview has grown and incorporates learned models and frameworks of systems thinking. In addition, events provided real world experience and transformation.
Perhaps the biggest influence in my worldview has been through the PICO principles of organizing. Much like Rodgers’ approach on dynamic systems, informal self-organizing conversations; or as PICO would call -”one to ones” are key to capacity building.
These principles have taught me the discipline: of strategic questioning, learning from others, collective research & reflection. It is through those steps that stakeholders come together, approach circumstances from different angles and reframe our view, proposing solutions. Sustainability is achieved by creating a system that is based on mutual self-interest, and genuinely reflects the voices of those directly involved.
When I moved to El Salvador, I experienced living and working with the community of San Isidro during my time in the Peace Corps. It was there where I really began to live on the “edge of chaos.” I didn’t go into town with a bunch of ideas of how to improve things, I went in humble and dumb, and observed and learned from others. Eventually I saw the patterns, and things began to self-organize, suddenly the youth I worked with at the high school became excited about the Manájushte project, injecting into it life and purpose. It continues to amaze me that they are still involved and their numbers are growing.
Ximena’s Worldview:
I remember being really little and asking my dad as he tucked me to bed, “Am I really here?” I know this may sound strange and some people might be alarmed by such comment, specially coming from a five year old, but I recall this confusing thought like it was yesterday. I didn’t understand how I, a system, emerged into another system (my family), or how that system belong to a bigger system and how that system belong to something even greater. With all honesty, trying to connect all these layers and dimensions still makes my mind feel like a connection board at a crime investigation office.
As the years have gone by, I still haven’t defined my purpose of existence in this interconnected system (life), and I probably won’t find the answer to this mysterious question. Yet, I embrace this complex puzzle and learn to organize exploration, by intentionally exposing myself to new ideas, traveling and perceiving life as a “soft system”. The notion of systems thinking is how I see the universe; putting it all into the context of a larger whole, while I am a miniscule drop in it and somehow it just all comes together.
ANNEX:
Rich pictures of Ojushte (Mayan Nut) micro-business in San Isidro
- Systems model
CATWOE Analysis
5 -7 step human activity system based on CATWOE
Step 1: Chef designs the recipes he wants to create in his restaurant and orders the Ojushte for a specific time period
Step 2: Ana Edith and the youth process the order (prepare the Ojushte…drying & roasting)
Step 3: Due to the limited space available to dry and roast the Ojushte, the very process of meeting an order attracts the attention of the “Owners” who are afraid of “anything indigenous” attracting negative attention due to the violence inflicted on indigenous peoples during El Salvador’s Civil War
Step 4: The Chef receives the order and prepares his meals alongside the youth who are apprenticing with him in the culinary school
Step 5: Culinary school restaurant customers taste the food, learn about Ojushte and witness the indigenous product being used in high society
Step 6: Chef shares the feedback of his customers experience with Ana Edith to provide her with stories that she can share with both the youth that work with her as well as “Ojushte haters/doubters”
3-5 Indicators that the HAS is working
1. Sales generated of Ojushte products at the culinary institute’s restaurant
2. Produce (Ojushte) ordered by culinary institute
3. Amount of positive reviews and customers inquiring/requesting Ojushte dishes from the menu
Core assumptions that underlie the model
Viable livelihoods combined with indigenous food staples are promising income generating options for youth and women in San Isidro.
- Indigenous products can fit the needs of a modern high society market demand
3-5 Questions our model asks of the situation
- Is a viable livelihood possible through the Culinary Institute and using Ojushte nuts?
- Can the Mayan Nut product be embraced by the culture prior to its [potential] culinary success or only after?
- What does positive branding of the indigenous culture look like?
Economic Research Notes:
Economic Research: Interview with Ramiro Castro
1. What would Ana Edith’s timeline look like if her goal was to start manufacturing Ojushte in an actual factory and what should she do first, second, third to reach that
goal?
2. What’s the cost of capital needed to industrialize her ojushte production?
3. What are Ana Edith’s options to help her acquire that capital? Obstacles?
4. What are Ana Edith’s short-term priorities in order to increase her chances of
successfully acquiring the capital and moving forward?
Notes:
- Worked with Luz and met Ana Edith thru Luz
- Has a degree in food science engineering
- Worked with a huge coffee company in San Isidro in tourism development
Ramiro’s initial thought:
- Interest in Ojushte comes from a belief that the community could use more
nutritious products – helpful for people with wheat/soy/gluten allergies as well as
alternative source of protein and vitamins for vegetarians
During la Violencia, the people survived on ojushte so its seriously associated with a time of pain and poverty
What would be the most important step for Ana to take to grow her business?
- To know her market – would literally have to talk to restaurants personally (and other buyers)
- To create a business plan
- She can make a ton of products but she needs to know what products will be bought
- Personal interests
- He thinks she could exist really well as a supplier of a multi-use flour to restaurants
Cost of machinaría
- Needs to have a budget for a space and the molina machine to grind in volume
- How to get credit for this?
- ○ Ramiro suggested economic development aid programs that she could go to, but she needs to really clearly explain her idea
Reasonable next steps:
- Get help to develop her business plan (universities can help to ID and describe
- Ojushte’s nutritional information – not so much biz students)
- Get an idea of her most promising markets
- Reach out to the development products (through embassies)
- Start submitting documentation for permits NOW!! – she could start but she needs to get some aspects solidified especially for the ministries of ag…the project description needs to be solid and well thought out
- Programs suggested by Ramiro include:
- Ramiro estimates that total money she would need is $60k-$70k
1. What is the demand for products ojushte in El Salvador and San Isidro?
Answer: The current demand has two parts. First, community projects that promote and buy the product as a nutritional supplement for school snacks e.g. the AGAPE / FIAES (she didn’t offer additional explanation as to what this was…perhaps we can look it up if we need to provide further explanation in our writeup) andother institutions that support these initiatives. The second sector that demands the Ojushte product is the local
consumer–individual customers identified at fairs, festivals and direct sales.
2. What are the barriers to consumption of Ojushte in El Salvador (apart from the stigma of being poor food, other?)
Answer: The lack of value associated with ancestral products (I thought this was an interesting term they use) and the lack of knowledge about nutritional support. Also, lack of Ana Edith’s financial and logistical resources for outreach and education in order to better position its range of products and ojushte derivatives in the market
3. How do you think can increase demand for products ojushte in El Salvador?
Answer: Educating and spreading the product to rural communities for consumption, strengthening the production, management of funds to increase beneficiary coverage of schools, and educational campaigns encouraging their importance.
4. What are the other institutions that could be involved to help accomplish this? Mayors, government institutions, NGOs, externally funded programs AID, UNICEF, GTZ and other advocacy efforts/campaigns that support children’s health and the protection and conservation of forests. Also, business initiatives for rural women would be helpful