PRODOC

PROJECT DOCUMENT TEMPLATE (PRODOC)1

J OSÉ ROBERTO S ALAZAR B AY

Cover page

Project title: Enabling small farmers to produce and to sell high-quality

varieties of yerba mate powder

Tentative duration: 2 years

Geographical State of Paraná, Brazil

coverage:

Project site: Central-South Region of Paraná

Project language: Portuguese and English

Implementing Matte N’ Roll

agency:

Responsible Secretariats of agriculture from Guarapuava, Palmas and

government agency: Pitanga cities

1 Based on the ILO PRODOC and adapted for the Masters in Management of Development, C.Oehl

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1. EXECUTIVE SUMMARY

This project objective is to empower small farmers in Central-South region of the State of Paraná
in Brazil by enabling them to produce and to sell high-quality varieties of yerba mate powder in
order to increase their profits and improve their livelihood.
10,000 small farmers depend on their yerba mate production in Central-South region and 37,000 in
the whole state of Paraná. Those small farmers sell their yerba mate crop and their other crops as
commodities with little value-added. They try to make more money by increasing the volume of
their sales, but they struggle to compete with the big agribusiness companies. That is why small
farmers are a poor and vulnerable group. However, yerba mate can improve small farmers’
livelihood because it has an enormous unexplored potential to become a product of a high value-
added.
Yerba mate is consumed mostly as a hot or cold beverage and, like tea, coffee or cocoa, it can be
roasted in different ways to produce different kinds of beverages and, therefore, develop a gourmet
market, as coffee and tea markets already did.
In order to achieve its goals, the project will work on three fronts:
1. Raising awareness among small farmers and among yerba mate consumers about high-
quality varieties of yerba mate powder;
2. Training small farmers to produce high-quality varieties; and
3. Training small farmers in finances, business administration and marketing in order to
exploit all the economic potential of high-quality varieties of yerba mate powder.
To realize all the necessary activities, the project needs EUR 1,808,000.00 and two years.

2. BACKGROUND AND JUSTIFICATION

2.1. Introduction
Agribusiness is responsible for 33.9 percent of the GDP of the State of Paraná, Brazil (Ipardes,
2020). Despite its main crops are soybeans, maize, wheat and beans, the State of Paraná is
known by its yerba mate production. Paraná produces 87% of Brazilian yerba mate.
Yerba mate’s supply chain engages more than 100,000 families from Paraná and the livelihood of
37,000 families of small farmers depends directly on yerba mate (Government of the State of
Paraná, 2019).
Not only yerba mate, but most of the food served in Brazilian tables come from small farmers,
however, they receive just 14% of the public investment (Ministry of Agriculture, 2019). One reason
for that is the big agribusiness company being very powerful and well connected, leaving the small
farmers in a very vulnerable and neglected position.
Yerba mate has the potential to improve small farmers income because it has a lot of space to
grow. Instead of being sold just as a commodity, it could be sold as a high value-added product.
Yerba mate is a plant consume mostly as a beverage. It is similar to coffee and tea. This
resemblance to coffee and tea is what make yerba mate so interesting to be exploit. Yerba mate
could follow the same path coffee and tea beverages already followed. From being a standard and
cheap beverage, it can become a gourmet beverage with many kinds of roasting and blends, and a
high value-added.
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This project, by increasing small farmers profits and by improving their livelihood, will help Brazil to
achieve the following Sustainable Development Goals: SDG 1, no poverty; SDG 8, economic
growth; SDG 9, innovation and infrastructure; and SDG 10, to reduce inequalities.
2.2. Sector analysis
The State of Paraná is located in the southern region of Brazil. It is divided in ten mesoregions and
399 municipalities. This project will take place in the Central-South mesoregion (see map below).
Paraná is the place of the National Park of Iguaçu (Iguazu Falls), considered by UNESCO as a
World Heritage site. Close to the park, is Itaipu Hydroelectric. Itaipu is the second biggest
hydroelectric in the world and it represents 15% of electric power in Brazil.

Central-South Region of Paraná. Raphael Lorenzeto de Abreu, 2006 – Wikipedia.

Paraná was settled mostly by European migrants. Most of Paraná’s inhabitants have ascendants
from Poland, Ukraine, Italy, Portugal, Spain and Germany. This is reflected in Parana’s ethnicity.
70.0% of the population is White, 25.3% is Mixed, only 3.1% is Black, 1.1% is Asian and less than
0.5% are indigenous people. This is very evident in Paraná’s capital, Curitiba. Besides being an
innovation pole in Brazil and known for its green areas, Curitiba has a very mixed demographics.
This gives to Curitiba a lot tourism potential, especially, food tourism. This fact is important to the
project because it will be easier to create a demand for high-quality varieties of yerba mate powder
with a strong food tourism sector.
Paraná is one of the most developed State in nation, ranking 4th in gross domestic product. Only
behind the states of Rio de Janeiro, São Paulo and Minas Gerais. Its GDP in 2015 was USD 203
billion and its GDP per capita was USD 17,982 (PPP). Paraná’s HDI is 0.792, the fifth in nation.
Even with this good numbers in comparison with other Brazilian states, Paraná has vulnerable
groups, such as, small farmers. Big agribusiness companies have a lot of political and economic
power in Paraná.

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One of the biggest political coalition in Brazil is Bancada Ruralista, which objective is to defend the
interests of big agribusiness companies. This creates a lot of tension between those big
companies and the neglected vulnerable groups, such as, indigenous people and small farmers. In
Paraná is not different. This fact is reflected in the destination of public funds. Only 14% of those
funds are meant to help small farmers, even when most of the food consumed in Brazil come from
small farmers’ crops.
A third of Paraná’s economy is related to agribusiness. The state stands out in the production of
soybeans, maize, wheat, sugarcane, cassava, beans, tomato, orange, yerba mate, oat, barley,
peach, tangerine and strawberry. However, the state is known for its yerba mate production. 87%
of the yerba mate produced in Brazil comes from Paraná.
The yerba mate supply chain employs over 100,000 families in Paraná. 37,000 of those families
are from small farmers producing yerba mate as one of their main crops. In the studied region,
Central-South mesoregion of Paraná, 10,000 families’ livelihood directly depend on yerba mate
production.
Yerba mate is a very important
plant for south Brazil and other
countries, such as, Paraguay,
Uruguay, and Argentina because it
is part of their culture and their
traditions. 96% of yerba mate is
consume as a hot beverage called
chimarrão or just mate. Many of
people in those places drink mate
instead of coffee or tea. They drink
it in their homes, in their jobs and
in social events. It is not only about
drinking yerba mate per se, the
whole ritual of preparing, drinking
and sharing the same cup in a
circle of friends and colleague is Yerba mate plant – José Fernando Ogura, 2019
very important for them.

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Woman drinking yerba mate. Renan Mattos – Diario de Santa Maria.

In order to produce yerba mate beverages, the farmers take the leaves and branches of a yerba
mate plant and roast them to make a powder like coffee. This powder is standard. They all roast
this plant in the same way. There are some innovations in order to make more flavors of yerba
mate drinking, for example, they add some orange flowers to make yerba mate taste less bitter
and a little bit sourer or they add açai to make it sweeter. However, yerba mate can be roasted
differently and produce different kind of flavors. This innovation is not being used at its full potential
and that is the core of this project. Producing different varieties of yerba mate powder by roasting it
differently. That could transform the yerba mate market. Instead of being just a commodity, yerba
mate beverages could become a gourmet beverage. In other words, yerba mate market could
follow the same path of coffee and tea markets.

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Yerba mate’s cups exhibition – Marisa Moreira – Pinterest

Besides the importance for the region, yerba mate could
expand to other parts of the world because it has some
interesting benefits. It has less caffeine than coffee, and it
has more anti-oxidants than green tea just to number a
few. It means, yerba mate could compete for a share in
coffee and tea markets. In addition, the way to prepare a
mate could be a lot of fun and its cup and straw are very
interesting for those people who have never seen a
mate’s cup and straw before. With the right marketing
strategy, yerba mate market could be as big as coffee or
tea markets.
2.3. Problem analysis
The problem is that small farmers in the Central-South
region of Paraná are a vulnerable group with little financial
resources and political power due to their low-income
livelihood and the inequality between small farmers and Obama drinking mate – Marieke F –
big agribusiness companies. Since small farmers are low- Pinterest
income, they have little access to high-quality education,
therefore, they are not aware about their political rights; how to organize in an effective way to put
their agendas in the government’s agenda; and they do not know how to improve their business in
order to profit more. Due to the lack of good education, they do not know how to improve their

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lives. Every year it is more difficult for them to compete against the big agribusiness companies
and the inequality gets bigger and bigger.
In order to change this situation, NGOs and the government try to help the small farmers through
agriculture projects. However, these projects are focused into expand what the small farmers are
already doing, instead of bringing innovation and adding more value to their crops. This is the main
difference of this project. The foundation to improve the small farmers livelihood will come from
innovation.
2.4. Target group analysis
The target group will be small farmers from the Central-South region of the State of Paraná in
Brazil because this region already has a well-developed standard yerba mate market, more than
10,000 families already produce yerba mate in there, therefore, transforming a standard yerba
mate market into a market of high-quality varieties of yerba mate powder will be easier than doing
it in other places.
This project will help the small farmers to improve their business and to create a network in order
to empower them financially and politically. This project will create networks and will train the small
farmers to produce and to sell high-quality varieties of yerba mate powder. The direct beneficiaries
will be the yerba mate small farmers in the Central-South region of Paraná. They will be more
empowered, but the ultimate beneficiaries will be the whole region inhabitants because, by
transforming the yerba mate market into a high value-added market, it will develop directly other
markets like tourism –by gastronomic routes, for example– and, indirectly, other markets will
benefit from it as well, since the region would become richer. With more money flowing to the
region, more people will spend in supermarkets, in entertainment, in education, in health services,
in beauty salons, among many others services and products.
In this new high added-value market, manual work would not be the only kind of work available.
Marketing, business administration, research and innovation will be necessary as well. This would
give to women the opportunity to work in a field where most of the workers are men. In addition, as
other markets, such as tourism, will benefit from this project indirectly, other people with different
personality traits and skills could get a better job, improve their livelihood and increase their
income.
2.5. Stakeholder analysis
The implementing partner will be Matte N’ Roll. Matte N’ Roll is an organization that works to
engage players from the yerba mate market in order to create a yerba mate network and to bring
value to their members.
Matte N’ Roll has a vast experience in the yerba mate sector and it is always looking to new ways
to add value to the yerba mate producers and consumers. The founding members of Matte N’ Roll
are engineers, cooks and entrepreneurs of the food sector that already succeeded in creating a
network of local farmers and food producers in the State of Paraná. It means, besides having the
know-how, Matte N’ Roll is well-connected with the local authorities, restaurants owners and
tourism agents.
Matte N’ Roll has the management skills and the technical capacity of implementing this project,
however, it is lack of financial resources to implement it.
From the public sector, there are two different government levels that could be engaged to aid in
this project: the municipality level and the state level. The agriculture secretariats from three cities
(Guarapuava, Palmas and Pitanga) and the agriculture secretariat from the State of Paraná have
experience developing and implementing projects for yerba mate production development.

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However, those projects were not related to innovation, that is why Matte N’ Roll should lead the
implementation of this project.
Chambers of commerce of agribusiness will have an important role to create a network with
political power and would help the small farmers to present their problems and to develop policies
that could lead to solutions.
Using Matte N’ Roll and the public sector to engage restaurants owners will be essential to help
the small farmers to sell their high-quality varieties of yerba mate powder.
A stakeholder that should be considered because it has a lot of political and financial power are the
big agribusiness companies. It is true that in this boutique market a small farmer could compete
against and big agribusiness company, but only in a real free market or in a well-regulated market,
but none of them is the reality in the region. The agribusiness sector is controlled by those big
companies and they have a lot of influence in the creation of laws, rules and regulation policies.

3. ALTERNATIVE ANALYSIS AND COMPARATIVE ADVANTAGE

3.1. Alternative analysis

As explained in the previous chapter, small farmers are a vulnerable group with little financial and
political power. They have a low-income livelihood, little to no access to high-quality education and
the inequality between small farmers and big agribusiness companies is high. Small farmers
having little education, little money and no political power make the improvement their wellbeing
very hard. They do not have the resources, the know-how or the political power to make the first
step into a better life.
This project is not the only feasible solution to empower small farmers in Central-South region of
Paraná. The empowerment could come from giving access to high-quality education, to giving
political power through quotas in the municipality and the state governments and in the chambers
of commerce, or by creating funds specifically for small farmers.
The access to high-quality education could be done by scholarships in public or in private
Universities in Guarapuava or by creating programs in those same universities for small farmers.
The State and Federal governments already have this kind of approach to improve the livelihood of
vulnerable groups. The main obstacle for small farmers that want to go to the University is that,
even with the scholarships, they cannot afford studying because they need to work in order to
support themselves and their families. Another issue with that approach is that those who can
study and get a college degree they move to Guarapuava or other big cities and stop being small
farmers. Therefore, the quality of the infrastructure, the services and overall livelihood in those
small towns do not improve.
Giving quotas to small farmers to participate in chambers of commerce or in government
secretariats could not be an effective way to give them political power. It is true they would be at
the table to discuss government’s agenda; however, they would not have the skills to discuss and
to defend their own interests and they would not have the knowledge to analyze and to create the
proposals for their projects.
By giving funds to small farmers, it could help them to increase their profits and their sales,
however, since small farmers are not familiar with innovation –their knowledge is transmitted
mostly by tradition–, the profits and sales would increase too little too slow.

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3.2. Comparative advantage

Matte N’ Roll’s staff has experience in creating a network of local food producers in Paraná. They
help them to increase their products’ value and to sell them at a good price. They are used to
create and to innovate in the food market. Instead of giving undergrad or postgrad courses that last
for several years, as a university gives, Matte N’ Roll will give workshops and extensive trainings
focus on adding value to yerba mate crops. This is an enormous advantage because the small
farmers could study and work at the same time and they could see financial results quicker than
doing an undergrad course in a university.
By supporting small farmers with a network, Matte N’ Roll will give resources to the small farmers
to develop their own agenda and to present it to the chambers of commerce and government’s
secretariats. Therefore, they would have political power to discuss their own issues and feasible
solutions.
Since Matte N’ Roll is focused on adding real value to yerba mate crops and to connect small
farmers to important players in the yerba mate market, the empowerment of those small farmers
will have solid foundations and it will enable other markets, such as tourism, to thrive as well.
Matte N’ Roll has the potential to make this project, in future phases, reaches the whole State of
Paraná due to its connections with the State’s government and with cooperatives of the yerba
mate market.

4. STRATEGY AND LOGICAL FRAMEWORK

4.1. Description of the Project Strategy

Yerba mate small farmers will be empowered financially and politically through the creation of a
yerba mate network and by producing and selling high-quality varieties of yerba mate powder in
order to increase their profits.
The project will work with small farmers in the Central-South region of Paraná that already depend
on yerba mate to survive. In order to achieve desired output of small farmer producing and selling
high-quality varieties of yerba mate powder, it will be necessary:
• To raise the awareness among small farmers and among yerba mate consumers about the
high-quality varieties of yerba mate powder and its benefits;
• To train the small farmers to produce those varieties;
• To train the small farmers in business administration and marketing so they can sell their
production at a high price; and
• To support small farmers acquiring the equipment for the production.
In order to raise the awareness about high-quality varieties of yerba mate powder, Matte N’ Roll
will work to enroll small farmers from the project’s region to create a network. In addition, will be
created a yerba mate fair and ambassadors will be engaged to promote the high-quality varieties
of yerba mate powder.
To train small farmers in high-quality varieties production and selling, it will be developed
workshops of a couple of days and three extensive courses of one semester each. In those
learning activities, it will be taught how to produce high-quality varieties of yerba mate powder,
personal finances, business administration, marketing, how to acquire the equipment and how to
build the necessary infrastructure. In order to teach the production, it will be necessary to purchase
roaster machines and other equipment.

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With this strategy, the small farmers will be well-connected and will have the know-how to produce
and to sell high-quality varieties of yerba mate powder.
4.2. Lessons Learned and synergies
Three years ago, the founding members of Matte N’ Roll created the Locavorista project.
Locavorista is a gourmet lounge where local entrepreneurs from Paraná can display and sell their
products. In Locavorista, local producers of draft beer, granola, honey and also mate sell their
products.
In order to engage people to Locavorista’s project, the staff organize events such as: fashion
shows, sustainability workshops, barista training course, coffee tasting, among others. In addition,
having a restaurant in Locavorista with Paraná’s typical sandwiches and desserts has been
essential to have a constant flow of costumers.
Locavorista succeeded and it could join forces with Matte N’ Roll in order to increase the chances
of success of this project.
Another place where the project could learn from is the coffee and tea markets. Since yerba mate
is similar to those beverages, yerba mate could mirror the paths coffee and tea followed. Both,
coffee and tea, innovated in how the beans or the leaves were roasted and transform their
markets. From commodity beverages they jumped into gourmet beverages with high value-added.
This project can learn not only from the production of new varieties of coffee and tea, but from their
marketing strategies as well.
4.3. The Logical Framework
The ultimate impact this project aims to reach is to empower politically and financially the target
group, small farmers. For achieving this, small farmers should make more money and have an
active voice in chambers of commerce.
The outcome that will build the necessary foundation to reach the impact is small farmers making
more money by selling their new varieties of yerba mate powder at a higher price. With more
money, they will have more economic power and, with the right guide and investments, that
economic power could be translated to political power as well.
Enabling small farmers to produce and to sell high-quality varieties of yerba mate powder is the
core strategy of this project. In order to achieve that, four outputs are necessary. Firstly, it is
important to raise the awareness of these new high-quality varieties of yerba mate powder among
the small farmers and among the consumers of yerba mate. Secondly, the small farmers should
have the needed equipment and infrastructure to produce these varieties. Thirdly, small farmers
should know how to produce these varieties. Finally, the small farmers should know how to sell
these new products.
In order to generate those outputs, the project will do activities which objectives are: to train the
small farmers in producing and selling high-quality varieties of yerba mate powder and in acquiring
and building the needed infrastructure; to create networks and events that allow to build
partnerships and business relations; and to disseminate the new high-quality varieties of yerba
mate powder through well-developed marketing strategies.
4.4. Impact / Development Objective and Link to Strategic Plan(s) & programs,
incl SDGs
The desired impact of this project is to empower financially and politically small farmers from the
Central-South region of the State of Paraná in Brazil.

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In addition, this project will help Brazil to achieve the following Sustainable Development Goals:
SDG1, no poverty; SDG8, economic growth; SDG9, innovation and infrastructure; and SDG10, to
reduce inequalities.
Small farmers will produce yerba mate with high value-added instead of producing just a
commodity. It means, they will make more money with real value attached to it and it will help them
to develop themselves economically without creating a financial bubble or without leading to
inflation. Besides that, it could build the foundation to other markets thrive, resulting into a solid
economic growth in the whole region.
The innovation in producing high-quality varieties of yerba mate powder and making yerba mate
crops more profitable per area unit, will help directly to develop more infrastructure such as
restaurants, tourism services and training facilities. With a more developed tourism, other
infrastructure like roads and supermarkets will be more profitable and less risky to be built.
Since this project focus on a vulnerable group, small farmers, the success of this project will help
to reduce inequalities between a powerful group, big agribusiness companies, and small farmers.
Improving equality will lead to a series of other benefits, for example, there will be less violence
because the tension between big agribusiness companies and neglected groups like indigenous
people and small farmers will be reduced.
4.5. Outcome
The outcome of this project is having small farmers improving their livelihood through selling high-
quality varieties of yerba mate powder at higher prices in comparison with the standard roasted
yerba mate. In order to do that, the project will generate the following outputs: small farmers and
yerba mate costumers are aware of high-quality varieties of yerba mate powder; small farmers
have the equipment to produce high-quality varieties of yerba mate powder; and small farmers
know how to produce and to sell those high-quality varieties.
In addition, with those outputs, small farmers could make more money and be well-connected.
Money and a good network are two useful resources, with them, small farmers could invest in
health insurances, in more education, in their own business or in new businesses; and they could
be heard in the chambers of commerce and in the local and national governments. In other words,
this project’s outputs and outcome could be quite useful tools to empower financially and politically
the current vulnerable group of small farmers.
4.6. Outputs and activities
This project has four expected outputs: to raise the awareness about high-quality varieties of yerba
mate powder among producers and among consumers; small farmers know how to acquire the
equipment and to build the infrastructure to produce those varieties; small farmers know how to
produce those varieties; and small farmers know how to sell high-quality varieties with a high
value-added.
To raise the awareness, Matte N’ Roll will work to enroll small farmers from the Central-South
region of Paraná. It will help to create a network with small farmers and others important players
from the yerba mate market. In addition, Matte N’ Roll will organize a yerba mate fair and will use
ambassadors to promote high-quality varieties of yerba mate powder in restaurants, clubs and
cultural events. It is important to highlight that drinking yerba mate is a very strong cultural habit in
South Brazil, that is why cultural and entertainment environment are essential to raise the desired
awareness.
To equip small farmers with roaster machines and other equipment, Matte N’ Roll will support their
members to apply to funds, to look for manufacturers of roaster machines and to organize their
members in groups to invest as a group and to have bulk discounts. In addition, Matte N’ Roll will

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support small farmers to build the required infrastructure. Besides the work doing directly with the
small farmers, Matte N’ Roll will work with the authorities to develop economic incentives, like tax
reduction, in order to help small farmers to buy the equipment and to build the infrastructure.
The small farmers will be trained in workshops of just a few days duration and also in an extensive
course of one semester. The workshops will be more diffused in order to reach more families from
more distant areas. The extensive courses will take place in Guarapuava, Palmas and/or Pitanga.
The project will purchase roaster machines and all the necessary equipment to allow the
participants of the extensive courses to learn how to produce high-quality varieties in a practical
way and not only in a theoretical one.
In addition, the workshops and the course will have business administration, personal finances and
marketing lessons in order to allow the small farmers not only to produce, but to sell their
production in the most profitable and sustainable way.
4.7. Indicators
At the output level, there will be five indicators, as following described.
Raising awareness would be measure with two indicators. One for small farmers and the other for
yerba mate customers. The first one will be the percentage of small farmers knowing more than
one high-quality varieties in the studied region. The second one will be the percentage of cafés,
restaurants and clubs’ customers in Guarapuava, Palmas and Pitanga knowing about high-quality
varieties of yerba mate powder.
The third indicator will be the percentage of small farmers in the studied region equipped with the
necessary equipment to produce high-quality varieties of yerba mate powder.
The fourth indicator will be the percentage of small farmers in the studied region producing high-
quality varieties of yerba mate powder.
The last indicator will be the percentage of small farmers in the studied region selling at least one
high-quality variety at two times the commodity price or higher.
The outcome will be measured with just one indicator: the price of high-quality varieties of yerba
mate powder. It was chosen just an economic indicator to the outcome because, even with raising
awareness as an output, the true purpose of the project is to improve the livelihood of the small
farmers by helping them to make more money. Developing the yerba mate market is just a mean
to achieve that. The current price of an arroba of yerba mate is BRL 18 and the target price for an
arroba of high-quality varieties of yerba mate powder is BRL 100.
The impact of empowering politically and financially the small farmers will be measured with three
indicators. The indicator to measure the political empowerment will be the number of agribusiness
chambers of commerce in the State of Paraná with at least one chair being occupied by a small
farmer. For the financially empowerment will be used the small farmers’ per capita revenue from
their activities and their per capita income as well.
4.8. Assumptions and Risk Analysis
As identified in the frame logic and in the risk register, following are the main assumptions and
risks within the project.
Assumptions:
• Yerba mate small farmers are open to improve and/or change their livelihood;
• Roaster machines are available;
• Yerba mate small farmers' education is enough to allow them to understand the training on
producing high-quality varieties;

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• Yerba mate small farmers' education is enough to allow them to understand the training on
personal finances, business management and marketing;
• Matterias (like a café for yerba mate) and other restaurants can do the marketing and the
sales of yerba mate powder new varieties;
• Existing yerba mate culture and tradition are open to new yerba mate powder varieties;
• Yerba mate small farmers will make more money by selling high-quality varieties;
• Richer yerba mate small farmers will be more powerful; and
• Yerba mate chambers of commerce and other chambers of commerce would support small
farmers.
Risks:
• The support of the president Bolsonaro is decreasing due to his reaction to covid-19
pandemic and this could lead to political instability in the federal level. In order to decrease
the impact of this risk, only the municipality and state government will be involved in active
roles.
• As result of the pandemic, small farmers could not attend to the trainings and workshops in
order to avoid agglomeration. In order to mitigate this risk, all measures recommended by
the WHO and by the local governments would be applied.
• The devaluation of the Brazilian Real could raise the prices for import equipment. Even with
funds in Euros or American Dollars, the devaluation of the Brazilian Real will increase the
costs of production and it could jeopardize the sales. In order to mitigate this risk, the
project will give priority to purchase from local manufacturers.
• Yerba mate small farmers could not engage with the project because they could see it as
too risky or they could just do not understand the benefits of it. In order to avoid this risk, it
is essential to engage the small farmers at the beginning of the project in a participative
way. Doing that, small farmers will feel the projects as their own.

5. 4. INSTITUTIONAL FRAMEWORK AND MANAGEMENT

ARRANGEMENTS

5.1. Institutional Framework

The implementing institution will be Matte N’ Roll and its four units: administration, training,
finances and marketing.
The administration unit will be responsible for the project management and for the yerba mate fair.
This unit have project management experience and already have organized business fairs for
other markets, such as, honey, granola and draft beer. This knowledge is useful to create a yerba
mate fair. In addition, this unit will be responsible to address to the authorities because they
already do that for other projects.
The training unit will be responsible for all the trainings. For that, the unit will be divided in four
teams. One for each training. There will be two teams responsible for the production of high-quality
varieties of yerba mate powder production. One for the workshops and another for the extensive
courses. The third team will be responsible for finances and business administration lectures. The
last team will be responsible for the marketing lectures.
The finances unit will be responsible for giving support to the small farmers in purchasing their own
equipment and to help them applying for fundraising as well. In addition, this unit will be
responsible to procure the necessary equipment for the trainings.

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Finally, the marketing unit will be responsible for all marketing affairs, such as, advertising the
trainings, engaging small farmers into Matte N’ Roll and working with the ambassadors.
The target group, small farmers from the studied region that already produce yerba mate powder,
besides attending to the trainings and applying what they learned, they will collaborate to create
the workshops and the courses, they will help to create the networks and they will help to develop
any other unforeseen activity in order to make this project their own and fits their needs. For that,
Matte N’ Roll staff is trained in participatory approach for project development and management.
The secretariats of agriculture from the municipalities’ government will be responsible to give the
permits and to give support to Matte N’ Roll in which programs, if any, this project could fit for
funding or for other kind of help, such as, lending office or events infrastructures.
The role for the State secretariat of agriculture is to be aware of this project. This could allow
synergy with other future projects and could help to scale up this project for the whole State.
Chambers of commerce do not have an active role, but they are important to empower politically
the small farmers. That is why a good communication between small farmers and the chambers of
commerce through Matte N’ Roll in essential.
5.2. Management Arrangements
Following, the organizational chart from Matte N’ Roll for this project:

Besides these people, fifteen assistants will be hired. Six of them for the training unit, one for the
finance unit, and four for the marketing unit. Additionally, four assistants will be needed for
monitoring and evaluation of the project.

6. SUSTAINABILITY

▪ Participation and ownership by beneficiaries

As the project is aimed at improving livelihood of the local small farmers through enabling
them to produce and to sell high-quality varieties of yerba mate powder, ownership by
small farmers is a key element.

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PRODOC

Project implementation project will have a participatory approach from the beginning until
the end. Matte N’ Roll understands how this is vital for the project to be a success. That is
why in the first phase of the project, Matte N’ Roll will visit the small farmers in their farms
and talk to them about the project. This conversation will be done at a yerba mate circle.
A yerba mate circle creates a light, however serious environment. In the region, a yerba
mate circle is an intimate and solemn rite. It is ideal to have a truthful talk with the small
farmers. They will feel comfortable to speak their minds honestly and they will listen with
an open mind as well. Moreover, talking about improving yerba mate when consuming
yerba mate is an additional benefit.
Matte N’ Roll will create a set of questions to generate a debate, however, the conversation
cannot be conducted as a survey because it could jeopardize the intimate and honest
atmosphere.
▪ Policy support

Brazil is committed with 2030 Agenda and its SDGs. Since this project helps directly to
achieve four of the SDGs, it will receive support from the Federal government.
In the state level, there are many efforts to boost small agribusiness. That is why the State
government through its agriculture secretariat constantly works with agribusiness
cooperatives.
In the municipality level, there is a great support to agriculture because it is the main
economic activity in the region.
Even with this great support from all the government levels, we cannot forget this project
will be implemented by the private sector and, when succeeded, it will be economically
independent, actually, it could be one of the main economic engines of the region, and,
probably, it will not need furthers funds.
The main support this project will need from the authorities after the two years will be
getting the permits to make events and trainings and to endorse them.
▪ Appropriate technology

The main hard technology used in the project are the roaster machines. These machines
are easy to do maintenance and are easy to find spares. They are like an oven, it means,
they do not have state of the art technology. It will be easy to find qualified people to repair
them.
Besides the hardware, this project relies on marketing tools and strategies to communicate
effectively and to reach a greater share of the target group.
▪ Socio-cultural aspects

Drinking yerba mate beverage is a very important cultural thing in the region. It is not only
drinking a beverage, but it is a whole rite. With a good marketing strategy, this fact could
be very beneficial for the project. It could improve the tradition by giving more flavors of
beverages and by giving a gourmet approach that allows people to have fun by tasting
new varieties of yerba mate powder. Also, the Gaucho tradition from South Brazil, Uruguay
and Argentina could be disseminate to other countries.
▪ Gender equality

Rural environment in Brazil could improve its gender equality. Now, the work doing in the
farms are mostly done by man. However, with this project more skills will be necessary,

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such as, creativity, marketing, business administration, tourism, among others. That will
create more jobs in areas more willing to give space to women.
▪ Environment protection
Yerba mate is a plant original from South Brazil. That fact is important for the
environment because using autochthonous flora is safer for the environment. In addition,
the idea of the project is to decouple the increasing of profits to the increasing of volume.
In order to make more money, the farmers will not need to increase their crops and all
the environmental impact attached to it.

▪ Institutional and management capacities

This project will create a network and will strengthen current institution in order to make
them able to continue the trainings and to face any management challenge. Besides
helping those institutions and creating a network, this project will help the target group to
develop their own management capacities. In the trainings, business administration
lectures will be taught to the small farmers, allowing them to manage their own business
and future projects. In addition, through connecting small farmers to other small farmers
and to other important players from the yerba mate market, they will have more tools and
help to overcome further challenges.
▪ Financial and economic viability

After the two years of this project, funded by the European Union, the trainings given by
Matte N’ Roll will continue in order to reach more small farmers within the studied region
and abroad. The necessary amount to continue the activities will be less than the required
to implement this project because many of the investment will be reused, for example, the
roaster machines.
The continuation of the services will be funded by the members of Matte N’ Roll and, if
necessary, funding from local government and strategic partners from the private, such as
restaurants owner, will be consider. In addition, if any small farmer would like to displays
his or her products in Matte N’ Roll facilities, he or she will be charged and the money
would be used to fund the trainings. This kind of business is already happening in Matte
N’ Roll facilities with other products, such as, honey, granola and draft beer.
This project is highly profitable and will benefit the whole region. The same boom the coffee
and the tea markets have, could happen with the yerba mate market as well. From being
just a commodity sold at BRL 18 an arroba (15 kg), a cup of gourmet mate using less than
100 gr of yerba mate could be sold in a Matteria for the same BRL 18. It means, 150 times
the commodity price in value added only in the yerba mate market. Besides that, other
markets will benefit from it, for example, the tourism sector.
There are strategies that will make the tourism sector benefit from this project. Some of
them are creating routes of mate’s product tasting where the tourists can visit the different
shops and town. Also, creating a certificate of origin in order to create a brand is an
interesting strategy. An idea that could work well is to give the tourist a passport with some
suggested shops and when they spend a specific amount of money, they stamp their
passport. If they have a minimum number of stamps, they can exchange their passport for
a nice gift from the route. Those are example of how the mate market and the tourism
market could thrive together in synergy.
This project acknowledges that the value-added could not reach the small farmers’ hands.
That is why the project will work to add value at the beginning of the yerba mate supply

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chain and will train the small farmers in sales and marketing in order to see that value-
added reflected in the price of the small farmers’ products.
At the end of the project, a whole training and marketing infrastructure will be fully operating in
Matte N’ Roll facilities. Due to this project, Matte N’ Roll will be able to continue with the trainings,
raising awareness and expanding the networks.

7. MONITORING AND EVALUATION

The project manager will lead the Matte N’ Roll’s Monitoring and Evaluation (M&E) team. The
team, made of four people, will be responsible to collect and to analyze the data.
The outputs will be measured through five indicators. The M&E team will conduct surveys to collect
the data for the indicators. The team will disaggregate the outputs’ indicators by target group,
gender, and education level. For the raising awareness output, there will be an extra
disaggregation level: tool or activity used to raise awareness.
One indicator, selling price of high-quality varieties of yerba mate powder, will be used to evaluate
the outcome. The M&E team will collect this indicator through research. The source of verification
will be Esalq website and report. Esalq is a research institute from Brazil specialized in
agribusinesses. They publish the price of yerba mate (BRL 18 per arroba) and other relevant data.
Since the desired impact is to empower small farmers by increasing their income, is not enough
just to produce high-quality varieties of yerba mate powder. They have to sell those varieties with
more value-added. The target for this indicator is to sell high-quality varieties at BRL 100 per
arroba or higher. This indicator will be disaggregated by varieties (kind of roasting). This will be
important to understand which varieties are more profitable and this could help the small farmers to
leverage even more their businesses.
Finally, the impact will be measure through three indicators. The first indicator will measure the
political empowerment by showing how many agribusinesses chambers of commerce have at least
one chair being occupied by a small farmer. This indicator will be disaggregated by target zone
and the whole state of Paraná. Also, it will be disaggregated by gender to understand better the
impact of this project in gender equality. The target is that 50% of agribusiness chambers of
commerce have at least one small farmer in their board.
To measure the financial empowerment of the small farmers, the M&E team will research from
IBGE and Ipardes reports and websites the per capita revenue and the per capita income of small
farmers in the studied region. Even when IBGE and Ipardes are both reliable institutions, a survey
will be conducted at the beginning of the project asking revenue and income data of the
participants. This will help to isolated factors that could affect revenue and income that are not
related to the project, therefore, understanding the real impact of the project will be easier and
clearer.
The first report from the project manager to the project responsible will be at the end of the first
semester. Afterwards, the project manager will report monthly the progress of the project to the
responsible.
It is important to highlight that in the first semester the objective is to engage the target group and
to raise awareness of the project and of high-quality varieties of yerba mate powder. That is why
this first phase will be crucial to discover the baseline for the indicators and update the targets.

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8. KNOWLEDGE SHARING AND COMMUNICATION

8.1. Project’s implementation

From the communication point of view, one of the advantages of this project is there is just one
implementing institution, Matte N’ Roll. Therefore, the communication between all the
implementing unit will be internal and will use the current channels that are already working, such
as, weekly meetings, emails, and communication apps.
Even with just one implementing institution, it is necessary to talk with government secretariats to
get permits and to talk with other stakeholders, such as, restaurant owners.
Matte N’ Roll will reach the authorities personally. They will schedule meetings and also invite
them to some events. These approaches’ objective is to have a good relationship with the
authorities in order to allow future partnerships and to get help to promote this project.
For the permits, there are online forms to be filled. Matte N’ Roll will fill those forms and submit
them. Matte N’ Roll’s staff already have experience doing that.
Since one of the activities of this project is to create a business network, talking to other yerba
mate market players is important for the implementation as well. This communication will be done
virtually through the Matte N’ Roll social medias and newsletter, but in person as well, through
events.
8.2. Reaching the target group – Small farmers

Matte N’ Roll will reach the small farmers personally. There is a specialized unit to talk and to
engage the target group. They will go to the farms and explain to the small farmers about this
project and its benefits. In addition, this unit will use their participatory approach knowledge to
make the small farmers to share their thought about the project and to help the unit to create the
trainings. This first approach will be at a mate circle because this kind of event is intimate and
serious for the small farmers, enabling an honest and straightforward conversation.
Reaching the target group personally will have the advantage that the chances of the reached
farmers talking to their neighbors about the project will increase. The communication among small
farmers about the project is very valuable because the referrals among equals have a lot of power.
Besides the personal approach, there will be others. In order to widely advertise this project’s
trainings, they will be announced in the websites of the following institutions: Matte N’ Roll,
Guarapuava government, Palmas government and Pitanga government. Also, they will be
announced in the local radio stations, local newspapers and local agribusiness magazines. Finally,
there will be banners in strategical point in Guarapuava, Palmas and Pitanga cities.
8.3. Knowledge sharing
Monitoring and Evaluation unit from Matte N’ Roll will collect success stories regularly. The
marketing unit will use those stories to disseminate the results of the project and to engage even
more small farmers into the project’s courses and workshops and into further trainings and events
after the project reaches and end. In addition, this dissemination and communication plan could
leverage the project to the whole State of Paraná and even to the whole South Brazil Region.
Moreover, the reports will be published by the Monitoring and Evaluation team in agribusiness
magazines (online and physical issues), in Matte N’ Roll’s website and in the governments’ website
as well.

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With those platforms, the results and the project per se will reach people from the agribusiness
market of the region and the consumers of yerba mate beverages too creating a foundation for
other projects.
The last job of M&E unit will be to create a report with the lessons learnt from this project in order
to collaborate to future projects. This report will be published in Matte N’ Roll website and will be
available to everyone. Also, the lessons will be share in further events organized by Matte N’ Roll.

9. IMPLEMENTATION PLAN AND BUDGET

9.1. Implementation plan

In order to empower small farmers politically and financially, the project will have three fronts.
The first one is to raise awareness of high-quality varieties of yerba mate powder among small
farmers and yerba mate’s consumers. The administration unit and the marketing unit of Matte N’
Roll will join forces to raise the awareness through three activities: to enroll small farmers into
Matte N’ Roll, to create a yerba mate fair and to work with yerba mate ambassadors to help with
the advertisement of high-quality varieties of yerba mate.
This first front has another fundamental objective: feedback from the target group. In this first
phase is truly important to engage and to listen to small farmers in order to develop the trainings in
the best way possible for the small farmers. The courses should be interesting and appealing for
the target group.
The second front will be to train the small farmers in all the necessary skills, tools and knowledge
in order to produce and to sell high-quality varieties of yerba mate powder. There will be a unit
specifically to develop and apply the trainings. In that unit there will be four teams.
The first team will develop and apply the workshops about the production of high-quality varieties
of yerba mate powder. The second team will create and apply the extensive courses about
producing high-quality varieties of yerba mate powder. The difference between the workshops and
the extensive courses will not be just their duration –a couple of days for the workshops and one
semester for each extensive course–. Both trainings will teach about production and also will have
lectures about business administration, personal finances and marketing taught by the other two
teams, however, only in the extensive course the small farmers will have the chance to actually
use the roaster machines and to produce the high-quality varieties. The main objective of the
workshops will be to reach locally the small farmers and make them to participate in the extensive
courses.
The third team will be in charge of the personal finances and business administration lectures.
Finally, the fourth team will be in charge of the marketing lectures.
The last front will be the networking creation. The administration unit will use their institutional
relations know-how and connections to support the marketing unit in order to create spaces where
small farmers, chambers of commerce, government secretariats, restaurants owners and other
relevant players can mingle and create productive relations and partnerships.
The whole project will last two years. The first six months will be dedicated to raise the awareness
about the high-quality varieties and about the trainings of this project. From the seventh month until
the twenty-fourth month the trainings will take place. It is important to highlight that the efforts to
create connections among yerba mate market’s players and to advertise about high-quality
varieties will last for the entire project, two years.
The total budget needed to implement this project is EUR 1,808,000.00. It will be divided as
following:
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• To raise the awareness, it will be needed EUR 253,000.00.

• To enable small farmers to purchase their own equipment it will be necessary EUR
180,000.00.
• To train small farmers in the production the amount needed is EUR 691,000.00.
• In order to assist the target group in marketing, personal finances and business
administration, EUR 324,000.00 are needed.
• Finally, for management, monitoring and evaluation of the project, are needed EUR
360,000.00.
9.2. Resources and Project Budget
For the first output – to raise awareness – the EUR 253,000.00 will be used to create a yerba mate
fair, to visit the target group in their own land in order to enroll them in Matte N’ Roll and to hire the
ambassadors of this project.
For the second output – small farmers having the equipment – the EUR 180,000.00 will be used to
help the small farmers to find the necessary equipment. In addition, a fundraising specialist will be
hired to assist small farmers in their applications to funds.
For the third output – small farmers producing high-quality varieties of yerba mate powder – the
EUR 691,000.00 will be used to create and to apply the production training and also to buy the
roaster machines and other necessary equipment for production.
Finally, for the fourth output – small farmers selling high-quality varieties of yerba mate powder –
the EUR 324,000.00 will be used to create and to apply the personal finances, the business
administration and the marketing lectures. In addition, this money will also be used to create a
business network.
Besides the desired outputs from the project per se, additional money should be address in order
to manage, monitor and evaluate the project. The money needed for this is EUR 360,000.00. With
them, it will be paid the project manager and his staff and will be conducted the research and
surveys for monitoring and for evaluating the project.
The total amount to reach the four outputs is EUR 1,808,000.00. This amount is the contribution
requested to the European Union.
Matte N’ Roll, the implementing partner, will contribute with their expertise and know-how. In
addition, it will share their office located in Curitiba, Paraná, Brazil.
For more details, please check the annexes.

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10. ANNEXES

10.1. Stakeholder analysis

Position related to the problem

Name of Stakeholder Functions, characteristics Implication for Design and
Group and roles Implementation Stages
Positive aspects Negative aspects

Yerba mate small farmers They are from the rural area
from the Central-South of the Central-South region
region of the State of of the State of Paraná,
Paraná, Brazil. Brazil.
They are a vulnerable group
because they are low-
income and because they
do not have fair political
representation.
They have little resilience to
climate change or any
climate hazard.
They know their soil and their
crops.
They have some valuable
connections that could help to
engage other stakeholders
Low education level They are the target group and
the direct beneficiaries. They
Not political power
should be very engaged in the
Not economic power project and should participate
actively. Could be a resistance to
change because the project
could be seen as too risky for
some of them.

They are not well educated.

Most of them have less than
8 years of formal education.

They are the basis of the

yerba mate value chain

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Matte N’ Roll A cooperative of the yerba
mate market.
It is made up of high-
educated entrepreneurs
businesspersons.
Municipalities’ Rural municipality from the
secretariats of Central-South region of the
agriculture. State of Paraná.
Since agribusiness have an
important role in the
economy of the
municipality, the
secretariats already have
experience in funding and
implementing agriculture
projects.
Yerba mate is already an
important crop in the
municipality, that is why the
secretariats know which
They are high educated, with good
connections, they are creative and
good communicators, therefore,
they could be very good at engaging
stakeholders.
They have experience dealing with
local producers from rural areas.
They have worked with honey and
granola producers in Paraná.
They have experience creating
networks and to develop good
relations and partnerships.
They have political power inside
the municipality.
They know the small farmers.
They have connections with
important stakeholders.
They could be a funding partner for
next projects.
22
They could be seen as too risky
for those more conservative
stakeholders.
They have no experience of
implementing projects of this
size.
Could be hard to engage them
Bureaucracy is high and could be
too slow in order to have an
active role.
They do not have enough
political power to engage other
municipalities or politicians from
higher levels (state level and
federal level).
They are important in the
designing phase and in the
implementation phase because
they know better the
stakeholders: how to reach
them, how to engage them and
how to manage their
expectations.
They will have the important
task of continuing the training
after the project comes to an
end.
They will be in charge of
monitoring and evaluation of
the project.
They would be helpful in the
implementation phase and they
could give some important
insights in the designing phase
as well.
They could fund following
projects and could disseminate
the results from this project in
order to expand the impact to
other municipalities.
PRODOC
farmers produce yerba
mate
Drinking mate is very
important in its traditions,
therefore the agriculture
secretariats have a strong
relation with the tourism
and culture secretariats.
Big agribusiness They have a lot of political
companies power and a lot of money.
Agribusiness is the main
business in Brazil.
Those companies are huge
and very well connected.
Entrepreneurs’ hub They are people with
diverse background and
know how. Mostly people
under 40s. They are
creative, resourceful, well
connected and know about
fundraising.
If they can see the project as not
harmful to their business due to its
small size, they will not be a
menace. Actually, if a good lobby is
made, they could fund this project
as a social aid. This kind of aid has
tax benefits.
They could be quite helpful for
fundraising, for developing technical
solutions, to do the marketing, to
do the implementation and they
have many useful connections.
Many projects from those hubs
could benefit from this project.
They are many solutions for
agribusiness that start-ups from
those hubs are developing.
23
They have the power to give
permits and it could lead to
illegal actions, such as, bribes.
They could shut down the
project even before it starts if
they decided to do it. They are
enormous and they are that kind
of organization that measure not
effort to accomplish what they
want.
If the project partner up with a
hub, they must follow some rules
and compromise, for example,
the project must withdrawal in a
specific fundraising because it
could be competing against
another project of the hub.
It is important to keep them
satisfy about this project. Giving
them an active role would be
risky, but if succeed, they could
be the biggest ally and help to
scale up.
They could be very useful in
developing a solution and
creating partnership between
several synergic projects that
could give access to more funds
and bigger funds. In addition, it
could give some political power.
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10.2. Problem Tree – Small Farmers’ perspective

Cannot partner up with

other markets such as
tourism

Cannot produce high-

quality varieties of mate
powder Not resilient to climate
Repressed demand for
hazards
gourmet mate beverages

Not enough profits for

innovation

Small farmers are a

vulnerable group

Low education level Difficult access to health care Big agribusiness and small
services farmers unequal political
representation

Low-income livelihood

Yerba mate sold just as a

commodity

Not aware about high-quality Do not know how to produce Do not have the equipment to Do not know how to sell a
varieties high-quality varieties produce high-quality varieties high value-added product

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10.3. Objectives Tree – Small Farmers’ perspective

Can partner up with other

markets such as tourism

Can produce high-quality

varieties of mate Resilient to climate
Fulfilled demand for
hazards
gourmet mate beverages

Enough profits for

innovation

Small farmers are an

empowered group

High education level Easy access to health care Big agribusiness and small
services farmers more equal political
representation

High income livelihood

Yerba mate sold as a high

value-added product

Aware about high-quality Know how to produce high- Have the equipment to Know how to sell a high
varieties quality varieties produce high-quality value-added product
varieties
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10.4. Logical Framework

Intervention Logic Indicators Verification sources Assumptions

- Chamber of - yerba mate small farmers would make more
commerce's reports money by selling high-quality varieties
- Number of agribusiness chambers of and websites
commerce with at least one chair occupied - Richer yerba mate small farmers would be more
by a small farmer - IBGE reports and powerful
General objectives website
(impact): - Small farmers' per capita revenue - yerba mate chamber of commerce and other
Empower yerba mate - Ipardes reports and chambers of commerce would support small
small farmers - Small farmers' per capita income website farmers
- Matterias and other restaurants could do the
Outcome: marketing and the sales of yerba mate new
Small farmers selling - Agribusiness varieties
high-quality varieties economic research
of yerba mate - Price of yerba mate varieties sold by small institutes, such as, - Existing yerba mate culture and tradition are
powder farmers esalq open to new yerba mate varieties

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Outputs:
1. Small farmers and
yerba mate
consumers are aware
about high-quality
varieties of yerba
mate powder - Percentage of equipped yerba mate small
farmers.
2. Small farmers have
the equipment to - Percentage of yerba mate small farmers
produce high-quality knowing more than one high-quality variety - yerba mate small farmers are open to improve
varieties of yerba of yerba mate. and/or change their livelihood
mate powder
- Percentage of consumers knowing at least - Roaster machines are available
3. Small Farmers one high-quality variety of yerba mate.
know how to - yerba mate small farmers' education is enough
produce high-quality - Percentage yerba mate small farmers to allow them to understand the training on
varieties of yerba producing more than one high-quality producing high-quality varieties
mate powder variety
4. Small farmers - yerba mate small farmers' education is enough
know how to sell a - Percentage yerba mate small farmers to allow them to understand the training on
high value-added selling at least one variety at two times (or - Matte N’ Roll survey's personal finances, business management and
product more) than raw yerba mate's price reports marketing

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10.5. Implementation Plan

PROJECT WORKBREAKDOWN STRUTURE PROJECT PROPOSED SCHEDULE

Output Activity required to produce the J F M A M J J A S O N D J F M A M J J A S O N D
Number Output Name outputs
1 Small farmers being 1.1 Engage small farmers into
aware about high-quality Matte N’ Roll
varieties of yerba mate
powder
1.2 Create a yerba mate fair
1.3 Use yerba mate ambassadors
2 Small farmers have the 2.1 Assist small farmers to
equipment to produce procure the equipment and to
high-quality varieties of build the necessary
yerba mate powder infrastructure

2.2 Support the small farmers to

apply to funds

3 Small farmers know how 3.1 Create workshops (couple of

to produce high-quality days)
varieties of yerba mate
powder
3.2 Apply workshops (couple of
days)

3.3 Create an extensive training

(one semester each)

3.4 Apply an extensive training

(one semester each)

3.5 Purchase the equipment to

teach how to use them

4 Small farmers know how 4.1 Train small farmers in finances

to sell high-added value and business management
product

4.2 Train small farmers in

marketing

4.3 Create a business network

0 Project Management 0.1 Monitoring and Control of

Output project activities
0.2 Reporting
0.3 Steering committee meetings

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10.6. Responsibility Matrix

PROJECT WORKBREAKDOWN STRUTURE RESPONSABILITY MATRIX

Output Activity required to produce Matte N’ Roll Matte N’ Roll Matte N’ Roll Matte N’ Roll
Number Output Name the outputs administration training finances marketing
1 Small farmers being 1.1 Engage small farmers into
aware about high-quality Matte N’ Roll x
varieties of yerba mate
powder
1.2 Create a yerba mate fair x
1.3 Use yerba mate
x
ambassadors
2 Small farmers have the 2.1 Assist small farmers to
equipment to produce procure the equipment and
high-quality varieties of to build the necessary x
yerba mate powder infrastructure

2.2 Support the small farmers

to apply to funds x

3 Small farmers know how 3.1 Create workshops (couple

to produce high-quality of days) x
varieties of yerba mate
powder
3.2 Apply workshops (couple of
days) x

3.3 Create an extensive training

(one semester each) x

3.4 Apply an extensive training

(one semester each) x

3.5 Purchase the equipment to

teach how to use them x

4 Small farmers know how 4.1 Train small farmers in

to sell high value-added finances and business x
product management

4.2 Train small farmers in

marketing x

4.3 Create a business network

x

0 Project Management 0.1 Monitoring and Control of

Output project activities x

0.2 Reporting x
0.3 Steering committee
x
meetings

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10.7. M&E Matrix

Indicators UoM Disaggregation Method of Source of Frequency Responsibility Base Target
verification verification / timing line (end of
project)
Data
Data anal.
collect.

Number of agribusiness
chambers of commerce
Once at Matte N’ Matte N’
in the studied region State of Paraná, Chambers'
the end of Roll Roll
with at least one chair Individuals sector and Research reports and 0 25%
the project Monitoring Monitoring
being occupied by a gender website
(endline) unit unit
yerba mate small
farmer
Ipardes and
IBGE reports
Once at Matte N’ Matte N’
and website;
Small farmers' per Target zone and Research and the end of Roll Roll
BRL/YR and Matte N’ - +50%
capita revenues gender surveys the project Monitoring Monitoring
Roll's
(endline) unit unit
monitoring
unit
Ipardes and
IBGE reports
Once at Matte N’ Matte N’
and website;
Small farmers' per Target zone and Research and the end of Roll Roll
BRL/YR Matte N’ - +50%
capita income gender surveys the project Monitoring Monitoring
Roll's
(endline) unit unit
monitoring
unit
OUTCOME: Small farmers are selling high-quality varieties of yerba mate powder
Monthly
from the
Matte N’ Matte N’
Price of high-quality Esalq beginning
BRL/ Target zone and Roll Roll
varieties of yerba mate Research reports and of the 18 100
ARROBA type of roasting Monitoring Monitoring
powder website second
unit unit
year

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OUTPUT 1: Small farmers and yerba mate consumers are aware about high-quality varieties of yerba mate powder

Target zone,
Monthly
Percentage of small gender,
Matte N’ from the Matte N’ Matte N’
farmers being aware education level
Roll's beginning Roll Roll
about more than one Individuals and type of Survey 0 10%
monitoring of the Monitoring Monitoring
high-quality variety of awareness
unit second unit unit
yerba mate raising
year
tool/activity

Target zone,
Monthly
Percentage of yerba gender,
Matte N’ from the Matte N’ Matte N’
mate consumers being education level
Roll's beginning Roll Roll
aware about high- Individuals and type of Survey 0 20%
monitoring of the Monitoring Monitoring
quality variety of yerba awareness
unit second unit unit
mate raising
year
tool/activity

OUTPUT 2: Small farmers having the equipment to produce high-quality varieties of yerba mate powder

Once at
the mid
Percentage of small time of the
farmers with the Matte N’ second Matte N’ Matte N’
Target zone,
necessary equipment to Roll's year and Roll Roll
Individuals education level Survey 0 8%
produce high-quality monitoring once at the Monitoring Monitoring
and gender
varieties of yerba mate unit end of the unit unit
powder project
(endline)

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OUTPUT 3: Small farmers producing high-quality varieties of yerba mate powder

Once at
the mid
time of the
Percentage of small Matte N’ Matte N’ Matte N’
Target zone, second
farmers producing high- Roll's Roll Roll
Individuals education level Survey year and 0 8%
quality varities of yerba monitoring Monitoring Monitoring
and gender once at the
mate unit unit unit
end of the
project
(endline)

OUTPUT 4: Small farmers selling high-quality varieties of yerba mate powder

Once at
the mid
Percentage of small
time of the
farmers selling at least Matte N’ Matte N’ Matte N’
Target zone, second
one high-quality variety Roll's Roll Roll
Individuals education level Survey year and 0 5%
at two times the monitoring Monitoring Monitoring
and gender once at the
commodity price or unit unit unit
end of the
higher
project
(endline)

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10.8. Project Budget

PROJECT WORKBREAKDOWN STRUTURE BUDGET

Output Activity required to produce the RESOURCES Unit # of units Unit rate Cost Subtotal
Number Output Name outputs
1 Small farmers being aware 1.1 Engage small farmers into Matte
about high-quality varieties of N’ Roll
yerba mate powder
Field assistants per month 12 2000 24.000,00 $

Travels per travel 10 5000 50.000,00 $

Office supply per month 12 1500 18.000,00 $

1.2 Create a yerba mate fair Hire event organizer lump sum 1 30000 30.000,00 $
Marketing lump sum 1 15000 15.000,00 $
M&R adm staff per month 24 4000 96.000,00 $
1.3 Use yerba mate ambassadors Ambassadors per ambassador 4 2000 8.000,00 $
Marketing lump sum 1 12000 12.000,00 $ 253.000,00 $
2 Small farmers have the 2.1 Assist small farmers to procure
equipment to produce high- the equipment and to build the
quality varieties of yerba mate necessary infrastructure
powder
M&R finance staff per month 24 5000 120.000,00 $

Office supply per month 24 1500 36.000,00 $

2.2 Support the small farmers to
apply to funds

Fund specialist per month 24 1000 24.000,00 $ 180.000,00 $

3 Small farmers know how to 3.1 Create workshops (couple of
produce high-quality varieties of days)
yerba mate powder M&R training staff
(workshop team) per month 24 4000 96.000,00 $
Office supply per month 24 1500 36.000,00 $
3.2 Apply workshops (couple of
days)

Workshop supply per workshop 4 25000 100.000,00 $ 691.000,00 $

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Travels per workshop 4 8000 32.000,00 $

3.3 Create an extensive training (one
semester each)
M&R training staff
(extensive course team) per month 24 4000 96.000,00 $
Office supply per month 24 1500 36.000,00 $
3.4 Apply an extensive training (one
semester each)

Course supply lump sum 1 100000 100.000,00 $

3.5 Purchase the equipment to teach
how to use them Roaster machine and
other necessary
equipment per kit 3 65000 195.000,00 $
4 Small farmers know how to sell 4.1 Train small farmers in finances
high added value product and business management
M&R training staff
(finance team) per month 24 4000 96.000,00 $
Course supply per course 4 8000 32.000,00 $
4.2 Train small farmers in marketing

M&R training staff

(Marketing team) per month 24 4000 96.000,00 $
Course supply per course 4 8000 32.000,00 $
4.3 Create a business network

Marketing lump sum 1 20000 20.000,00 $

IT services per month 24 2000 48.000,00 $ 324.000,00 $
0 Project Management Output 0.1 Monitoring and Control of project
activities

0.2 Reporting
Project Management
0.3 Steering committee meetings
staff and office supply per month 24 15000 360.000,00 $ 360.000,00 $
Total budget 1.808.000,00 $

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10.9. Risk matrix

RISK MATRIX
RISKS Likelihood (1-3) Impact (1-3) Risk Importance (color) Mitigation action
Political instability in the 1 2 Avoiding to involve the federal government as an active partner
federal government

Fear from pandemic 1 2 Following the recommendations of the WHO and of the local government
Devaluation of the Brazilian 2 1 Giving priority to purchase from national manufacturers
Real
Lack of engagement from the 1 3 Engage the small farmers at the beginning and use their help to develop the
small farmers project

Likelihood
3-High
2-Medium
1-Low
1-Low 2-Medium 3-Low
Impact

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10.10. List of Abbreviations, Acronyms and Keywords

Arroba 15 kilograms
BRL Brazilian Real
Esalq Luiz de Queiroz College of Agriculture
EUR Euro
GDP Gross Domestic Product
HDI Human Development Index
IBGE Brazilian Institute of Geography and Statistics
Ipardes Paraná’s Institute of economic and social development
Matteria Gourmet restaurant of yerba mate beverages
M&E Monitoring and Evaluation
PPP Purchasing Power Parity
SDG Sustainable Development Goal
UNESCO United Nations Educational, Scientific and Cultural Organization
USD United States Dollar
UoM Unit of Measure
WHO World Health Organization

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