Livestock and crop farmers are under- or poorly-served by existing service providers and make up the Farmers Pride customer base. There will be a particular emphasis given to establishing franchises in locations where livestock and crop services are either not delivered or where only poor quality and/or expensive services are available.
Farmers Pride aims to serve the needs of a range of customers including livestock and crop farmers. Other beneficiaries of the business will be franchise holders themselves and their staff. Qualified veterinary personnel will be recruited as franchisees; and by including animal health technicians as well as vets, it is hoped that a much higher proportion of women will be able to establish a franchise outlet.

Social Impact
Farmers Pride is a social enterprise with clear social objectives in improving the welfare and income of farmers. There are many expected benefits to Farmers Pride customers including:-
a) Time and money saved from improved access to inputs
b) Increased income from improved access to markets (huge knock-on effects on education, wellbeing etc)
c) Access to quality and better priced production services save time and money reduce mortality of livestock, increase productivity, increase nutrition, increase income i.e. better lives, children education focusing on the girl child
d) Access to training and education better animal and crop husbandry, demanding quality
e) Access to other services (‘putting the area on the map’) i.e. new roads, electricity, water, banking, mobile phone, access to new sources of finance.
Create employment opportunities /raise profile and demand from school leavers