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PETRRA - an experiment BOOK: 6/10 in pro-poor Communication - agricultural getting messages to stakeholders research

Edited by Noel P. Magor, Ahmad Salahuddin, Mamunul Haque, Tapash K. Biswas and Matt Bannerman

Poverty Elimination Through Rice Research Assistance (PETRRA), 1999-2004 a project funded by DFID, managed by IRRI in close collaboration with BRRI Book 6. Communication - getting messages to stakeholders Communication brief no. 6

Communication - getting messages to stakeholders Alastair Orr, Fatima Jahan ASe.e Smaal,a Shuhdadilian ,A Mrif.a HNaaqbuie, Jaankdi rNulo eIls lPa.m M Paegteorr

INTRODUCTION section. There was a broad two-pronged approach: Communication or getting messages to stakeholders grew in importance over the targeting the government (GO) and life of Poverty Elimination Through Rice non-governmental organisation (NGO) Research Assistance (PETRRA) project; policy makers, donors, research to the point that it was given output-level managers, scientists, and extension status on the logical framework. In other managers; and words it was essential for PETRRA to targeting the end-users of the achieve its purpose-level objectives. innovations, namely, farmers and GO- It could be asked why has communication NGO extension workers. become so important? Public-funded research is for improving the livelihoods of poor households and there has been a THE MAIN MESSAGES growing demand for accountability in delivering impact from that research. At PETRRA SPs can be divided into three one level, the agricultural research categories and each category had its own community has neglected to communicate message to communicate to its audience: its importance in the fight to reduce Category 1: Technology identification, poverty. At another level, researchers have development and validation SPs; not considered the packaging of their Category 2: Uptake methods research research in simple messages for farmers SPs; and and extension service providers. The evolution of Department for Category 3: Policy SPs. International Development (DFID) For category 1, the technology SPs, the policy in development has given greater messages developed were kept simple for emphasis to lesson learning and easy communication with farmers and communicating with stakeholders. That field level extension workers. Cost provided a supportive environment, but effectiveness and suitability were also the actual discovery by sub-project (SP) important criteria. The participatory partners of the effect of good methods that were used for technology communication led to considerable development actually provided an early experimentation and an excitement platform for emphasising communication amongst partners to actually market their as participating farmers became informal learning to others. extension agents. The SP equipped these PETRRA started in September 1999. people with extension materials for PETRRA did not develop a technology that they had a very real role comprehensive communication strategy in developing. The potential contribution until February 2002 through assistance of the respective technology was from IRRI Los Baños public relations something that was also communicated Communication brief no. 6 Communication: getting messages to stakeholders with policy makers and research during the project period. There were managers. four English newsletters and one Bangla For category 2, uptake methods research newsletter published. SPs, the extension methods being innovated were described in flow charts National & regional communication on posters. There was experimentation fairs with participatory video for women, PETRRA used the fair to bring all the SP picture songs and going public as means partners under one umbrella and enable of improving communication. In them to share their results in one location. addition, the extension methods were This helped build linkages. Since documented in a story form in the PETRRA dealt mostly with technology international publication 'Innovations in and research, it was important that the rural extension: case studies from general people along with GO-NGO ' (Van Mele et al, 2005). policy makers were also informed and Category 3 were the policy SPs and for linked with its activities. Keeping this in these, policy dialogues were used to gain mind, two central communication fairs the attention of policy makers concerned were organised in 2002 and 2003 as part with agriculture and poverty reduction. of the communication strategy. The dialogues were supplemented with PETRRA encouraged its SPs to organise the provision of briefs in which the policy the fair at two levels - national and research was highlighted along with regional. At the national level the recommendations. communication fair in 2002 and 2003 primarily targeted policy makers, donors, CHANNELS OF COMMUNICATION GOB, media and like-minded organisations while at the local level the The following highlights the different village fair brought together primary and media used for communication: intermediate stakeholders like farmers, extension workers, local government Newsletters Two newsletters were published semi-annually, separately in English and Bangla, to a large extent re-using materials (quarterly report summaries, press and photo releases). As the English and Bangla newsletters had different target audiences, the contents did not mirror each other, but there was considerable overlap. The target audience for the English newsletter Interface included policy planners, donors, and national and international NGOs; the Bangla newsletter Dhanadhanya targeted literate farmers and extension workers. These newsletters contained PETRRA's latest innovations and learning along with news and views on important upcoming events. All the enlisted stakeholders received PETRRA newsletters (English & Bangla)

2 Communication brief no. 6 Communication: getting messages to stakeholders representatives, rice actors etc. Regional fairs on seed drying and storage technology were organised by Agricultural Advisory Society (AAS) in collaboration with local farmers at Shait Kahon village of Pakundia under about 100 km. north-east from . A village fair was organised by the On-farm Research Division (OFRD) of Bangladesh Agricultural Research Institute (BARI), Rangpur office in collaboration with the local farmers at new approach to organising and delivering Saidpur village of Pirgacha upazila, development aid. Rangpur, north-west region. A two-day agricultural technology communication The one-day fair in 2002 was held at the fair on agri-technologies developed by the Bangladesh Rice Research Institute participating farmers was organised by (BRRI) campus inaugurated by the AAS at Sreemangal, Maulvi Bazar, in the honourable minister for agriculture. This north-east region. Shushilan also fair was limited to the researchers, organised a village fair in a village in farmers, SP participants and agriculture practitioners. Kaliganj upazila in 2002. The fair was organised as part of the Shushilan The two-day fair in 2003 was a special method of technology dissemination. event as it coincided with the first-ever PETRRA SP partners also attended holding of the IRRI Board of Trustees' different agriculture fairs organised (BoT) meeting in Bangladesh. The nationally and regionally by other honourable minister for agriculture M. K. agencies. Rangpur Dinajpur Rural Service Anwar inaugurated the fair. The IRRI (RDRS) in collaboration with the north- BOT Chairperson, Angeline S. Kamba, west focal area forum scheduled a final along with other trustees and IRRI fair in the first week of August 2004 to director general, Dr. Ronald P. Cantrell which all PETRRA SPs and other local were present in the inauguration. The offices of different agricultural agencies inauguration ceremony was attended by some 500 guests in the Ball Room of were invited. This became a regional Hotel Sheraton. The BOT had an policy dialogue for discussing the focal opportunity to see the many exciting area forum concept. The honourable state technologies coming up in Bangladesh. minister for agriculture participated and endorsed the focal area forum approach. There were 47 stalls covering activities taking place in technology development, The objective of the national research on dissemination pathways and communication fairs was to inform methods and policy research. PETRRA, interested persons and organisations of the its SPs, BRRI, Bangladesh Agricultural PETRRA portfolio of ongoing research, Development Corporation (BADC), experiences and results to date. It also Bangladesh Rice Foundation (BRF), and provided an opportunity for stakeholders Forum for Information Dissemination on engaged in PETRRA subprojects to touch Agriculture (FIDA) also provided display base with each other and to see how co m prising books, posters, brochures, their SPs fitted into the larger picture. In leaflets, technologies and research addition it allowed donors and prospective outcomes. Some 80 male and female donors to learn more about this innovative farmers participated in the fair along with

3 Communication brief no. 6 Communication: getting messages to stakeholders researchers to discuss their experience. As M. K. Anwar the honourable minister for part of the fair, a seminar entitled agriculture was the chief guest on the 'PETRRA and the poor' was held at the occasion while Mirza Fakhrul same venue in the afternoon of the first Alamgir the honourable state minister for day. Dr. Abdul Bayes, Professor of agriculture was the special guest. secretary, Economics of Jahangirnagar University Ministry of Agriculture chaired the presented the keynote with Dr. Quazi dialogue while Muhammad Jahangir, Shahabuddin, director general of the renowned media personality, was present Bangladesh Institute of Development as the moderator. Studies (BIDS) in the chair. Professor A. Two presentations were made in the M. Muazzam Husain of BRAC University, dialogue prior to the panel discussion: Dr. Binayak Sen of BIDS and Dr. A. R. 'PETRRA technologies, extension, Gomosta, Director-Research of BRRI innovations and impact' was presented by took part in the discussion. Dr. Noel P. Magor, IRRI representative On the 2nd day, another seminar entitled for Bangladesh and PETRRA project 'Challenges for communication of manager while 'PETRRA approach and agriculture research results' was held at policy overview' was presented by Dr. the same venue with Professor M. Mahabub Hossain, head of Social Shamsher Ali, Vice Chancellor of South Sciences Division, IRRI Los Banos. East University in the chair. Sykh Seraj, A group of renowned personalities of famous agricultural journalist and different professional backgrounds took Director of the popular private satellite part in the panel discussion. They were: television channel, Channel-i, presented the renowned English daily, the Daily Star keynote at the seminar. Dr. Golam Editor, Mahfuz Anam; Professor Golam Rahman, Professor of Mass Rahman of Mass Communication & Communication and Journalism of Dhaka Journalism Department, DU; Professor University (DU) and President of FIDA; Abdul Bayes of Economics Department Dr. A. R. Gomosta, Director-Research of of Jahangirnagar University (JU); Tariq BRRI; Fazlul Haque Rikabdar, Director of Hassan, director general, DAE; Dr. M. Agriculture Information Service (AIS); Mahiul Haque, director general of BRRI; Tariq Hassan, director general of Dr. A. R. Gomosta, Director-Research of Department of Agricultural Extension BRRI and Fazlul Haque Rikabdar, (DAE); and Reaz Ahmad, Senior Reporter Director, AIS. of the national English daily, The Daily Star and FIDA General Secretary, took Honourable state minister for agriculture, part in the discussion. Mr. Mirza Fakhrul Islam Alamgir handed over the pack of communication and For 2004 a one-day fair, known as the extension materials on different PETRRA PETRRA closing celebration 2004, inn o vations to the potential GO-NGO was organised mainly to celebrate the extension agents. The agencies receiving successful closing of the five-year the pack of communication and extension PETRRA project, was held at Winter materials (tailored for each agency) are Garden of Hotel Sheraton, Dhaka. In the listed in Table 1. morning session there was a dialogue on A limited number of stalls prepared by 'Agriculture technology and innovations respective SPs to display various for the poor'. The aim of this dialogue PETRRA innovations and technologies was to exchange views towards sustaining and methods were installed in the venue. the innovations of the project in the existing system. A plaque and certificate distribution

4 Communication brief no. 6 Communication: getting messages to stakeholders

Table 1. The agencies that received the pack of PETRRA communication and extension materials Type of agency Name of agency Government research and extension Bangladesh Rice Research Institute (BRRI) for Rice Knowledge Bank, agencie Department of Agricultural Extension (DAE), Bangladesh Academy for Rural Development (BARD) and Rural Development Academy (RDA) Non-government organisations (NGOs) BRAC Proshika RDRS HEED Shushilan AAS FIVDB BDS GKF TMSS SAFE IDE AID-Comilla WAVE PROVA MCC APEX CARE ITDG ActionAid Media Agricultural Information Service (AIS) Farm Broadcasting, Bangladesh Betar Mati-o-Manush of Bangladesh Television (BTV) Rhidoye Mati-o-Manush of Channel-i Shonali Din of ATN Bangla NTV Government policy cell Poverty Reduction Strategy Paper (PRSP) working group (Planning Commission)

Donors with relevant projects European Commission (Food security unit) ceremony was organised in the afternoon farmers. Baul songs from Kushtia and session. This was held as part of the Alamdanga were also arranged. closing celebration to acknowledge the All PIs and research team members of role of the Principal Investigators (PIs) PETRRA SPs including BRRI scientists, and researchers of the PETRRA SPs for donor agency representatives, GO-NGO their outstanding contribution to professionals, agriculturists and journalists innovations in rice research suitable for were present in this closing event. the resource-poor farmers of Bangladesh. People from all relevant stakeholders were These events were well covered by the present in the morning session while the press and electronic media. afternoon session was mainly participated by the PIs and research team members. Agriculture extension magazine An attractive and colourful cultural AIS of the Ministry of Agriculture programme was organised in the evening. (MOA), publishes a monthly agro based Cultural teams from different SPs Bangla magazine called Krishikotha performed popular folk songs on various exclusively on agriculture targeted mainly technologies and innovations targeted to to grass-root level GO-NGO extension

5 Communication brief no. 6 Communication: getting messages to stakeholders workers and farmers. It has been regularly Farm Broadcasting on radio distributed to the Ministries, policy In Bangladesh, only less than 40% of the makers, agriculture professionals, farmers villages have electricity to run televisions. and GO-NGO extension workers at a The Farm Broadcasting Unit of AIS, very minimum cost of Tk. 4 only. under the MOA, produces radio PETRRA in collaboration with AIS and programmes that are aired daily from with assistance from BRRI published 35,000 copies of a special edition of regional centres covering all over the Krishikotha exclusively on rice to mark the country. It also produces 30-minute International Year of Rice (IYR) 2004. magazine programmes on regional topics This rice issue included question and with jingles and dramas. Time-to-time, answer for farmers, various write-ups by Farm Broadcasting aired reports on AIS officers, BRRI scientists and NGO various PETRRA innovations and partners on history and culture of rice activities. and rice-based farming technologies developed mostly by BRRI and/or by Communication materials for farmers PETRRA SPs that were diverse in nature and the extension agents and suitable for both male and female Bridging the gap between researchers and resource-poor farmers in different parts the farmers or extension workers has of the country. In addition to AIS always been a big challenge in agriculture. distribution channel, PETRRA distributed PETRRA always tried to minimise this this issue to its partner organisations and gap through its communication initiatives. to grass-root level local NGOs through Through a range of participatory Proshika, AAS, FIVDB, BDS, Shushilan, planning meetings, workshops, and BRAC, CDP and Campaign for Popular brainstorming sessions, PETRRA has Education (CAMPE), an NGO working opted for a range of means/tools for for non-formal education. communications. In February 2004, as part of this effort, PETRRA organised a three-day residential workshop bringing together the scientists, field level extension agents, materials development experts and graphic designers in developing the printed communication materials for its technology SPs. The workshop was aimed at finalising the messages/contents and draft layouts of print materials of its technology development SPs appropriate for farmers and field level extension workers. A primary draft of a total of 17 posters, 18 brochures, 3 booklets, 2 flipcharts and 6 stickers were developed in this workshop. The layouts were displayed along with a comments sheet in the concluding session for the comments of the audience. The appropriate comments were incorporated during the final production.

6 Communication brief no. 6 Communication: getting messages to stakeholders demand. Although this material did not go through a quality process, it was an useful experimentation for partners and proved useful for disseminating the innovations.

TV reporting/documentaries on Rhidoye Mati-o-Manush of Channel-i PETRRA collabored with Channel-i, a private satellite television channel, to In March 2004, PETRRA, in disseminate some of its technology SP collaboration with material and design innovations through its newly launched development experts, developed posters programme Rhidoye Mati-o-Manush. This with flow charts using ideas from the programme was anchored by the popular process of documentation of uptake TV personality Sykh Seraj who had been methods for each of PETRRA's uptake involved in a similar type of programme methods research SPs. called Mati-o-Manush on government-run Bangladesh Television (BTV) for 15 years. These materials were intended to be used The main target audience of Rhidoye Mati-o- by the semi-literate farmers and grass-root Manush were primarily the policy makers, level extension workers in raising GO-NGO managers and extension agents. community awareness about PETRRA innovations/technologies. These materials PETRRA also opted for quality video were also handed over in a package to the recording of its important workshops and potential GO-NGO extension agents like seminars for archiving and documentation Bangladesh Rural Advancement purposes. Committee (BRAC), Proshika, DAE, Almost all technology development SPs RDRS, GKF and others by the made documentaries that were shown on honourable state minister for agriculture BTV, Channel-i or ATN Bangla in their at a symbolic distribution ceremony news or in agricultural programmes. during the closing celebration. In addition, several of the PETRRA SPs Collaboration with national dailies focused specifically on experimentation in PETRRA approached two influential communication. These SP outcomes are national Bangla and English dailies, the documented separately (Van Mele et al, daily and The Daily Star to 2005). One of these SPs received an disseminate its technologies/innovations international award for the development focusing on agriculture as an engine for of seed health videos by village women for village women. Hard and electronic copies of materials have been archived and are either available on the PETRRA archive website, the PETRRA archive CD-ROM or the Bangladesh Rice Knowledge Bank (BRKB). In addition, the SPs, on their own initiatives, developed a number of materials to meet the local farmer

7 Communication brief no. 6 Communication: getting messages to stakeholders poverty reduction. A meeting was held at farmers (Seed for survival, The Daily the Prothom Alo office with the editor Star, editorial page, June 25, 2003); Matiur Rahman, where all aspects of PETRRA's effort to help moderately agriculture were discussed from a national poor farmers or future poor farmers perspective. with cost effective technologies to raise The Daily Star editor Mahfuz Anam was rice output so that they can graduate present as a discussant in the dialogue on from present position by using modern 'Agriculture technology and innovations varieties (MVs) of rice (As they sow, so for the poor' at PETRRA closing they reap, The Daily Star, editorial page, celebration. July 1, 2003);

Press and photo releases How some women are engaged at the forefront of the agricultural operations Press releases on seminars, workshops, of their households hence being fairs and events were sent out from empowered in making household time-to-time to the national news media. decisions (Tales of the tale-enders, The The same were also recycled for posting Daily Star, editorial page, July 8, 2003); in the 'news and events' section of the PETRRA and IRRI websites and the Participation of the resource-poor PETRRA newsletters. This tool proved female farmers who have been able to useful in disseminating the news of increase production per unit of land various events like communication fairs, substantially because of systematic farm seminars and workshops effectively to a practices with new varieties of seeds wider audience. (The ladies with the lamps, The Daily Star, editorial page, July 17, 2003); Besides sending press and photo releases PETRRA had close collaboration with a How two federations of farmers pool of journalists and organisation like comprised of the landless and marginal FIDA, which covers agriculture in the farmers have been fighting for the press and electronic media. They were economic emancipation of their regularly provided with information on members with the technical assistance project related activities that focused on from PETRRA-RDRS technology rice research with regard to livelihoods uptake SP. Another example of the change. importance of good training that can play a vital role in improving the Newspaper articles by production hence uplifting the Professor Bayes livelihoods of marginal farm Dr. Abdul Bayes, an eminent economist households (What they need is new and a Professor of Jahangirnagar University, wrote a series of articles in The Daily Star and the daily Bhorer Kagoj, two national English and Bangla newspapers respectively from discussions with farmers and various partners of PETRRA SPs in the north-east, north- west and south-west of Bangladesh. The articles highlighted the following issues: Importance of rice in the lives of small

8 Communication brief no. 6 Communication: getting messages to stakeholders knowledge, The Daily Star, editorial The innovative ideas that are being page, July 22, 2003); undertaken by the PETRRA technology uptake SPs for the resource-poor Bangladesh's potential in exporting aromatic bashmati rice to the farmers and the impact of these international market or at least innovations in their livelihoods (Dhan substitute imports of fine and aromatic Gobeshona o shampad-daridro, ekti bhomon rice through domestic production brittanto [Rice research and resource- (Research for rich rice, The Daily Star, poor, a travelogue], the Bhorer Kagoj, editorial page, July 30, 2003); editorial page, September 12, 2003); The importance of infrastructure, The sensitive issue of molecular innovations and institutions in poverty biology to ensure food and nutrition reduction, especially of resource-poor security for the poor people in farmers (The veritable vegetable Bangladesh (Krishite biotechnology abong grower, The Daily Star, editorial page, Bangladesh prekhhit [Biotechnology in August 12, 2003); agriculture and Bangladesh context], the Bhorer Kagoj, editorial page, October The socio-economics and politics of 3, 2003). shrimp culture in the south region where the growth of shrimp cultivation These articles have been reproduced should take place under a regime where separately under this series. Copies are a) access to common properties are not also available on the PETRRA website encroached upon; b) small farmers have (petrra.irri.org) or in The Daily Star the freedom to take home the rewards (www.thedailystar.net) and the Bhorer from shrimp cultivation; c) productivity Kagoj (www.bhorerkagoj.net) archives. of agricultural land is not adversely affected; and d) both economic and Policy dialogues non-economic costs are duly calculated Public policy advocacy is the effort to to point to a sustainable development influence public policy through various of the sector (Shrimp culture: deaths or forms of persuasive communication. dollars?, The Daily Star, editorial page, Communicating policy research findings September 2, 2003); through dialogues has proved an effective The growing constraints on future rice means of raising awareness of policy availability in Bangladesh and the makers and research managers on devastatingly developed micronutrient pro-poor policy issues. 'Dynamics of deficiency among the poor households livelihood systems' (DOLSys) SP of in rural areas (Biotechnology for food PETRRA headed by Dr. Mahabub security: risks and rewards, The Daily Hossain of IRRI Social Sciences Division Star, editorial page, September 30, 2003) in collaboration with Centre for Policy Factors that should be addressed for Dialogue (CPD) organised seven issue- raising the rate of economic related dialogues. These were: participation of women (Women: Rice seed delivery system and seed changing roles and realising rights, The policy in Bangladesh; Daily Star, editorial page, April 27, 2004); Rice research and poverty alleviation in How healthy seeds could ensure the Bangladesh; food security of the poor household in Promoting rural non-farm economy of Bangladesh (The ship and the wave, Bangladesh; The Daily Star, editorial page, May 14, 2004); Liberalisation of crop sector: can

9 Communication brief no. 6 Communication: getting messages to stakeholders

Bangladesh withstand regional competition? Biotechnology for rice improvement; Mapping poverty for rural Bangladesh: implications for pro-poor development; and Nature and impact of women's participation in economic activities in rural Bangladesh.

Scientific communication PETRRA encouraged researchers to Testing on the BRKB primary version publish their results in scientific journals. CD-ROM was carried out at RDRS In addition, research findings have Thakurgaon, Rangpur; AAS Sreemangal been presented in national and and at the BRRI Training Division at international seminars. PETRRA held Gazipur. Participants identified it as a two national workshops during its closing ready reference of rice knowledge-based for presentations of the findings of information. technology SPs and uptake methods research. The BRKB will be continued beyond PETRRA. Contents and training aspects of the BRKB will be managed by BRRI in collaboration with the regional partners who will be working for establishing the BRKB for the benefit of resource-poor farmers. Its aim is to ensure availability of technological innovations online that are relevant for Bangladeshi farmers and extension agents. The main partners involved in the piloting phase of the BRKB were BRRI, RDRS and AAS. Bangladesh Rice Knowledge Bank (BRKB) Networks BRKB coordination group was formed It would be amiss to not highlight under the leadership of the Director- the importance of networks for Research BRRI for the development of communication. PETRRA developed communication and training materials for networks with potential media groups and the BRKB. The coordination group associations. CPD, the thinktank civil included BRRI working scientists and society body in the field of policy, was members from two NGOs, RDRS from one of the partners of PETRRA. north-west and AAS from north-east. Through CPD, research findings were The main objective under PETRRA was shared with persons concerned to ensure research findings, for farmers with policy. FIDA, an association of and extension workers from PETRRA agriculture journalists and communication SPs, were prepared as simple fact sheets educationists were occasional partners of in English and Bangla before the close of PETRRA. They helped in the press the PETRRA project. conferences, seminars and in the coverage

10 Communication brief no. 6 Communication: getting messages to stakeholders in the news media. Recent collaboration Links at this site provided information with the satellite TV channel, Channel-i about the project, its research activities, with the two influential national dailies focal areas, project documents, news, Prothom Alo and The Daily Star can be events, SP approval process and other mentioned. Partners like Proshika, RDRS, related websites. FIVDB and AIS have been an important outlet to reach millions of resource-poor farmers. The rice issue of Krishikotha was CONCLUSION published through AIS and distributed to The demand for impact created a demand the grass-root level through Proshika, for effective communication. SPs have BRAC, FIVDB, BDS, Campaign for enjoyed developing communication Campaign for Popular Education materials that reached beyond their (CAMPE) and other NGOs in addition to traditional scientific communities to AIS distribution network. service providers and policy makers. The PETRRA project PMU would be the Website first to say there were many gaps in PETRRA website formed the hub of its communication plans etc. but a communication of the PETRRA project. commitment to action and reflection has provided a learning environment that can be built for future initiatives. We would recommend early attention to communication at the central level and a more thorough development of individual partner skills for this coupled with the development of a good feedback mechanism to improve quality and impact of the communication materials.

11 Suggested citation: Salahuddin, A., Haque, M. and Magor, N. P. 2007. Communication: getting messages to stakeholders. In: Magor, N. P., Salahuddin, A., Haque, M., Biswas, T. K. and Bannerman, M., editors. PETRRA - an experiment in pro-poor agricultural research. Communication brief no. 6. Dhaka (Bangladesh): Poverty Elimination Through Rice Research Assistance Project, International Rice Research Institute. 12 p. creative CC commons

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PETRRA was a DFID-funded project, managed by the International Rice Research Institute (IRRI) in close collaboration with the Bangladesh Rice Research Institute (BRRI)