SHEP Approach


SHEP Approach and Its Expansion

Smallholder Horticulture Empowerment & Promotion (SHEP) Approach have developed in Kenya through technical cooperation project by JICA which started from 2006 and succeeded in increasing farmers' income. SHEP is an approach which realizes "Market-Oriented Agriculture" and converts farmers mind from "grow and sell" to "grow to sell". In Kenya, with this approach, the project achieved doubling income of 2,500 smallholders only within 2 years (2007-2009).

JICA has set the wide implementation of the SHEP Approach to countries throughout Africa as one of the pillars of Agricultural cooperation in Africa. In this page you will see how SHEP has been expanding.


SHEP Projects in the World

Eat more vegetables for your health!
TANSHEP casts a critical view for nutrition improvement and agricultural marketing

"We are made of what we consume every day. I know the source of my beauty is vegetables I eat." A healthy and brilliant lady, Ms Nancy Sumari who won the title Continental Queen of Africa for Miss World 2005, confidently shares her long-standing-beauty experience in the screen in front of various mouth-watering vegetable dishes, encouraging Tanzanians to do the same for better health and beauty through a video clip released and aired on Clouds TV under TANSHEP project.


Teaching Materials & Public Relations

We developed SHEP teaching materials and various PR matters such as SHEP game, YouTube channel.


What does it take to make money in agriculture? "Fun Fun Farming!" is a free app that lets users think about this question while they play an entertaining game.

- Booklet; Introduction to the Psychology of International Cooperation


We took our on-site experiences with technical cooperation in the agriculture and rural development sector and attempted to both analyze them and translate them into explicit knowledge based on theories of psychological motivation—a critical part of the SHEP approach.

- SHEP Approach Training Digest (2020)

- SHEP Approach "Promotion of Farming as a Business" Based on Motivation Theory (2017)

- SHEP Handbook for Extension Staff


This handbook is based on practical experience applying the SHEP approach to extension activities. It was made with a mind to provide those engaged in extension work with something that they can implement immediately.

JICA SHEP Facebook

We regularly post information about projects that have used the SHEP approach on our official Facebook page. If you're interested in getting this information, simply click the "like" button on the JICA SHEP Facebook page to register. You will need to create a login ID in order to get full access.


Contact info for inquiries

JICA Economic Development Department