The Reality Focus
Improving the lives and livelihood of rural small scale farmers.
Corporate Farmers Market Programme
Corporate employees and employers — want to support small-scale farmers while accessing fresh local produce? Click below to learn more about our Corporate Farmers Market Programme.
Learn MoreThe Reality Focus
Empowering rural farmers and communities in Jamaica through partnerships, innovation, and sustainable agricultural development.
Reality Focus is dedicated to improving the lives of rural farmers by bridging the gap between farmers, suppliers, and markets. Through strategic partnerships, we equip farmers with the skills, tools, and opportunities they need to thrive.
Farm Management
Providing farmers with modern farm management skills to improve productivity and sustainability.
Market Access
Identifying and securing markets for farmers, ensuring they can sell their produce at fair and competitive prices.
Agro-Processing Facility
Establishing a processing and packaging hub that empowers farmers to create unique, value-added products for both local and international markets.
Our ultimate goal is to empower rural farmers, increase their income, raise their standard of living, strengthen food security, and promote agricultural innovation across rural Jamaica.
Our Rural Story
Did You Know?
Rural communities across the world continue to face significant economic challenges. Studies from international organizations highlight the deep connection between rural livelihoods, agriculture, and poverty.
🌍 Global Reality
According to the World Bank, 75% of global poverty exists in rural areas. A 2018 study found that four out of five people living below the international poverty line of USD $1.90 per day live in rural communities, with women and children making up the majority.
🌎 Caribbean Context
At the Caribbean level, rural poverty accounts for approximately 52% of overall poverty, highlighting the urgent need for economic opportunities and sustainable development in rural communities.
🇯🇲 Jamaica's Situation
According to the Planning Institute of Jamaica (PIOJ), poverty has trended upwards since 2008 and remains highest in rural areas. In 2012, poverty rates were 21.3% in rural areas compared to 19.7% in the Kingston Metropolitan Area and 16.6% in other towns.
⚠ Major Causes of Rural Poverty
The International Labour Organization identifies key contributors including:
- High unemployment and limited economic activity
- Youth unemployment and underemployment
- Climate change and extreme weather events
- Brain drain from rural communities
🌾 Farmers at Risk
Small-scale farmers in Jamaica face several challenges including poor soil, unfavourable climates, outdated production techniques, limited equipment, low capital, and lack of access to reliable markets.
🌪 Climate Change Impact
Extreme weather events such as hurricanes, floods, landslides and drought have caused major damage to the agricultural sector. Between 1994 and 2010, Jamaica experienced agricultural losses estimated at J$14.4 billion due to climate events.
For example, Tropical Storm Eta in 2020 caused severe damage to Jamaica’s agricultural sector. Preliminary estimates indicated that more than J$1 billion would be required to support recovery for farmers affected by the storm.
What Are Your Thoughts?
If you were to prioritize the major causes of rural poverty — unemployment, youth underemployment, climate change, and brain drain — how would you rank them in order of importance, and why?
90-Day Pilot Program
Why a 90-Day Pilot?
- Low risk
- Time-bound
- Easy to evaluate
- Flexible and scalable
The pilot provides space to assess employee interest, measure operational feasibility, understand social impact, and decide what works best for the organization.
What the Pilot Involves
- A three-month purchase window
- Voluntary employee participation
- Produce sourced from rural small-scale farmers
- Coordination handled by The Reality Focus
- Delivery or pickup aligned to the organization’s context
