Micro-franchise Initiative is a business model based on the traditional franchising concept common in developed countries. USAID's Graduation with Resilience to Achieve Sustainable Development activity, implemented by CARE Ethiopia, introduced the micro-franchise initiative to promote off-farm income generation for selected households. Women are specifically selected for door-to-door sales of fast-moving consumer goods. The initiative is implemented in collaboration with East African Tiger Brands Industries and Guts Agro Industries.