Home Startups ThriveAgric Allocates $9.6 Million to Empower Smallholder Farmers Across East Africa, Announces...

ThriveAgric Allocates $9.6 Million to Empower Smallholder Farmers Across East Africa, Announces Expansion to Zambia

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ThriveAgric, a leading agritech startup, has announced its ambitious 2025 vision to transform the livelihoods of smallholder farmers across East Africa through innovation, market access, and sustainability.

With a bold commitment to building “an Africa that feeds herself and the world,” the company has allocated $9.6 million to empower farmers in Kenya, Uganda, and Tanzania.

Investment Breakdown and Farmer Reach Goals

In a statement, ThriveAgric revealed its financial commitment to the region: $5.6 million will be invested in Kenya, while Uganda and Tanzania will each receive $2 million.

These funds aim to provide farmers with access to quality agricultural inputs and market linkages, addressing critical barriers to productivity.

The initiative also seeks to register 150,000 farmers in Kenya and 100,000 farmers each in Uganda and Tanzania.

By targeting smallholder farmers, who form the backbone of the region’s agricultural sector, the startup hopes to create lasting economic and social impact.

ThriveAgric is an agricultural technology company that empowers smallholder farmers in Africa.

They address critical challenges faced by these farmers, such as limited access to finance, lack of market connections, and suboptimal farming practices.

The startup provides a range of services, including financing for farm inputs, access to markets for their produce, and training on improved farming techniques.

By utilizing a mobile applications called Agricultural Operating System (AOS) that the company launched in 2019, ThriveAgric has expanded its services to include access to quality inputs, data-driven farming practices, and market linkages, thereby fostering a more sustainable and profitable agricultural ecosystem.

ThriveAgric is a Nigerian agritech startup founded by Uka Eje and Ayodeji Arikawe in 2017 where they engaged 3,500 farmers in Nigeria and the numbers have increased in the subsequent years.

The company’s mission is to empower rural smallholder farmers in Africa by providing them with financing, access to markets, and data-driven consulting.

“In 2022, we expanded into Ghana and Kenya. In 2023, we opened the Uganda Branch. Visa project one, aimed at reducing post-harvest losses, providing training, and enhancing storage techniques. So far, in Kenya, we have more than 100k farmers on our initiative and 76 agents across 13 value chains,” said Partnership Analyst, Audrey Hazel.

In June 2024, ThriveAgric announced a partnership with Visa to support up to 10,000 farmers across five counties in Kenya which are: Busia, Homabay, Migori, Nandi, and Narok.

The company says it has established local hubs in each county, with those in Homabay and Busia serving as dedicated learning centers.

“These centers provide farmers with vital training sessions and distribute agricultural inputs such as seeds and post harvest tools such as sieves, trampolines, pallets, moisture metres, just to mention but a few. The hubs will also function as collection points, allowing farmers to conveniently deliver their harvests and receive fair market value for their produce.”

Driving Innovation and Expanding Value Chains

Key to ThriveAgric’s vision is driving innovation and adding value to agricultural products.

The company plans to establish a maize processing unit in Western Kenya to ensure higher returns for farmers through value addition.

However, the exact area where the maize processing plant will be constructed is yet to be confirmed.

Additionally, it will launch an input distribution line to supply affordable, high-quality inputs, enhancing farmers’ productivity.

The company is also expanding its value chains, with new ventures in poultry, mango exports, and sunflower production.

This diversification aims to open new revenue streams for farmers and strengthen rural economies.

Expansion to Turkana County and Zambia

ThriveAgric is extending its reach into Turkana County, a historically underserved region in Kenya, while also preparing to launch farmer support programs in Zambia.

This regional expansion underscores the company’s mission to empower farmers beyond traditional areas of operation.

A Vision for Change

“Our mission is to strengthen rural economies, reduce post-harvest losses, and empower farmers with the tools and support they need to thrive,” said Kenya’s ThriveAgric Country Manager, Benard Juma.

“Standing here today at the Phoenicia Hotel in Kiambu County, celebrating three years since our expansion into Kenya, I want to emphasize that this vision is about more than agriculture. It’s about creating a future where Africa can feed herself and the world,” the country manager added.

 

Top Kenya Agents Awarded

At the event, top-performing agents were recognized with the award of smartphones.

Phoebe Otieno, an agent from Homa Bay County who specializes in sourcing soya bean from local farmers through the Thrive Agric platform, expressed her excitement while sharing her life has changed since she started working with the startup.

“There is money in the soil,” Ms Otieno noted.

Ms Otieno stated that the trainings have boosted farming techniques in her home town. Additionally, she noted that final yields have improved since the farmers know how to handle post harvest losses.

She highlighted how the smartphone will significantly enhance her work stating, “This phone will help me register more farmers into the platform. It will also enable me to establish a digital presence and connect more effectively with younger, tech-savvy farmers from Generation Z (GenZs).”

On his part, Joseph Ebu, an agent from Teso South County, stated that he is a better farmer thanks to the skill advancements provided by the trainings.

He admitted to connecting easily to the market via the platform, urging more farmers to take their chances.

He also expressed his gratitude for the smartphone emphasizing the importance of digital record-keeping, stating, “Paper records can easily get lost. I am thankful to ThriveAgric for shifting our operations to a digital platform.” This transition will not only improve efficiency but also enhance the accuracy and security of their work.

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