Norman Mugisha is the founder and CEO of Afri-Farmers Market, an agritech company dedicated to connecting smallholder farmers in Rwanda with stable markets to enhance their incomes and food security. He holds a master's degree in Global Affairs from Tsinghua University in China and a bachelor's degree in Agricultural Sciences from EARTH University in Costa Rica.
The Problem
Agriculture is the backbone of Rwanda's economy, contributing approximately 30% to the nation's GDP and employing over 70% of the population. Over 60% of the population relies on agriculture, with smallholder farmers constituting the majority. Despite their significant role, these farmers face challenges such as limited access to markets, fair pricing, quality inputs, and agronomy support, leading to poverty and food insecurity.
Farmers most often struggle with unreliable market access, resulting in unfair prices for their produce and an inability to negotiate for fair compensation. As a result, over 56% of Rwandan farmers live in poverty, earning less than $1.90 per day, and the country ranks among the top 20 nations with the highest prevalence of undernourishment, with over 30% of its population experiencing hunger and malnutrition.
Despite the essential nature of their work—producing food for the entire country—farmers face harsh conditions that are not reflected in their earnings. This contradiction exists because agricultural workers are undervalued in the economic system, despite the critical need for their labor in feeding the nation and driving economic growth.
The Solution
Afri-Farmers Market addresses these issues by providing a platform that connects smallholder farmers with buyers, including individuals, restaurants, hotels, and supermarkets. The platform aggregates produce, offers training on sustainable farming practices, and provides input financing mechanisms. Since its inception in 2020, Afri-Farmers Market has collaborated with 5,780 farmers, facilitating the sale of over 17,000 tons of fresh produce and reaching more than 4,000 households.
The Motivation
Raised in rural Rwanda, Norman Mugisha witnessed firsthand the challenges faced by smallholder farmers. Motivated to create change, he returned after his studies abroad to establish Afri-Farmers Market, aiming to empower rural farmers with the necessary resources, networks, and knowledge to succeed in the agricultural sector.
The Lessons
Afri-Farmers Market's journey underscores the importance of leveraging technology to bridge gaps between rural farmers and markets. By providing training and resources, the company enhances agricultural productivity and income. Their model highlights the impact of addressing systemic challenges through innovative solutions, fostering inclusive economic growth, and improving food security.
Conclusion
Norman Mugisha's leadership in founding Afri-Farmers Market exemplifies how combining business acumen with a social mission can lead to meaningful change. By empowering smallholder farmers, the company contributes to sustainable agricultural development and improved livelihoods in Rwanda