Next Wave: Agritech are startups outpaced by traditional brokers. What can be done?
- Ghana-based AgroCenta offers an online marketplace for farmers' produce.
- Hello Tractor uses a mobile app to facilitate tractor rentals for small-scale farmers.
- Nigeria's ThriveAgric provides a mobile platform that connects farmers to buyers and suppliers to credit.
The challenges faced by agritech startups in penetrating the agricultural market in Africa are significant. Traditional vendors and brokers have established strong relationships and deep local networks, making it difficult for agritech startups to compete. However, with targeted efforts to build trust, provide localized support, and address cultural and language barriers, there is potential for agritech startups to overcome these challenges and make a positive impact on the agricultural sector.
