Visa has forged a groundbreaking partnership with ThriveAgric, an innovative startup dedicated to revolutionizing payments for smallholder farmers. This collaboration marks a significant milestone not only for the two entities involved but also for the agricultural sector in Kenya, promising to unlock new opportunities and empower thousands of farmers across the country.
ThriveAgric’s remarkable journey to prominence was underscored by its global victory in the 2022 Visa Everywhere Initiative, a prestigious open innovation program aimed at propelling startups towards success. Now, with Visa’s backing, ThriveAgric is set to expand its footprint into Kenya, with a specific focus on five counties: Busia, Homabay, Migori, Nandi, and Narok.
The cornerstone of this partnership lies in the establishment of local hubs in Homabay and Busia counties, which will serve as pivotal centers for farmer support and empowerment. These hubs will not only provide essential training sessions but will also facilitate the distribution of crucial inputs, fostering a conducive environment for agricultural growth and sustainability.
Eva Ngigi-Sarwari, Visa’s Country Manager for Kenya, emphasized the significance of empowering smallholder farmers within the country’s economy and the broader digital payments ecosystem. “Smallholder farmers are essential to the Kenyan economy, and to our vision of expanding the digital payments ecosystem,” said Ngigi-Sarwari. “This partnership will enable us to build a strong network to directly benefit farmers.”
The operational framework of these hubs is designed to streamline the agricultural value chain, from production to market. Farmers will have the opportunity to aggregate their produce during harvest time, ensuring efficient delivery to the hubs. Payment, based on the quality of the produce meeting market specifications, will be promptly facilitated, thereby enhancing financial inclusion and liquidity within the agricultural sector.
Ayo Arikawe, Co-founder of ThriveAgric, expressed enthusiasm for the partnership, highlighting its pivotal role in the startup’s expansion efforts in Kenya. “This partnership marks an exciting new chapter in ThriveAgric’s journey as it doubles down on its Kenyan expansion,” said Arikawe. “Establishing local hubs in Busia and Homabay counties will further solidify our commitment to empowering farmers and driving agricultural innovation.”
Crucially, the partnership extends beyond mere transactional facilitation; it underscores a commitment to enhancing financial literacy and inclusion among farmers. Through tailored training programs, farmers will gain essential financial knowledge, while gaining access to vital financial services, including the opening of bank accounts and the issuance of Visa cards.
In essence, Visa and ThriveAgric’s collaboration represents a paradigm shift in how technology and innovation can be harnessed to uplift communities and drive sustainable development. By empowering smallholder farmers with the tools and resources they need to thrive, this partnership not only unlocks new avenues for economic growth but also embodies a shared vision of a more inclusive and prosperous future for Kenya’s agricultural sector.
