Unlocking Agricultural Potential: How Storytelling and Investment Can Transform Food Security in Africa
In a world spending billion on space exploration and military upgrades, it is astounding that one of humanity’s most basic needs is food security often goes underfunded. The African continent, abundant in arable land and cultural richness, holds immense potential in addressing not only its own food sovereignty but also shaping global food systems.
Learn How to Leverage Your Story through our Story To Asset Framework.
However, this potential remains largely untapped due to systemic challenges in agricultural investment and mindset. It is time we reframe the narrative and see agriculture not as a problem, but as a solution.
This was one of the powerful themes explored in our recent Travel & Hospitality Free Live Event at AClasses Media, where we discussed how to build meaningful connections with your audience and how storytelling can be a vital tool in elevating conversations around food, culture, and impact. Our regular guest experts included:
- Dr. Ikechi Agbugba, Author of Brain Re-engineering Strategy.
- Yahsonn Tafari, Global Organic Agripreneur,
- Don Hough, CEO, Enterprise Transformers, Inc.
- Dr. Enolia Forti, Advocate for Self-Mastery and Personal Transformation,
- Jay Pascua, The Storytelling Strategist.
The Travel & Hospitality Free Live Event series is inspired by The Storytelling Mastery, a compelling five-part book series by Obehi Ewanfoh. It’s designed to share practical storytelling tips and marketing strategies that help tourism and hospitality entrepreneurs elevate their brands and deepen audience connection.
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Held twice a month, the Travel & Hospitality Free Live Events provide a unique space for tourism professionals to learn how storytelling can enhance their business strategies. From emotional connection to brand loyalty, we uncover the art and science behind storytelling, demonstrating how it can build lasting relationships and drive meaningful growth.
The Real Investment Crisis: Food vs. Futurism
Funding agriculture remains one of the most neglected yet critical areas of development. While funds pour into futuristic endeavors, basic investments ensure our very survival struggle to find support.
As Yahsonn Tafari puts it: “People seek to go to Mars… and then when it’s time to invest in the food that sustains you, you get excuses.” The challenge is even steeper for agribusinesses, which are often perceived as high-risk due to climate unpredictability, fluctuating market prices, and logistical inefficiencies.
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Investors today seek ventures that are profitable, scalable, and secure. Agribusiness entrepreneurs must, therefore, go beyond a standard business plan.
They must demonstrate how their venture addresses food security, sustainability, and market demand. It is not just about producing food; it’s about proving that agriculture is a viable, modern business with measurable impact, especially for young African farmers and African diasporan entrepreneurs.
Re-Engineering the Investor Mindset
Changing the perception of agriculture starts with risk mitigation. Structured insurance, offtake agreements, and strategic partnerships can make agribusiness more appealing. Entrepreneurs must pitch with precision, showing clear financial returns, social impact, and long-term viability.
But here lies another critical gap: many farmers lack technical expertise to develop strong, investment-ready business cases.
“Capacity building and mentorship are essential,” emphasized Dr. Ikechi Agbugba, author of Brain Re-engineering Strategy. He shared insights from his extensive work on agricultural projects across Nigeria and other African countries, highlighting how tailored support and hands-on guidance can empower farmers to unlock funding opportunities and scale their impact.
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As one speaker observed during our podcast dialogue, “Farmers are good at farming, but when it comes to business planning and projections, many struggle.” This is why tools like the “Story to Asset Framework“, a system we developed to help individuals convert their lived experience into marketable value, are so vital.
Governments also have a vital role to play. While subsidies and incentives are available in many African and Caribbean countries, bureaucratic red tape often undermines investor confidence and slows progress.
To truly boost agricultural investment and tackle food insecurity, it’s essential to streamline administrative processes and ensure consistent and transparent policies.
A report titled “Ensuring Africa’s Food Security by 2050: The Role of Population Growth, Climate-Resilient Strategies, and Putative Pathways to Resilience”—authored by Belay Simane, Thandi Kapwata, and others, highlights the gravity of the challenge.
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It outlines how Africa’s food security is increasingly threatened by a complex mix of factors, including rapid population growth, climate change, land degradation, water scarcity, and deep-rooted socio-economic issues such as poverty and inequality.
The Rise of Alternative Finance
Fortunately, there is a glimmer of hope. Private equity, impact funds, and venture capital are increasingly stepping into the agri-finance space. But to tap into these opportunities, African agripreneurs must position themselves as tech-savvy, sustainability-driven, and market-ready.
This includes leveraging agri-tech solutions such as AI-driven analytics, blockchain for transparency, and mobile finance tools for swift transactions.
As emphasized in our discussions, “We must re-engineer the brain of the investor to change the perception of high risk in agriculture.” That shift includes highlighting innovations like solar-powered storage systems and cold rooms, as seen in Nigerian facilities capable of storing onions and tomatoes for up to six months.
It also means shifting traditional mindsets, encouraging youth and even elders to adopt innovation. Change isn’t only about technology; it’s about orientation. As one speaker rightly said, “Change the way you look at the issue, and the issue will change.”
Agritourism: A Marriage of Culture and Commerce
Beyond farming, there’s a broader vision: agritourism. Countries like Italy have long profited from this model, and it’s time different African countries start doing the same. Agritourism offers immersive cultural experiences that connect the diaspora with their roots.
Imagine a traveler visiting Nigeria, walking through a cassava farm, learning how it’s transformed into fufu, and savoring it fresh from the pot.
This isn’t just tourism; it’s storytelling. It’s diaspora reconnection. It’s an economic engine that can uplift rural communities and create global bridges. Whether it’s in Nigeria, Ghana, Kenya, or the Caribbean, agritourism showcases Africa’s richness while sustaining local economies.
As Obehi has said quite often, “We are not waiting to be called to the table, we are setting the table ourselves.” These themes are explored in-depth across numerous episodes of The Obehi Podcast, where voices from across continents share how they are using agriculture to build community, preserve culture, and generate income.
Demonstrating the Model: From Concept to Action
Demo projects in smaller Caribbean nations, like St. Kitts and Nevis, present an opportunity to showcase scalable models. With smaller populations and manageable infrastructures, these regions are ideal for testing integrated agri-tourism ventures. A boutique hotel sourcing ingredients directly from its farm.
Tourists participating in harvests and processing. Products showcased in gift shops, keeping foreign exchange within the local economy.
That realization led to the creation of The Diaspora Tourism Experience (DTE), an initiative dedicated to connecting more members of the diaspora with the African continent, in collaboration with various travel agencies across Africa.
Such models are not abstract. They exist and are waiting for investors who can see beyond the risk into the opportunity. For entrepreneurs seeking to develop such models, I often discuss strategies and showcase case studies in my live webinars and storytelling workshops. Details are regularly updated on AClasses.org.
Building the Bridge: Collaboration Across Continents
This movement isn’t limited to Africa. The diaspora, especially in places like Italy, the U.S., and the U.K., plays a crucial role in bridging continents. Local connections can open doors for international partnerships, facilitating trade, investment, and knowledge exchange.
Connecting Milan to Lagos, for example, isn’t just symbolic; it’s strategic. It’s about using community ties to unlock business pathways. The same applies to Ghanaians in the U.S. or Nigerians in Italy. These bridges are already there. We just need to walk across them.
Many of these cross-continental projects and collaborations have been featured on The Obehi Podcast, offering valuable insights for entrepreneurs and investors alike.
The Road Ahead: From Talk to Transformation
Agriculture is not outdated; it’s foundational. It’s not a charity case; it’s an investment opportunity. From climate-smart solutions to agritourism ventures, the possibilities are endless. But to unlock them, we must invest in re-orienting our thinking, building capacity, streamlining policies, and fostering cross-border collaborations.
As Dr. Ikechi and Yahsonn aptly concluded, “We don’t lack the money. We lack the mindset.”
Now is the time to act. Let us stop waiting for a seat at someone else’s table. Let us build our own table rooted in agriculture, enriched by tourism, and sustained by collaboration.
Own your story. Grow your legacy. From roots to relevance.
For more inspiration, resources, and actionable insights, check out AClasses Media, with 2,000 articles and the hub of my work in education, storytelling, and diaspora engagement.
Learn How to Leverage Your Story through our Story To Asset Framework.
