Amaka Ifeduba on Agricultural Development and Youth Empowerment

The future of agriculture in Africa is not solely defined by soil and crops. It’s a story that involves human capital, mentorship, and the far-reaching impact of effective branding strategies. The intersection of these elements is where the real transformation of the sector begins, especially when viewed through the lens of the African diaspora. It is within this narrative that agriculture is poised to become a pivotal force in Africa’s economic and social growth.

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In a recent episode of the Obehi Podcast, Obehi Ewanfoh engaged Amaka Ifeduba, an expert in agricultural development and food security. It was an in-depth conversation about the challenges facing African agriculture and the transformative role that mentorship and effective policies can play in the sector’s future.

Amaka, a PhD graduate in Horticultural Sciences from Texas A&M University, emphasized that while significant research has been conducted on African agricultural development, much remains to be done.

See the full podcast interview below: Learn about Agricultural Development And Food Security In Africa – Amaka Ifeduba.

The conversation not only shed light on the importance of addressing Africa’s agricultural challenges but also highlighted the incredible potential that lies within the youth of the continent.

The Agricultural Landscape in Africa: Challenges and Opportunities

Agriculture is the backbone of Africa’s economy, employing over 60% of the population, particularly in rural areas. However, the sector faces immense challenges, from climate change and land degradation to the lack of modern farming techniques and infrastructure.

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According to the World Bank, over 30% of Africa’s population is still undernourished, a reflection of both agricultural inefficiencies and the underutilization of the land’s potential. All these calls for better policies and seriousness on the part of different African governments in addressing the challenges of food security in the continent.

One of the primary obstacles identified by researchers like Amaka is concerned about is the vulnerability of the agricultural sector to climate change. With unpredictable weather patterns and increasingly extreme temperatures, many African farmers struggle to adapt.

Climate change, as noted by McKinsey & Company, is expected to significantly exacerbate the challenges of agricultural development in Africa. Unpredictable weather patterns are becoming more frequent, intensifying the volatility of crop and livestock yields across the continent.

In their publication, How Will African Farmers Adjust to Changing Patterns of Precipitation? McKinsey highlighted that “the frequency and severity of extreme weather events are on the rise, with temperatures projected to continue rising and rainfall patterns expected to shift even more dramatically than they already have.”

This shift poses a serious threat to the stability of Africa’s agricultural output and food security.

For instance, in the Sahel region, crop failures are becoming more frequent due to insufficient rainfall and rising temperatures. This is exacerbated by outdated farming techniques, reliance on traditional methods, and limited access to technology. Whereas access to technology and modern farming tools, according to Amaka will drastically improve African agriculture and food security.

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Think of such opportunities for agricultural development as climate-smart agriculture (CSA). CSA techniques, which include drought-resistant crops, agroforestry, and improved irrigation systems, can help mitigate the effects of climate change.

According to the Food and Agriculture Organization (FAO), embracing CSA could potentially boost agricultural production in sub-Saharan Africa by up to 25% by 2030, significantly improving food security across the continent.

Yet, one of the most promising opportunities lies not in the soil but in the minds of Africa’s youth. Agriculture is no longer a field solely for subsistence farmers but one that is increasingly seen as a viable and profitable career path.

By tapping into the creativity and innovation of young Africans, the agricultural sector can undergo a much-needed transformation. However, this will require a shift in mindset, from viewing agriculture as an old-fashioned industry to recognizing it as an avenue for technological innovation, entrepreneurship, and sustainability.

Youth and Agriculture: A New Era of Opportunity

The youth of Africa are central to the continent’s economic future. By 2050, Africa will have the world’s largest youth population, with over 60% of its population under the age of 25.

This demographic shift presents an extraordinary opportunity for agricultural development. Amaka is a strong advocate for the potential of young people in agriculture, and her work through the ScholarUP Mentoring Academy highlights how mentorship can empower them to become the next generation of leaders in the field.

One of the most pressing issues Amaka discusses is the need to encourage African youth to engage in agriculture beyond traditional farming. Through her mentoring programs, she has helped over 300 aspiring graduate students and 200 professionals across 12 countries.

These programs offer resources to help young people navigate the world of agriculture, providing access to critical knowledge, career coaching, and global opportunities.

The future of African agriculture depends not only on innovation but also on attracting young people to the sector. Youth-focused initiatives such as Agri-Tech hubs and agricultural entrepreneurship programs are gaining momentum in African countries like Kenya, Nigeria, and South Africa.

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According to a report by the African Development Bank (AfDB), the agricultural technology (Agri-Tech) sector in Africa is projected to grow by 20% annually, with young innovators at the forefront of this transformation.

A prime example of this is the rise of agricultural startups led by young Africans, such as Twiga Foods in Kenya and FarmCrowdy in Nigeria.

These companies are revolutionizing the agricultural value chain by leveraging technology to connect farmers with buyers, reduce post-harvest losses, and increase profitability for smallholder farmers.

By offering mentorship, access to funding, and exposure to international markets, these initiatives empower youth to think creatively and build sustainable agricultural businesses.

The Role of Mentorship in Transforming Agriculture and Empowering the Next Generation

Mentorship is often a key component of professional development, yet its importance in the agricultural sector is sometimes overlooked. Amaka Ifeduba emphasizes the role that mentorship plays in shaping the careers of young people, particularly in the context of agricultural development.

She believes that for Africa to realize its agricultural potential, it is essential to focus on human capital development—training and guiding the next generation of agricultural leaders. The youths are the leaders of tomorrow and that needs to be reflected in the agriculture sector too.

The ScholarUP Mentoring Academy founded by Amaka is designed to equip aspiring graduate students with the tools they need to succeed in global academia and the professional world.

But Amaka’s approach goes beyond traditional academic mentoring; it also emphasizes professional coaching, public speaking, and personal branding. In today’s competitive world, it’s not enough to simply have technical expertise.

Amaka actively engages with her community, both online and offline, including hosting and participating in events like LinkedIn audio sessions. Through these platforms, she teaches her mentees how to present themselves confidently, build meaningful networks, and leverage global platforms like LinkedIn to secure valuable opportunities.

The impact of mentorship is seen in the stories of many successful African professionals who have benefited from such programs. For example, Dr. Akinwumi Adesina, President of the African Development Bank, credits mentorship as a key element of his career success.

By investing in mentorship, Africa can ensure that its agricultural sector is led by well-equipped, knowledgeable, and visionary leaders who understand both the science of agriculture and the business of agricultural development.

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Mentorship also plays a crucial role in addressing the gender disparity in agriculture. In many parts of Africa, women make up the majority of the agricultural workforce, yet they often lack access to training, resources, and opportunities.

Mentorship programs that specifically focus on empowering young women in agriculture are critical to closing this gap and ensuring that women play a central role in driving Africa’s agricultural transformation.

Leveraging the Psychology of Branding and Marketing for Agricultural Development

While mentorship and youth engagement are essential, there is another critical element that cannot be ignored: branding. Branding is often associated with consumer products, but its role in agriculture, particularly in Africa, is equally vital.

Effective branding can transform how African agricultural products are perceived, creating market demand both locally and internationally.

Brandon, an expert in the psychology of branding and marketing, argues that the success of any agricultural initiative depends largely on how well it is marketed.

This involves understanding consumer psychology, creating emotional connections with customers, and positioning agricultural products as not just commodities, but as brands with a story, a mission, and a vision.

For example, Africa’s agricultural sector has the potential to create global demand for organic produce, such as cocoa, coffee, and grains.

By building strong, trustworthy brands around these products, African farmers can command higher prices and gain access to international markets. This is especially true for diaspora markets, where African food products are in high demand but often lack proper branding and marketing strategies.

According to a report by the African Diaspora Network (ADN), the African diaspora contributes over $50 billion annually in remittances to the continent.

The diaspora community has a deep connection to African agriculture, and with the right branding and marketing strategies, African agricultural businesses can tap into this market.

By leveraging platforms like social media, podcasts, and global trade shows, African farmers and agribusinesses can build brands that resonate with global consumers, particularly those in the diaspora who are eager to support sustainable and ethically produced goods.

Incorporating the psychology of branding into agricultural marketing can also drive local demand.

By telling compelling stories about the origins of food, the people behind it, and the impact it has on local communities, African agricultural businesses can create powerful emotional connections with consumers.

This not only increases brand loyalty but also supports the broader goal of promoting food security and sustainable development across the continent.

A Vision for the Future: Global Opportunities and the Role of Strategic Communication

For Africa to fully realize its agricultural potential, it must also focus on strategic communication. This includes using both traditional and digital platforms to promote African agriculture to the world.

Amaka’s expertise in science communications and public speaking highlights the importance of clear, impactful communication in elevating Africa’s agricultural sector on the global stage.

By positioning African agriculture as a key player in global food security, governments, NGOs, and private sector actors can attract investment, foster innovation, and drive policy change.

But this requires a concerted effort to build a narrative that aligns with global sustainability goals and addresses pressing issues like climate change and food insecurity.

As Amaka emphasizes, mentorship, human capital development, and effective branding and marketing are crucial to unlocking Africa’s agricultural potential. The role of African youth in this transformation cannot be overstated.

Through mentorship programs and strategic communication, Africa can empower its youth to take the lead in reshaping the agricultural sector, driving innovation, and ensuring food security for generations to come.

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Conclusion on Agricultural Development and Youth Empowerment  

Africa’s agricultural future is not just about crops and climate-smart techniques. It is about harnessing the power of human capital—particularly the youth—through mentorship, empowerment, and effective branding.

As Amaka Ifeduba’s work demonstrates, the intersection of agriculture, mentorship, and branding offers the key to transforming Africa’s agricultural sector and positioning it as a global leader.

With the right strategies and support, Africa’s youth can build sustainable, innovative agricultural businesses that contribute to both local and global food security. Through mentorship, communication, and strategic branding, the future of agriculture in Africa is poised to become a force for positive change on the world stage.

Want to learn more about storytelling? Start by downloading the first chapter of The Storytelling Mastery.