Strategies for African Diaspora Entrepreneurs to Thrive in the Agribusiness and Cassava Farming Market

The African farming revolution is at the doorstep of a golden opportunity. With a growing population and an ever-increasing demand for food, Africa’s agricultural potential is ready to take center stage in the global economy. But there’s one crop that stands out as a beacon of hope, an opportunity for entrepreneurs to not only feed the continent but also build sustainable, profitable businesses: cassava and that is what we are exploring in this article.

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If you are an entrepreneur in the African diaspora, the time to tap into Africa’s agricultural growth is now. Whether you are looking to start a cassava farming business or expand your existing agribusiness, the possibilities are endless.

However, the path to success requires understanding market access, building strong business linkages, and telling a compelling story that connects you with consumers and partners around the world.

This article is your roadmap to leveraging the full potential of cassava farming as an entrepreneur within the global African diaspora community.

You will learn about the immense opportunities that exist, how to navigate the challenges, and how collaboration and continuous learning can ensure long-term success in this booming industry.

In their research paper, “Cassava, a 21st Century Staple Crop: How Can Nigeria Harness Its Enormous Trade Potentials?”, Olutosin Ademola Otekunrin from the Federal University of Agriculture, Abeokuta, and Barbara Sawicka from the University of Life Sciences in Lublin explore Nigeria’s vast potential in the agricultural sector, particularly in the cassava sub-sector.

The paper provides an in-depth review of global cassava production, consumption, and utilization across its value chain, with a particular focus on Nigeria’s cassava trade outlook.

It examines how Nigeria can compete effectively with other major exporting nations, analyzing the country’s prospects, development strategies, and the challenges currently facing the cassava sub-sector.

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As the world’s largest producer of cassava, Nigeria according to the publication reached a record production level in 2017, with an estimated output valued at $59 million, representing 20.4% of global production.

Despite this impressive output, Nigeria lags behind in exports, with its export value recorded at just $1.25 million. In contrast, Egypt, which is not a top producer, stands as Africa’s highest exporter, with a value of $20.7 million. This discrepancy highlights a major gap in Nigeria’s ability to leverage its production capacity for international trade.

Cassava is indisputably one of Nigeria’s most important root crops, holding a central position in terms of domestic consumption. However, while Nigeria leads globally in cassava production, it has yet to capitalize on the immense trade potential that the crop offers, especially when compared to regions like Asia and North America.

For example, Thailand, with a much smaller production volume, achieved an export value of $1.19 billion in 2017, far surpassing Nigeria’s modest export figures.

The authors argue that for Nigeria and other African countries to unlock the full trade potential of cassava, they must implement strategic interventions that address production inefficiencies, improve processing capabilities, and enhance market access.

With the right focus, Nigeria could tap into a rapidly growing global demand for cassava and position itself as a major player in the global cassava trade.

The Underrated Giant: Cassava as an Economic Powerhouse for Africa

Let’s explore more to better understand why cassava is Africa’s unsung agricultural hero. Native to South America, cassava was introduced to Africa in the 16th century and has since become a cornerstone of the continent’s agricultural landscape.

According to the Food and Agriculture Organization (FAO), Africa accounts for 60% of the world’s cassava production, with Nigeria alone producing about 50 million metric tons annually. While much of this production remains within local markets, there is growing potential to expand both domestically and internationally.

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Cassava is a hardy, versatile crop that thrives in a variety of climates and soils, making it a perfect fit for much of Africa’s agricultural terrain. Its adaptability and ability to survive in poor soil conditions make it an essential food security crop for millions across the continent.

Cassava is primarily grown for its starchy tubers, which serve as a staple food in many countries, but it also has a range of uses in industries such as food processing, biofuels, pharmaceuticals, and animal feed.

For entrepreneurs like you, this crop offers numerous opportunities. The global demand for cassava derivatives such as cassava flour, chips, starch, and ethanol is growing, driven by a shift towards plant-based products and sustainable solutions.

According to the International Institute of Tropical Agriculture (IITA), cassava is now a major source of income for millions of smallholder farmers in sub-Saharan Africa, and it’s poised to play an even larger role in global supply chains as businesses and governments prioritize food security and sustainability.

However, there is a significant gap between production and market access. Despite the vast potential, many farmers still face barriers such as poor infrastructure, fragmented supply chains, and lack of access to global markets.

This is where you, as an entrepreneur in the African diaspora, can step in and create value through market linkages, partnerships, and innovative business models.

Navigating Market Access and Building Strong Linkages

One of the key challenges for cassava farmers across Africa is market access. While demand for cassava is rising, connecting farmers with buyers, whether local or international, remains a significant hurdle.

Poor infrastructure, such as inadequate roads, storage facilities, and processing plants, makes it difficult for farmers to scale up production and meet demand consistently.

As a diaspora entrepreneur, you are uniquely positioned to bridge these gaps. The African diaspora is a global network with vast resources and connections, and it’s time to leverage that strength. By creating partnerships and linkages, you can help cassava farmers gain access to the global marketplace.

See treasure Transforming African Agriculture: The Role of Digital Technologies in Driving Growth and Sustainability

Start by identifying key players in the value chain: suppliers, buyers, processors, and distributors. Building partnerships with established agro-processing companies can allow smallholder farmers to grow their crops in large quantities for the market.

For example, many farmers in Africa are already working with organizations like One Acre Fund—an NGO that helps smallholder farmers access financing, training, and market connections—to increase their yields and marketability.

Digital platforms and mobile technologies are also critical tools in connecting African farmers to global markets. Apps like Farmcrowdy in Nigeria and Agri-Tech East in Kenya are transforming how farmers access markets by providing them with real-time information about demand, price trends, and potential buyers.

These platforms help eliminate the middlemen and ensure farmers get fair prices for their crops.

As a diaspora entrepreneur, you have the ability to connect African farmers with international buyers by leveraging your networks in Europe, the United States, and other parts of the world.

By understanding the demand for cassava-based products in global markets, you can create a direct link between local African farmers and overseas consumers, facilitating the growth of a sustainable export business.

One remarkable example of market linkages in action is Tropical Foods, a company based in the United States that imports cassava flour and chips from Africa. By working closely with African farmers, Tropical Foods helps bring cassava-based products to a global audience, creating job opportunities and supporting farmers’ livelihoods.

Business Strategies to Build a Successful Cassava Agribusiness

To turn cassava farming into a profitable venture, you need more than just access to markets. You must understand how to scale up production, add value to the crop, and manage your business efficiently. Here are some strategies that can help you drive success in the Cassava Agribusiness sector.

1. Diversification of Cassava Products

Don’t limit yourself to just fresh cassava. The future of cassava farming lies in value-added products that cater to specific markets. Cassava flour, for example, is gaining popularity globally as a gluten-free alternative to wheat flour.

The global gluten-free market is projected to reach USD 7.6 billion by 2027, driven by the increasing demand for healthier food options. By processing cassava into flour, chips, or starch, you can target both local and international markets.

Moreover, cassava’s versatility extends beyond food. It can be used to produce biofuels, biodegradable packaging, animal feed, and even medicinal products.

The demand for bioethanol derived from cassava is particularly growing in Africa, where governments are supporting renewable energy initiatives.

2. Financial Management and Access to Capital

Running a successful agribusiness requires sound financial management. While cassava farming may appear low-cost initially, scaling your operation involves significant capital investment. Fortunately, there are several financial options available to entrepreneurs like you.

Start by exploring government grants and subsidies aimed at promoting agricultural development. Many African governments offer incentives for agribusinesses that focus on improving food security and job creation.

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In addition, international organizations such as the World Bank and the African Development Bank often provide loans and technical assistance to agribusiness ventures in Africa.

Crowdfunding is also a viable option for diaspora entrepreneurs. Platforms like Kickstarter and GoFundMe have been used to fund agricultural initiatives, allowing you to access capital from a global community of investors.

As an entrepreneur with ties to both the African and international markets, you can tap into your network and create campaigns that resonate with potential backers who are passionate about supporting African agribusinesses.

3. Sustainability and Innovation

Innovation is crucial to staying competitive in the agricultural sector. Sustainable farming practices, such as precision agriculture and agroforestry, can help improve yields and reduce environmental impact.

As the global community continues to focus on climate change and sustainable development, adopting innovative practices will not only make your business more profitable but also more attractive to eco-conscious consumers and investors.

You can implement smart farming technologies such as drones, soil sensors, and mobile applications to monitor crop health and manage resources efficiently. This level of innovation will help you produce higher-quality cassava while reducing waste and environmental damage.

The Power of Storytelling in Agribusiness Marketing

You’re not just selling a product; you’re selling a story. Storytelling has become a powerful marketing tool, and it’s something you must embrace as an entrepreneur.

Consumers are increasingly interested in the stories behind the products they purchase, particularly when it comes to food. They want to know where it comes from, how it’s produced, and the impact it has on the community.

For African diaspora entrepreneurs, storytelling offers a unique opportunity to connect emotionally with consumers while promoting African agriculture.

Whether through social media, blogs, or online videos, you can share the stories of the farmers who grow your cassava, the traditions behind the crop, and the positive impact your business is having on local communities.

Consider the example of MoringaConnect, a social enterprise that markets Moringa-based products from Africa. By sharing stories of farmers’ lives, MoringaConnect has built a global brand that resonates with consumers in the United States, Europe, and beyond.

The success of their storytelling approach has not only grown their business but has also created awareness about African agriculture’s potential.

Continuous Learning and Collaboration: Keys to Long-Term Success

The world of agribusiness is constantly evolving. To stay competitive, you must continue to learn and grow. As an entrepreneur, you need to keep up with industry trends, technological innovations, and changes in market demands.

This means constantly educating yourself about business management, digital marketing, and agronomic practices. And AClasses Academy is perfectly placed for this with different processionals ready to teach you how to position yourself in the agribusiness market.

Additionally, collaboration is key. No one can succeed alone, and by working with other entrepreneurs, especially within the diaspora community, you can share knowledge, pool resources, and support each other’s ventures.

Collaboration can help you scale faster, reduce risks, and access a broader range of expertise.

See also Transforming Africa’s Food Security Crisis into Agribusiness Prosperity

The African Diaspora Network (ADN) is a prime example of how entrepreneurs within the diaspora can collaborate and learn from one another. ADN’s network connects African entrepreneurs across the globe, facilitating partnerships and providing resources to help them thrive.

As a member of this community, you can tap into a wealth of knowledge and experience that will enhance your agribusiness venture.

Conclusion: The Future is Bright for Diaspora Entrepreneurs

The potential for cassava farming in Africa is vast, and the opportunity to build a successful agribusiness is within your reach. By focusing on market access, building strong linkages, diversifying your products, and leveraging the power of storytelling, you can tap into a market that is growing rapidly both in Africa and globally.

As a member of the African diaspora, you bring a unique set of skills, connections, and perspectives to the table. Use these advantages to foster collaboration, innovate, and drive the African agricultural sector forward.

With hard work, continuous learning, and a strong sense of community, you can play a pivotal role in Africa’s agricultural transformation. Now is the time to act, and the world is waiting for the story of your success.

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