Five strategies that can make agriculture appealing to young people

By Practical Action On 16.09.2021 Food & agriculture

Emmanuel Ragot, 28, is an “accidental” agri-preneur from Homa Bay County. ‘Accidental’ because he switched to agriculture after losing his job as an accountant in 2017.

The poultry farmer’s journey has been shaped and sharpened by a deep curiosity of the sector, and an enabling environment. Emmanuel’s story got Onyango Rachael of Practical Action’s Kenya office wondering – what if Emmanuel and his peers considered agriculture as an income-generating option, much earlier?

Agriculture has been an ‘ageing’ sector. According to UNDP Kenya, the average age for the Kenyan farmer is 60 years. Opportunities to reverse this trend especially post-Covid-19, lies in reframing agriculture and shifting attitudes. The Covid-19 pandemic has wrecked economies, resulting in extensive job losses. Motivating young people to join agriculture is now more important than ever.

With rising youth unemployment, the agriculture sector presents a huge opportunity for creation of employment and achievement of food security. How we can we motivate young people toward agriculture? Among the myriad of strategies, let’s look at five strategies that can make agriculture more appealing to young people.

Practical Action’s Transforming Rural Economies project encouraged young people in Kenya to get involved with agriculture

Young people are attracted to newer lingo and phrases, innovations and have a unique outlook that is all their own.

1. We should promote farming as a business to attract young people and increase women’s participation in agribusiness

Agribusiness is not only central to job creation and food security, but cumulatively impacts economic and social development outcomes. While the formal economy can only absorb less than 10 per cent of labour-market entrants, young entrepreneurs have a far less saturated market to venture into, through agribusiness. Now is the perfect time to attract the youth as attitudes and practices towards agribusiness are shifting because of job losses due to Covid-19.

2. Brand and package agriculture for a younger audience

Young people are image conscious. In the age of social media and instant gratification, self-image has a strong currency. Young people are attracted to newer lingo and phrases, innovations and have a unique outlook that is all their own. The persistent images associated with agriculture – low wages, boring and heavy manual work – could very well repel youths. As agriculture is being rebranded to fit this younger audience, we need to improve on the language around agriculture, the images used in editorials and we need to leverage existing role models who influence the youth.

3. Address productivity and efficiency gaps that are major barriers in young people’s participation in value chains

The key challenges of limited access to information on production, access to finance and market intelligence, hired labour, technology, assets and networks have to be addressed with the young people in mind. In Homa Bay and Kisumu counties, Practical Action is strengthening producer groups’ capacity to support improved production, post-harvest handling technologies, better quality produce, and aggregation.

4. Embrace technology to drive impact and scale

Digital for Agriculture (D4Ag) tools for weather information, crop production and access to markets are providing farmers with tools and information to make informed decisions and improve productivity. Technology can connect the young agri-prenuers to capital and business support while informing their decisions on when plant or harvest in light of climate change.

5. Add value to agricultural produce

We should increase the entrepreneur’s capacity on emerging agribusiness models such as circular economy principles, and value addition opportunities, through the adoption of productive use of energy technologies. Many young people have the potential to excel in agriculture, then just need an enabling environment, as we brace for a post-Covid-19 world.

Practical Action have previously worked to make agriculture more appealing to young people in Kenya, as well as a viable way to help them grow their business acumen, through the TREYL project.

This piece is an edited version of an article that appeared in the August 25th 2021 issue of The Standard.

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