← Our ImpactMalik Odhiambo,27 years old.
Agri-entrepreneur · Kisumu
“Digital is now my best working tool on the farm. I sell directly to buyers in the city.”
Chapter 1
Before REACT
Sold through intermediaries at fixed prices
KenyaMalik grew vegetables on 2 hectares on the outskirts of Kisumu, selling wholesale to middlemen who set the prices. With no access to urban markets or digital tools, every harvest was uncertain.
Connected farming seemed reserved for large-scale operations.
Chapter 2
The training
Jan. 2025
Joining REACT
Malik joins the programme through his cooperative.
Feb. 2025
Module 1: Digital basics
Smartphone, apps, digital weather forecasts for farming.
Mar. 2025
Green commerce module
WhatsApp Business, product photos, direct contact with buyers.
Apr. 2025
First direct sale
Malik sells his harvest directly to a restaurant in Kisumu.
Jul. 2025
Pesticides down 60%
He applies the organic methods learned during the training.
Nov. 2025
Training 5 neighbouring farmers
Malik passes his skills on to his neighbours.
Chapter 3
The transformation
In nine months, Malik transformed his farm into a connected agricultural micro-business. He sells directly to 5 Kisumu restaurants via WhatsApp Business and founded a group of 12 local farmers to pool resources.
His income increased by 40% and he has become a local reference for agri-digital.
Direct sales via WhatsApp Business, income +40%
Digital is now my best working tool on the farm. I sell directly to buyers in the city.
Other stories of transformation
Three countries. Three trajectories. One programme.
