Social Agriculture 

Social agriculture refers to the ways farmers use social media to support their agricultural livelihoods. From information exchange on social platforms to finding support in online communities to reaching new markets, social agriculture is taking off in countries with a high proportion of their workforce in agriculture. 

In this work we ask: What is ‘social agriculture’, and why should we care? We found numerous examples around the world of people engaged in different aspects of social agriculture — from finding information on farming practices or sourcing products via Facebook to crowdfunding or WhatsApp credit ratings to paid advisory or training services to landing big contracts with hotels or prizes. 

We’ve published multiple studies across four different African countries to explore in depth the experiences of youth using social media to support their agriculture businesses, from pre- to post-production stages of the value chain.

Social Agriculture, 2022


This foundational study was the first research into Social Agriculture completed in 2022, exploring how Kenyan farmers are leveraging popular social media platforms, like Facebook and Twitter and YouTube, to revolutionize agricultural practices. 

The body of work includes a key takeaway report, a landscape report, a country report as well as self shot video diaries and a short video documentary.

The research sheds light on the dynamic nature of social agriculture, its popularity among young and educated farmers, and its potential to create new markets. It emphasizes the role of influencers, power dynamics within social agriculture groups, and the challenges faced, such as trust issues and the amplification of risk for female farmers. 

Recommendations call for strengthening existing practices, scaling successful solutions, and promoting inclusivity, positioning social agriculture as a pivotal aspect of the digital transformation of agriculture and rural livelihoods.

Explore the transformative role of social agriculture in Senegal, where agripreneurs leverage popular platforms like Facebook, Instagram, Twitter, TikTok, WhatsApp, and YouTube to support their livelihood.

This report, stemming from three months of intensive research and building on research conducted in 2022 in Kenya, delves into post-production stages of the agricultural value chain. Discover ten key findings, including the lowering of entry barriers, the role of social media in traditional and newer value chains, and the untapped potential for rural agripreneurs. The study compares Senegal’s experience with social agriculture against Kenya, Ghana, and Nigeria, highlighting unique insights and challenges. Uncover the strategies employed by women agripreneurs, the financial mechanisms like crowdfunding gaining traction, and the collaborative learning facilitated by social networks. Concluding with recommendations from agripreneurs and for broader stakeholders, this report provides valuable insights for those interested in fostering sustainable agricultural growth in Senegal and beyond.

Social Agriculture, 2023


Coming soon: Social Agriculture, 2024

Ghana and Nigeria


Get an up close look at Social Agriculture and people’s experiences in our documentary by Habitus Insight. This farmer-led, farmer-told film depicts how social media platforms and agriculture are intersecting. You’ll find the film here, and on our YouTube channel.

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News Coverage: BBC World Service, Business Daily

Released On: 20 Oct 2022. Available for over a year.
The BBC’s Sam Fenwick covers Social Agriculture. Hear from small-scale farmers in Kenya who are using apps like What’sApp, Facebook and Instagram to share information about the best way to grow produce and sell directly to consumers. 

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