In western Kenya, the Farm to Market Alliance (FtMA), through the Cereal Growers Association (CGA) and CropCare Technologies, is transforming agribusiness by helping smallholder farmers move from subsistence farming to market-driven entrepreneurship. Operating across counties such as Busia, Siaya, Kisumu, Migori, and Homa Bay, the initiative addresses challenges like erratic weather, poor market access, and limited financing.
Through the Farmer Service Centre (FSC) model, local entrepreneurs are trained to connect farmers with quality inputs, technology, and buyers. Since 2018, the model has reached farmers in 13 counties, strengthening rural agricultural systems. To further build capacity, FtMA introduced the Business Development and Entrepreneurship Coaching (BDEC)program, equipping FSCs with business management, negotiation, and market linkage skills. Recognizing that each county faces unique challenges, partners launched Diagnostic and Design (D&D)workshops where farmers, agro-dealers, financial institutions, buyers, and government officers jointly identify problems and create local solutions.
The workshops have already inspired new opportunities, including local milling investments and sunflower value chains for edible oil production. Financial institutions such as Sidian Bank are also designing farmer-focused products. For participants, the impact has been significant. Farmers now view agriculture as a full value chain—from inputs to markets—while embracing digital tools and strategic planning. The partnership is building stronger systems, confident entrepreneurs, and sustainable opportunities for future generations.