In today’s rapidly evolving agricultural landscape, organic farmers and indigenous food enthusiasts are discovering that success extends far beyond cultivation. A KCOA lecture series brought together three remarkable agricultural innovators who shared valuable insights on market exploration and value-addition strategies for organic and indigenous products.
The Marketing Journey: Building a Successful Organic Brand
Kanangwa Newlove, CEO of Loctaguna Organics in Zambia, opened the session with powerful insights into organic marketing strategies. With extensive experience in sales and as an ecological organic agriculture leader for Southern Africa, Kanangwa emphasized that farming does not end at production but that it is about taking produce to market effectively.
“A farmer knows that they are in this so that they can take their produce to market,” Kanangwa noted, highlighting the critical journey from farm to consumer.
Kanagwa outlined the essential “four Ps” of marketing:
- Product: What you’re selling and its unique qualities
- Place: Where you’ll sell it (shops, internet, social media)
- Price: Finding the right value point for your offerings
- Promotion: How you’ll market your products
For organic entrepreneurs looking to stand out, Kanangwa suggested focusing on value proposition, bringing something different to even crowded markets.
“If there are a hundred marketeers selling papaya, what are you going to do? You are not going to be a marketer number 101 selling papaya the same way,” she explained.
Kanangwa rather recommended differentiating through attractive displays, providing more information or processing such as drying to extend shelf life.
Kanangwa further said understanding competition and defining ones audience is equally crucial, adding that Loctaguna Organics is delivering customised vegetable boxes directly to customers’ homes, addressing the needs of time-conscious consumers while emphasising their organic commitment.
From Urban Gardens to Innovative Solutions
The second presenter, Jacobina Lumambo, brought a different perspective as an urban gardener with no formal agricultural background but tremendous passion.
Her business, Taatsu’s Garden, is focusing on addressing a critical issue: food waste.
“My big issue with the food industry is waste,” Jacobina stated. “You put water, time, seeds, fertiliser into this produce just to grow something and throw it away – especially here in Namibia where there are people that are hungry.”Jacobina asked.
Jacobina’s innovative solution involves buying surplus produce from farmers and converting them into powders using solar dehydrators. These concentrated powders extend shelf life while preserving nutritional benefits, requiring just 1-2 teaspoons daily compared to preparing fresh juice.
Her journey began with personal health challenges – diagnosed with endometriosis, Jacobina sought natural remedies like turmeric, which she grew, ground and consumed to manage inflammation. This experience inspired her to create similar solutions for family members with conditions such as high blood pressure and diabetes.
Jacobina also demonstrated how urban dwellers can maximise limited space through creative gardening techniques including:
- Vertical growing with trellises
- Drip irrigation to conserve water
- Shade nets to protect plants from intense heat
- Container gardening in small spaces
- Hydroponics  for soil-free growing
“Small space does not mean that you can’t grow. Do not think that your small spaces will limit you. It is always a possibility to grow in a small area,” Jacobina said.
Indigenous Innovation: Treasures from Traditional Knowledge
The final presenter, Maria Shipapo, co-founder and CEO of Mist Agricultural Laboratory in Rwanda, shared her journey working with indigenous foods.
When her laboratory could not secure bank funding for equipment in 2018, Maria turned to the abundant indigenous products from local forests.
“We have an abundance of products that come from the forest throughout the year. One tree can produce about 500,000 kilograms of produce, ” Maria said
Maria emphasised the importance of engaging local communities and elders to discover traditional knowledge. Maria noted that her team trained local women groups in food safety and proper handling techniques to ensure product quality throughout the value chain.
One fascinating example was their work with the rosewood bean:
- The red outer part is edible as a sauce or soup
- The inner bean produces flour that can be used like maize meal
- A challenging gel-like substance inside initially limited shelf life to 2-3 days
Through persistent research, indigenous knowledge and scientific principles like adsorption, Maria and her team eventually solved the preservation challenge which led to the development of an “indigenous food framework”.
Maria said a documented approach that could help other laboratories test and develop indigenous food products.
Maria highlighted that indigenous products offer multiple advantages including:
- Climate change resilience
- No irrigation requirements
- Year-round availability
- Rich cultural heritage
She encouraged young entrepreneurs to organise themselves into cooperatives or groups to access support from organisations like the African Export-Import Bank (Afreximbank) and take advantage of the African Continental Free Trade Area (AfCFTA), which is opening up $6.7 trillion in market opportunities.
Starting Your Value-Addition Journey
The lecture series offered valuable lessons for anyone looking to venture beyond basic production-into value-added organic and indigenous products:
- Know your brand identity – Answer fundamental questions about who you are, why you are doing this and for who?
- Find your unique value proposition – Differentiate yourself in the marketplace
- Leverage indigenous knowledge – Consult with elders and communities who hold traditional wisdom
- Start small but think big – Begin locally before expanding to larger markets
- Be authentic – As Kanangwa put it, “Be your brand’s twin” – embody the values you promote
- Use innovative preservation techniques – Extend shelf life through methods like dehydration
- Maximize limited resources – Whether space, water or capital
- Collaborate and organize – Form groups to access funding and market opportunities
As Maria summarised with a quote: “The way to get started is to stop talking and begin doing.”
The journey from farm to market may be challenging, but with the right strategies for value addition and market development, organic and indigenous agricultural entrepreneurs can create sustainable, profitable and impactful businesses.
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Author: Rabecca Mwila
Rabecca Mwila is a passionate advocate for sustainable agriculture and environmental stewardship. With a background in climate change and communications, she has spent years telling the untold stories of the realities of climate change, environmental and climate injustices and how they affect vulnerable communities in Africa and beyond.
