Kenyan Agritech Startup Selina Wamucii Gets $100,000 from Global Social Impact Program

Selina Wamucii, a Kenya based mobile phone – driven sourcing platform for fresh produce from African smallholder farmers, has received USD 100,000 grant from global social impact programme Expo Live, run by organisers of the next World Expo, Expo 2020 Dubai.

According to the press release by Expo 2020 Dubai on 14th May 2018, some 60 percent of food produced by smallholder farmers in Africa never reaches the market due to supply chain inefficiencies. Selina Wamucii’s mobile platform aims to improve the agricultural supply chain by enabling buyers and exporters to source fresh produce directly from smallholder farmers, even without access to the internet.

Selina Wamucii is an Agritech startup named after the mothers of the co-founders, John Oroko and Gaita Kariuki, both of whom were born and raised in smallholder families. This startup’s mobile platform passes efficiency savings on to both smallholder farmers and buyers by shortening the supply chain, while ensuring a greater proportion of fresh produce reaches the market.

Oroko, one of the co-founders said after they both grew up seeing the challenges faced by their parents as smallholder farmers studied to become engineers and decided to use their knowledge to help farmers. He said, “by enabling users to buy seedlings and better equipment, our platform is helping farmers to become self-sufficient.”

“Some of our mango farmers have increased their incomes by 60 percent, allowing them to pay for medical bills and their children’s school fees. We also see smallholders investing their money back into the farm to increase yields,” he added.

They said mango farmers who were previously earning USD 100 per year are now making an average of USD 160 per year. Their solution digitises the entire supply chain without requiring farmers to have access to smartphones or the internet. With USSD smallholder farmers can register on the platform by dialling a code from their mobile phones. The startup then collects data relating to location, produce type, volume and projections to match farmers with the right buyers. More than 3,000 smallholder farmers are registered on the platform.

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The grant will also be used to recruit an additional 2,000 farmers to the platform.

 Produce are marketed and distributed under 10 different brands i.e. Selina Wamucii LTD, Mangoes from Kenya, Mount Kenya Fresh Avocados, Kenya Herbs & Spices, Kenya Fresh Peas, Kenya Fresh Beans, Essential Oils of Africa, Selina.co.ke , Selina Flowers and Fresh From Kenya, and when large-scale exporters place orders, Selina Wamucii sources produce from farmers according to their location. The company contracts agents to collect and deliver the harvests, as well as to train and monitor registered farmers.

According to the press release, the Expo Live grant will be used to further develop Selina Wamucii’s mobile platform and to acquire best practice and organic certifications to open up new markets and achieve even better prices for farmers. The grant will also be used to recruit an additional 2,000 farmers to the platform, enabling Selina Wamucii to more than double its acceptance rate for buyers’ requests from the current 2.4 percent to at least 5 percent.

Selina Wamucii is the latest Kenyan project to benefit from Expo Live, after Eco Fuels Kenya, a start-up that is using oil from the nuts of croton trees to produce energy, received a grant during the programme’s first cycle.

The Vice President of Expo LiveYousuf Caires said: “Selina Wamucii addresses all of Expo 2020 Dubai’s subthemes – OpportunityMobility and Sustainability – by enhancing opportunities for farmers, reducing food waste by improving access to fresh produce, and contributing to a more sustainable agricultural industry.”

“Expo Live is based on a firm belief that innovation can come from anywhere to everyone. This is a major component of our redefinition of what a World Expo can and should do: tap into its convening power well before the event to enable problem-solvers around the globe to promote innovation and build partnerships that leave a lasting legacy not only in the UAE and the region but across the world,” he added.

Expo Live, Expo 2020 Dubai’s innovation and partnership programme has an allocation of USD 100 million to back projects that offer creative solutions to pressing challenges that impact people’s lives or help preserve the planet – or both. Organisers are looking for projects that would not reach their full potential without its support.

To date, Expo Live’s Innovation Impact Grant Programme has attracted more than 2,300 applicants from 136 countries. Following a rigorous evaluation process, which included live presentations in Dubai, 70 grantees from 42 countries have joined Expo Live’s community of Global Innovators, including these new members from the third cycle. Expo 2020 Dubai will take place from 20 October 2020 to 10 April 2021 and will be the first World Expo to be held in the Middle East, Africa and South Asia (MEASA) region.

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