E&E Green Farms is a new woman-owned seeds company engaged in different activities including, seed production, distribution, marketing, and export, The company is registered under Rwanda Development Board (RDB) and licensed by the Rwanda inspectorate competition and consumer protection authority (RICA). The company currently operates two farms located in Gatsibo District (about 65km from Kigali) and Nyagatare District (120km from Kigali). As a seed producer, they are specializing in the production of hybrid maize seeds, soybean) and biofortified seeds (e.g. “High iron beans”) that are sold in both local (Farmers, Agro-dealers, NGOs, and farmer cooperatives) and export markets (Tanzania and other African countries). As a youth-development-focused company, E&E Green Farms works with various partners, such as the Rwanda Ministry of Agriculture, Rwanda Agriculture Board, National Agriculture Export Board, Clinton Development Initiative, CIAT, Western Seeds, African Improved Food, and Agro-processing Industry.

The SMART Challenge:

E&E Green farms has in-house product development expertise but lacks the knowledge and the marketing skills needed to grow their business. The founder’s husband and technical advisor is a seasoned agronomist who has worked in various international agriculture dev. projects funded through USAID like CIAT (Harvest Plus) and CNFA Hinga Weze.  The founder is a seasoned hotelier who understands relationship-building and customer engagement strategies well.    As a youth development-focused company, there is a need for a strong strategy to increase youth and women’s participation in seed production and fruit tree grafting activities. Recognizing that social media offers a fast and relatively inexpensive strategy for reaching and engaging with their target group, the company needs assistance in developing a website and robust social media marketing plan. The desired marketing campaign needs to:

1. Create Company awareness- very few know about the company. Therefore, the team needs to assist the business owner in developing a business profile that will inform the development of its website and social media strategies.
2. Promote job creation opportunities- many of the youth lack information and knowledge on seed production and business development (e.g., how to obtain a seed dealer permit (license); how to solicit / and manage contracts; and the export processes). Therefore, the company is looking to identify and develop various innovative social media products to engage the youth and promote entrepreneurial development in agriculture.

Required Team Skills

• Background in Agricultural Development, International Development, Applied Economics and Management, Marketing, Communication, or Arts.
• Strong Research, Data Analytical, Writing, And Communication Skills
• Strong time management abilities
• Team player –cultural humility, Resilient, Flexible
• Knowledge in website development, social media tracking, and communication measurement strategies will be a great advantage

Fieldwork Dates: January 12 – 20, 2023

Field Location: Gatisibo & Nyagatare, Rwanda

Faculty & Project Lead

• Martina Occelli | Postdoctoral Associate, Agricultural Economics & Global Development, College of Agriculture & Life Sciences
• Fridah Mubichi-Kut | Professor of Practice, Applied Economics and Policy, Dyson School of Applied  Economics & Management
• Ed Mabaya | Research Professor & Director, Humphrey Fellowship Program, Department of Global Development