Business A.M
No Result
View All Result
Wednesday, March 4, 2026
  • Login
  • Home
  • Technology
  • Finance
  • Comments
  • Companies
  • Commodities
  • About Us
  • Contact Us
Subscribe
Business A.M
  • Home
  • Technology
  • Finance
  • Comments
  • Companies
  • Commodities
  • About Us
  • Contact Us
No Result
View All Result
Business A.M
No Result
View All Result
Home Oyeleye

Branding and marketing Africa’s agriculture: Time is now

by Admin
June 11, 2018
in Oyeleye

There are many reasons to be optimistic about Africa. One of such was articulated by McKinsey, a consulting firm. In McKinsey’s reckoning: “Africa’s growth prospects are bright” even though they differ country by country and sector by sector. Focusing on sectors, McKinsey’s verdict was that “agriculture is Africa’s largest economic sector, representing 15 percent of the continent’s total GDP, or more than $100 billion annually.” It did not mince words, however, about country-to-country variation and strength as it pointed to the “highly concentrated” agro-economy, “with Egypt and Nigeria alone accounting for one-third of total agricultural output and the top ten countries generating 75 percent.” But progress can spread to other countries.

It has been acknowledged that Africa’s agro-ecological potential is massively larger than its current output, however—and so are its food requirements. While more than one-quarter of the world’s arable land lies in the continent, it reportedly generates only 10 per cent of global agricultural output. The huge potential for growth in the sector has been recognised as it is estimated as expanding at a rate of 2 to 5 per cent a year. Africa’s diverse agro-ecological conditions provide countries great opportunities to adopt many different farming models to create an African green revolution. Africa’s agricultural potential therefore needs to be celebrated.

Africa’s economic development and growth lag seriously behind its vast potential. Nancy Birdsall, president emeritus and a senior fellow at the Centre for Global Development, a policy think-tank, once compared Africa’s economy to that of the City of Chicago as at a little over 10 years ago. In her reckoning, the “Sub-Saharan Africa’s economy was no bigger than that of the city of Chicago.” But Birdsall’s observations, as far back as 2010, need not be a predictor of Africa’s future. Suffice it to say that it was a good insight to the Africa’s realities as of then.

The case of African agriculture, however, has been that of underinvestment. Experts estimate that, for the agricultural system work better in sub-Saharan Africa, additional annual investments of as much as $50 billion is required. For African agriculture to make a real difference, business models that can significantly increase the level of investment from the private and public sectors, as well as donors are urgently needed.

In developing economies’ informal sector, agriculture usually stands out prominently. A 2017 International Monetary Fund (IMF) report suggests that the informal economy in Sub-Saharan Africa remains among the largest in the world, which means – in essence – that Africa’s economy has great potential for growth, especially as it moves into the formal domain.

The countries of Asian Tigers fame did not just rise out of the blues. Earlier, many of them shared similarities with many African countries.

The majority of the countries that became the so-called Asian Tigers were colonies, or had recently been colonies, earlier ruled by Western powers such as Britain, or Japan. The so-called Asian Tigers were
countries that by and large had substantial natural resources, were strategically well-placed, as well as having the potential of becoming wealthier, and eventually offering their populations higher standards of living.

African agriculture, past and present, has been beset by a number of constraints, such as dependence on rains, limited investment in agricultural value chains, limited availability of domestic savings and heavy reliance on aid funding. Most African governments don’t comply with the Maputo Declaration of 2003 and spend less than 10 per cent of their public budgets on agriculture. Beyond additional agricultural investment financing through domestic sources, strategies are needed for production expansion. This will benefit significantly from increased inflow of foreign direct investments (FDIs) into the agricultural space.

But these don’t happen in a vacuum. Africa’s stories must be told; it must be told, using the existing communication channels of mass media. It must be told among regional and continental diplomatic corps. It must be told by the entrepreneurial community. It must be told in great gatherings of business people. It must be told, using the instrumentality of conferences, summits, seminars and informal gatherings.

Special events have proven to be veritable means of putting places and people under spotlight and generating awareness among the public at both local and international levels. In recent times, an upsurge of various events, in sports, entertainment, professional meetings, NGO fora, international organisations and global groups have elicited a frenzy of interests in participants, usually drawn from far and near.

In all advanced nations and emerging economies, such events have become a commonplace, in various sectors and on socio-cultural issues, bringing huge revenues to the host countries.

While a good number of events targeted at Africa are held in far-away US, Britain and elsewhere, Africa has yet to host any significant number of events in which its future is being determined. By contrast, Africa has been largely unnoticed in most of these international events, either as global or regional gatherings. These need to change.

With vast natural resources and expansive arable land properly harnessed, Africa can make fortune from agriculture on all fronts.

With nearly three-quarters of the world’s arable land, Africa occupies a strategic place in feeding the world as the future beckons. We need to begin hosting major events within our continent, exposing foreign investors to its huge and unprecedented benefits. Africa can thus convert agriculture’s comparative advantage to a global competitive advantage in many other sectors of the economy.

From the growing trend, Africa already has a platform on which to build its solid international exposure in agricultural investment and business networking, by recognising annual shows as something to look forward to. Such shows are good. Their levels of participations are easily a barometer for measuring participants’ or attendees’ interests in the economy of the continent, with significance in marketing, public relations and branding.

Agricultural stakeholders will focus on these periods as they boosts agro-tourism, hotel and hospitality industry, aviation industry base both local and international, business for local media (print and electronic) and the entertainment world’s fortune. Investors from other sectors will discover more openings as well.

Slogans will help in driving themes into ready minds and the agricultural calendars of various countries will become familiar information as various dates stand for landmark events such as conferences, exhibitions, shows and expos, as a rallying point for agriculture and allied businesses. Various tiers of governments, working in collaboration with the research, policy or business community, particularly the chambers of commerce, could create local and international awareness that will situate Africa in the global context of international events.

Various countries can cascade continental events into national event, with each fashioning out what best suits it. With strong determination, national cooperation, professional handlers and the right messages, Africa’s agriculture should occupy a global niche and create unprecedented opportunities for food security, good
nutrition, job creation and a robust economy, cutting across national borders.

This should serve as a springboard for Africa’s economic ascendancy.

Admin
Admin
Previous Post

Reinvest oil subsidy in renewable power, create energy bank – Energy economists

Next Post

Priority reform agenda for Nigeria’s new mines minister

Next Post

Priority reform agenda for Nigeria’s new mines minister

  • Trending
  • Comments
  • Latest
Igbobi alumni raise over N1bn in one week as private capital fills education gap

Igbobi alumni raise over N1bn in one week as private capital fills education gap

February 11, 2026

Glo, Dangote, Airtel, 7 others prequalified to bid for 9Mobile acquisition

November 20, 2017

How UNESCO got it wrong in Africa

May 30, 2017

CBN to issue N1.5bn loan for youth led agric expansion in Plateau

July 29, 2025

6 MLB teams that could use upgrades at the trade deadline

Top NFL Draft picks react to their Madden NFL 16 ratings

Paul Pierce said there was ‘no way’ he could play for Lakers

Arian Foster agrees to buy books for a fan after he asked on Twitter

PalmPay marks International Women’s Day 2026 with ‘Purple Woman 3.0’ tech masterclass

PalmPay marks International Women’s Day 2026 with ‘Purple Woman 3.0’ tech masterclass

March 3, 2026
MDA reports expose Tinubu’s 3-year shambolic budgeting 

MDA reports expose Tinubu’s 3-year shambolic budgeting 

March 3, 2026
Nigeria secures $500m gas financing in fresh bid to unlock reserves

Gas supply uncertainty raises fresh risks for power investors

March 3, 2026
N5trn wasted: Nigeria’s production value bleeds as post-harvest losses deepen food crises 

N5trn wasted: Nigeria’s production value bleeds as post-harvest losses deepen food crises 

March 3, 2026

Popular News

  • Igbobi alumni raise over N1bn in one week as private capital fills education gap

    Igbobi alumni raise over N1bn in one week as private capital fills education gap

    0 shares
    Share 0 Tweet 0
  • Glo, Dangote, Airtel, 7 others prequalified to bid for 9Mobile acquisition

    0 shares
    Share 0 Tweet 0
  • How UNESCO got it wrong in Africa

    0 shares
    Share 0 Tweet 0
  • CBN to issue N1.5bn loan for youth led agric expansion in Plateau

    0 shares
    Share 0 Tweet 0
  • Google, global partners roll out new standard for AI-powered payments

    0 shares
    Share 0 Tweet 0
Currently Playing

CNN on Nigeria Aviation

CNN on Nigeria Aviation

Business AM TV

Edeme Kelikume Interview With Business AM TV

Business AM TV

Business A M 2021 Mutual Funds Outlook And Award Promo Video

Business AM TV

Recent News

PalmPay marks International Women’s Day 2026 with ‘Purple Woman 3.0’ tech masterclass

PalmPay marks International Women’s Day 2026 with ‘Purple Woman 3.0’ tech masterclass

March 3, 2026
MDA reports expose Tinubu’s 3-year shambolic budgeting 

MDA reports expose Tinubu’s 3-year shambolic budgeting 

March 3, 2026

Categories

  • Frontpage
  • Analyst Insight
  • Business AM TV
  • Comments
  • Commodities
  • Finance
  • Markets
  • Technology
  • The Business Traveller & Hospitality
  • World Business & Economy

Site Navigation

  • Home
  • About Us
  • Contact Us
  • Privacy & Policy
Business A.M

BusinessAMLive (businessamlive.com) is a leading online business news and information platform focused on providing timely, insightful and comprehensive coverage of economic, financial, and business developments in Nigeria, Africa and around the world.

© 2026 Business A.M

Welcome Back!

Login to your account below

Forgotten Password?

Retrieve your password

Please enter your username or email address to reset your password.

Log In
No Result
View All Result
  • Home
  • Technology
  • Finance
  • Comments
  • Companies
  • Commodities
  • About Us
  • Contact Us

© 2026 Business A.M