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Advice for new farmers & Agric Enthusiasts
As a somewhat old timer in this farming business, I’m happy to see so many young, educated people embrace agriculture as their profession. They’re more receptive to new knowledge & ideas.
However, we must be careful about what we adopt
As a somewhat old timer in this farming business, I’m happy to see so many young, educated people embrace agriculture as their profession. They’re more receptive to new knowledge & ideas.
However, we must be careful about what we adopt
It is very important to understand our local environment and markets in making the three most important [agricultural] business choices:
1. What to produce
2. How to produce
3. For whom to produce
How you answer these questions, determines whether or not you’ll be successful
1. What to produce
2. How to produce
3. For whom to produce
How you answer these questions, determines whether or not you’ll be successful
As young, educated people, we all want to do things in a different manner from how the older generation of farmers operated.
We want to plant new improved crop varieties & adopt innovative agricultural practices. This is very good. However, if you don’t understand your market,
We want to plant new improved crop varieties & adopt innovative agricultural practices. This is very good. However, if you don’t understand your market,
you run the [very real] risk of producing very good products that nobody wants to buy, or producing at a price the average Nigerian can not afford.
No matter how high the quality of your products are, if people don’t know it, you won’t make much sales.
No matter how high the quality of your products are, if people don’t know it, you won’t make much sales.
People (especially in our not-so-well-educated environment) are generally resistant to change. People are more likely to buy the kind of products they’re used to, even when there are better products on offer.
Don’t ask me why; I’m not a psychologist.
Don’t ask me why; I’m not a psychologist.
For most of our crops, our research institutes have done a good job in developing many new, improved varieties. But how many of these new varieties are generally accepted by farmers & consumers? Only a few!
Same with agricultural practices & technologies.
Same with agricultural practices & technologies.
Take cassava for example; IITA & other research institutes have developed over 50 improved varieties, but less than 1/10 of those are widely accepted.
Most of the reasons farmers give for their preferences are laughable. But it’s what it is; you can’t force them to accept
Most of the reasons farmers give for their preferences are laughable. But it’s what it is; you can’t force them to accept
So if you adopt technology or produce something different from what people are used to, you’d better be ready to invest massively in educating people about what makes your agricultural produce/product better than what they’re used to. If not, you risk running at a loss
Some years ago, my friends and I got some new Cucumber 
varieties from Thailand for commercial production in Ogbomoso, from where we distributed to markets in Ilorin, Ibadan and Lagos.
These seeds were several times more expensive than the common varieties in our local markets
varieties from Thailand for commercial production in Ogbomoso, from where we distributed to markets in Ilorin, Ibadan and Lagos.These seeds were several times more expensive than the common varieties in our local markets
The cucumbers were big, strong and beautiful, with a longer shelf life than the local ones. You’d expect that we’d have a great market reception, wouldn’t you?
Na lie!
We couldn’t make much sales cos people were afraid of the sizes of our cucumbers.
were big, strong and beautiful, with a longer shelf life than the local ones. You’d expect that we’d have a great market reception, wouldn’t you?Na lie!
We couldn’t make much sales cos people were afraid of the sizes of our cucumbers.
They’d never seen anything like these before. Some said they’re GMO cucumbers which can cause cancer or kill people. Others said we must have injected chemical substances into the production, etc
All of these were untrue, but that didn’t help our sales.
All of these were untrue, but that didn’t help our sales.
We suffered losses!
It took us a lot of time and effort to convince people that these cucumbers were just as wholesome as what they’re used to, & even offers better value for money. Gradually, sales picked up. We paved way for future cucumber farmers (though they didn’t know it)
It took us a lot of time and effort to convince people that these cucumbers were just as wholesome as what they’re used to, & even offers better value for money. Gradually, sales picked up. We paved way for future cucumber farmers (though they didn’t know it)
We also tried growing cucumbers organically (no inorganic fertilizers, herbicides or pesticides. Instead we bought lots of poultry manure & organic soil conditioners for use) at first, but most people couldn’t afford to buy them cos they’re more expensive to produce.
People love the idea of ‘organic’ but would rather buy Agric products grown with NPK & the likes, cos they’re cheaper!
We eventually had to play by the market rules - we produced what people could afford to buy.
So what’s the lesson here?
Know your market!
No matter how great
We eventually had to play by the market rules - we produced what people could afford to buy.
So what’s the lesson here?
Know your market!
No matter how great
your product is, you can’t force people to adopt it. You’re not the Nigerian Government that can enforce adoption by banning alternatives 
So before rushing to plant one new improved crop variety because you heard it gives better yield, be sure the market will accept your food
So before rushing to plant one new improved crop variety because you heard it gives better yield, be sure the market will accept your food
Unless you have the resources to carry out massive consumer education, you’re better off producing what is already widely accepted
Thanks for coming to my Ted talk
Thanks for coming to my Ted talk
