Why NINAYO Is Investing in On-boarding More Female Users

I spoke with a trusted NINAYO advisor last week, and she pointed out how few women were featured in of our recent training pictures.

Dodoma Farmers Meeting

She was right to point this out- our most recent training had zero women attending. Fortunately, our team had already developed a plan to address this. But before we share that, here are four reasons why we think it is important to invest in a female engagement strategy for our products:

1. We feel a social responsibility to empower women in East Africa.

2. While women may not often do the physical sales transactions in Tanzanian agriculture, they can be very influential in the home. If women understand the opportunity presented by NINAYO, they are likely to encourage their husbands to engage with our services.

3. Studies have shown that among smallholder farmers, when women have control of the finances they are more likely to invest it in the home. This includes agro inputs and other services NINAYO provides. When our farmers do better, we do better.

4. It’s bad for our brand to be neutral on the gender of our customer base. Many of our clients have quotas that pertain to female engagement rates.

However, in order for us to successfully implement a plan to increase more female users, it is necessary to understand the drivers for why we have had so few. There are social challenges we face in on-boarding women to our platforms, which NINAYO must take into consideration, such as:

http://datatopics.worldbank.org/gender/country/tanzania

As you can see, it’s a complex situation. Here’s are the two action items NINAYO has decided to invest in:

Dodoma Farmers Training

We welcome any feedback on how we could improve these efforts.

Thanks for reading!

CEO of @NINAYOcom, East Africa's online trading platform for agriculture. Dedicated to building great technology in emerging markets.

CEO of @NINAYOcom, East Africa's online trading platform for agriculture. Dedicated to building great technology in emerging markets.