The fact that African agriculture is beset by narrow margins and slow growth elevates the need to invest in data and evidence. People who get into agriculture expecting quick returns are often disappointed because African agriculture is no longer a one-step dance. Obsession with quick returns is one reason why opportunists tend to congest one or two commodities. Taping into existing and new data will enable investors to unlock value across a range of agricultural commodities and agribusiness models. Data and evidence about diverse commodities is becoming more important because lines between agricultural commodities, services and agribusiness ecosystems are blurring. Consumers, farmers and traders are no longer just interested in commodity prices or information services. Instead, they are buying the idea and experience of agricultural ecosystems. This opens opportunities for smart value chain actors who can provide integrated experiences to diverse consumers, most of whom are becoming more conscious about their health.
Evolving characteristics of informed agricultural entrepreneurs
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