AgroBridge: Empowering Nigerian Farmers

A Product Management Case Study by Chiemerie Nwankwo

Market Context & Problem Definition

Agriculture remains the backbone of Nigeria’s economy, employing over 70% of the rural population. Despite their central role, smallholder farmers—especially in agriculturally rich states like Benue—face two major hurdles: exploitation by middlemen and post-harvest losses due to poor storage.

Middlemen take advantage of farmers’ lack of market access, offering low prices and selling at significantly higher margins. Meanwhile, inadequate storage facilities mean that a portion of produce spoils before it can even be sold. These issues trap farmers in cycles of poverty and inefficiency.

Research Methodology & Key Findings

To understand the problem deeply, I conducted:

5 Stakeholder Interviews

Participants included smallholder farmers, local traders, food business owners, and extension workers in Benue.

Key findings:

• Farmers earn less than 30% of the final market value.

• Most farmers depend on local markets with limited buyers.

• No access to reliable storage or price information.

• Buyers are open to direct farmer connections if quality is assured.

Market & Competitor Research

• Nigeria loses ₦3.5 trillion annually to post-harvest losses.

• Existing agri-platforms (e.g., ThriveAgric, FarmCrowdy) often focus on financing or large-scale supply—not localized middle-layer support.

• WhatsApp remains the most accessible tool among both farmers and buyers.

Solution Development Process

Solution Exploration & Selection

After identifying the core challenges faced by farmers in Benue—especially post-harvest losses and unfair market practices due to middlemen—several solution concepts were generated and evaluated.

Alternative Solution Concepts Considered

1. Cold Chain Logistics Rental Service

   A mobile cold storage service to help farmers preserve perishable produce and reduce spoilage.

2. AgroPrice SMS Alert System

   An SMS-based service delivering real-time market prices to farmers, enabling better negotiation and decision-making.

3. Farmers’ Cooperative Marketplace

   A collective online platform for farmer groups to pool their harvests and sell directly to institutional buyers like hotels, schools, and exporters.

4. Input Credit Program

   A system where farmers access seeds and fertilizers on credit and repay after harvest, partnered with agro-input suppliers.

5. Village-Level Storage Pods

   Communal crop storage centers located in farming communities, rented out on a per-sack or per-day basis.

Evaluation Framework: Impact vs. Feasibility Matrix

Chosen Solution:

AgroBridge

AgroBridge was selected as the most viable solution after weighing both impact and feasibility. It offers:

• Direct market access to vetted buyers via a digital platform.

• Training, support, and improved productivity through expert-led interventions.

• Post-harvest storage support through partnerships.

• A sustainable business model with a built-in 20% commission for value-added services.

By taking a holistic approach, AgroBridge not only bridges the gap between farmers and buyers but also ensures long-term productivity and income security.

Prototyping & Iterations

Prototype Tool

: WhatsApp chatbot flow using Canva wireframes

• Farmers can register and list produce

• Buyers can browse and order

• AgroBridge team facilitates delivery

Testing with 3 Users

Feedback from farmers and one buyer included:

• “Very simple. I like that it’s on WhatsApp.”

• “What if I want to know who’s buying?”

• “It will help if I can store yams for just a few weeks.”

Iteration

• Added “Order origin info” for transparency

• Added a seller rating system (planned)

• Improved onboarding flow with visuals

5. Product Requirements Summary

6. Roadmap & Metrics

MVP (Next 2 Months)

• Manual matching

• 1 pilot training session

• 1 rural mini-storage center (Benue)

3–6 Months

• Automated WhatsApp flows

• Expansion to 3 more LGAs

• Add basic USSD support

Key Metrics

• 40% increase in average farmer profit

• 1000+ farmers onboarded in 3 months.

• 80% Delivery success rate

• 40% Buyer retention rate

Lessons Learned & Next Steps

• WhatsApp-first is the way: Building for where your users already are made adoption seamless.

• Being a “middleman” isn’t evil—it’s the lack of value-added service that makes it exploitative.

• Farmers are open to change if support is holistic—not just tech but also education and reliability.

Next Steps

• Launch MVP in Gboko LGA

• Recruit local coordinators for training

• Secure micro-funding for storage pods

• Prepare v2.0 of AgroBridge app

Final Thoughts

AgroBridge is not just a platform; it’s a movement to redefine what it means to “intervene” in agriculture. We’re proving that fair, informed, and structured middlemen can be a bridge—not a barrier—to prosperity.

Want to Collaborate or Learn More?

DM me on LinkedIn or email [@agrobridge.com]. Let’s build the future of African agriculture, together.