Pretty Kubyane’s journey from a farm girl to a tech leader is a testament to the power of resilience and the impact of early exposure to entrepreneurship. Growing up in an environment where business was a way of life, Kubyane learned the value of hard work and community impact from her father’s car repair workshop and a wood-cutting business that empowered local women and youth. These experiences shaped her worldview and instilled in her a deep sense of purpose.
Today, as the co-founder and tech lead of the eFama App, Kubyane is leveraging digital innovation to tackle some of Africa’s most pressing agricultural challenges. The eFama App is a game-changer, connecting over 5,000 farmers to verified buyers, thereby improving market access, income security, and food traceability across the continent. This initiative is not just about technology; it’s about transforming lives and creating opportunities for young farmers and youth entrepreneurs.
Kubyane’s journey into the agri-tech space was not a direct path. Initially drawn to engineering and technology, she found her way back to agriculture through a project that aimed to digitize smallholder farmers and ensure food safety and compliance. This experience opened her eyes to the urgent need for digital solutions in agriculture, leading her to co-found eFama. The platform is designed to address the very challenges her parents and millions of African farmers face daily.
Leading digital innovation in agriculture as a young woman has not been without its challenges. Kubyane has had to navigate a male-dominated sector, often facing scepticism and having to prove herself repeatedly. However, her early experiences in her father’s workshop prepared her for these challenges, teaching her that she belonged in spaces where she was often the only woman.
Kubyane’s approach to overcoming these barriers has been multifaceted. She focuses on self-development, earning numerous certifications to build her credibility and stay sharp. She also leads with empathy, relating to farmers as equals and building trust through genuine connections. This approach has been instrumental in opening doors and driving the success of eFama.
The eFama App is empowering young farmers and youth entrepreneurs by removing barriers to formal markets. It connects them directly to vetted buyers, provides real-time pricing, logistics support, and traceability tools. This shift in mindset is crucial, as it helps young farmers see themselves as business owners with the right to demand fair value.
Technology plays a pivotal role in transforming Africa’s agricultural sector. It makes farming scalable, bankable, and traceable, opening doors for young people to participate meaningfully. Careers in agri-tech today are diverse and rewarding, far from the traditional image of farming. Kubyane and her team at eFama are working to bring the “cool factor” back into agriculture, showing youth that farming can be a future where they can build wealth and take pride in contributing to food security.
For young people looking to start their ventures in tech or agriculture, Kubyane’s advice is clear: own your roots, learn the tools, and build boldly. She emphasizes that technology and agriculture are not mutually exclusive; they can be combined to create innovative solutions and rewarding careers.
Balancing the demands of leading a tech startup while advocating for greater diversity and inclusion in STEM fields is a challenge Kubyane embraces. She leads by example, showing up as a black woman leading a tech startup in agriculture and challenging the status quo. She makes time to mentor and support women and girls entering STEM, understanding that representation matters.
Kubyane’s story is one of inspiration and impact. Her work with eFama is not just about technology; it’s about transforming lives, creating opportunities, and changing the narrative about farming for Africa’s youth. Through her leadership and advocacy, she is paving the way for a new generation of agri-tech innovators.