Pretty Kubyane’s journey from a farm girl to a tech leader is a testament to the power of resilience, community, and digital innovation. Growing up surrounded by entrepreneurship, from her father’s car repair workshop to a wood-cutting business that trained local women and youth, Kubyane learned early on the value of hard work and community impact. Today, she is co-founder and tech lead of the eFama App, a digital platform connecting over 5,000 farmers to verified buyers, improving market access, income security, and food traceability across Africa.
Kubyane’s story is not just about personal success; it’s about using technology to solve some of Africa’s toughest agricultural challenges. Her journey into the agri-tech space was inspired by her upbringing and the struggles her parents faced as farmers. After gaining international experience in digitising informal supply chains, she and her co-founder decided to bring their expertise home, leading to the birth of eFama.
However, Kubyane’s path has not been without challenges. As a young woman leading digital innovation in a male-dominated sector, she has faced scepticism and had to prove herself repeatedly. But her early experiences in her father’s workshop shaped her, teaching her that she belonged, even in rooms where no one looked like her. She has overcome these barriers through self-development, empathy, and a commitment to earning certifications in her field.
The eFama App is empowering young farmers and youth entrepreneurs by removing barriers to formal markets. It connects them directly to buyers, provides real-time pricing, logistics support, and traceability tools, fostering a mindset shift that sees them as business owners. This transformation is crucial for Africa’s agricultural sector, where technology can make farming scalable, bankable, and attractive to the youth.
Kubyane’s advice to young people wanting to start ventures in tech or agriculture is simple: own your roots, learn the tools, and build boldly. She believes that there is space for everyone at the top and that technology can open doors globally while solving real problems.
Balancing the demands of leading a tech startup and advocating for greater diversity and inclusion in STEM fields is not about choosing between the two for Kubyane. It’s about leading by example, delivering results, and making time to mentor and support women and girls entering STEM. Her commitment to diversity is evident in her team, with 40% being young women over the past two years.
Kubyane’s journey and the eFama App’s success have significant implications for Africa’s agricultural sector and its youth. By leveraging technology, young farmers can access new markets, manage their farms like real businesses, and build wealth. Moreover, Kubyane’s story challenges stereotypes and shows that careers in agri-tech can be intellectually stimulating and financially rewarding. Her work is not just about transforming agriculture; it’s about changing the narrative and creating opportunities for Africa’s youth.