In Kenya farmers usually get the lowest possible price for their produce because of the middlemen embedded in the market structure.
Jamilia started MFarm to give farmers a sense of control over the prices of their produce.
By sending the farmers market price information as well as available buyers/markets for their produce on a daily basis, Jamilia is giving farmers the ability to control the price they sell their produce at and choose who they sell it to. To help the farmers meet the quality standards expected by bulk buyers, Jamilia has also created an agency model that has created produce drop off/pick up points that are run by M-Farm agents. In addition to coordinating this process, the agent is also responsible for recruiting more farmers to the network and providing them with extension services and help with quality control.
Her goal is to have more than 50 agents with at least one in every county in Kenya.
Goals and objectives
With support from the government, M-farm is expanding considerably, providing employment with the creation of hands-on agent roles and eliminating transportation costs to increase income levels. Using technology, farmers have a greater awareness of the value of
their own produce and the opportunity to sell their crops at the best price in the marketplace.