This application speaks to collective smartness in the agriculture sector. Everyone now knows that without a market, agriculture is not a business. The app demonstrates how agriculture data collection and feedback processes enable agriculture value chain actors to see patterns that are most relevant to farmers, traders and other agriculture value chain actors. Feedback about market failures and unmet demands can point the need for innovating new tools to directly address issues affecting agriculture value chain actors. As a digital architecture, the eMKambo app aims to deliver and share a rich set of experiences and digital content among farmers, traders and other agriculture value chain actors.
With the explosion of mobile technology, going digital is now a pre-requisite for surviving and thriving in the agriculture sector. Riding on eMKambo’s big agricultural data and advanced analytics, the app will enable agriculture value chain actors to understand the behaviour of people who buy and use their products. The app shows how mobile technology can be used to pull ordinary citizens into agriculture and food security conversations. In agriculture and all other economic sectors, answers no longer lie in the past but in how people are able to make connections with the present. Farmers, traders and other agriculture value chain actors now rely more on peer-to-peer connections and less on messages directly from newspapers, radio or television, thanks to web-enabled mobile technology.