Agritech for Women Farmers 2024

In Rwanda, around 70% of women are engaged in the agriculture sector. Despite such figures, women face challenges such as a lack of land, limited agricultural and financial resources, and restricted market connections, all of which hinder their agricultural productivity. The use of Fourth Industrial Revolution technologies can be a game changer for women’s ability to increase income and productivity, eventually contributing to the growth of a country’s agricultural output. Most importantly, public-private partnership collaboration can play a crucial role in advancing gender inclusivity in the agritech sector. Crystal Rugege, Managing Director, Centre for the Fourth Industrial Revolution, Rwanda Supply-side challenges While many technology service providers recognize the importance of gender inclusivity, they encounter several challenges while delivering gender-inclusive solutions. These challenges can hinder their ability to reach and impact women in agriculture effectively. Access to gender-disaggregated data Understanding the specific needs and behaviours of women in agriculture is essential for developing tailored solutions. However, many technology service providers lack access to comprehensive data that differentiate between the experiences of male and female farmers in accessing and using agritech services. Capturing such data requires significant investment in research, training and implementation and many smaller companies/start- ups lack the financial resources to allocate towards these specialized areas, especially when immediate financial returns are uncertain. This limitation hinders the ability to develop and expand tailored solutions for women farmers, including gender-sensitive training programmes or technologies designed to address specific needs. High initial cost of customer acquisition The cost of acquiring customers, particularly women farmers, poses a significant challenge for agritech companies. This encompasses various expenses related to marketing, outreach, education and support, which are often higher when targeting marginalized groups that may be restricted by sociocultural norms. For instance, reaching women farmers requires tailored marketing strategies and communication channels. Traditional marketing methods may not effectively reach women, necessitating investment in localized and culturally appropriate outreach efforts. Women farmers may have lower levels of education or less experience with technology, requiring companies to invest in comprehensive training programmes. These programmes need to be accessible, often involving additional costs for translation into local languages and adapting training materials to different literacy levels. Underrepresentation in leadership and field roles Less than a quarter of leadership roles in technology companies are held by women, and gender bias is a key reason that limits their growth in technology companies.23 The underrepresentation of women in leadership roles within agritech companies and, more broadly, technology companies is a significant challenge. This biased representation affects decision-making processes and the prioritization of a gender- inclusive approach to designing and deploying technologies. Similarly, for delivering technologies in rural settings, companies often rely on local field agents. Currently, in several emerging economies, due to cultural, social and economic factors, technology companies find it difficult to hire skilled women field agents. Over time, the lack of women field staff makes it harder for technology companies to reach and serve women farmers effectively.1 23 Agritech for Women Farmers: A Business Case for Inclusive Growth 11