AGRA Listening Session in Kigali: Strengthening Africa’s Agri-Food Systems and Youth Engagement

The session was moderated and facilitated by Mwandwe Chileshe and Siki Kigongo from AGRA’s Communications, Innovations, and External Engagement Department.

Participants shared reflections on the gaps, opportunities, and strategies for telling more impactful stories. Eugene Kwibuka, Communication Manager at MINAGRI, highlighted missing narratives around nutrition, food quality, and youth engagement.

“Nutrition, food quality, and youth engagement are missing in current narratives. We need to teach balanced diets, reduce food waste, and inspire youth to embrace food systems with better productivity techniques,” he said.

Communication challenges were also discussed. Eric Mihigo, Communication Officer at YEARN, emphasized the need for stories that resonate with the public.

“The public wants stories that showcase new technologies, not just project achievements or politically driven narratives,” he said.

From a gender perspective, Dr.Olivia Kabatesi, of Empower Rwanda, highlighted the importance of centering young women in agri-food stories.

“We need more stories highlighting young women in agri-food systems—addressing childcare models, unpaid care work, land access, and climate shocks,” she said.

Private sector voices underscored the need for realistic expectations around youth engagement. Jean Baptiste Musabyimana, CEO of ABUSOL Ltd, said:

“AGRA has many success stories to communicate. But when talking about youth engagement in agriculture, not every young person can be an entrepreneur. Some will work on larger farms, creating employment, which also strengthens food systems.”

Participants also highlighted opportunities for innovation and digital solutions. Francois Nsengiyumva, CEO of KGB Seed Company, called for online learning platforms to support farmers.

“We need online platforms and digital extension programs to teach farming techniques, post-harvest management, and reduce agri losses, while popularizing agri communication through social media,” he said.

Meanwhile, Oswald Mutuyeyezu, a prominent journalist at Radio & TV 10, called for partnerships and capacity building for communicators.

“We need training on packaging content that attracts audiences and stronger partnerships to help us reach farmers and tell impactful stories on market access, agricultural insurance, and finance,” he said.

The session concluded with a shared commitment to improving the way African food systems are communicated, ensuring that stories around nutrition, youth, women, innovation, and market access reach wider audiences and inspire action.
End