#FarmLife: Can We Make Agriculture Cool Enough for Africa's Youth?

Across the sunny fields of Sub-Saharan Africa, a growing gap is emerging between life in the countryside and the dreams of young people. While they work hard on farms, their social media feeds are filled with images of friends in stylish cafes, at concerts, and exploring new places. This polished urban life looks much more appealing than the reality of farming.

For many young graduates, the contrast is even more striking. After years of education and dreaming of a better life, going back to farming in their villages seems like moving backward. Why work under the hot sun when a seemingly glamorous city life calls? The way agriculture is currently seen doesn't help either. It's often viewed as old-fashioned and exhausting, without the excitement and prestige of city jobs. But what if we could change this view? What if farming could be seen as cool, profitable, and tech-savvy?

At the ILO Rural Academy on Digitalization in 2019, I talked about how technology can make farming attractive to young people and change how we grow food in Africa. Imagine young farmers with laptops and smartphones, using advanced tools to increase crop yields and manage resources. Picture them flying drones over their fields, using robots for hard tasks, and analyzing data to make smart decisions. This isn't a far-off dream—it's already happening.

In Africa, innovative startups are using technology to change farming. For example, Twiga Foods in Kenya has developed apps that connect farmers directly with markets, cutting out middlemen and increasing profits. Solar-powered irrigation systems help farmers in dry areas use water efficiently. Drones and satellites are being used to monitor crops and improve management. These advancements make farming more efficient and profitable, and importantly, more appealing to young people who love technology.

But technology alone isn't enough. Making farming cool also means encouraging innovation and entrepreneurship. We need to highlight successful young farmers who earn a good living and help their communities. We should blend Africa’s rich agricultural traditions with modern practices, showing that farming can be both traditional and cutting-edge.

Governments and organizations have a big role to play. They need to invest in rural infrastructure like internet and roads to close the digital gap and improve market access. They should provide training and support for young farmers in using new technology and starting businesses. Creating a friendly environment for innovation and investment in farming will attract private sector involvement and drive growth.

However, the most important change needs to be in our mindset. We need to change how we think about farming, moving away from seeing it as just hard labor to recognizing its potential as a modern, tech-driven industry. We need to celebrate farmers as key to food security and economic growth in Africa. A thriving agriculture sector is vital for Africa’s development, and without changing how we support and perceive it, we risk losing the interest of the youth who are its future.

By embracing technology, innovation, and a cool image, we can make farming an attractive and viable career for young Africans. We can empower them to transform their communities, create wealth, and build a brighter future for themselves and the continent. The future of farming in Africa is in the hands of its youth—it's time to give them the tools, support, and inspiration they need.

The challenge is huge: over 75% of Africa's farms are run by smallholder farmers, many of whom are getting older. Without the involvement of young people, these farms might be abandoned. The stakes are high, but the rewards are even higher. If we succeed in making farming appealing to the younger generation, we could see a revival of rural economies, more local food production, and a sustainable path to development that benefits all of Africa.

We must ask ourselves: are we ready to make farming cool again, or will we let the illusion of greener pastures continue to draw Africa's youth away from their roots? The future of the continent depends on our answer.

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