2024 winners learn to sell smarter in the Netherlands

________________

Thirteen of Uganda’s most outstanding farmers are preparing to represent the country on a global stage as they embark on a transformative learning tour to the Netherlands.

As winners of the prestigious 2024 Best Farmers Competition, they will spend a week immersed in one of the world’s most advanced agricultural ecosystems — visiting top-tier farms, agro-industrial companies and potential business partners.

But this journey is more than just a reward; it is a mission. The farmers have been challenged to become ambassadors of Uganda’s agricultural potential, equipped not only to learn, but to market their farms, forge partnerships and bring back innovations that can uplift entire communities.

The Best Farmer Competition is organised by Vision Group in partnership with the Netherlands embassy, KLM Royal Dutch Airlines, dfcu bank and Koudijs BV.

The all-expenses-paid tour will happen on October 4-11. This is the 10th cohort to travel to the Netherlands.

The 13 winners include; Rachel Naigaga Kibwika and her husband Prof. Paul Kibwika of Emerge Integrated Farm Ltd and Rapak factory, Meridah Nandudu, the proprietor of Bayaaya specialty coffee, Abbas Sekajja of Sekajja Agro Farms Limited.

Others include; Brenda Tusiime of Mema Agro-Organic Processors, Joyce Omait and her husband John Kokas Omait of Jaira Farm, Emmanuella Oroma, Janny Winfred Oyella, Tom Okao, Allen Atuhaire of FRESH FARM and Apollo Gabazira.

Also, to travel will be representatives from the three cooperatives that emerged the best in the special category.

They include; Joseph Nkandu the chairman National Union of Coffee Agribusiness and Farm Enterprises (NUCAFE), Martha Namabiro the secretary of Dairy Farmers’ Network (DAFAN) and Godfrey Bwaya, the chairperson of the Elgon Farmers Cooperative Union Ltd.

To prepare for the trip, the embassy of the Kingdom of the Netherlands organised a three-day orientation training facilitated by Asigma Capital Advisory Services at Forest Cottages in Kampala on September 1-3.

The training consisted of profiling, pitching skills and business planning, among others, to help winners have such skills that will help them get the best out of the trip.

The farmers were also trained in interpersonal and communication skills to help them confidently and effectively engage with potential business partners during their visit.

Have a clear vision

Kevin Abaho, the manager investment at Asigma, who was among the facilitators, said the orientation aims at preparing the farmers to sharpen their goals.

He also advised them to have a business mind to pick lessons from the Netherlands that they can use in the running of their farms for high yield.

He urged for each of the farmers to go with a clear vision and goal which will guide them not to lose focus as there is a lot to see and admire in the Netherlands given that it is the second largest exporter of the agricultural products in the world after the US.

“We want to equip you with the skills of making an ‘elevator pitch’. With this skill, we assume, you have met a very important person that could give your farm a life-changing deal in an elevator and you have just 30 seconds to tell the person about your business,” he explained.

In this situation according to Abaho, you need to plant a healthy seed that will draw an individual to further the conversation by talking about the possible business opportunities, your business strengths and abilities and how the corroboration will impact both parties.

Angela Nansereko, a trainer from Asigma, advised them to have clear profiles of their farm which they can use to attract possible partners.

“With a clear profile, the people you are visiting will easily get to know and understand your farm business and make a decision,” she says.

Be good ambassadors

Josephat Byaruhanga, a senior adviser on agriculture and agribusiness at the Netherlands Embassy in Uganda, said the best farmer competition opens doors for the winners to expand their horizons in the business space by making business partners with the best.

“Being chosen as the best farmer means you are representing Uganda in the agricultural sector to meet with the best farming community in the world,” Byaruhanga says.

This, therefore, presents numerous business opportunities.

“As we travel to the Netherlands, we must go with open minds to see, learn and copy as much as we can,” he said.

Sustainability systems

Joshua Kato, the Harvest Money editor at Vision Group, advised the farmers to set systems that will keep their farms operational during the seven-day study trip to the Netherlands.

He stressed that such systems will enable them to have a peace of mind so they can concentrate and learn on the trip.

Unfortunately, many farms in Uganda do not have systems and thus when the owner is away, there is no work done.

“This is very wrong because you are not the farm! Business should be able to run with or without your presence,” Kato emphasised.

Expectations

Nkandu said he was looking forward to building partnerships and exploring new forms of cooperation, including identifying potential customers. I want to learn innovative farming practices that I can share with fellow farmers to promote skills and knowledge transfer—not just in coffee, but across all agricultural sectors.

About the competition

Launched in 2014, the Best Farmers Competition recognises outstanding Ugandan farmers who demonstrate innovation, sustainability and impact in agriculture.

Over the past decade, it has empowered hundreds of farmers with exposure to global best practices.

Each year, 10 winners are selected across Uganda and share sh150m where the overall winner will take sh50m, the second position will take shs30m, third position shs20m and the other seven will share shs50.

In addition, three more winners are selected under the special category which in 2024 was cooperatives.

Since inception, 108 winners have been awarded best farmers and over sh1.3b have been given out to winners as money prizes to promote technology to improve their farms and the way they manage their farms.

Food security

Lukia Otema, the country manager Uganda KLM Royal Dutch Airlines, invites farmers countrywide to participate in this exciting initiative saying together we work towards a future where agriculture thrives and food security is ensured.

Through this competition, KLM aims to celebrate the hard work, innovation and dedication of Ugandan farmers who are at the forefront of feeding the nation and beyond and by showcasing and rewarding excellence in farming practices.

Winners’ expectations

Meridah Nandudu, Bayaaya Specialty Coffee

My goal is to connect with coffee roasters and learn more about value addition of the crop. I am particularly interested in modern coffee processing technologies and exploring potential markets in the Netherlands through collaborations with companies and researchers.

Brenda Tusiime, Mema Agro-Organic Processors, Fort Portal

As a pumpkin farmer and processor, I want to learn how Dutch farmers add value to the crop. I am eager to discover the products they make from the crop and adapt those technologies to make pumpkin a staple in Ugandan households.

Paul Kibwika, Emerge Integrated Farm Ltd and Rapak Factory

I am seeking business partnerships that can help grow both our farm and factory. I am also interested in accessing state-of-the-art agro-processing tools and machinery to improve the quality, productivity and efficiency of our operations.

Godfrey Bwaya, Elgon Farmers Cooperative Union Ltd

The Netherlands is the second-largest agricultural exporter in the world and I want to learn as much as I can — especially about value addition. As Arabica coffee farmers, we’ve been selling parchment, which earns little. With value addition, we can significantly increase earnings and improve livelihoods. I plan to share these insights with our cooperative members to boost incomes and transform communities.

Abbas Sekajja, Sekajja Agro Farms Limited

I want to understand how to build a farm that can last for generations. I am also looking to improve the quality of our products and learn how to manage a sustainable, long-term farming enterprise.

Janny Winfred Oyella

I hope to gain new ideas and integrate them into my farm. I am especially interested in coffee value addition and how it can help us access international markets and improve farmers’ lives.

Tom Okao, Lira

This is a great opportunity to see how the Dutch do things differently. I want to explore the latest machinery they use for value addition and learn how they grow their agribusinesses.

Martha Namabiro, Secretary, Dairy Farmers’ Network

The Netherlands is known for high productivity in dairy. I am eager to learn how Dutch farmers manage their enterprises and bring back ideas that can help us improve our own farms.

Emmanuella Oroma

I want to learn how the Dutch manage beekeeping and the various products they derive from bees. I am also interested in how they use these products commercially, so I can apply similar practices to elevate my farm’s income and community impact.

Allen Atuhaire Tibishangwa, Fresh Farm

I am looking forward to networking — not just with Dutch partners, but also with my fellow Ugandan farmers. I want to learn how the Dutch manage poultry farming and apply those lessons to improve Uganda’s poultry industry.