Nurturing Agribusiness Entrepreneurs through Sustainable Agriculture
Nurturing Agribusiness Entrepreneurs through Sustainable Agriculture
Amid Kenya’s growing youth unemployment crisis, 31-year-old Martha Atieno is rewriting the narrative in Kitengela, Kajiado East. She is turning challenges into opportunities by creating jobs through sustainable agriculture.
After working in formal employment from 2012 to 2018, Martha took a bold leap of faith and resigned. She chose to pursue training in agribusiness through a partnership between the KCB Foundation and Mastercard Foundation.
The initiative targets youth aged 18 to 34, equipping them with skills in self-employment, entrepreneurship, and digital agritech.
In 2019, the program established a model hydroponic farm in Kibiko, Ngong, supported by Latia Agribusiness Solutions. Here, Martha enrolled in hands-on training in hydroponic greenhouse farming—a modern method that conserves land and water while reducing chemical use and emissions.
Although the COVID-19 pandemic temporarily disrupted her training in 2020, she returned later that year with renewed energy. By 2022, she was ready to launch her agribusiness.
Nurturing Agribusiness Entrepreneurs through Sustainable Agriculture
From Learner to Leader
Today, Martha runs a thriving greenhouse, growing tomatoes, local and English cucumbers, and sweet peppers. Her approach is not only efficient and eco-friendly but also impactful. Since starting her business, she has created over 20 job opportunities for fellow youth.
“There is money in the soil. Since starting my business, I have grown both financially and mentally. My dream is to empower and create opportunities for as many people as I can,” she says.
Her efforts come at a critical time. According to the 2024 Kenya National Bureau of Statistics Labour Force Report, more than 15.1 million youth aged 18 to 34 are either unemployed or underemployed. Martha is committed to changing this reality.
“There’s power in collaboration,” she adds. “I need people beside me to meet the growing business demands. That’s why I’m intentional about hiring youth and giving them a chance to improve their lives and support their families.”
Over the last four years, Martha has become a skilled agripreneur. She has mastered bookkeeping, crop management, and farm operations. Today, she confidently diagnoses plant diseases, chooses the best farm inputs, and makes informed production decisions.
She also markets her produce through Facebook and WhatsApp, reaching clients from Kitengela, Nairobi, and beyond.
Looking ahead, Martha has big goals.
“I want to scale up to five or even ten greenhouses. That way, I’ll be playing my part in addressing youth unemployment and strengthening food security.”
Her journey is inspiring others. Many of her fellow trainees are now starting agribusiness ventures of their own. Together, they are showing that, with the right support, young people can drive Kenya’s sustainable economic future.
