Africa’s agricultural sector is increasingly attracting innovators who are using technology to solve long-standing market challenges. The latest recognition comes with Pretty Kubyane, co-founder and tech lead of eFama App, being named the winner of the 2026 Veuve Clicquot Bold Future Award for her role in building a digital marketplace that connects farmers directly with buyers and improves access to formal markets.
The recognition places eFama among a growing number of African businesses using technology to improve agricultural value chains while creating new opportunities for farmers, buyers and logistics providers. It also highlights the increasing importance of digital solutions in strengthening food systems across the continent.
Expressing her appreciation after receiving the award, Kubyane said she was “still pinching myself” after being announced as the winner. She also thanked the mentors and the Veuve Clicquot team, describing the recognition as a “life-changing opportunity.”
Building Better Market Access for Farmers
eFama was established to solve one of agriculture’s biggest challenges, giving farmers reliable access to buyers. The AI-driven digital marketplace connects smallholder and semi-commercial farmers with restaurants, hotels, food processors, retailers, households and other buyers, reducing the need for unnecessary middlemen.
The platform combines artificial intelligence, data analytics and financial tools to improve supply chain transparency, food quality and market efficiency. Since its launch, eFama has onboarded more than 5,000 farmers and over 6,000 buyers while building partnerships across South Africa, the United Kingdom and the United States.
Unlike many agricultural platforms that focus first on compliance and logistics, eFama identified that farmers are more willing to invest in quality standards once they have secured a market for their produce. This approach has helped create a practical solution that supports both producers and buyers while making formal markets more accessible.
One of eFama’s key strengths is its ability to remove unnecessary middlemen from the supply chain, enabling farmers to earn more from their produce while giving buyers access to fresh, traceable products at competitive prices. The platform also works closely with logistics partners, helping transporters secure more consistent business while ensuring produce moves efficiently from farms to customers.
Technology Driving Agricultural Innovation
Kubyane’s leadership has played a key role in eFama’s growth. Inspired by watching her family build businesses from the ground up, she developed a passion for creating systems that solve real-world problems. Today, she leads the company’s technology, operations and innovation strategy.
A certified Solutions Architect, Kubyane has earned more than 20 professional certifications covering cloud computing, blockchain, cybersecurity, supply chain digitisation, data engineering, Scrum and FinOps. Despite facing early scepticism, she has built a strong technical leadership profile supported by partnerships with major global technology companies.
Reflecting on the award, Kubyane said she was deeply grateful to the mentors and the Veuve Clicquot team for what she described as a life-changing opportunity, adding that receiving the recognition was still difficult to believe.
Her latest recognition comes as the Veuve Clicquot Bold Woman Award enters its fifth year in South Africa. Inspired by the legacy of Madame Clicquot, the programme celebrates women who challenge convention, build businesses with lasting impact and reshape industries through innovation. The Bold Future Award specifically honours founders leading businesses that are less than five years old but are already making a significant contribution.
Fellow finalists in the category include Maambele Khosa, founder and CEO of SheCab, a women-led e-hailing and charter transport platform, and Tshaamano Mabuba, founder and CTO of Buddy Learning, which developed an AI-powered tutoring platform delivered through WhatsApp.
