South African agritech company eFama, co-founded by Pretty Kubyane, has been selected among 10 startups for the Google for Startups Accelerator: Africa. This programme supports high-potential ventures with technical mentorship, access to Google tools and investor networking.
The selection, made from over 400 applications across the continent, marks a significant milestone for eFama, which provides digital market access to more than 5,000 farmers and connects them with over 6,000 verified buyers.
“We’re one of just 10 companies selected from over 400 applications,” announced Pretty Kubyane, Co-Founder and Tech Lead of eFama App and Coronet Blockchain. “This journey means high-impact mentorship, access to Google tools and serious scaling power.”
“This milestone is a powerful validation of our mission to build the largest digital food ecosystem in Africa,” added Shadrack Kubyane, CEO and co-founder of eFama App.
Digital Marketplace for African Farmers
Founded to solve one of Africa’s most entrenched challenges, the mismatch between farm production and market access, eFama has built a digital marketplace that directly links farmers with buyers, ranging from restaurants and supermarkets to NGOs and households.
The platform gives farmers access to verified buyers, predictable income and data-driven insights that support better production planning. For buyers, eFama offers direct access to fresh, affordable and traceable produce, eliminating inefficiencies in traditional distribution systems.
The company’s model aims to eliminate “harvesting on hope” by allowing farmers to sell their produce with certainty.
Beyond the marketplace, eFama’s logistics network connects transport partners with consistent delivery jobs and route optimization tools, enabling efficient movement of produce across towns and provinces.
By integrating logistics, digital payments and traceability through blockchain technology developed under Coronet Blockchain, the company is positioning itself as a data-driven supply chain platform within the growing African agritech ecosystem.
Pretty, a multi-award-winning solutions architect and Web3 innovator, has been at the forefront of using blockchain to improve transparency and accountability in agriculture. Through Coronet Blockchain, eFama is embedding digital trust into Africa’s agricultural supply chains a development that aligns with increasing investor interest in data verification and climate-smart food systems.
The company’s recent recognition adds to Pretty’s growing list of accolades, including being named a VISA She’s Next 2024 Winner for her contributions to digital transformation and women-led innovation in Africa.
Positioning for Scale and Investment
The entry into Google’s accelerator provides eFama with access to global mentorship, technical expertise, and potential investor networks, key factors for scaling operations across Southern Africa and beyond.
The move comes at a time when Africa’s agritech sector is expanding rapidly. According to industry projections, the sector could surpass $1.5 billion in value by 2030, driven by mobile adoption, fintech integration and increased venture funding in food systems technology.
Pretty said the partnership with Google represents more than a growth opportunity for the business. “We can’t wait to see how this will positively impact the rest of our ecosystem of farmers and buyers,” she said.
eFama’s model underscores the continent’s push toward formalizing and digitizing smallholder agriculture, which still accounts for about 60% of Africa’s food production but remains largely informal.
By creating a verified marketplace and integrating blockchain-backed traceability, eFama is addressing issues of trust, pricing, and efficiency that have long constrained small-scale producers.
eFama’s inclusion in the Google for Startups Accelerator reflects a wider trend in Africa’s innovation landscape: the rise of foundational startups solving practical challenges in agriculture, logistics and finance through scalable technology.
