Home Agriculture New AWARE Cohort Targets Growth for Women in Agrifood Sector

New AWARE Cohort Targets Growth for Women in Agrifood Sector

Rugare MubikaMay 4, 20262 Mins read80

Thirty women-led agrifood businesses have begun a structured nine-month acceleration journey under the AWARE Programme, an initiative by TradeMark Africa (TMA). The programme is designed to improve how these businesses operate, compete and access markets across the region and beyond.

The initiative starts with a clear focus. It aims to help women entrepreneurs formalise their businesses, meet required standards, improve the quality and appeal of their products, and unlock access to regional and global trade opportunities. For many of these businesses, this support could mark the difference between staying local and scaling into larger, more profitable markets.

Over the first three days of training, participants were introduced to practical business tools such as the Business Model Canvas. They explored key areas including customer segments, value proposition, customer relationships, channels and revenue streams. This foundation is expected to help them build stronger and more structured businesses as they move through the programme.

Building Competitive and Market-Ready Businesses

The AWARE Programme, short for Accelerating Women’s Agri-food Enterprises, is built around a simple but important idea: women in agribusiness need the right tools and support to compete effectively. Through mentorship and technical assistance, the programme focuses on improving product quality, ensuring compliance with market standards and strengthening business operations.

This approach is especially important in the context of the African Continental Free Trade Area (AfCFTA), where businesses must meet higher standards to compete across borders. By addressing gaps in the agribusiness value chain, the programme is helping women entrepreneurs prepare for these opportunities.

The initiative also builds on TradeMark Africa’s broader work in making trade more inclusive. By focusing on women-led enterprises, AWARE contributes to reducing barriers that women traders often face, particularly in cross-border trade. The programme’s reach, which includes regions such as Uasin Gishu and Trans Nzoia in Kenya, reflects a wider effort to support women across Eastern Africa.

Backed by a Strong Trade and Development Ecosystem

TradeMark Africa, established in 2010, plays a key role in driving trade and economic integration across the continent. As a not-for-profit Aid-for-Trade organisation, it works to increase intra-African trade while making it more inclusive and environmentally sustainable.

Over the years, TMA has recorded measurable impact. Cargo transit times along key trade routes have reduced significantly and border crossing processes have become faster and more efficient. These improvements create a better environment for businesses, including the women entrepreneurs in the AWARE Programme.

The organisation is supported by several international partners, including governments and global foundations. It also works closely with governments, regional bodies and the private sector. Its expansion into West Africa in 2023 marked a shift towards a more continent-wide approach.

In addition, the creation of Trade Catalyst Africa in 2022 introduced a new layer of support. This initiative focuses on financing trade infrastructure and improving access to trade finance for small and medium enterprises. Together, these efforts create a stronger ecosystem where programmes like AWARE can succeed.

As the inaugural cohort moves forward, the expectation is clear. With the right guidance, resources and market access, these businesses are positioned to grow, create jobs and contribute to stronger agricultural value chains across the region.