The majority of those living in both rural and urban areas rely on agriculture and livestock production for livelihood. Farmers rely on agro dealers for access to farm inputs such as seeds, fertilizers, pesticides, veterinary drugs, animal feeds, mineral supplements and farm machinery. However, most agro dealers who occupy this critical space in the agricultural value chain are limited in their capacity to address the needs and demands of the farmers that depend on them. The limited capacity of agro dealers blocks the potential of success for smallholder farmers who rely on them.
Hence where Farmers Pride comes in, its goal is to transform agro dealer outlets into professionally run businesses and leverage on that to build a sustainable franchise model business. Working with Farmers Pride, each agro dealer benefits from a wide range of franchise benefits and guaranteed increase in sales and traffic.
Farmers Pride was established to provide smallholder farmers with timely, relevant, and quality farm inputs at affordable prices through an innovative franchise model of agro dealers. The business model integrates marketing interventions; agricultural inputs franchising, market linkages, financial services and farmer insurance services to offer a reinforced platform for rural social and economic development.
Agro dealers are the closest point of contact to farmers in the agricultural input supply chain and have the best understanding of what the needs of farmers are. Farmers Pride leverages on this unique position that agro dealers have to engage them in actively shaping the way agricultural inputs are distributed. Farmers Pride want to transform agro dealers into knowledge and service brokers that capture and transmit information from farmers to input manufacturers  and back to farmers .By closing the information gap between farmers and input manufacturers, agro dealers will be playing an important role in making the entire input supply chain more progressive and ultimately more successful.
Hence, Farmers Pride’s entry into the Kenyan market is great news for local farmers and agro dealers as farmers can now access a comprehensive change package that includes quality inputs, insurance services, financial services ,market linkages and free training on best practices in both livestock and agriculture. This Change package is available at every Farmers Pride franchise outlet therefore guaranteeing farmers increased farm productivity and agro dealers increased shop traffic and profits.