Weekend Read
Patricia Zoundi Yao is a visionary entrepreneur who transformed Côte d’Ivoire (Ivory Coast)’s agricultural landscape. Through her enterprise, Canaan Land Africa, she has empowered countless women farmers by providing them access to urban markets, sustainable farming techniques, and fair compensation.
The Genesis of Canaan Land Africa
Yao’s entrepreneurial journey began during visits to her husband’s rubber plantation in Toumodi. On her way home, she often gave lifts to women returning from the market with unsold produce. They trusted her and left their tomatoes with her, hoping she could find buyers in Abidjan.
Leveraging social media, Yao successfully sold the produce, which opened her eyes to a significant gap—rural farmers struggled to reach urban markets. Determined to address this challenge, she founded Canaan Land Africa in 2015.
The organisation was built to create a sustainable and inclusive agricultural model that connects Côte d’Ivoire’s rural production hubs with mass-consumption areas. It facilitates market access for women farmers, equips them with essential agrarian training, and ensures they receive fair compensation for their produce.
Yao impacts lives with Canaan Land Africa
Since its inception, Canaan Land Africa has supported approximately 400 farmers, 86% of whom are women. These women benefit from:
- Training in sustainable farming to improve yield and efficiency.
- Access to land for agricultural production.
- Market linkages that help them sell their produce at fair prices.
Over 50 women have received free training, equipping them with skills to manage their plots from planting to harvest. This initiative has not only improved their agricultural practices but has also boosted their economic status and self-sufficiency.
Canaan Land has also integrated eco-friendly farming techniques, leading to a 30% reduction in water usage per plot and the replanting over 600 trees within four months to promote environmental sustainability.
The organisation’s impact has been widely recognised. In 2023, Canaan Land Africa received a $230,000 grant from the U.S. African Development Foundation (USADF) to support its expansion. The initiative has revitalised local economies and reduced the country’s dependence on imported produce.
Beyond supporting production, Canaan Land purchases and markets farmers’ produce to major partners in Abidjan, ensuring they receive fair compensation and a stable income. The organisation’s collaborations with key partners, such as 2SCALE, have further strengthened its ability to foster cooperative management and secure consistent market access for women farmers.
Recognition and advocacy
Yao’s impact extends beyond agriculture. In 2019, the United Nations Conference on Trade and Development (UNCTAD) appointed her an eTrade for Women Advocate. This role acknowledges her dedication to digital inclusion and empowering women entrepreneurs in developing countries.
Before Canaan Land, Patricia Zoundi Yao co-founded QuickCash in 2010, a fintech company that facilitates money transfers for rural populations without traditional banking access. This venture has significantly improved financial inclusion for marginalised communities across Côte d’Ivoire.
Patricia Zoundi Yao has helped women farmers meet market demands through Canaan Land Africa and ensured they are fairly compensated. Her vision continues to drive agricultural transformation, economic empowerment, and sustainability in Côte d’Ivoire’s farming sector.
