Africa has the potential to feed itself – and the world. The continent accounts for 60% of our planet’s arable land, and with a young, growing population, Africa has the potential to lead the way in global food security. The African Development Bank has predicted that Africa’s agriculture market could increase in value from USD 280 billion in 2023 to USD 1 trillion by 2030. But farmers – particularly smallholders – face ongoing challenges to make good on thispromise, from low productivity and unpredictable quality, to lack of market access and unfair value chains. The sector urgently needs investment to rise to its potential. 

Goodwell recognises this and is acting accordingly: we’ve been investing heavily in the food and agriculture sector, funding inspiring innovators across the continent. One such innovator is Complete Farmer. A Ghana-based agritechcompany, they integrate enabling technology with hands‑on training to impact the entire agricultural value chain, from farmers to buyers.

Connecting African farmers with global buyers 

Complete Farmer was founded in 2017, aiming to digitise all aspects of agriculture, from supply to demand. Goodwell’s uMunuthu II Fund saw their clear potential for long-term impact and invested in the business in 2023.

The company connects growers and smallholder farmers with global commodity buyers through a single digital platform. They provide farmers with data‑driven cultivation protocols, support, and training, while buyers are offered quality‑certified sourcing, traceability, and a smoother procurement process.

Technology is the driving force behind Complete Farmer, from helping farmers meet the specific needs of large food processors or export markets, to digital tools, quality control, and logistics. The company’s digital infrastructure is further supported by on-the-ground investments, such as fulfilment centres, and farmer and field-agent training programs to reduce post‑harvest losses. Their approach is quickly proving itself; in 2024, total acres farmed within their network surged by 996%, and supply chain crop yields rose from 6,800 metric tonnes (MT) to 8,900 MT, boosting farmers’ incomes and stability while meeting market demands. With over 1,000 smallholders on the platform, and 41,000 acres of farmland under Complete Farmer’s management in 2024, the company is effectively scaling up sustainable agricultural practices.  

Voices from the field 

The technological advances and impact numbers are certainly impressive, but to really understand the immediate, tangible benefits of their work, you need to talk to the people they work with. Abdul Raman, for example, has been a farmer in Ghana for 15 years. He grows soybeans, groundnut, maize and rice, and became a grower with Complete Farmer after hearing about them on social media. 

The company’s impact has been substantial for Abdul’s farm: “I get a lot of experience through Complete Farmer’s partnership: how to sow my plants, how to store my farm produce, and how to fight against pests and insects.” Thanks to Complete Farmer’s training, Abdul now practices shifting cultivation, boosting soil fertility and biodiversity while lowering costs. Better farming practices lead to better livelihoods in practice: “They’ve made it easier for us to sell our produce. We were practicing smallholder farming, but since we’ve joined [Complete Farmer] we’ve harvested more acres and made higher yields.”

https://www.youtube.com/watch?v=hifiBFob9z8

This commitment to fair, efficient agriculture extends all the way up the chain to buyers, too.  Sankofa is a spice manufacturer in Ghana. Complete Farmer’s digital marketplace has transformed their procurement process, making the experience more efficient while maintaining exacting quality standards. The user-friendly platform enables Sankofa to  

source high-quality crops tailored to their specific needs from Complete Farmer’s network of qualified growers.

https://www.youtube.com/watch?v=u6maDgIUoM8 

Ecosystem impact

As Complete Farmer grows, their approach is encouraging a fairer, more dynamic approach to Africa’s agricultural marketplace. Their work with growers and farmers is producing higher quality crops while advancing more sustainable farming techniques. Long and fragmented procurement processes can now be replaced with an easy and immediate digital process instead. Buyers have direct access to farmers, cutting out middleman interference to ensure fairer prices and consistent quality. The platform supports real-time monitoring of crop availability, helping buyers to avoid irregular supply. Complete Farmer also recognises the growing (regulatory) need for transparent sourcing, allowing buyers to track and monitor each stage of production, from field to delivery. 

Goodwell sees Complete Farmer as a prime example of Africa’s innovative approach building a more responsive, resilient agricultural system. Farmers are increasingly embracing technology to improve and evolve their livelihoods; monitoring crop and soil health via satellite and sensor, conducting sales via digital marketplaces. Technology is a powerful enabling force in the African agri-sector, helping to reduce pre- and post-harvest losses, accelerate adoption of sustainable farming methods, encourage local processing, boost incomes, and get more high-quality, nutritious food into more hungry mouths. With innovative companies like Complete Farmer, and intentional, consistent investment in the sector, a future where Africa’s farmers sustain their continent – and the world – can become reality.