What's Happening?
Pretty Kubyane, co-founder and tech lead of the eFama App, has been awarded the 2026 Veuve Clicquot Bold Future Award. The award recognizes emerging women entrepreneurs who demonstrate bold leadership
and innovation. Kubyane, who grew up in a farming family, has utilized her agricultural background and passion for technology to improve market access and strengthen agricultural supply chains across Africa. Since its launch in 2023, eFama has connected over 40,000 farmers and buyers in South Africa, using technology and data to aid farmers in making production decisions based on market demand. Kubyane has secured significant funding for eFama with support from global tech companies like Google, Meta, and Amazon.
Why It's Important?
The recognition of Pretty Kubyane's work highlights the growing importance of technology in agriculture, particularly in improving market access for farmers. By connecting farmers with buyers through a digital platform, eFama addresses one of the biggest challenges in farming: reliable market access. This innovation not only supports farmers in optimizing their production but also strengthens the agricultural supply chain, potentially leading to increased economic stability for small-scale farmers. The award also underscores the role of women in leading technological advancements in traditionally male-dominated industries, promoting gender equality and inspiring future generations of female entrepreneurs.
