The Seed Marketing Report: How Farmers in Kenya and Uganda Choose, Use, and Trust Maize and Bean Seeds – GeoPoll

GeoPoll and Resourced are happy to launch a brand new multi-year examine that sheds mild on how farmers in Kenya and Uganda uncover, consider, and undertake improved maize and bean varieties. Performed below the Seed Advertising and marketing Insights & Adoption (SMIA) program, this analysis supplies one of the crucial complete demand-side views on seed decision-making in East Africa, at a time when resilient, high-performing seed is extra important than ever for meals safety and agricultural economics.

Masking three waves of information assortment from the 2023 baseline to the 2025 endline, the examine tracks the evolution of farmer conduct throughout consciousness, selection switching, most well-liked traits, buying limitations, advertising and marketing sources, and model engagement. The findings present a altering panorama, the place digital channels are rising, conventional networks are shifting, and farmers have gotten extra knowledgeable and intentional of their seed selections.

What the Report Covers

This new report supplies a complete image of how farmers make seed selections throughout Kenya and Uganda. It explores the total journey — from consciousness and belief, to selection switching, buying conduct, advertising and marketing channels, and engagement preferences. The evaluation covers:

• Seed sources and entry pathways: How farmers receive maize and bean seed, and the way sourcing patterns have advanced throughout the three waves.
• Obstacles to buying improved seed: Monetary, trust-related, and availability challenges that have an effect on adoption.
• Web Promoter Scores (Advocate and Information): How farmers understand the varieties they use — and the way nicely they will recall particular manufacturers or names.
• Selection switching conduct: Who switches, why they swap, why they don’t, and the way ceaselessly switching happens.
• Most well-liked traits and efficiency priorities: What farmers worth most, from yield and drought tolerance to maturity and vigor.
• Advertising and marketing and knowledge channels: Which platforms and communication channels affect farmers, together with the rise of digital advertising and marketing and the steady significance of radio.
• Social media utilization and engagement preferences
• How farmers use Fb, WhatsApp, and different platforms, and which channels they like for interacting with seed corporations.
• Most most well-liked methods to interact with seed corporations
• How farmers need corporations to speak with them, from coaching occasions and demos to digital channels.

These sections collectively present a whole, accessible, and actionable image of how the seed market is evolving from the farmer’s perspective.

Obtain the Full Report

The total report supplies evaluation, demographic profiles, cross-country comparisons, and suggestions for constructing belief, driving adoption, and strengthening advertising and marketing methods.

Interactive Dashboard

To enrich the report, dig into this dynamic, interactive dashboard the place you’ll be able to discover traits by crop, nation, age group, gender, and different demographics.

Contact Us

For extra details about this challenge, get clarifications on any part within the information, or to study extra about our capabilities, please be at liberty to contact GeoPoll.