Journalists and media platforms are being urged to help drive Africa’s development by placing greater focus on the agricultural sector.

Director of Communications, Innovations, Advocacy, and External Relations at AGRA, Aggie Konde, says it's time for food systems stakeholders to also prioritise the media as a tool for driving investments in the agricultural sector.

“Unless we bring the urgency to telling the story that matters to Africans, the urgency will never be realised. And that will mean we will not see the kind of investments in agriculture we are looking for…

"We need to take the conversation where it matters most,” she said. She described the media as a catalyst that shapes public opinion, drives accountability, and influences agricultural policies.

Madam Konde was speaking at a side event at the Africa Food Systems Forum in Dakar, Senegal, to announce a partnership between AGRA and Farm Radio International (FRI) that will aim at improving the dissemination of food systems content using the media.

She announced that under the partnership, AGRA is working with the Just Communication Department of FRI to ensure that farmers, youth, and women are not just heard, but are central to decision-making in the food systems sector.

“Together, we are building a bridge between farmer realities and policy action to make Africa’s food systems inclusive, resilient, and youth-driven,” she said.

Head of Just Communication, Benjamin Fiafor explained that the partnership will connect farmers, youth, women, and policymakers through coordinated storytelling and innovative communication platforms.

Both organisations will also work to ensure that policies and investments in the food systems sector are rooted in the real voices, needs, and opportunities of farmers and rural dwellers.

Speaking at the event, former Member of Parliament for Petauke Central in Zambia, Dr. Dora Siliy, noted that the media plays a central role in shaping the narratives that drive budgets, reforms, and continental strategies.

She called on policymakers to listen to stories from farmers and youth to design responsive and accountable policies.

Head of Program Development and Network Initiatives at Farm Radio International, Gertrude Nalubinga Mwebaza, said radio remains the most trusted and accessible medium for rural communities.

She noted that when farmers’ voices are amplified through interactive radio, it drives accountability and policy responsiveness at all levels.

Adjaratou Kosse Faye Guindo, a farmer and Member of the AgriInfluencer Network, said that as youth and women in agriculture, visibility is key to accessing markets, finance, and influence.

She said the media creates opportunities for a new generation of farmers to be seen as leaders and entrepreneurs.

Vice President of Communications at Emerging Ag Inc., Waiganjo Njoroge, urged journalists and media outlets to humanise stories about the agricultural sector, emphasising that compelling, relatable storytelling is key to addressing challenges within food systems.