Digital Marketing & Branding for Agroecological Products

• Many agroecological producers and small traders rely only on local buyers or middlemen, missing higher-value markets.
• Buyers increasingly want traceable, sustainable, and branded products.
• Digital marketing gives low-cost visibility to small traders — especially women and youth — and connects them directly to regional and even global buyers.
• Branding helps differentiate agroecological goods in competitive markets.

An ITC survey (2022) found that SMEs using social media increased export sales by 28% compared to those that didn’t.

1. Understanding Branding for Agroecological Products

• What is a brand? A promise of quality, sustainability, and story.
• Agroecological branding = clean production, community impact, traditional & climate-smart practices.
• Simple brand elements:
  • Name / logo
  • Colour & packaging
  • Tagline (e.g., “Pure Organic Beans from Kilimanjaro”)

2. Storytelling: Selling Your Values

• Buyers love origin stories: Who grows it? How? Why agroecology?
• Include:
  • Sustainability: soil health, no chemicals.
  • Community: women/youth leadership.
  • Nutrition: healthy, natural produce.
• Capture short videos/photos in the field.

3. Social Media Marketing

Platform	Best Use
Facebook	Community groups, local buyers, co-ops
Instagram	Visual storytelling (photos & reels)
WhatsApp Business	Direct orders, price lists
LinkedIn	B2B buyers, NGOs, donors
TikTok	Youth-friendly product videos

Practical Tips:

• Use clear images: clean produce, happy farmers.
• Add prices & contact info to posts.
• Post regularly (at least weekly).
• Tag locations and use relevant hashtags (#organic, #AfCFTA, #BuyAfrica).

4. E-Commerce Platforms for Agroecological Traders

• Selina Wamucii
• Wasoko
• Mkulima Young
• Trade.Africa AfCFTA Portal
• Jumia Food/Agri Sections

Tip: Start with local or diaspora-friendly platforms, then scale.

5. Low-Cost Branding & Packaging

• Use stickers or stamps for brand names.
• Affordable printed packaging (from local printers).
• Add QR codes linking to your farm story or certifications.
• Ensure clear labels (product, weight, harvest date, origin).

6. Simple Digital Tools

Tool	Purpose	Link
Canva	Free design for flyers/logos	https://www.canva.com
WhatsApp Business	Catalogue & customer messaging	https://www.whatsapp.com/business
Google My Business	Get found locally	https://www.google.com/business/
Pixlr	Free photo editing	https://pixlr.com
Shopify / Paystack Storefront	Simple online shop	https://www.shopify.com / https://paystack.shop

Brand & Market Your Products in 6 Steps

1. Define your story: who you are, why agroecology.
2. Create a simple logo & tagline (Canva or hire cheaply on Fiverr).
3. Take quality photos/videos of produce and farmers.
4. Set up WhatsApp Business + Facebook/Instagram page.
5. List on one e-commerce platform (Selina Wamucii, Wasoko).
6. Promote: post regularly, respond quickly to inquiries.

✅	Item
Logo & tagline created.
At least five high-quality product photos
Facebook & WhatsApp Business pages set up
QR code on packaging
Product listed on one online marketplace
Price list & contact shared with buyers
Weekly posting plan prepared

• Selina Wamucii: https://www.selinawamucii.com
• Wasoko: https://wasoko.com
• Mkulima Young: https://www.mkulimayoung.com
• Canva (free design): https://www.canva.com
• WhatsApp Business: https://www.whatsapp.com/business
• Google My Business: https://www.google.com/business/
• ITC SME Digital Marketing Guide: https://www.intracen.org/our-work/trade-support/sme-competitiveness/
• AfCFTA Trade Portal: https://trade.africa