As the world faces escalating challenges in food security, climate change, and resource scarcity, agripreneurs are stepping up with groundbreaking solutions to reshape the future of agriculture. The GoGettaz Agripreneur Prize Competition highlights some of the brightest innovators in Africa, including three outstanding finalists from Northern Africa: Jafife from Morocco, Hayat Technology from Tunisia, and Plug’n’Grow from Egypt. These pioneering ventures are harnessing the power of green energy, digital technology, and sustainable farming techniques to transform agricultural practices, drive economic growth, and empower communities across the region. Let’s dive into the inspiring stories behind these three agripreneurs and explore how they’re leading the way toward a more resilient and sustainable food system in Northern Africa.
JAFIFE: Harnessing Green Energy for Sustainable Food Processing in Morocco
In Northern Africa, where traditional agricultural practices meet the need for sustainable development, JAFIFE is paving the way with a pioneering approach to food preservation and agri-food processing. Founded by Fatima El Khou, this Moroccan startup utilizes digitalized solar dryers to transform crops and seafood into high-quality, long-lasting dried food products and natural dyes. By embracing green technology and renewable energy, JAFIFE is making a significant impact on the agri-food industry while addressing crucial environmental and social challenges.
A small selection of produce that Jafife can work with
Fatima El Khou is the CEO and founder of Jafife, a company that specializes in transforming crops and seafood into long-lasting dried food products and natural dyes using digitalized solar dryers. With a deep commitment to sustainability and innovation, Fatima leads Jafife with a vision to create efficient, eco-friendly solutions that support the agri-food industry in Morocco and beyond. As a trailblazing entrepreneur, she has combined her expertise in agri-processing with a passion for empowering rural communities, driving Jafife to make a significant impact in promoting sustainable supply chains while maintaining the nutritional value and quality of dried products. Under her leadership, Jafife is not only revolutionizing food preservation but also supporting local farmers and contributing to environmental conservation.
The Business
At the core of JAFIFE’s operations is its innovative use of digitalized solar drying technology. Solar drying is an ancient method of food preservation, but JAFIFE has taken this process to new heights by integrating modern digitalization techniques. The company’s solar dryers are equipped with intelligent systems that optimize drying conditions, preserving the nutritional value and quality of the dried products. This technological advancement allows for precise control over temperature, airflow, and humidity, resulting in consistently superior products.
The digitalized aspect of JAFIFE’s solar dryers also makes the drying process more efficient and scalable. Through automation and monitoring systems, JAFIFE can process large volumes of crops and seafood with minimal energy consumption. By utilizing renewable solar energy, the company reduces its reliance on fossil fuels, contributing to a lower carbon footprint and supporting Morocco’s transition toward a greener economy.
Jafife’s easy-to-use app
JAFIFE’s product offerings are diverse, catering to various sectors in the agri-food industry. The dried food products are used as ingredients in processed foods, while the natural dyes extracted from dried crops serve as eco-friendly alternatives in the textile and cosmetics industries. By transforming raw agricultural products into value-added goods, JAFIFE supports sustainable supply chains and provides farmers with additional revenue streams.
One of the key strengths of JAFIFE’s approach is its ability to preserve the nutritional content of dried food. Unlike conventional drying methods, which can lead to nutrient loss and diminished quality, JAFIFE’s digitalized solar dryers maintain the integrity of vitamins, minerals, and other essential compounds. This ensures that consumers receive healthy, high-quality products, whether they are enjoying dried fruits, vegetables, or seafood.
JAFIFE conducts in-depth analyses to assess the feasibility and economic benefits of solar drying projects. By evaluating the economic context, potential social impact, and overall contribution of solar drying, JAFIFE ensures that clients can make informed decisions and achieve successful outcomes. JAFIFE provides expert advice on how to optimize energy savings and maintain product quality through solar drying. This service helps businesses and farmers enhance the value of their produce while minimizing operational costs. Quality assurance and market access are crucial for the success of solar-dried products. JAFIFE offers comprehensive support to ensure that products meet industry standards and reach their target markets. JAFIFE’s training initiatives empower participants to master solar drying technology and agri-food valorization techniques. By building local capacity, these programs contribute to the growth of sustainable businesses and the wider adoption of green technologies.
Their Impact
JAFIFE’s business model is built on principles of sustainability and social responsibility. By promoting solar drying technology, the company is helping to combat food waste and reduce post-harvest losses-a critical issue in Morocco and across Africa. Many smallholder farmers struggle with spoilage due to inadequate storage and preservation methods, leading to significant financial losses. JAFIFE’s technology provides a solution by extending the shelf life of crops and seafood, enabling farmers to store and sell their products over longer periods.
Colourants
Furthermore, JAFIFE plays an active role in empowering rural communities. The company offers training and coaching programs to local farmers and entrepreneurs, equipping them with the knowledge and skills needed to adopt solar drying technology. By fostering local expertise, JAFIFE is contributing to job creation and economic development in underserved regions. Women and young people, in particular, benefit from these initiatives, gaining access to new opportunities and financial independence.
Digital innovation on an ancient technique
Environmentally, JAFIFE’s impact is profound. The use of solar energy in its drying processes not only reduces greenhouse gas emissions but also curbs deforestation by offering an alternative to wood-based drying methods. Additionally, JAFIFE’s products help decrease the demand for synthetic dyes and chemicals, which are often harmful to ecosystems. The company’s commitment to a fair and socially responsible supply chain further aligns with its vision of creating a sustainable future for the agri-food industry.
As a Top12 Finalist in the GoGettaz Agripreneur Prize Competition, JAFIFE’s journey is a testament to the power of entrepreneurship and innovation in addressing some of the most pressing challenges of our time. JAFIFE’s vision of a sustainable future is one where technology, nature, and communities work in harmony. As the company continues to refine its solutions and expand its reach, it will undoubtedly play a vital role in shaping the future of food processing in Africa and beyond. Through its commitment to green energy, social equity, and environmental stewardship, JAFIFE is leading the way toward a brighter, more sustainable world.
Hayat Technology: Empowering Sustainable Agriculture Through AI and Precision Farming
In Northern Africa’s agricultural landscape, where resource scarcity and climate challenges are growing concerns, Hayat Technology is pioneering a new future for farming. Based in Tunisia, Hayat Technology is transforming traditional farming practices with its AI-driven GrowIt system. This innovative solution harnesses the power of artificial intelligence, IoT (Internet of Things), and real-time data analysis to optimize water usage, enhance crop management, and boost agricultural productivity.
The Tech Team
Mohamed Amine Bensalem is the founder and CEO of Hayat Technology, where he leverages his expertise as a DevOps architect and business strategist to drive the company’s growth and innovation. With a strong focus on product deployment and strategic management, Mohamed has successfully overseen the development and implementation of Hayat Technology’s AI-driven GrowIt system, which optimizes water usage and enhances crop management. Under his leadership, the company has achieved remarkable results in pilot programs across Tunisia, demonstrating significant improvements in crop yields and resource efficiency. Early market acceptance is evident, with six units already sold to two customers. Through strategic partnerships and participation in accelerator programs, Mohamed has positioned Hayat Technology for scalability, validating the company’s potential to make a lasting impact on sustainable agriculture.
The Business
At the core of Hayat Technology’s offerings is the GrowIt system, an advanced irrigation management tool designed to address the critical issue of water scarcity while improving crop yields. The system uses AI-driven sensors to monitor soil conditions, climate factors, and crop health, providing farmers with real-time data and actionable insights. The AI algorithms analyze this data to recommend precise irrigation schedules, nutrient management strategies, and other crop care practices. By making this cutting-edge technology accessible and affordable, Hayat Technology is bridging the gap between traditional farming methods and modern, data-driven agriculture.
The integration of AI and IoT into the GrowIt system is a game-changer for farmers. The sensors collect vast amounts of data, from soil moisture levels and temperature to humidity and sunlight. This data is processed in real-time, allowing farmers to respond immediately to changing conditions. For instance, the system can detect when a specific crop area needs water and automatically adjust irrigation schedules accordingly. This precision not only conserves water but also ensures that crops receive the exact amount of hydration they need to thrive.
Their system
The GrowIt system is designed with the farmer in mind, focusing on ease of use, scalability, and cost-effectiveness. Key features include AI-driven insights from GrowIt’s AI algorithms. These provide tailored recommendations for each farm, considering factors like crop type, soil composition, and local climate. This personalized approach helps farmers make informed decisions to maximize productivity.
The system’s IoT sensors continuously monitor soil and environmental conditions, transmitting data to a central platform where it is analyzed and visualized. Farmers can access this information through an intuitive dashboard, receiving instant alerts and updates. One of GrowIt’s standout features is its ability to automate irrigation. By analyzing soil moisture and weather patterns, the system schedules irrigation cycles to optimize water usage, reducing waste and ensuring crops receive consistent care.
The Growlt System
Hayat Technology’s GrowIt system represents the intersection of AI, IoT, and precision agriculture. The innovation lies not only in the technology itself but also in its application to address real-world challenges faced by farmers. By leveraging AI, the system can analyze complex datasets, detect patterns, and provide actionable recommendations that go beyond traditional farming practices.
The machine learning capabilities within the GrowIt system allow it to continuously improve its recommendations based on historical data and changing environmental conditions. Over time, the system “learns” the unique needs of each farm, making it smarter and more efficient. This adaptive approach ensures that farmers can stay ahead of climate variability and other unpredictable factors that affect crop performance.
Additionally, Hayat Technology has integrated a user-friendly interface that allows farmers with minimal technical expertise to operate the system with ease. The platform provides visualizations, alerts, and step-by-step guidance, making it accessible to a wide range of users. This focus on user experience ensures that the benefits of advanced technology are within reach for all farmers, regardless of their background.
The team
Their Impact
Hayat Technology’s GrowIt system has a profound impact on both the environment and the communities it serves. By optimizing water usage and reducing dependency on chemical fertilizers and pesticides, the system contributes to more sustainable agricultural practices. This is particularly important in Tunisia and other regions facing water scarcity and soil degradation due to overuse of resources. GrowIt’s precision irrigation ensures that every drop of water is used efficiently, protecting vital resources for future generations. This also aligns with global sustainability goals, addressing issues like water security, climate change, and responsible consumption.
The system being used in aquaculture
On the social front, Hayat Technology is empowering local farmers by providing them with tools to improve productivity and profitability. The system’s real-time data and insights allow farmers to make smarter decisions, leading to better yields and higher incomes. This is especially beneficial for smallholder farmers who often lack access to the latest agricultural technologies. By making these tools affordable and easy to use, Hayat Technology is contributing to poverty reduction, food security, and economic growth in rural communities.
The company also places a strong emphasis on education and capacity building. Through training programs and workshops, Hayat Technology ensures that farmers understand how to get the most out of the GrowIt system. These initiatives help farmers develop new skills and adopt best practices in sustainable agriculture, fostering long-term resilience and growth.
Their application in use as a bio air-filter
Looking ahead, Hayat Technology aims to scale its operations to more regions and introduce its technology to a wider audience. By collaborating with governments, NGOs, and agricultural organizations, the company plans to drive the adoption of precision farming practices across Africa. The long-term vision is to create a network of smart farms that collectively contribute to global food security and environmental sustainability.
Hayat Technology is more than just a tech startup, it’s a catalyst for change in the agricultural sector. By combining AI, IoT, and real-time data analysis, the company’s GrowIt system offers a practical solution to some of the most pressing challenges in farming today. From water conservation and resource optimization to empowering smallholder farmers, Hayat Technology is making a tangible difference in the lives of farmers and the environment.
Plug’n’Grow: Revolutionizing Agriculture in Egypt with Hydroponics and Aquaculture
The agricultural sector is undergoing a transformation, driven by innovative solutions that optimize resource use and improve crop yields. In Egypt, where water scarcity and land degradation are growing challenges, Plug’n’Grow, led by Mostafa Hassanen, stands at the forefront of this revolution. The company is a Top12 Finalist in the GoGettaz Agripreneur Prize Competition for its cutting-edge approach to sustainable agriculture through hydroponics and aquaculture technologies. With a focus on resource efficiency, cost reduction, and premium crop production, Plug’n’Grow is helping farmers transition to climate-resilient and profitable farming practices.
The Plug’n’Grow system
Mostafa Hassanen, the Founder & CEO of Plug’n’Grow, is a physicist and seasoned entrepreneur with a remarkable track record in the sustainability sector. He has established four startups, two of which focus on hydroponics, driving innovation in sustainable agriculture. One of his ventures was successfully acquired by two Saudi conglomerates, raising USD 4 million in funding. With a talent for leadership, Mostafa has managed teams of up to 100 members, guiding them toward successful project execution and scaling impactful solutions. His expertise and vision continue to shape the future of sustainable food production through Plug’n’Grow.
The Business
Plug’n’Grow specializes in developing economic and sustainable agricultural systems that leverage proven hydroponic and aquaculture technologies. These systems are designed to enable growers, whether in cities, deserts, or remote regions, to produce high-quality crops with minimal resources. By eliminating the need for fertile soil, Plug’n’Grow’s solutions make it possible to farm in diverse environments, even those where traditional agriculture would be impossible.
Integrated products and services
The company’s primary focus is on creating “Food Factories,” which are integrated farming systems that offer a range of solutions tailored to different climates, crops, and economic contexts. Plug’n’Grow’s approach is both scalable and adaptable, catering to the needs of both smallholder farmers and large commercial operations. Their systems reduce capital investment and operational expenses by up to 70% compared to traditional hydroponic systems, making them accessible and affordable to a wider audience.
Plug’n’Grow offers a comprehensive range of products and services designed to maximize productivity and resource efficiency. Their flagship offerings include:
- GrowCell: A proprietary plug-and-play system that can be configured in four different modes: Deep Water Culture (DWC), Nutrient Film Technique (NFT), Media, or Aeroponic. The GrowCell is designed to ensure maximum space utilization, up to 85% more than conventional systems, while achieving high productivity with an average yield of 114 kg per square meter. The modular system can operate as a standalone unit or be scaled for commercial operations, offering flexibility for growers of all sizes.
- GrowSerum: A specialized range of hydroponic solutions formulated for different crop types. These nutrient solutions are optimized for premium quality commercial production, ensuring that plants receive the precise nutrients they need for healthy growth.
- GrowNet: A digital platform that connects growers with markets, service providers, and other stakeholders in the agricultural value chain. GrowNet facilitates capacity building, technology access, and market transactions, offering features like skill matchmaking, transparent customer feedback, and payment escrow services to ensure fair and smooth interactions between all parties involved.
What sets Plug’n’Grow apart from other agritech companies is its commitment to continuous research, data-driven design, and the use of advanced algorithms to optimize agricultural systems. The company’s R&D team collaborates with leading European research institutes like RWTH Aachen University and the Technische Universität München to develop solutions that are both efficient and sustainable. These collaborations have led to publications and the development of innovative technologies that are now being applied in real-world agricultural settings.
A raised system
Plug’n’Grow’s systems are designed using curated algorithms that take into account factors like water and energy consumption, crop type, and environmental conditions. The systems are equipped with sensors connected to the in-house developed GroWizard SaaS application, which allows for real-time monitoring and management. This enables farmers to track their operations, receive alerts, and make data-driven decisions that improve efficiency and yield.
In addition to their technological innovations, Plug’n’Grow is committed to rigorous external assessments of their systems. The company partners with firms like Quantis to evaluate the sustainability and impact of their technologies, ensuring that they meet global standards for environmental responsibility.
Their Impact
One of Plug’n’Grow’s most significant contributions to sustainability is its ability to dramatically reduce water usage in agriculture. Traditional farming methods consume large quantities of water, much of which is lost through evaporation and inefficient irrigation. In contrast, Plug’n’Grow’s hydroponic systems use up to 90% less water by recirculating it through closed systems. This water is purified and reused, minimizing waste and ensuring that crops receive consistent hydration.
Horizontal planting of leafy greens
The company’s systems also have a high carbon sequestration potential, with the capacity to capture up to 180,000 kg of carbon dioxide per acre per year. This is made possible by the systems’ ability to produce up to 26 times more yield than traditional farming methods on the same area of land. By optimizing productivity, Plug’n’Grow reduces the carbon footprint associated with activities like plowing, sowing, and transporting crops, making it one of the most sustainable farming solutions available.
Furthermore, Plug’n’Grow advocates for the use of barren or non-arable land for hydroponic farming, protecting fertile land and preserving biodiversity. The controlled environment within their greenhouses reduces the risk of pest infestations and eliminates soil-related diseases, which are common in traditional farming. The company also encourages integrated pest management (IPM), using natural predators and bees for pollination, further reducing the need for chemical inputs and promoting ecological balance.
Beyond its environmental contributions, Plug’n’Grow is dedicated to making a positive social impact. The company’s solutions are designed to uplift bottom-of-the-pyramid communities by providing them with tools to generate income and access healthy, chemical-free produce. The GrowCell system, for instance, is particularly beneficial for smallholder farmers who want to produce food for their families while generating additional revenue.
Social integration for all types of farmers
Plug’n’Grow also places a strong emphasis on capacity building and training. The company offers tailored curricula that cover all aspects of hydroponic farming, from system components to quality control. This training is aimed not only at experienced farmers but also at beginners, ensuring that everyone has the opportunity to benefit from modern agricultural techniques.
Importantly, Plug’n’Grow is committed to gender inclusivity in agriculture, a field traditionally dominated by men. The company dedicates 35% of its capacity-building efforts to women, while 30% of its workforce is female. Remarkably, 66% of the leadership positions within Plug’n’Grow are held by women, demonstrating the company’s dedication to fostering female empowerment and leadership in the agritech sector.
As Plug’n’Grow continues to grow and evolve, the company is focused on scaling its solutions to reach more farmers and communities across Egypt and beyond. By expanding its digital platform, GrowNet, and enhancing its AI-driven systems, Plug’n’Grow aims to create a global network of smart farms that contribute to food security, resource conservation, and environmental sustainability.
Plug’n’Grow is more than just an agritech company – it’s a catalyst for change in how we think about farming and food production. By combining hydroponic and aquaculture technologies with advanced AI, IoT, and data-driven solutions, the company is helping farmers achieve higher yields with fewer resources. Their commitment to sustainability, inclusivity, and social impact makes them a standout finalist in the GoGettaz Agripreneur Prize Competition.
Many different crops can utilise these services
Conclusion
The innovative solutions from Jafife, Hayat Technology, and Plug’n’Grow demonstrate the remarkable potential of Northern Africa’s agripreneurs to address the region’s pressing agricultural challenges. By combining cutting-edge technology with a commitment to sustainability, these ventures are revolutionizing food production, optimizing resource use, and empowering communities. From preserving food through solar-powered drying systems to leveraging AI-driven precision farming, to deploying hydroponic systems that can thrive in even the harshest environments, these finalists showcase how innovation and resilience can shape a better future. As they continue to scale their impact, Jafife, Hayat Technology, and Plug’n’Grow are not only transforming agriculture but also offering a blueprint for how localized solutions can contribute to global food security and environmental preservation. Northern Africa’s agripreneurs are leading the charge toward a more sustainable and inclusive agricultural landscape, setting the standard for the next generation of changemakers across the continent.
Follow @GoGettazAfrica on social media (Facebook, Instagram, Twitter, LinkedIn, TikTok, and YouTube) and participate in their journey towards transforming agriculture in Africa.
GoGettaz Co-Founders:
Yara International: https://www.yara.com/
Econet: https://www.econetafrica.com/
GoGettaz Partners:
Africa Food Systems Forum: https://agrf.org/
Alliance for a Green Revolution Africa: https://agra.org/
Southern African Confederation of Agricultural Unions: http://www.sacau.org/
SNV Netherlands Development Organisation https://www.snv.org/
U.S. Agency for International Development: https://www.usaid.gov/
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