Report
Social Agriculture: How Social Media Is Reshaping Agriculture Value Chains in Ghana
Authors Richard Boateng, Joseph Budu, John Serbe Marfo, Obed Kwame Adzaku Penu, Pasty Asamoah
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This report provides insights into how social media creates and impacts livelihoods in the agriculture sector in Africa’s digital economy, especially in Ghana. Known as “social agriculture,” the use of social media in agricultural activities is gaining popularity in economies worldwide, including in Ghana. Social agriculture refers, broadly speaking, to the set of practices composing the use of social media platforms to support agricultural livelihoods. Despite the promise of social media platforms, little is known about how social media reconfigures agricultural value chains and impacts the livelihoods of actors within them.
This study is a response to this knowledge gap and aims to enable more social agriculture winners in the agricultural sector in sub-Saharan Africa. It presents findings based on interviews with 28 ecosystem actors across four value chains in Ghana: vegetables, rice, cocoa, and agri processing. Interviews illuminated four themes which can guide the evolution of social agriculture, inform governmental and development partner interventions, and shape future research: impacts on value chain roles, trust dynamics, opportunity creation, and gender and youth empowerment.
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