In the rolling hills of rural Kenya, a quiet transformation is unfolding on smallholder farms. There are no grand machines or sprawling greenhouses—just farmers, their livestock and a voice message pinging on their phones.
For decades, agricultural extension in Kenya meant waiting weeks—sometimes months—for an officer to visit with advice; maybe a bag of seeds. Now, a local agri-tech startup, DigiCow Africa Ltd, is replacing that old model with something far more accessible: digital guidance in a farmer’s pocket.
“We identified several gaps,” says Mercy Cheptoo, DigiCow’s Training Coordinator. “Inconsistent access to extension services, limited follow-up and a lack of integration between crop and livestock support. Our goal was not to replace traditional extension but to make it smarter, more consistent and more responsive.”
Turning phones into farming classrooms
DigiCow’s flagship app delivers short, audio-based lessons tailored to the realities of rural life. The lessons are sent via voice notes, SMS or through the app itself. They’re delivered in Swahili and local languages to make them as easy to understand as possible.
“We realised that audio format is more relatable and accessible in rural areas than video,” says Cheptoo. “It connects with farmers, not just informs them.”
And for those without smartphones, there’s the Ndume App used by trained veterinary and extension officers to log data and deliver services on behalf of individual farmers. Each farmer is assigned a unique ID to ensure continuity and support over time.
“We’re not assuming everyone is digitally literate,” Cheptoo adds. “So we built a system that works even for farmers who are completely offline.”
Mercy Cheptoo, DigiCow’s Training Coordinator Going beyond the handout culture
While technology is at the heart of DigiCow’s innovation, the real shift lies in the mindset it fosters. For years, extension services were associated with handouts—fertilisers, seeds or feeds. DigiCow is working to change that narrative.
“There’s a strong association between extension and handouts, which can create unrealistic expectations,” Cheptoo explains. “Some farmers expect, rather than invest in, the support they receive.”
By focusing on education and continuous learning, DigiCow is helping farmers see the long-term value of knowledge and the returns that come with better practices.
Trust, training and community roots
A key part of DigiCow’s success lies in its hybrid approach. Trainers work with farmers in group settings to introduce the app, walk them through the features and answer questions. These in-person sessions are crucial for building trust and bridging the digital divide.
“This bridges the gap for those who are still sceptical about technology or have limited digital literacy,” says Cheptoo. “It’s a trust-based model—delivered by people farmers already know.”
Trainers also provide ongoing support, returning to communities regularly and reinforcing lessons through monthly follow-ups.
“It’s not just a one-off training,” Cheptoo emphasises. “It’s continuous learning.”
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Farming that’s greener—and smarter
DigiCow isn’t just improving access—it’s also helping farmers adopt more sustainable practices. While most conversations about agriculture and climate change focus on production, even support services like agricultural extension contribute to emissions, especially through fuel-heavy travel. DigiCow is helping to reduce that by replacing many in-person visits with remote, digital interactions.
“Sustainability is at the heart of what we do,” says Cheptoo. “Our digital extension system helps cut transport emissions, eliminates paper-based documentation and supports climate-smart practices.”
DigiCow also promotes climate-smart practices among smallholder farmers through its digital platforms. Farmers receive guidance on conservation agriculture techniques such as efficient water use, improved manure management and the adoption of drought-resistant fodder crops.
Recognizing the shifting climate realities, DigiCow equips farmers with strategies to adapt to changing weather patterns, including tips on soil conservation and sustainable land management.
These practices not only enhance farm productivity but also bolster resilience against climate-
induced challenges like erratic rainfall and prolonged dry spells.
The apps also provide built-in tools for tracking milk yields, monitoring animal health and keeping production records. That data helps farmers and trainers spot problems early and tailor solutions that fit each farmer’s reality.
Challenges and solutions
Of course, not everything goes smoothly. Digital literacy is still a major hurdle in some areas, with farmers struggling to navigate even basic USSD codes. But DigiCow doesn’t let that stand in the way.
“We’ve had farmers struggle with simple actions like using USSD codes,” Cheptoo admits. “But nothing is unfixable.”
The team sends reminders in Swahili, follows up with phone calls and provides in-person support when needed. The focus isn’t on perfection but on progress.
“We’re finding ways around the limitations. What matters is that farmers feel supported, not judged,” she adds.
There’s also a layer of scepticism to overcome, especially in communities that have seen other tech projects fail to deliver.
“Building trust is a slow but deliberate process,” Cheptoo says. “But consistent presence and tangible results speak for themselves.”
The way forward: growing across borders
With over 70,000 farmers and 1,500 animal health practitioners already on board, DigiCow’s model has potential for adoption in other countries. And while the platform may seem simple, its impact is anything but.
“We absolutely plan to scale this model into other countries,” says Cheptoo. “The issues we’re tackling—access to quality extension, reliable follow-up, affordable service delivery—are relevant across borders.”
Still, for Cheptoo, the most powerful moments are often the smallest: a farmer preventing disease after listening to a voice note or remembering to track their milk yields after an SMS reminder.
“These little wins matter,” she says. “They build confidence. They build livelihoods.”
