But can the same success be replicated in agriculture? Hello Tractor, an agricultural technology company, has broken considerable ground connecting tractor owners to smallholder farmers, increasing access to this important farm machinery at affordable costs.
The firm, founded by Jehiel Oliver, receives smallholder farmers’ requests for tractor service on its booking agent app and pairs them with the appropriate tractor owners.
Justine Orutwa, the mechanization and IoT engineer at Hello Tractor, says the innovation has reduced the hiring inefficiencies that previously made it difficult for smallholders to access tractors and enabled tractor owners and manufacturers to expand their markets and reach new customers.
“Traditionally, this has occurred through word of mouth and poorly coordinated referrals: a friend of a friend knows a farmer in need of plowing and sends them to a tractor owner, cooperative, or hiring association that may or may not be able to deliver service,” Orutwa says.