Delivering genetic innovations to maize farmers in Kenya: Challenges and opportunities for accelerated varietal turnover

The workshop explored collaborative solutions among seed companies, agro-dealers, farmers, and policymakers to accelerate the adoption of improved maize varieties and drive varietal turnover in the agricultural sector.

By Marion Aluoch, Michael Ndegwa, Sarah Kariuki and Berber Kramer

In the light of climate change, population growth, and food insecurity, improving seed systems for maize—a staple crop for millions of Kenyans—has enormous potential to transform livelihoods and strengthen food systems. Despite significant advances in breeding that have resulted in new seed products better suited to the current production environment, adoption of the newly released seed varieties has lagged, a problem known as slow varietal turnover. This raises two important questions: why are these genetic innovations not reaching the farmers who need them the most, and how can we accelerate the uptake of modern seed products?

These questions framed the discussions at the Maize Seed Marketing Workshop, which took place in Nairobi on November 21, 2024. The event, organized by CIMMYT, IFPRI, and CGIAR’s Market Intelligence Initiative, brought together a diverse group of stakeholders, including farmers, policymakers, seed companies, agro-dealers, researchers, and donors. This diversity was critical as it ensured that all key players who could collaborate to accelerate varietal turnover in the agricultural sector were present. By involving stakeholders from across the value chain, the workshop fostered a holistic and collaborative approach to addressing systemic barriers in maize varietal adoption.

Dr. Prasanna Boddupalli from CIMMYT set the tone by emphasizing the organization’s commitment to farmer-centric maize breeding1 and partnerships. “Despite the development of superior maize hybrids, adoption remains slow due to bottlenecks in the seed system including inadequate dissemination, and insufficient farmer awareness,” he stated, calling for collective action. Dr. Clemens Breisinger of IFPRI highlighted the need to create an enabling environment to bring genetic innovations to farmers’ fields, and stressed IFPRI’s commitment to delivering evidence-based research to inform policies and strategies for accelerating varietal turnover.

Through rich discussions, participants identified several barriers that prevent farmers from adopting improved seeds. Trust issues, accessibility challenges, and a lack of farmer awareness were among the most prominent. Many farmers remain risk-averse, hesitant to adopt new seeds due to high costs, fears of counterfeit products, and previous experiences with seeds that failed to meet the exaggerated claims of increased yields. As Selina Wanjira, a smallholder farmer from Kirinyaga County, explained, “For me, the seeds are expensive, and when I go to the shop, sometimes they are not even there.”

To address the barriers to adoption of new maize hybrids, workshop participants emphasized the need for initiatives that build trust and confidence among farmers. Trial packs and demonstration plots were cited as particularly effective tools, but only if promoted varieties visibly outperformed farmers’ commonly grown varieties. These marketing innovations allow farmers to test new varieties on a small scale or observe their performance under local conditions before committing to larger investments. Participants also emphasized the importance of community-based education programs and farmer-to-farmer learning, which not only raises awareness of improved seeds and their benefits but also foster peer support and trust.

A clear consensus emerged that placing farmers at the center of agricultural innovations is essential. Engaging farmers directly through these initiatives ensures that agricultural innovations are tailored to their specific needs, allowing them to make informed decisions and build confidence in adopting and using improved seeds.

The workshop further revealed that slow varietal turnover is aggravated by factors such as the high cost and inconsistent availability of improved seeds. Additionally, lengthy regulatory processes cause delays in the approval and availability of new varieties, further complicating adoption efforts. Despite these challenges, the workshop identified several promising innovations.

For example, digital marketing campaigns now allow seed companies to directly and personally engage with farmers through platforms such as WhatsApp, SMS, and social media. Meanwhile, traditional methods such as radio broadcasts are still effective in reaching older audiences. Bundling seeds with crop insurance emerged as another innovative strategy, providing farmers with a financial safety net in case of crop failure and encouraging them to experiment with new technologies without fear of loss.

Gender dynamics were also identified as a key factor influencing seed adoption. Research presented by IFPRI highlighted how women, who play an important role in decision-making in subsistence farming households, were more likely to prioritize traits like cooking qualities and taste over marketability, which was valued more by men. As a result, cooking demonstrations appeared effective in shifting perceptions of new varieties. Workshop participants stressed the need for gender-sensitive breeding programs and equitable access to improved seeds. Empowering women not only improves their decision-making capacity but also benefits entire households and communities, amplifying the overall impact of agricultural innovations.

Agro-dealers were identified as critical intermediaries in the seed value chain, but they often lack the resources to effectively market seed of new varieties.  Masi Mbaya, an agro-dealer in Meru County, stated, “trial packs are a good way to show farmers the benefits, but seed companies must provide more support to agro-dealers like us to distribute them effectively.” Expanding agro-dealer training programs and strengthening seed distribution networks were identified as essential steps towards improving the delivery of new seed varieties to farmers.

The workshop concluded with a call for stronger public-private partnerships, targeted education campaigns, and robust quality assurance measures to combat counterfeit seeds. “Our farmers are not a monolith; their needs vary by region, scale, and crop,” remarked Kinyua M’Mbijjewe, Project Advisor for Seed Marketing Innovations for Africa. He emphasized the importance of developing tailored solutions to address the unique challenges faced by different farmer groups. By overcoming regulatory barriers, empowering agro-dealers, and building trust with farmers, Kenya can unlock the full potential of its maize sector, boosting productivity while also improving resilience and food security for future generations.

Gary Atlin, a senior program officer with the Bill and Melinda Gates Foundation, highlighted the need for collective efforts to drive innovation in the seed industry. By fostering collaboration, investing in research, and empowering farmers with better access to information, stakeholders can accelerate varietal turnover and ensure a more sustainable and productive agricultural future.

“It is crucial to create conditions where seed companies view replacing older hybrids as both necessary and profitable. Accelerating varietal turnover requires strong public-private collaboration, increased investment in research, effective marketing strategies, and farmer education. I am optimistic about the progress made during this workshop and applaud all participants for their insightful contributions, which provide a clear roadmap to address systemic challenges and enhance agricultural sustainability,” he said.

In the closing session, participants expressed an increased willingness to adopt various strategies discussed during the workshop to accelerate varietal turnover. They demonstrated a significant shift toward embracing innovative approaches for maize seed marketing. Initially, there was limited use of strategies such as trial packs, bundling insurance with seeds, and digital marketing. However, through discussions and insights, participants recognized the potential of these methods to reduce farmer risks and improve adoption rates. Trial packs for farmer-to-farmer learning and insurance bundling stood out as practical, low-risk solutions for introducing new seed varieties. Digital and social marketing also emerged as impactful tools for engaging diverse audiences effectively. The workshop emphasized the importance of farmer-centric, transparent, and collaborative approaches to enhance the adoption of improved seeds.

To that end, participants stressed the importance of continuous collaboration among stakeholders and expand research into consumer-driven breeding. Participants also recommended scaling up innovations for other crops, such as millet and sorghum, to diversify the benefits of agricultural advancements. As Clemens Breisinger of IFPRI aptly summarized, “The success of these efforts depends on partnerships among researchers, policymakers, private companies, and farmers.”

For detailed information on the workshop, refer to the event report.