Having been on the ground in Tanzania since 2008, we know that standard advertisements are not always enough to change long-standing farming habits. To truly connect with smallholders, we wanted to use our  experience to think outside of the box and use creative communications to build real trust.

Instead of sharing dry technical facts, we launched an educational radio campaign that brings practical agronomic advice directly into the field through short, funny, educational radio spots.

We invited 7 farmers to co-create with us in a two-day design workshop together with radio experts and the NGO Farm Radio International. Focusing the campaign on our cabbage variety, Maya F1, we wanted to make sure that the stories addressed the real field experiences of local growers, using the slogan: “Seeing Is Believing”.

To make the information stick, we created short, entertaining audio dramas. Farmers can tune in live to Radio Kicheko to listen to relatable characters face everyday challenges; like pests, black rot, or unpredictable weather, and learn how switching to high-quality seeds can improve their yields and income.

The episodes give practical tips on critical steps like seedbed preparation, nursery protection, spacing, and harvesting uniform heads.

By mixing local humor with real farming tips, these radio stories build on our years of community trust and clear a path for deeper commercial growth. It offers a blueprint for how “edutainment” through radio can directly support sustainable business growth in new territories.