Rural Farmers Hub

Rural Farmers Hub (RFH) is a private agriculture extension startup using innovative, web-based technology to fill the extension worker gap in Nigeria. The company developed a flagship product, known as CaptureTM, which processes satellite data using a proprietary algorithm to automatically generate personalized recommendations for farmers to improve their crop yields.

The SMART Challenge

RFH is struggling to meet its sales target and therefore the company executives are exploring strategies that can help increase sales and grow the company. More specifically, they need to know, what might be the most appropriate strategy for RFH to increase sales and grow the company’s revenue.

2023-2024 SMART Fellows

Abdullah Jehanzeb

Master of Professional Studies in Global Development, College of Agriculture and Life Sciences

Project: Rural Farms Hub

Abdullah is pursuing a masters degree in Global Development with a concentration in International Agricultural and Rural Development. In 2022, Abdullah was awarded the prestigious Commonwealth Shared Scholarship and proceeded to the Royal Agricultural University to undertake an MSc. in Sustainable Agriculture and Food Security and wrote a dissertation on the challenges to smallholder farmer development in Pakistan. Abdullah previously worked in the public and private agricultural sector of Pakistan and is keen on gaining international exposure and insights on agricultural innovation through this project.

Miranda Price

Bachelor of Science in Applied Economics and Management, Charles Dyson School of Applied Economics

Project: Rural Farms Hub

Miranda is a senior studying Applied Economics and Management with a concentration in International Trade and Development. As she neared college, Miranda determined that it was her purpose to apply her capabilities to improving other people’s lives. Since a young age, she recognized a deep concern regarding food security and food waste. Her connection to this global challenge has grown into a dream to work professionally in the agricultural policy space. In the Fall 2022 semester Miranda studied abroad on the SIT Food Systems program, studying agriculture, sustainability, and justice for a month each in Ecuador, Malawi, and Spain. 

José Miguel Maldonado

Master of Professional Studies in Global Development, College of Agriculture and Life Sciences

Project: Rural Farms Hub

José is pursuing a Master's degree focused on International Agriculture and Rural Development. He holds a Bachelor's degree in Business Administration and advanced studies in sustainability and development. José is a co-founder of AgriTech and has devoted his career to understanding the complexities of agri-food chains in Colombia. He has previously engaged with various production chains, managed large-scale cocoa plantations using agroforestry, and implemented regenerative agriculture for cashew nut crops. José hopes to create practical solutions that harness agriculture's potential for societal change, and peace-building in vulnerable communities.

Kushal Kumar Reddy

Master of Science in Applied Economics and Management, Charles Dyson School of Applied Economics

Project: Rural Farms Hub

Kushal is a second-year graduate student in Applied Economics and Management specializing in International and Development Economics. Kushal is interested in understanding how agriculture, food, policy, and technological change affect vulnerable populations. His master’s thesis is focused on estimating the impact of BT Brinjal’s adoption on the intra-household dynamics in Bangladesh. Kushal holds a Bachelor’s and Master’s degree in Biological Sciences from the Indian Institute of Technology, Madras India, and previously worked as a consultant with the World Bank’s Social Protection group. Kushal aspires to be a researcher working on global food policies and is keen on advancing agriculture in developing countries.  

Huda Mehdi Shah

Master of Public Administration, Jeb E. Brooks School of Public Policy

Project: Rural Farms Hub

Huda is a MPA candidate specializing in Economic and Financial Policy. At the Cornell Industrial Labor Relations School, she researched labor, equity, and climate change. She previously served as an intern at the UN Capital Development Fund-coral reef conservation programs,  which highlighted and refined her operational and coordination skill set. Similarly, her research on Tharparkar's female Dump Truck Drivers illuminated the potential of public-private collaborations in marginalized communities. Huda’s commitment to sustainable development aims to catalyze policies that elevate affected communities through a blend of policy expertise and hands-on research. 

Project Lead and Faculty Advisors

Dr. Edward Mabaya

Research Professor & Director, Humphrey Fellowship Program, Department of Global Development 

Ed Mabaya is a scholar and a development practitioner with more than two decades of experience working on development, agribusiness value chains, and food security issues with a regional focus on Sub-Saharan Africa. He is a Research Professor in the Department of Global Development where his teaching, research, and outreach work focuses on economic development in Africa. He previously served as the Division Manager of Agribusiness Development at the African Development Bank where he managed continent-wide investments, partnerships, and research in support of the Feed Africa strategy. Mabaya’s applied research work is anchored around food marketing and distribution, enabling environments for agribusiness, seed systems, digital agriculture, and the role of efficient agricultural markets in Africa’s economic development. Mabaya earned his MSc (1998) and Ph.D. (2003) degrees in agricultural economics at Cornell University and a Bachelor of Science (1994) from the University of Zimbabwe.   

John B. (JB) Babadara

Fulbright Fellow, Agrifoods System, Humphrey Fellowship Program, Cornell University

John Babadara is a development professional with over six years of experience leading community-based and climate-smart agriculture initiatives in Nigeria. He has managed programs focused on food security, agribusiness, climate planning, agro-processing, and farmer’s capacity building. His projects have involved digital extension, value chain development, access to postharvest technology, financial inclusion, insurance onboarding, and agri-food investment strategies. John is currently the Nigeria program associate for the International Fund for Agriculture Development (IFAD), running the rural poor stimulus facility (RPSF) project.  In addition to leading PxD-Nigeria’s project strategy, he is involved in pioneering the human-centered design (HCD) approach to developing innovative and scalable products that could transform the food system and agriculture landscape in Sub-Sahara Africa (SSA). Furthermore, John is a co-founder of AceAgric, an agri-tech startup leveraging technology to transform agriculture in Nigeria. He holds a BSc (ED) in Biology from the University of Ilorin and MSc in Plant Genetics & Molecular Biology from the University of Ibadan, Nigeria. In 2021, he earned his second Master’s degree in Development Studies with a specialization in agriculture and rural development at the Federal University Dutsin-MA, Katsina, Nigeria.

Field Dates: Jan 7-16, 2024  
Field Location: Abuja, Nigeria