Odrek Rwabwogo has unveiled a new radio and podcast series aimed at empowering Ugandan farmers and exporters with practical knowledge to improve agricultural production, add value to produce, and penetrate global markets.
Titled ‘Farmer Odrek Talks Trade’, the show is set to air on 10 radio stations across the country and will also be available in podcast format. It will feature interviews with successful farmers and exporters, showcase innovation in agriculture, and offer a platform for farmers to pose questions and receive expert insights.
According to Rwabwogo,the initiative seeks to transform Uganda’s agriculture sector by deepening public understanding of the three levels of production—primary, secondary, and tertiary—and encouraging value addition.
“While primary production deals with raw materials, secondary involves adding value, and tertiary is about services like distribution. If we are to grow our exports, we must move away from selling raw produce and focus on transforming it—like roasting coffee before export,” Rwabwogo said on Wednesday.
Rwabwogo noted that Uganda’s natural potential in food, tourism, and mining is significant, but many sectors lack the scale and organization needed to compete globally. The radio show, he said, will address these gaps by promoting certification, product standards, and branding.
“We must insist that Ugandan products—whether avocados, pineapples, or roasted coffee—reach the market in a branded and competitive form. That’s what this show will champion.”
Why Radio?
Rwabwogo revealed that he conducted a nationwide media consumption survey before launching the initiative, which found radio remains the most accessible and trusted platform for farmers, especially in rural areas.
“Most of our population is still in a pre-industrial setting, with many Ugandans farming in gardens while listening to their radios. We want to reach these producers directly with practical, actionable knowledge,” he said.
The show is designed to be inclusive, targeting not just primary producers, but also processors and service providers in the agricultural value chain.
Listeners can expect content on topics such as export standards, farming technologies, access to funding, and improving yields. The programme will also facilitate live interaction, enabling farmers to ask questions and receive advisory responses in real time.
“We are doing this to educate farmers to ensure they get to the market with a bit of understanding of what is required . We want to provide this knowledge to the farmer that whatever they produce, someone has to consume it, it must be done in a good way. We will provide education around funding, good farming practices, standards and technology so that our farmers are knowledgeable about what the market requires.”
“We also want to provide advisory services to farmers. On the radio show you will hear debate about Ugandan Tilapia and Malaysian Tilapia and which is the best. We have a target of a million tons of fish but can only produce 100,000 tons. How do we reach the target of a million tons in a year. These are some of the issues you will be hearing on the talk show.”
The show will be rolled out in the coming weeks, with episodes broadcast in English but translated in local languages to maximize reach and impact across farming communities nationwide.
