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The Rural Farmers Hub (RFH) Case explored the macro-environment of a startup providing digital agriculture advisory and extension services in Nigeria’s emerging agribusiness market. Gabriel Eze and Olusegun “Segun” Adegun, the cofounders of RFH, were childhood friends, and as young adults, they were in different fields of expertise. They reconnected and founded RFH in 2018 with a vision to improve the livelihoods of farmers and increase agriculture productivity in Nigeria by providing digital agriculture innovations. RFH is a digital agriculture extension startup using geospatial technology and data analytics to provide advisory services for farmers in Nigeria. RFH’s mission is to...

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