Khalifa Thiam inspires us and you?

Founder of JOULEU in Senegal, a producer and distributor with a strong social impact on young people.

In the world of African agribusiness, some players are pioneers in combining innovation, sustainability and social commitment. Khalifa Thiam, founder of JOULEU, embodies this ambition. Through his company, he is working towards a more resilient, inclusive and connected agriculture, responding to the challenges of market access, sustainable production and modernisation of the horticulture sector in Senegal and the sub-region.

JOULEU: A link between producers and markets

Created in 2018, JOULEU was born out of a simple but crucial observation: Senegalese horticultural producers are struggling to sell their crops on organised and profitable markets. Faced with this difficulty, Khalifa Thiam came up with JOULEU, which means ‘trader, mediator’ or ‘facilitator’ in Wolof. The company acts as a bridge between producers and markets, facilitating the marketing of local horticultural products while promoting the principles of agro-ecology.

Initially focused on this intermediary role, JOULEU quickly expanded its scope by developing its own horticultural production. Today, the company grows up to 300 tonnes of fruit and vegetables per season, mainly onions and potatoes (80% of production), but also okra, chilli, watermelon and tomatoes.

With 17 employees, including 8 women, JOULEU is part of an effort to strengthen and structure the local agricultural sector and works with about ten small producer partners, including 6 women. The company provides them with market access, agricultural inputs and technical support to ensure quality production while promoting sustainable and environmentally friendly practices.

Integrated and sustainable agriculture

Far from limiting itself to marketing and production, JOULEU is innovating by integrating digital tools and new agricultural technologies. The company aims to become “Africa’s organic cybermarket”, using digital platforms to sell and distribute its products. Today, consumers can buy JOULEU products directly through social networks such as Instagram, an innovative model that modernises the supply chain and brings producers and consumers closer together.

The company is also investing in the optimisation of its production techniques:

• Agricultural mechanisation and the design of modern farms to maximise yields.
• Drip irrigation, an effective solution to reduce water consumption and improve crop growth.
• Greenhouses, a key project that aims to produce all year round and stabilise the supply of horticultural products to the market.

In an environment where climatic and logistical constraints are severe, these innovations make it possible to increase the profitability and sustainability of farms.

The company also aims to create a reference centre for organic horticulture on a 5,000m² site to promote organic farming by introducing the young people it supports to good agro-ecological practices.

A strong social impact: training and empowerment

Beyond its own agricultural activities, JOULEU has a strong social dimension. As well as working with producers, the company supports young people and women’s groups in local communities by providing training in entrepreneurship and business management. The aim is to encourage a new generation of farmers and rural entrepreneurs capable of innovating and structuring competitive and sustainable agricultural sectors. The company also facilitates village women’s access to vocational training programmes and institutional support, giving them the means to develop income-generating activities.

A regional ambition and an ambitious expansion plan

With a fast-growing local market and increasing regional demand, JOULEU has no intention of stopping there. The company already sells part of its production in Mali and Guinea-Bissau, despite the logistical challenges of transport and customs regulations. It is working with local partners to improve these channels and secure its distribution flows.

JOULEU has been partner beneficiary of the FFM+ programme. Find out more about JOULEU and its founder on the agrinnovators.org platform.

This activity is supported by the Fit For Market Plus (FFM+) programme, implemented by COLEAD within the Framework of Development Cooperation between the Organisation of African, Caribbean and Pacific States (OACPS) and the European Union. This publication receives financial support from the European Union and the OACPS. The content of this publication is the sole responsibility of COLEAD and can in no way be taken to reflect the views of the European Union or the OACPS.