by AKANI CHAUKE
JOHANNESBURG – THIS year, MTN’s 21 Days of Y’ello Care campaign is set to empower young South African agri-preneurs with cutting-edge technology, addressing food insecurity and youth unemployment.
The annual campaign is ongoing under the theme, “Connecting at the Roots.”
In partnership with Earth Hub Africa, the initiative underscores the vital role of tech-driven agriculture in a country where nearly 10 million people face food insecurity.
“Emerging farmers and agripreneurs are key to transforming agriculture into a sustainable, inclusive sector,” said Divyesh Joshi, MTN South Africa’s Chief Commercial Officer.
“Our 21 Days of Y’ello Care programme is dedicated to equipping these young changemakers with tools, training, and connectivity.”
Since its inception in 2007, 21 Days of Y’ello Care has mobilized MTN employees to volunteer time and expertise to community projects.
The 2025 edition focuses on bridging the rural digital divide and transforming agriculture from the ground up.
Joshi emphasised that “purpose meets people” at the roots, where innovation can drive impact.
Through the partnership with Earth Hub Africa, MTN will equip 10 young participants with smart-farming insights and tools, including using drones, IoT sensors and real-time dashboards to enhance crop production.
These young farmers will lead agri-enterprises supplying food to feeding schemes. Each will receive connectivity solutions, technical support, and market access, serving as catalysts for job creation and restoring dignity through work.
Shell South Africa has joined as a partner, contributing to the initiative by donating an automated seedling transplanter and providing productivity-focused training to ten emerging farmers at Earth Hub Africa.
“At Shell, we believe the future of farming lies at the intersection of innovation, inclusion, and long-term investment,” said Aluwani Museisi, Country Chair of Shell Downstream South Africa.
Co-Founder of Earth Hub Africa, Tsakani Mashaba, said “At Earth Hub Africa, we work alongside smallholder farmers, women and young agri-preneurs to turn potential into production.”
– CAJ News
