Gombe State, 28 September 2026 – Propcom+ brought together Rural Seed Promoters (RSPs) and seed companies at Evolution Hotel, Tumfure, Gombe, for the dissemination and validation of findings from its Rural Seed Promoter (RSP) Profitability Survey, a study examining the commercial realities of delivering quality seeds to farmers.
The session provided a platform to share key findings from the survey, hear directly from Rural Seed Promoters, and validate the results against their lived experiences of operating within agricultural markets. The engagement reflects Propcom+’s commitment to ensuring that programme decisions are informed by evidence grounded in real market conditions and the experiences of those working closest to farmers.
Rural Seed Promoters play an important role in connecting farmers with improved seed varieties, technical information, and other agricultural services. Understanding the factors that influence their profitability is therefore critical to strengthening the sustainability of the model and ensuring farmers continue to access quality inputs.
The survey covered 69 Rural Seed Promoters across Kano, Kaduna and Gombe States, working with seed companies such as Premier Seeds, Agriseedco, and Seed Pro Africa. Participants gathered to review the findings, share their perspectives, and explore what makes the seed promotion model commercially viable for both promoters and seed companies.
Propcom+ team and our incredible participants sharing the frame during the RSP survey
“I started out as an RSP for one seed company. Today, I work with four seed companies, run my own agrodealership, advise farmers, and train others in the community,” said one of the RSPs.
Beyond seed sales, the findings revealed that many promoters rely on complementary income streams from products and services such as fertilisers, crop protection products, and advisory support. For many participants, this diversification is essential to sustaining their businesses throughout the year and managing fluctuations in demand during the farming cycle.
The session also explored the growing practice of some promoters working with multiple seed companies. Participants noted that this approach can create additional commercial opportunities for promoters while giving farmers access to a wider range of seed varieties that meet different production needs and preferences.
Throughout the engagement, participants validated key findings, challenged assumptions where necessary, and provided additional insights that will strengthen the final analysis. The discussions reinforced the importance of designing business models that not only improve farmers’ access to quality seeds but also create viable incentives for those responsible for reaching farmers at the last mile.
The findings are expected to inform our future programming and contribute to a stronger understanding of the commercial case for rural seed promotion. They would also provide valuable evidence for seed companies seeking effective and sustainable approaches to expanding their distribution networks and reaching underserved farming communities.
Participants also agreed that ongoing engagement with seed companies, alongside further analysis, can strengthen understanding of the factors that influence profitability and inform strategies for expanding the model’s reach and impact.
Through our Market Systems Development approach, we work with market actors to develop commercially viable solutions that improve farmers’ access to agricultural products and services. By examining the business realities of Rural Seed Promoters and engaging them directly in the learning process, the programme is helping to identify market-led approaches that can continue to deliver value for farmers, service providers, and seed companies long after programme support has ended.
