Media entrepreneur Yewande Kazeem is the founder of Wandieville Media, a communication and educational media company that specialises in research and development of strategic media initiatives for public and private sectors in agriculture. A force to reckon with in the agri-media space, Yewande is committed to developing the sector through impactful storytelling, programme implementation, and innovative market-driven solutions aimed at bringing transformative change to Nigeria’s and, indeed, the continent’s green economy. She shares her entrepreneurial story with DANIEL ESSIET.
She did not set out to be an entrepreneur, let alone one in the agri-media industry. Initially, she, like many others, envisioned working a stable 9-to-5 job. But circumstances led Yewande Kazeem into building something of her own. Today, she is the founder of Wandieville Media, a firm that specialises in research and development of strategic media initiatives for public and private operators in the agricultural sector, particularly agribusiness.
Interestingly, Yewande did not necessarily choose agribusiness; it was a sector she was already involved in professionally. But it was while working within it that she saw a need and an opportunity to fill a gap in storytelling and communication that the she eventually threw her hat in the agri-media ring. “It felt like a natural progression rather than a conscious choice,” she told The Nation.
Yewande narrated what inspired her to start her own media company, Wandieville: “I previously worked with a team in the Dangote Industries Limited (DIL), managing projects like a pineapple processing plant in Calabar and a tomato processing plant in Kano.
“Through these projects, we created jobs, built micro-economies, and made real impact. However, I noticed that these positive stories were not being covered by the media. The focus was often on negative news, and there was little interest in highlighting agricultural development.”
Recognising this gap, Yewande seized the opportunity to tell the stories herself. “I began interviewing people in the agriculture sector to showcase their impact,” she said, adding that Wandieville has been running for nine years. And it has been successful.
“Over time, our work has evolved beyond just communications. In the last five years, we have expanded to implementing programmes with nutritional focus, utilising market system approaches, demand generation, and behavioral change strategies,” she said.
Although Wandieville is still rooted in communication, its work actively contributes to impactful agricultural programmes. Yewande, however, clarified that “we are not a typical media company. While we have a communication angle, we also work on projects and implementation, making our approach unique. One of our key information-sharing tools is our weekly newsletter, which keeps our audience informed about trends and developments in the sector.
She, however, pointed out that unlike traditional media, “we don’t monetise it when it comes to agriculture, and a lot of people are not paying for that— we focus on impact storytelling, sharing narratives that highlight meaningful change.”
While noting that a major challenge in the industry is staying innovative, she said how people consume information has evolved, as platforms like Instagram, TikTok, and other digital channels are now dominant. “The challenge is ensuring that we remain innovative and continue to reach our audience effectively,” she emphasised.
Not one to back down because of challenges, remaining innovative turned out as an opportunity for Yewande. Accordingly, by incorporating younger, more creative individuals into her team, she has been leveraging new content formats while staying true to her mission.
“The key is to stay up to date with global trends, not just sector-specific ones, and use them to our advantage. Our approach is to engage younger, more creative minds who understand these platforms and can craft compelling content that resonates with their generation,” she stated.
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The goal, according to Yewande, is to make agriculture interesting while ensuring that the content remains informative and impactful. As she put it, “it’s a learning process, and I am committed to improving in this area because short-form content is an important tool for reaching a wider audience. Our primary audience engages with us through our newsletter, which remains our main tool for delivering industry insights and impacts.
“However, we are also leveraging social media and our website to ensure we reach different audience segments. We recognise that our audience consists of multiple segments—funders, policymakers, businesses, aspiring entrepreneurs, and young people. To cater to all these groups, we need to be more innovative in our outreach, possibly incorporating more dynamic content such as TikTok videos and other social media strategies.”
One of the most defining aspects of Yewande’s impactful journey is her willingness to take bold steps. “I am not afraid to try new things, even if they have not been done before,” she said, pointing out that networking has also played a crucial role.
“My fellowship at Cornell allowed me to build a strong network of professionals across various sectors, and I continue to leverage conferences and events—both in Africa and internationally—to expand my reach,” she added.
According to her, these connections have opened up opportunities and positioned her company for growth in ways that would not have been possible otherwise.
Her dream, like other major stakeholders, is to see more investors come into the agribusiness sector to improve food security and increase income for Nigerians. She, however, regretted that the flow of investment in the agricultural sector in the country and, indeed, the continent is low.
Putting the situation in context, Yewande said: “When we talk about investment in agriculture, it’s clear that the sector struggles to attract the kind of funding we see in tech or other industries. The gap is huge—almost incomparable.
“While investments are coming into Africa, they are nowhere near what is needed to drive real transformation in the sector. One of the biggest challenges is that investors tend to focus on the same types of businesses, overlooking the ones that truly sustain Africa’s food system.”
The reality, according to her, is that about 70 per cent of Africa’s food production comes from small-scale farmers and Micro-Small and Medium Enterprises (SMEs). However, these businesses often lack the structure and organisation required to secure investment. This, she said, creates major gap, but also a massive opportunity—if the country and the continent rethink how investment is structured.
Yewande, however, raised a number of posers: “How do we make investment in agriculture more innovative? How do we help small businesses grow, scale, and become attractive to investors?” She said it is not just about funding, training, structuring, and building capacity.
“Without this, even if investments come in, they won’t have the intended impact,” she stated, insisting, “if we really want to drive food security and economic growth in Africa, we need to start looking beyond the usual players and focus on developing SMEs, micro vendors, food vendors, and MSMEs”
Yewande, while emphasising that these are the businesses that truly power the agricultural sector, yet they remain underfunded, said “until we address the structural and organisational gaps, investment in agriculture will continue to lag behind other sectors.”
Describing the agricultural sector as “the destination to be,” she said agriculture has evolved significantly over the years, presenting vast opportunities. “While many people view agriculture as a passive income venture, it is a way of life for those in rural areas,” Yewande pointed out, noting, however, that there has been progress in structuring agribusiness, particularly in organising agricultural practices, improving seed systems, and developing policies that support the sector.
She said one aspect she is passionate about is nutrition. Her words: “There has been a growing focus on not just cultivating nutritious crops but ensuring their consumption. Although some policies remain inconsistent, the sector has thrived in structuring and fostering opportunities for local consumption and export.
“Agriculture should not be seen solely as an export-driven industry—there is potential in local markets, given the demand for food and the availability of land. The agricultural sector offers diverse opportunities, and I am committed to further developing the sector through impactful storytelling, programme implementation, and innovative market-driven solutions.”
Yewande spoke from the position of a professional schooled in the dynamics of the agric industry and has travelled the length and breadth of Africa and feels the pulse of the industry. Having engaged with agribusinesses at all levels—from major players to SMEs and micro-entrepreneurs—she said, for instance, that she has found that access to funding is the biggest challenge.
“While banks claim to support agriculture, the reality is that financial structures do not cater effectively to the sector’s needs. There is a pressing need for innovative financing solutions, not just for largescale businesses but for small vendors and entrepreneurs, particularly women who need financial empowerment.
“Additionally, inconsistent policies, high costs of seeds and input, poor infrastructure, and limited education in agribusiness are significant barriers. These challenges are not unique to Nigeria; they are prevalent across Africa. Many young people remain unemployed due to a lack of funding to start and sustain businesses. Addressing these financial and structural issues is important for sustainable growth in the sector,” she posited.
A graduate of the University of Oklahoma, U.S., Y.ewande came into the agri-media space with experience. She has worked closely with the Central Bank of Nigeria CBN), Bank of Industry (BoI), World Bank, the International Finance Corporation, the Federal Ministry of Agriculture and Food Security, Federal Ministry of Industry, Trade & Investment (FMITI), and AGRA, formerly known as the Alliance for Green Revolution in Africa.
Though currently the CEO of a thriving communication and educational media company, Yewande admitted that her present position comes with significant responsibilities, including worrying about employees, managing finances, and ensuring the business thrives. “Unlike a traditional job where you can take breaks, entrepreneurship demands constant attention,” she stated.
She, however, told The Nation that the most fulfilling part of her job was seeing the impact of her work. “When we develop a project, secure approvals, implement it, and witness its positive impact in communities, it makes all the challenges worthwhile. Knowing that our work is making a tangible difference keeps me going,” she said.
Yewande has also managed to balance innovation and profitability. This, she said, depends on the trust and flexibility of clients. “Some clients are open to new, creative approaches, while others prefer to stick with traditional methods. The key is to deliver results—once they see the impact, even the most traditional clients can be convinced to adopt new strategies,” she explained.
She further stated that her company’s approach is unique because it operates in a niche space where it doesn’t just focus on communication, but combines it with implementation. Also, “a lot of our competitors are international firms, but for us, it’s about being both innovative and locally inclusive. We recognise that what works in one state may not necessarily work in another, so understanding cultural dynamics is at the core of what we do.”
According to her, that’s why diversity is so important to her and her team. “The team I work with isn’t just made up of people from Lagos or Abuja; we have people from the North, the South, and the East, bringing different perspectives to the table. This mix ensures that our strategies aren’t just modern but also deeply rooted in the realities of the communities we serve. Everyone’s input is valuable, and that diversity strengthens the impact of our work,” Yewande added.
She also said maintaining resilience and focusing on delivering impactful work has helped her company navigate hurdles. Sharing more insight into the secrets of her success, Yewande said: “I make it a priority to read extensively—not just industry-related materials but also trends and innovations from other sectors. This helps me think outside the box and explore how modern, innovative ideas can be adapted to the sector.
“Additionally, I believe in keeping my ears on the ground, understanding what is happening locally, and staying open to new perspectives, including from younger generations. Technology, artificial intelligence, and modern tools like Chat GTP all provide opportunities to be innovative; and I am always looking for ways to integrate them into my work. Ultimately, creativity comes from being well-informed, open-minded, and unafraid to try new things.”