A Media Partnership for Cross-Border Trade in Busia
AGMARK has officially partnered with Jogoo FM to accelerate the Busia Women Cross Border Trade Association (CBTA) membership drive across Uganda, with a strong focus on border communities in Busia. Jogoo FM is one of the most influential radio stations in the Bukedi region and parts of Western Kenya and broadcasts in Lusamia, Luganda, Kiswahili, and English, reaching an estimated audience of more than eight million listeners.
By combining AGMARK’s technical expertise in structured grain trade with Jogoo FM’s trusted community voice, this collaboration is set to expand CBTA visibility, mobilize new members, and deepen engagement with smallholder farmers (SHFs) and traders at key border points. Women traders like those documented in AGMARK’s portrait of resilient women at the Busia border are precisely the audience this radio partnership aims to reach.
The partnership builds on AGMARK’s ongoing work to strengthen cross-border trade ecosystems in East and Southern Africa, including recent capacity-building initiatives for CBTA leaders in Busia and Namanga, and the launch of new associations along strategic corridors.
Also Read:AGMARK Conducts CBTA Leadership Training in Busia and Namanga
By combining AGMARK’s technical expertise in structured grain trade with Jogoo FM’s trusted community voice, this collaboration is set to expand CBTA visibility, mobilize new members, and deepen engagement with smallholder farmers (SHFs) and traders at key border points. Women traders like those documented in AGMARK’s portrait of resilient women at the Busia border are precisely the audience this radio partnership aims to reach.
The partnership builds on AGMARK’s ongoing work to strengthen cross-border trade ecosystems in East and Southern Africa, including recent capacity-building initiatives for CBTA leaders in Busia and Namanga, and the launch of new associations along strategic corridors.
Also Read:AGMARK Conducts CBTA Leadership Training in Busia and Namanga
How the Radio Partnership Works
Through tailored radio segments, listener call-ins, and vernacular programming, Jogoo FM will help demystify CBTA membership benefits, promote compliance with simplified trade regimes, and connect SHFs to information on quality standards, pricing, and market opportunities in a timely and accessible way.
The youth angle is also significant. AGMARK’s Gen Z training in Busia showed that young traders are eager for market skills, and radio programming can reinforce those lessons beyond the training room.
This collaboration comes at a time when regional partners and policymakers are calling for more inclusive and agroecologically grounded cross-border trade systems that put women, youth, and smallholders at the center of growth. Recent regional dialogues in Jinja and expert recommendations on agroecological trade have underscored the importance of stronger producer and trader associations, better access to market information, and improved border infrastructure for fair and efficient trade.
The youth angle is also significant. AGMARK’s Gen Z training in Busia showed that young traders are eager for market skills, and radio programming can reinforce those lessons beyond the training room.
This collaboration comes at a time when regional partners and policymakers are calling for more inclusive and agroecologically grounded cross-border trade systems that put women, youth, and smallholders at the center of growth. Recent regional dialogues in Jinja and expert recommendations on agroecological trade have underscored the importance of stronger producer and trader associations, better access to market information, and improved border infrastructure for fair and efficient trade.
Growing CBTA Membership Through Community Radio
By leveraging Jogoo FM’s reach to over eight million listeners, AGMARK and CBTAs in Uganda are well positioned to grow membership, amplify the voice of border communities, and strengthen a more resilient, gender-responsive cross-border trade network. Interested SHFs, traders, and youth groups are encouraged to tune in to Jogoo FM 93.8 Busia and listen for CBTA programs, engage with local CBTA leaders, and visit AGMARK’s platforms to learn how to join and benefit from this expanding regional network.
The radio partnership complements AGMARK’s hands-on training work in the region, most recently a three-day capacitation for women traders at Goldstar Resort in Busia, which equipped 38 participants with practical skills in grain standards and border compliance.
The radio partnership complements AGMARK’s hands-on training work in the region, most recently a three-day capacitation for women traders at Goldstar Resort in Busia, which equipped 38 participants with practical skills in grain standards and border compliance.
