Ajoke Khafilat Amusat is a transformative force in Nigeria’s agribusiness sector, tackling the critical challenge of post-harvest losses that claim 30-50% of the country’s food production annually. As the founder of The Grocery Lady (TGL) in Jos, Nigeria, Ajoke has pioneered a model that not only reduces food waste but also strengthens market linkages between smallholder farmers; predominantly rural women and buyers nationwide. Launched in 2018 with no prior agribusiness experience, TGL has empowered farmers through training in sustainable cultivation, access to high-quality seeds and inputs, and direct connections to reliable markets. This has enabled businesses and households to shift from costly food imports to affordable, naturally grown local produce without compromising quality. 

Beyond fresh produce, TGL has embraced value addition, processing surplus into jams and preserves to minimize waste and create new market opportunities. Ajoke’s advocacy extends beyond farm operations; she has leveraged the power of digital media to educate Nigerian consumers about locally grown food, sustainable practices, and food safety. Through engaging content, including short-form educational videos, she has reshaped public perceptions of pesticide-free produce, driving awareness on proper food handling, preservation, and safety. Her impact is evident in the numbers: with over 34,000 Instagram followers, 10M+ video views, and 100,000+ TikTok likes, Ajoke has transformed agricultural education into a movement, proving that farming can be both engaging and aspirational. By championing Nigerian farmers, reducing post-harvest losses, and advocating for food security, she is redefining the future of agriculture, one harvest at a time.