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 – one of the most influential radio stations in the Bukedi region and parts of Western Kenya – 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.
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
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.
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.
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 programmes, engage with local CBTA leaders, and visit AGMARK’s platforms to learn how to join and benefit from this expanding regional network.
