From Farm to Market: Murika App is Reshaping Potato Sales

A Rwandan digital platform is transforming the way potatoes are bought and sold by connecting farmers directly with buyers, reducing unnecessary middlemen, and ensuring fair prices for both producers and consumers.

The platform, known as Murika App, was introduced by Murika Firms with support from the Rwanda Agriculture and Animal Resources Development Board (RAB) through the Commercialization and De-risking for Agricultural Transformation (CDAT) project.

The initiative aims to solve one of the long-standing challenges in Rwanda’s agricultural sector, where farmers often sell produce at low prices while consumers pay significantly higher prices in urban markets.

Addressing Unfair Pricing in the Potato Value Chain

According to Saad Byiringiro, Chief Technology Officer at Murika Firms, many potato farmers have historically struggled to receive fair compensation for their harvests.

***CTO at Mulika Firms, Byiringiro Saad explained that they want to solve the problem of farmers who are struggling to grow crops but whose produce is sold at a low price in the market.***

Middlemen frequently purchase mixed batches of potatoes from farmers at low prices. After sorting the potatoes by quality, they sell them at much higher prices in local markets, creating a significant gap between farm-gate and retail prices.

“We wanted to create a system that ensures farmers benefit from their hard work while consumers also access products at fair prices,” Byiringiro explained.

As of June 2026, wholesale prices on the platform showed first-grade Kinigi potatoes selling at 706 Rwf per kilogram and second-grade potatoes at 597 Rwf per kilogram. In contrast, retail prices in Kigali can reach as high as 1,100 Rwf per kilogram.

How Murika App Works

The digital platform allows farmers and cooperatives to register their produce through the application. Information such as photos, quantity, and quality specifications is uploaded to the system for potential buyers to view.

Customers can browse available products, place orders, select payment methods, and choose either home delivery or collection from designated pickup centers.

At collection centers, specialized sorting machines classify potatoes into four quality grades, ensuring buyers receive exactly what they ordered.

Murika Firms manages the payment process and transfers earnings directly to farmers.

The platform also provides farmers with digital accounts that help them track sales and income. These records can be used to support loan applications and improve access to financial services.

Significant Impact on Farmers

Since its launch, Murika App has facilitated the sale of more than 420 tonnes of potatoes, generating over 232 million Rwandan francs in trade value.

The platform now attracts more than 1,100 daily users, including farmers, traders, restaurants, and individual consumers.

Murika Firms reports that the technology has increased farmers’ profits by 18 percent while helping consumers save approximately 9 percent compared to traditional market prices.

One beneficiary, Augustin Maniraho, a potato farmer from Musanze District, said his seasonal agricultural income increased from 600,000 Rwf to 800,000 Rwf after joining the platform.

He explained that the additional earnings allowed him to purchase livestock and renovate his home within just a few months.

**Farmers working with Murika Firms seek all information through technology**

Expanding Digital Agriculture Across Rwanda

Murika App currently operates in eight districts and plans to expand to more regions across the country. The company also intends to broaden its marketplace to include additional agricultural products beyond potatoes.

Support from the CDAT project, including a grant of more than 101 million Rwandan francs, has helped Murika Firms develop the platform, train over 6,000 farmers, distribute smartphones to selected users, and provide potato-sorting equipment and certified weighing scales.

The initiative has also created 45 jobs, contributing to Rwanda’s growing digital economy.

Strengthening Rwanda’s Agricultural Transformation

The success of Murika App demonstrates how technology can improve agricultural markets by increasing transparency, strengthening farmer incomes, and making food more affordable for consumers.