Propcom+, the UKAid’s new flagship rural and agricultural market development programme, hosted a one-day media round table meeting in Abuja on Thursday to foster collaboration and improve farmers’ access to crucial agricultural information.

The programme is designed to support economic growth in conflict and climate-affected regions in Nigeria. The key objective of the programme is to revolutionise agriculture, ensuring people are resilient enough to adapt their livelihood strategies to climate change.

Speaking at the media round table, Mrs. Theresa Tella, Communication Manager for Propcom+, emphasised the importance of media engagement. “We need to shine a light on what Propcom+ is doing, as well as the efforts of media representatives. It’s about making our actions visible and appreciated by the masses,” she noted.

Tella outlined Propcom+’s key communication objectives, including establishing Propcom+ as a leader in climate-smart agriculture and sustainable land use practices, encouraging farmers to adopt best practices and technology to increase their yield and income, supporting the adoption of new practices through effective information sharing, and working with policy makers to create an enabling environment for sustainable agriculture. 

She also emphasised the importance of generating evidence, sharing knowledge, and building strategic partnerships with the media.

Speaking further, she highlighted the diverse channels Propcom+ employs, from traditional media to digital platforms, to ensure farmers receive the necessary information. She stressed the importance of face-to-face engagement, mass communication, and leveraging digital media to reach different target audiences.

Media participants at the meeting underscored the need for grants to media houses to ensure effective collaboration. 

They emphasised the importance of maintaining relationships established at the round table and suggested exploring various partnership models to keep the media engaged.

However, Propcom+ aims to integrate media into its program delivery, seeking continuous feedback and collaboration to enhance the impact of its initiatives. 

The organisation is committed to working closely with media partners to ensure the widespread dissemination of factual and objective information on climate-smart agricultural practices.