The JOY Project
Boosting Rural Youth Employment through Agribusiness Innovation in Kenya & Cameroon - A 3-year initiative creating decent employment for youth aged 18-35 in rural areas.
JOY Project empowers rural youth through Integrated Agribusiness Hubs in Nakuru, Kakamega, and Kilifi Counties
The JOY Project is a 3-year initiative implemented by PROCASUR in partnership with ILO, USTADI (Kenya), and AGRO-PME (Cameroon), aimed at creating decent employment for youth in rural areas. In Kenya, CoELIB leads the effort by coordinating Integrated Agribusiness Hubs in Nakuru, Kakamega, and Kilifi Counties, offering innovative financial and non-financial services to youth aged 18ā35.
Challenges Addressed
The JOY Project tackles critical barriers preventing rural youth from achieving economic prosperity through agribusiness:
Youth Unemployment
Limited formal job opportunities in rural areas, leaving young people without pathways to sustainable livelihoods.
Lack of Skills & Access
Barriers to training, funding, and support services that prevent youth from starting or growing agribusinesses.
Negative Perceptions
Agriculture viewed as low-potential and unattractive to youth, despite its massive economic opportunities.
Strategic Partnership
Multi-Stakeholder Collaboration
PROCASUR
Lead implementing organization coordinating the initiative across Kenya and Cameroon
International Labour Organization (ILO)
Strategic partner providing technical expertise in youth employment and decent work
USTADI (Kenya)
Local implementation partner supporting youth entrepreneurship development
AGRO-PME (Cameroon)
Cameroon implementation partner focusing on agribusiness growth
CoELIB's Strategic Involvement
CoELIB serves as the Principal Hub for Kenya, coordinating activities and providing comprehensive support across the network of Integrated Agribusiness Hubs.
Integrated Agribusiness Hub Network
Principal Hub: Nakuru
CoELIB headquarters coordinating all Kenya activities
Satellite Hub: Kilifi
Pwani University implementation site
Satellite Hub: Kakamega
Shamberere TTI implementation site
Core Functions
CoELIB's role as Principal Hub encompasses five critical functions:
CoELIB's Principal Hub Responsibilities
- Business Modeling and Entrepreneurship Support: Helping youth develop viable business models and entrepreneurial skills
- Research, Development, and Rural Youth Outreach: Conducting research and connecting with rural youth communities
- Mentorship and Coaching: Providing integrated mentorship and coaching support
- Technology Adoption and Enterprise Scaling: Supporting youth to adopt technologies and scale their enterprises
- Non-Conventional Renewable Energy Promotion: Encouraging adoption of renewable energy in rural agribusinesses
How Youth Are Empowered
The JOY Project employs a comprehensive empowerment strategy that addresses multiple dimensions of youth entrepreneurship:
Skills & Knowledge
- Mentorship and coaching through Agribusiness Hubs
- Strengthened agri-entrepreneurship capabilities
- Youth-to-youth learning and knowledge exchange
- Promotion of nutrition awareness
Resources & Support
- Access to shared facilities and equipment
- Expanded access to innovative technologies
- Support for renewable energy adoption
- Improved enterprise development environment
Business Development
- Business modeling and planning support
- Technology adoption assistance
- Enterprise scaling guidance
- Market linkages and networking
Sustainable Systems
- Local food systems promotion
- Renewable energy integration
- Environmental sustainability practices
- Long-term business viability focus
Programme Impact
The JOY Project has achieved significant impact in creating employment opportunities for rural youth:
Enterprise Development
Wage Employment
Enterprise Startups
The Integrated Hub Approach
The Integrated Agribusiness Hub model is central to the JOY Project's success. These hubs serve as:
- Physical Centers: Where youth can access facilities, equipment, and shared resources
- Knowledge Hubs: Providing training, mentorship, and technical assistance
- Network Nodes: Connecting youth entrepreneurs with markets, partners, and opportunities
- Innovation Spaces: Where new technologies and approaches are tested and adopted
- Community Anchors: Strengthening local food systems and rural economies
Financial and Non-Financial Services
Youth accessing the JOY Project through the Integrated Agribusiness Hubs receive:
Comprehensive Service Package
- Financial Services: Access to credit, savings mechanisms, and financial literacy training
- Technical Services: Agribusiness training, technology support, and technical assistance
- Business Services: Modeling, planning, market linkages, and scaling support
- Mentorship Services: One-on-one coaching and peer-to-peer learning networks
- Infrastructure Services: Shared facilities, equipment, and renewable energy systems
Focus on Renewable Energy
A unique aspect of the JOY Project is its emphasis on promoting non-conventional renewable energy adoption in rural agribusinesses. This includes:
- Solar-powered irrigation and processing equipment
- Biogas systems for waste management and energy production
- Energy-efficient technologies reducing operational costs
- Clean energy solutions improving business sustainability
- Training on renewable energy installation and maintenance
Cross-Country Learning
The JOY Project's implementation across both Kenya and Cameroon creates valuable opportunities for cross-country learning and knowledge exchange. Youth entrepreneurs, hub coordinators, and technical staff benefit from:
- Shared best practices and successful approaches
- Comparative insights on different market contexts
- Innovation transfer between countries
- Regional networking and partnership opportunities
- Collaborative problem-solving across borders
Legacy and Sustainability
Beyond the 3-year implementation period, the JOY Project aims to create lasting impact through:
- Established Integrated Agribusiness Hubs that continue operating
- Trained cohorts of youth entrepreneurs who mentor others
- Strengthened institutional capacity at partner organizations
- Demonstrated models that can be replicated elsewhere
- Changed perceptions of agriculture as a viable career path
- Improved enabling environment for rural youth entrepreneurship
Through comprehensive support, strategic partnerships, and innovative approaches, the JOY Project demonstrates how targeted interventions can unlock the potential of rural youth and transform agriculture into an engine of employment and economic growth.
