
Market-Led Sustainable Seed Systems: The Jean Claude Rubyogo Approach
When farmers adopt new seeds, it’s not just about better yields — it’s about market demand. Jean Claude Rubyogo, leader of the Pan-Africa Bean Research Alliance (PABRA), reshaped seed systems across Africa by listening to traders, breeders and farmers alike. His market-led model turned seed distribution into sustainable business, linking science with profitability, and helping millions of smallholders grow crops that truly sell themselves.








