One of farming’s biggest challenges is connecting producers with reliable markets. Pretty Kubyane, co-founder and tech lead of eFama App, has won the 2026 Veuve Clicquot Bold Future Award for her work using technology to help solve this problem.
By Maile Matsimela, digital editor at African Farming
The award, announced at a ceremony in Johannesburg on 15 July, celebrates emerging women entrepreneurs who demonstrate bold leadership, innovation and the potential to shape the future of business.
Raised in a farming family, Pretty has combined her agricultural roots with a passion for technology to help to improve market access and strengthen agricultural supply chains across Africa.
Since launching in 2023, eFama has grown into a digital marketplace that connects more than 40 000 farmers and buyers across South Africa. The platform uses technology, artificial intelligence and data to help farmers make production decisions based on market demand while improving access to buyers.
Together with her husband and business partner, Shadrack Kubyane, Pretty has helped secure millions in funding for the business, with support from global technology companies including Google, Meta and Amazon.
Also read: WhatsApp and Facebook are game-changers for smallholder farmers
Overcoming industry barriers
Pretty’s journey has not been without challenges. Despite facing scepticism from investors who questioned whether someone without a formal engineering qualification could lead a technology business, she invested significant time in building her technical expertise.
She has since earned more than 40 international certifications in areas including coding, cloud architecture, cybersecurity and artificial intelligence.
For Pretty, boldness is “the audacity to be a technical powerhouse, a devoted wife and a present mother simultaneously, ensuring my daughter knows being a beautiful, strong leader is her natural birthright at any table.”
Also read: Meet the woman teaching rural farmers to unlock growth through professional branding
Recognition from the judging panel
During the adjudication process, judge Amanda Dambuza praised Pretty’s ability to combine her agricultural upbringing with technological innovation. “I am deeply moved by how you have been able to marry your upbringing, the work ethic you gained and the business that you have built now,” Amanda said. “You are a social entrepreneur who uses technology to solve a problem.”
Also read: How young farmers are using social media to grow their agricultural businesses
Supporting the future of African agriculture
The Bold Future Award forms part of the global Bold Woman Award by Veuve Clicquot, which honours women entrepreneurs who challenge convention and create opportunities for others.
As part of the award, Pretty joins Veuve Clicquot’s international network of women entrepreneurs, providing opportunities for global collaboration and knowledge sharing as she continues pursuing her vision of building one of Africa’s largest food ecosystems.
Also read:
Tshepiso Malema’s app is changing the game for small poultry farmers
New SA platform helps emerging farmers manage water and soil health remotely
We chat with agriculturalist Dr Cebekhulu-Msomi about her Veuve Clicquot Bold Woman nomination
Setšong Tea and Hazile Group walk away with Veuve Clicquot Awards
SA’s new generation of farmers: How training, technology and smart markets are driving real profits
