MTN South Africa’s 2025 21 Days of Y’ello Care campaign, “Connecting at the Roots,” is set to empower young South African agripreneurs with cutting-edge technology, addressing food insecurity and youth unemployment. Launched on June 2 in Skeerpoort, Gauteng, in partnership with Earth Hub Africa, the initiative underscores the vital role of tech-driven agriculture in a country where nearly 10 million people face food insecurity.
“Emerging farmers and agripreneurs are key to transforming agriculture into a sustainable, inclusive sector,” says Divyesh Joshi, MTN South Africa’s Chief Commercial Officer. “Our 21 Days of Y’ello Care programme is dedicated to equipping these young changemakers with tools, training, and connectivity.”
Since its inception in 2007, 21 Days of Y’ello Care has mobilised MTN employees to volunteer time and expertise to community projects. The 2025 edition focuses on bridging the rural digital divide and transforming agriculture from the ground up. Joshi emphasises that “purpose meets people” at the roots, where innovation can drive impact.
Through a partnership with Earth Hub Africa, MTN will equip 10 young participants with smart-farming insights and tools, including using drones, IoT sensors, and real-time dashboards to enhance crop production. These young farmers will lead agri-enterprises supplying food to feeding schemes. Each will receive connectivity solutions, technical support, and market access, serving as catalysts for job creation and restoring dignity through work.
“This practical approach, supported by MTN volunteers, tackles three major challenges in rural areas: 58% youth unemployment, widespread food insecurity, and the persistent digital divide,” Joshi notes.
Shell South Africa has joined as a partner, contributing to the initiative by donating an automated seedling transplanter and providing productivity-focused training to ten emerging farmers at Earth Hub Africa. This partnership was highlighted during a thought leadership session at the recent NAMPO exhibition, where young farmers pointed out the need for improved access to equipment and technical skills.
“At Shell, we believe the future of farming lies at the intersection of innovation, inclusion, and long-term investment,” says Aluwani Museisi, Country Chair of Shell Downstream South Africa. “Our support for this initiative reflects our commitment to nation-building and contributing meaningfully to South Africa’s economic growth.”
“At Earth Hub Africa, we work alongside smallholder farmers, women, and young agri-preneurs to turn potential into production,” says Co-Founder Tsakani Mashaba.
“Through tailored training, hands-on support, and access to the right tools, our farmers grow high-demand crops including herbs, vegetables, indigenous superfoods, medicinal plants, and regenerative grains all meeting local and global quality standards. Our focus is on building reliable supply and unlocking opportunity by aligning production with market demand.”
To complete the cycle, Earth Hub Africa connects these farmers with trusted buyers, wholesalers, and food processors ensuring consistent delivery and long-term market access.
“Our partnership with MTN South Africa and Shell brings together the essential infrastructure – digital, energy, and mobility, that makes this possible,” she adds.
Joshi highlights that the campaign’s theme, “Connected at the Roots,” reflects a vision for inclusive digital transformation in agriculture. “By empowering rural youth, we’re equipping them to lead a connected, food-secure future.”
Now in its 18th year, 21 Days of Y’ello Care continues to harness the skills and dedication of MTN employees to address pressing societal challenges. The campaign reinforces MTN’s long-standing commitment to bridging digital, technical, and educational divides that hinder opportunities for many South Africans.
