Rayuwa: Translating John Deere’s Purpose Into Practice

“We work with, fund, and have seen lots of other programs. We have never seen anything like Rayuwa. It is truly integrated.  The progress the Rayuwa team has made in just a few months and the level of engagement by the community is incredible.
This is the standard.”  — JACQUES TAYLOR, Managing Director, John Deere Sub-Saharan Africa 

John Deere, PYXERA Global, the Government of Nigeria, and rural Nigerian communities share a vision—to achieve a food secure and prosperous Nigeria. To translate purpose into practice, John Deere and PYXERA Global created the Rayuwa program.

Rayuwa’s mission is to improve the livelihoods and resilience of Nigerian smallholder farmers—by investing in the farmers of “today and tomorrow.” Its pillars—resilient agriculture, quality education, and leveraged talent from John Deere—are grounded in seven years of partnership, collaboration, learning, and adaptation between John Deere and PYXERA Global on the JIVA project in Rajasthan, India.

Rayuwa’s mission is to improve the livelihoods and resilience of Nigerian smallholder farmers—by investing in the farmers of ‘today and tomorrow.’

In Africa’s most populous country, Rayuwa’s resilient agriculture initiative targets the capability of current farmers—expanding the application of agricultural best practices and increasing their ability to farm as a high-performing business. Its accountable education initiative is rooted in the evidence that educated farmers are more productive and more capable of weathering shocks. Therefore, the program aims to enhance learning outcomes in schools to maximize the potential earnings of the next generation of farmers. Finally, Rayuwa leverages the talent and innovative spirit of John Deere employees to further its mission, while providing experiences that support the professional development of John Deere employees.

In October 2019, together with the participating communities, the partners celebrated the launch of Rayuwa and its commitment to those linked to the land. Rayuwa, meaning “life” in the local Hausa language, now begins a multi-generational journey toward resilience for Nigeria’s agriculture and human capital systems.

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