Environment student Kwaku Owusu Twum is making a global impact through Mapmate, sprouting advancements in agriculture from his roots in Ghana
For Global Entrepreneurship Week, we’re spotlighting some incredible University of Waterloo entrepreneurs making a difference for humanity and our world.
Kwaku Owusu Twum’s (PhD and MBET in progress) entrepreneurial journey from Ghana to Waterloo is nothing short of inspiring. Alongside his co-founder, Daniel Buston Yankey, Twum is building Mapmate, a digital platform transforming the agricultural landscape for small-scale farmers.
“Growing up, I was exposed to how climate variability can shape our lives, especially in terms of food production,” Twum recalls. “In developing economies like Ghana, climate fluctuations significantly affect food security, often putting a strain on local communities.” It was this concern and a love for anything technological that led him to pursue a degree in planning and geo-information science, with a focus on creating solutions to improve food systems.
Before coming to Waterloo, Twum had already gained experience in the food and manufacturing industries, as well as in land management consulting in urban and rural communities for mining, manufacturing and the service sectors.
However, he felt a need to translate his experience into something more meaningful. “I was looking for an opportunity to attend a school that could help grow and scale my potential,” he explains. Waterloo’s robust entrepreneurial ecosystem and reputation for experiential learning made it the perfect fit. Twum is completing an Entrepreneurial PhD Fellowship at Conrad School of Entrepreneurship and Business.
Upon arriving on campus, Twum was immediately drawn into the University’s vibrant entrepreneurial community.
“The atmosphere here is so strong that I felt the entrepreneurial fire from day one,” he says. He quickly took advantage of the University’s resources, including incubators like Velocity. His professors and mentors also played a crucial role in guiding him through the early stages of his entrepreneurial journey.
This supportive environment led Twum to participate in the Velocity Pitch Competition during his very first term at Waterloo. Despite being new to the process, he won, a testament to both his innovative ideas and the strength of the University’s entrepreneurial ecosystem. “Winning that competition gave me the confidence to push forward with my ideas and further develop Mapmate,” Twum says.
Mapmate is a platform that bridges the gap between small-scale farmers and large food manufacturers, offering data analytics and digital tools to enhance communication and collaboration, even in regions with limited internet access. This is vital in areas like rural Africa, where farmers often lack the resources to compete in global markets.
Twum researching and gathering insights to develop and improve Mapmate
“In West Africa, about 80 per cent of raw materials for agricultural products are sourced from small-scale farmers,” Twum explains. “These farmers are the heart of the supply chain, yet there’s a major gap in communication between them and food manufacturers.”
Mapmate addresses this gap by enabling direct communication between farmers and manufacturers, regardless of internet availability.
The platform’s innovative SMS and voice messaging feature allows farmers without smartphones or reliable internet to stay informed about best practices, weather updates and market trends, even in remote areas.
“Mapmate is a companion for farmers and manufacturers alike, helping them work together more efficiently and sustainably,” Twum explains.
Twum envisions leveraging artificial intelligence (AI) to enhance the platform’s capabilities. “We want to introduce AI algorithms that can simulate the behaviours of farmers, helping us predict usage patterns and optimize the platform,” he says. Additionally, Twum is exploring the concept of digital currencies that would allow farmers to convert data generated through the platform into extra income, improving their financial stability.
Twum’s journey from Ghana to Waterloo exemplifies the power of innovation in solving global challenges. By harnessing technology and the support of Waterloo’s entrepreneurial ecosystem, he is building a solution that not only addresses the communication barriers in the agricultural supply chain but also empowers small-scale farmers to thrive in a competitive global market.
As Twum continues to develop Mapmate, his vision remains clear: to make a meaningful impact on the lives of farmers and contribute to the global food system. “Mapmate is more than just a platform,” he says. “It’s a tool for change, and I believe it has the potential to transform the way we think about agriculture and sustainability.”
Twum’s success is a testament to the power of entrepreneurship and the role that universities like Waterloo play in cultivating global changemakers. Through his work with Mapmate, he is sowing the seeds for a more connected, efficient and equitable global agricultural system.
Following Global Entrepreneurship Week, the Tech Horizons Executive Forum will equip senior leaders with the insights and strategies needed to stay ahead in a tech-driven business world.
