‘African Cowgirl’ champions women in agriculture at ZITF

A 20-year-old entrepreneur and Chief Executive Officer of Visionary Innovation for Sustainability in Technology and Agriculture, Ms Phumzile Praise Ntonisani, popularly known as ‘the African Cowgirl’, has said she represented young women in agriculture at the recently concluded 66th edition of the Zimbabwe International Trade Fair (ZITF).

“I want every young girl who saw me at the Trade Fair to understand that they too can start small, use what they have, and build something impactful,” she told Zimpapers.

Ms Ntonisani is the founder of Visionary Innovation for Sustainability in Technology and Agriculture, an organisation she established after identifying a critical gap among young people in agriculture: many possess ideas and passion but lack innovation skills, business knowledge, and structured guidance.

Her entrepreneurial journey began at an early age, shaped by both responsibility and necessity.

“I started by selling chocolates when I was in Form One because I had to help my mother and my grandfather. They were both paying fees for me and buying uniforms, so my responsibility was to cover my transport fees and other basic needs,” she said.

Despite facing personal challenges, Ms Ntonisani remained determined to succeed.

“Even when I got pregnant at the age of 16, and the father of the child rejected the baby, I never faced challenges in supporting my child because I was already in business. At A-Level, I was selling cream doughnuts and chocolates, and that’s when I ventured into horticulture. I was selling at school and outside school,” she said.

However, climate-related challenges later disrupted her horticulture enterprise, prompting her to innovate and diversify.

“Because of climate change, I faced challenges in my horticulture business, and that’s when I decided to venture into value addition,” she explained.

The shift proved transformative.

“That’s when I discovered my strength. I started by making fruit jams and dried fruits, and now I also produce biltong and fruit-based soaps,” she said.

At this year’s Zimbabwe International Trade Fair, Ms Ntonisani showcased the power of value addition in agriculture, demonstrating how ordinary fruits can be transformed into high-quality, market-ready products.

“I was presenting my range of fruit jams, which are not only locally produced but have been improved to meet longer shelf-life standards. These products represent innovation, resilience, and the potential of young people in agriculture,” she said.

Beyond exhibiting her products, she used the platform to establish strategic connections.

“I also used the platform to connect with investors and organisations that support youth-led agribusiness. I learnt a great deal from other industry players and am looking forward to improving my standards to compete globally,” she added.

Looking ahead, Ms Ntonisani emphasised that her work is driven by a broader vision.

“People must not just expect products, but a vision — a vision that agriculture can be modern and profitable,” she said.

She also encouraged young girls, particularly those uncertain about entering the agricultural sector, to take the first step.

“My message is simple: start with what you have, fellow young girls. I started my business with zero capital. I used my mother’s pots and utensils, fruits from home, and basic materials that were already available. The only thing I invested in at the beginning was packaging. That experience taught me that you don’t need perfect conditions to start — you just need to start,” she said.

Ms Ntonisani underscored the importance of utilising available resources.

“Whether it’s a small garden at home or knowledge from platforms like YouTube, there are always ways to begin. Agriculture today is not limited to farming; it includes innovation, processing, branding, and value addition,” she said.

“I also encourage young people to step out of their comfort zones and discover their gifts. I strongly believe that your gift can create opportunities for you and others. Instead of focusing only on the lack of employment, we need to shift our mindset,” she added.

Looking to the future, Ms Ntonisani plans to scale up her operations from small-scale production to a commercial level.

“I am currently working towards acquiring the necessary machinery to increase my production capacity and meet market demand. I have also secured a place at the National University of Science and Technology to study Sustainable Food Production, which I believe will play a key role in improving my products,” she said.