Irrigation That Transforms Lives: A Side of Africa You Probably Don’t Know

Brazil’s Ag4UP and Africa’s SunCulture join forces to innovate agribusiness through irrigation systems capable of driving entire local economies.

Ag4UP has the privilege of working with innovative clients around the world, driving the modernization of agribusiness through technology and strategic solutions. One of the most inspiring examples of this impact is in Africa, where SunCulture is proving that irrigation is the key to transforming the lives of smallholder farmers—who are increasing crop yields by up to 300% and reducing water usage by 80%—with just the push of a button.

In Brazil and the United States, irrigation is already a well-established practice on farms. However, in many regions of the world, small producers still struggle to secure access to water. SunCulture has revolutionized this reality by developing an integrated, plug-and-play solar-powered irrigation solution that now benefits over 51,000 smallholder farmers across Africa.

The initiative not only improves food security and increases farm productivity but also transforms lives and boosts local economies. SunCulture’s model reinforces the importance of technology and innovation in democratizing access to irrigation, enabling small farmers to build a more sustainable and predictable future.

João Rebequi, founder and partner at Ag4UP, and the SuncCulture team during a technical visit

“The future of agriculture must be resilient, efficient, irrigated, and powered by renewable energy,” says João Rebequi, CEO of Ag4UP. “SunCulture’s experience in Africa proves that innovation in water usage can significantly impact agricultural production and the quality of life for thousands of farmers.”

Rebequi also highlights that SunCulture’s solution addresses one of the most critical financial challenges faced by smallholder farmers:

“The system developed by SunCulture uses a solar-powered pump, eliminating the need for diesel generators. This drastically reduces operational costs, since solar energy is free, allowing farmers to achieve higher profit margins and make their operations more sustainable. This model has delivered significant gains and improved quality of life for farmers.”

Ag4UP remains committed to strategic solutions for global agribusiness, promoting initiatives that combine technology and sustainability. The transformation of the sector depends on smart irrigation, and the company is leading this movement, collaborating for a more efficient and inclusive agricultural future.

About João Rebequi

João Rebequi is the founder of Ag4UP and has 27 years of experience in the agribusiness industry—having worked for major players like John Deere, Case New Holland, and Valmont Industries. He has extensive experience in international business, mergers and acquisitions, and is a Brazilian attorney with an MBA in Business, along with executive education from London Business School, M&A at Chicago Booth, and PCD at Harvard Business School. He has been living in the U.S. since 2017 and leads innovative projects around the world.

About SunCulture

SunCulture is a company that provides solar-powered irrigation systems for smallholder farmers. It also offers consulting services, installation, training, and customer support. SunCulture is dedicated to solving the key daily challenges faced by small farmers. The company is committed to reducing carbon emissions and creating sustainable irrigation solutions. Based in Nairobi, Kenya, SunCulture has raised over US$40 million to equip rural farmers with solar-powered irrigation systems.

About Ag4UP

Ag4UP is a strategic consultancy specializing in investments and capital allocation in the agribusiness sector, offering robust solutions to support the internationalization of projects with effectiveness and organizational impact. With vast international experience, Ag4UP stands out for the commitment of its partners to deeply understand businesses in a disruptive way, ensuring the security that investments in the sector demand.

Aiming to grow alongside its clients, Ag4UP offers a wide range of services, including expertise in mergers and acquisitions (M&A – buy side and sell side), distribution redesign focused on asset valuation, risk analysis, and coverage across all areas of international law. Every step of the process is led directly by the partners, who collectively bring over 40 years of agribusiness experience, managing the company’s offices in Brazil and the United States.

This dedicated and highly specialized approach allows Ag4UP to deliver customized solutions that drive the success and global expansion of its clients in the agribusiness market.