Connecting Farmers to Consumers: How PricePally Is Making Fresh Food More Affordable and Accessible in Africa with Luther Lawoyin

Episode 186 with Luther Lawoyin, Founder and CEO of PricePally, a pioneering e-commerce platform transforming how consumers access fresh food across African cities. Luther Lawoyin brings a powerful blend of entrepreneurial vision, technological innovation, and deep market insight to this conversation on the future of food distribution in Africa. 

In this episode, he discusses how PricePally connects consumers directly to farmers and wholesalers, enabling affordable, portioned, or bulk food purchases through a demand-driven model that reduces waste and supports sustainable agriculture. 

Luther unpacks how the platform leverages data analytics, AI, and strategic partnerships to streamline supply chains and respond to food security challenges exacerbated by inflation, policy instability, climate change, and why the company is now eyeing food exports to the diaspora.

What We Discuss Wit Luther

• The personal and systemic challenges that inspired Luther Lawoyin to launch PricePally and reimagine food access across urban Africa.
• How PricePally’s group-buying model and demand-driven approach are reducing food waste, lowering prices, and improving farmer income.
• The role of data, predictive analytics, and intentional contracting in creating a more efficient and sustainable supply chain.
• Why PricePally is expanding into food exports and targeting the African diaspora in the US and UK with competitively priced ethnic staples.
• The urgent need for greater investment and public-private collaboration in agriculture to unlock food security and long-term resilience.

Verto Corner
In this week’s Verto Corner, Rodrigo Cruz, Product Lead at Verto, looks at how businesses can use payment automation to save time and improve financial health. 

He explains why automation is more than just a way to speed up routine transactions, showing how it can strengthen cash management, reduce errors and free up teams to focus on growth. 

Rodrigo also highlights the most important features companies should prioritise when considering automation, ensuring they choose solutions that add real value rather than simply digitising existing inefficiencies. 

Access the Strategy Handbook

Did you miss my previous episode where I discus Using Smart Technology to Make Electricity Cheaper, Cleaner and More Reliable for African Homes? Make sure to check it out!

Connect with Terser:
LinkedIn – Terser Adamu
Instagram – unlockingafrica
Twitter (X) – @TerserAdamu

Connect with Luther:
LinkedIn – Luther Lawoyin
Twitter – @PricePally

Many of the businesses unlocking opportunities in Africa don’t do it alone. If you’d like strategic support on entering or expanding across African markets, reach out to our partners ETK Group:

www.etkgroup.co.uk
info@etkgroup.co.uk