From a Small Rice Trader to a Thriving Agribusiness Entrepreneur

At 31, Sarah Aidoo, founder and CEO of Kyidom Foods in Kasoa, Ghana's Central Region, is redefining what is possible for young women in agribusiness. Through determination, innovation and the right support, she has transformed a small rice enterprise into a rapidly growing business that is creating opportunities not only for herself but also for her family, local farmers and her community. Sarah's entrepreneurial journey began with a simple ambition: to build a successful rice business that could provide a stable livelihood. She established Kyidom Rice to process, package and market locally produced rice. Although demand for quality local rice continued to grow, limited working capital, inadequate processing equipment and weak branding prevented her business from reaching its full potential. "We had the passion and the vision, but we lacked the resources to expand," Sarah recalls. At the time, her business processed and sold only 20 to 30 bags (50 kg each) of rice per quarter, restricting both her income and growth potential. Sarah's turning point came when she joined the HAPPY Program after first participating in the e-HAPPY Project at the E-Learning Centre of KNUST, where she received practical training in entrepreneurship and digital skills. She developed competencies in digital record keeping, data analysis, graphic design, social media marketing and bulk SMS communication, skills she now uses to manage and promote her business more efficiently. "The digital skills I acquired have transformed the way I run my business, especially the use of bulk SMS to communicate with customers and promote my products," she says. Building on this foundation, Sarah received comprehensive business development support through the HAPPY Program, implemented by TechnoServe. Alongside entrepreneurship and financial management training, she received a US$1,800 micro-grant, enabling her to increase working capital and invest strategically in business growth. The program also facilitated a business-to-business partnership with De Don Company Limited, providing Sarah with reliable access to quality milled, parboiled and broken rice. This strengthened her supply chain, improved production consistency and positioned her more competitively within Ghana's rice value chain. The results have been remarkable. Today, Sarah processes close to 300 bags (50 kg each) of rice every quarter, a massive leapfrog from her previous production. Her expanding customer base, stronger brand visibility and increased revenues have positioned Kyidom Foods for long-term growth. The program also connected Sarah to valuable market opportunities. Through the HAPPY Program, she exhibited at the This Is Ghana Fair and the Citi FM AgriFair, where she introduced Kyidom Rice to new customers, distributors and business partners. "Participating in the HAPPY Program has been a truly transformative experience, equipping me with the knowledge, resources and network needed to grow both personally and professionally," Sarah says. "The trade fairs increased the visibility of my brand, connected me with new customers and business partners, and even earned me my first-ever radio interview. That exposure opened doors I never imagined possible." The growth of Kyidom Rice has also created ripple effects beyond Sarah's business. Today, her 20-year-old brother earns a consistent income by working in the business, while Sarah is able to finance the education of her younger sister, who is currently in senior high school. Through her success, she has become an important source of economic support for her family and an inspiration to many young women in her community who now see entrepreneurship as a pathway to opportunity. Looking ahead, Sarah has even bigger ambitions. She plans to establish a modern rice milling facility supported by a network of out-grower farmers, creating reliable markets for local producers while contributing to increased domestic rice production and strengthening Ghana's food security. Sarah's story illustrates the power of combining entrepreneurial ambition with targeted support. By integrating digital skills development, entrepreneurship training, access to finance and strategic market linkages, the HAPPY Program is enabling young entrepreneurs like Sarah to build resilient businesses, create dignified work opportunities and contribute to more inclusive and sustainable agricultural growth across Ghana.