From Waste to Wealth: How One Question Helped Mercy Munene Unlock New Revenue Streams

“What if the biggest revenue opportunity on your farm isn't what you sell—but what you throw away?”

Across Africa, countless agripreneurs discard tonnes of agricultural waste every year, often unaware that what they consider waste could become a valuable resource. Livestock manure, crop residues, and organic by-products are frequently overlooked, despite their potential to generate income, improve soil health, and build more resilient farming systems.

For Mercy Munene, Founder and CEO of Shamba Connect in Kenya, this realization transformed not only her business, but also her vision for the future of agriculture.

Building a Business with Purpose

Mercy founded Shamba Connect with a simple but powerful mission: to make agriculture more sustainable and accessible for urban communities.

Her enterprise transforms recycled plastic, wood, and metal into productive urban gardens for schools, hospitals, offices, and households.

Alongside this, the business operates commercial rabbit production, herb cultivation for export, and seedling propagation, creating jobs while improving access to healthy food.

Yet, despite her passion for sustainability, one opportunity remained hidden in plain sight.

Like many agripreneurs, Mercy disposed of rabbit manure and plant waste without recognizing their economic value.

That changed when she joined the Building Resilience Against Climate and Environmental Shocks (BRACE) Program, an initiative of African Food Changemakers (AFC) designed to help African agribusinesses build resilience through climate-smart innovation.

One Question Changed Everything

During one of BRACE's Live Interactive Sessions, participants were challenged to rethink their businesses through the lens of the circular economy.

One question stood out.

“What else can you do with the waste you have?”

For Mercy, it was a turning point.

"I learned about BRACE through a friend," she recalls. “The moment I read about it, I knew it aligned with what I believed in: sustainability, innovation, and impact. The program opened my eyes to new ways of thinking.”

Instead of viewing farm waste as something to dispose of, Mercy began seeing it as a resource waiting to be transformed.

Turning Waste into Revenue

Armed with new knowledge from BRACE's training, mentorship, and peer-learning community, Mercy redesigned part of her business model.

Rabbit manure and plant residues that were once discarded are now processed into organic fertilizer and compost, creating entirely new product lines while reducing waste.

The transformation has been remarkable.

Before BRACE, only 12% of Shamba Connect's waste was repurposed.

Today, more than 50% is converted into marketable products, generating additional revenue, improving operational efficiency, and creating employment opportunities.

The shift has strengthened both the business and its environmental impact, demonstrating that sustainability and profitability can go hand in hand.

Leading as a Woman in Agribusiness

Mercy's story also reflects the importance of investing in women entrepreneurs.

Through BRACE, she joined a growing network of women across Africa who are leading innovation in climate-smart agriculture and reshaping food systems in their communities.

"BRACE gave me knowledge, community, and confidence," Mercy says. “It connected me with other women who are changing the face of agribusiness across Africa. Together, we are shaping a greener, more inclusive future.”

Today, Mercy is expanding her vision even further.

Her next steps include investing in regenerative agriculture and eco-friendly packaging, ensuring every aspect of her business contributes to environmental sustainability while creating economic opportunities.

"I now understand that agribusiness is not just about farming; it's about solutions," she says. “Thanks to BRACE, I'm building a business that feeds people, empowers women, and heals the planet.”

One Story. A Continent of Possibilities.

Mercy's journey illustrates what becomes possible when African agripreneurs are equipped with practical knowledge, mentorship, and the confidence to innovate.

Through the BRACE Program, African Food Changemakers is helping entrepreneurs move beyond surviving climate challenges to building businesses that are resilient, profitable, and sustainable.

Mercy's transformation is just one story.

Across Africa, thousands more agripreneurs are waiting for the opportunity to unlock hidden value within their businesses, strengthen local food systems, and create lasting impact in their communities.

Because sometimes, the greatest opportunity isn't found in what we produce. It is found in how we choose to see what we've been overlooking all along.