For many smallholder farmers in the Mekong region, growing and selling crops often means relying on middlemen, accepting uncertain prices, and having limited access to timely technical advice. Innovation has now arrived at the farmers' hands through a smartphone application—the Mekong Farm app. By connecting farmers with buyers, value chain actors, peers, and agroecology experts, the app is beginning to turn everyday mobile phones into tools for market access, learning, and informed decision-making.
Led by Greenovator, the enhancement of the Mekong Farm app was funded by the Southeast Asian Regional Center for Graduate Study and Research in Agriculture (SEARCA) Grants for Research towards Agricultural Innovative Solutions (GRAINS). Activities were piloted in Can Tho, Vietnam, and later expanded to Battambang, Cambodia, concluding in August 2025. The project team, headed by Ms. Yin Yin Phu, Greenovator co-founder and business development director, reported 1,956 app users in the pilot phase. Among them were 50 smallholder farmers in Can Tho who actively tested the app's features and provided structured feedback, refining the platform and shaping two new core functions focused on business linkage and agroecological knowledge with local language support.
Ms. Phu explained that growing demand for safe and sustainably produced food is creating new market opportunities for farmers who adopt agroecological practices that improve soil health and lower production costs. However, realizing these opportunities requires digital tools that reduce information gaps and connect farmers directly to markets and services.
"Digital platforms are a critical enabler for this transformation, addressing information asymmetry by connecting farmers directly with buyers and value chain actors, empowering farmers to become modern agricultural entrepreneurs," said Ms. Phu.
The project confirmed high smartphone ownership among farmers but identified a need for platforms that are simpler and more intuitive than many existing agricultural apps. In response, the Mekong Farm app introduced persistent login, simplified authentication, and voice commands to reduce barriers to adoption, particularly for first-time digital users.
Through active negotiation, the project team onboarded nine value chain partners during the pilot phase to the Business Mapping and Linkage function of the Mekong Farm app. These include suppliers of eco-friendly inputs and providers of agritech services such as drone planting, smart irrigation, and field mapping. Through the app's Community feature, moderators shared more than 50 posts on sustainable farming practices, reaching 136 farmers during the pilot phase and establishing a digital channel for localized agroecological learning.
Farmers share insights and challenges, directly shaping the development of the Mekong Farm app.
A farmer provided feedback on how the Mekong Farm app improves access to modern technology while reducing transaction costs. "I can compare the prices for new fertilizers and seeds from three different vendors and check the quality of drone services. This saves me time and helps me get the best deal."
As an indication of strong youth participation and meaningful gender inclusion, 68 percent of app users in Vietnam are under 40 years old, and 28 percent are women.
Mr. Thei Soe Min, CEO and co-founder of Greenovator, emphasized that the app's impact goes beyond income generation. "It's about building confidence, creating a strong community, and supporting sustainable modern farming. This is the future of farming in the Mekong region."
By connecting nearly 2,000 farmers with buyers, value chain partners, and agroecology experts, the Mekong Farm app is empowering smallholders to make smarter decisions, adopt sustainable practices, and take charge of their farming futures.
