Solomon Odiase is an expert in agricultural economics and supply chain management, dedicated to research and market development. Growing up in a rural Nigerian community, he witnessed the challenges farmers face, which inspired his mission to enhance transparency and efficiency in agricultural markets.
As a new generation agricultural economist who combines analytical rigour with practical innovation, Solomon’s work in research, technology, and supply chain management highlights a key belief that fair markets and efficient systems can improve food trade and enhance the value of producers.
His recent publication, “Pricing Dynamics in the Hemp Commodity Value Chain,” has attracted international attention for highlighting a promising emerging market. Solomon told The Guardian about his research and vision for digital agriculture in this exclusive interview with Moyosore Salami.
What drives your passion for market efficiency in agricultural supply chains?
Growing up, my parents sent me to live in the city to access better education. They hoped I’d become a doctor or engineer. But on visits back home, I noticed something puzzling: the farmers who grew our food struggled financially, while city food prices were high. I couldn’t understand why the very people who grew our food struggled the most financially. Over time, I realised that among other variables, multiple layers of middlemen captured most of the profits, leaving farmers with very little. That realisation shaped my academic and professional journey. I decided to study Agricultural Economics to understand market inefficiencies and find ways to bridge the gap between farmers and consumers. Since then, my work has focused on production economics, commodity markets, supply chains, international trade, and ag-tech.
What inspired your research on pricing dynamics in the U.S. industrial hemp value chain?
Industrial hemp is a fascinating and emerging cash crop with a wide range of industrial applications, from textiles to pharmaceuticals. Yet, its value chain remains underdeveloped, largely because hemp was banned in the U.S. for nearly 50 years. As a result, there’s very limited understanding of how it behaves as a commodity — both in terms of market structure and price transmission. My research explores how prices flow along the hemp value chain, identifies inefficiencies, and examines the factors influencing market performance. The goal is to generate actionable insights for policymakers, processors, and farmers — creating a transparent, equitable market system.
Beyond research, how have you been applying your expertise in the agricultural and supply chain space?
In my current role as a Pricing and Supply Chain Manager for agricultural produce, my focus has been on standardising how farm produce is sourced and sold. One of our key initiatives involves sourcing directly from farmers. This not only ensures that consumers receive fresh produce but also eliminates several layers of middlemen that typically inflate costs. We also introduced a fair and transparent pricing model by measuring and pricing products by weight. That way, every customer pays equally for the same quantity and quality — unlike in open markets where prices vary wildly. Through these efforts, we’ve positively impacted the lives of over 1,000 farmers by guaranteeing fair compensation and steady demand. In many ways, I feel I’m fulfilling the mission that first inspired me as a child — bridging the divide between what farmers earn and what consumers pay. I am presently leading a team of engineers to build an agro-allied digital platform designed to digitise the buying and selling of agricultural produce and value-added products. For me, it’s not just a business venture — it’s a step toward building fair, transparent, and efficient food systems that benefit everyone. Tell us more about the digital marketplace.
How does it contribute to making the market more efficient?
Absolutely. Our digital marketplace will connect vendors and consumers in one seamless ecosystem. Buyers can browse nearby stores, compare prices, and place orders online — saving time and avoiding the long, inconsistent price negotiations typical in traditional markets. Our goal is to make markets more efficient by closing information gaps and reducing price distortions. Ultimately, we want to build a system where competition keeps prices fair, transparency fosters trust, and technology bridges the gap between farm and table. You have experience in both academia and industry.
How do you balance research with real-world practice?
For me, research should not end in journals — it should inform real-world solutions. My academic work gives me the analytical foundation to understand complex market systems, while my industry experience allows me to apply those insights to tangible challenges like logistics optimisation and fair pricing structures. Both aspects complement each other beautifully: theory sharpens my strategy, and practical experience, in turn, validates and refines that theory.
What are some challenges you’ve faced in building a fair digital market for agricultural produce?
One of the biggest challenges is the lack of reliable data at the rural level. Many pricing and production decisions are still made based on estimates rather than real-time information. Another major hurdle is trust — farmers are often sceptical about selling directly through organisations or digital platforms. That’s why we emphasise transparency and relationship-building. Once farmers experience the benefits — better prices, faster payment, and consistent demand — trust grows naturally. It’s a gradual process, but it’s transforming how agricultural trade is conducted. Where do you see the future of agricultural technology in Africa and beyond?AgTech will be a defining force in shaping global food security over the next decade. We’re already seeing the integration of data analytics and artificial intelligence in areas like product traceability, price prediction, and logistics optimisation. In Africa, digital platforms have an even greater potential to democratize opportunity — connecting farmers directly to markets, financial services, and consumers. This kind of connectivity not only enhances efficiency but also drives inclusion and resilience across the entire food system.
Finally, what is your long-term vision for your career and the agricultural sector?
My long-term goal is to help build a more data-driven, transparent, and equitable agricultural ecosystem — one where technology and economics work hand in hand to benefit all players. I also want to continue bridging the gap between research and industry, mentoring young professionals, and scaling innovative solutions that make agriculture not just sustainable but truly aspirational.
