The global dairy sector is expanding rapidly, with more than 6 billion people consuming dairy products and demand continuing to rise, particularly in low- and middle-income countries. Milk production provides a vital source of income for around 150 million households worldwide, most of them smallholders. This growth presents a significant opportunity to improve efficiency and productivity across the dairy value chain, benefiting farmers as well as aggregators and processors.
MooMe, a Tunisia-based agritech and member of the GSMA AgriTech Accelerator, addresses these opportunities by combining farming expertise with mobile technology. The platform aims to make the dairy value chain more efficient by empowering farmers with practical, data-driven insights while enabling agribusinesses to strengthen extension services, improve record keeping, and meet sustainability and climate reporting requirements.
Smallholder dairy farmers often face low yields due to limited access to livestock management knowledge and weak extension services. A lack of awareness about the value of data-driven decision-making further constrains productivity, incomes, and livelihoods. On the agribusiness side, insufficient farm-level data limits their ability to provide targeted advisory support, while increasing demands for carbon footprint and sustainability reporting create additional pressure to improve data collection and analysis.
Launched in 2018, MooMe provides user-friendly, country-specific tools that support informed decision-making for both farmers and extension agents. Farmers receive tailored advisory on areas such as heat detection and feed management based on their own data, helping them optimise productivity and animal health. Agribusinesses and cooperatives benefit from access to aggregated farm data, enabling more efficient extension services, improved risk management, and stronger compliance with environmental and sustainability standards.
The platform has demonstrated tangible results, with more than 1,000 farmers actively using the app to manage over 12,000 registered animals, most of them adopting digital dairy management for the first time. Independent research in 2023 found that a majority of users reported increased production and improved quality of life. Dairy corporates using MooMe have achieved significant cost savings in extension services and software, expanded farmer outreach, and enhanced ESG reporting, supporting the platform’s expansion into multiple new markets and successful fundraising.
Despite this progress, scaling remains challenging due to low digital literacy and limited record-keeping practices among farmers, many of whom still view livestock primarily through a subsistence lens. In response, MooMe has simplified its app design, reduced data entry requirements, and improved dashboard clarity to make insights easier to understand and act upon. Training and capacity-building initiatives with dairy corporates aim to demonstrate the tangible benefits of record keeping, encouraging long-term behaviour change.
Looking ahead, MooMe’s growth strategy focuses on partnerships with buy-side agribusinesses, leveraging existing farmer networks to scale efficiently while delivering value through improved data transparency and low-cost extension support. Additional collaborations with agritech providers and mobile network operators are expected to further expand reach and impact. With continued support from the GSMA AgriTech Accelerator, MooMe is positioned to play a growing role in transforming dairy farming systems toward greater efficiency, sustainability, and resilience.
