Wairimu is an Engagement Director at Busara. She comes from a background in agricultural development and has extensive experience in results-driven program management across the Global South, behavioural intervention design and implementation, and working with a diverse range of stakeholders, from international donors and private sector companies, to grassroots associations and smallholder farmers. Wairimu leads Busara’s portfolio on behavioural science and agriculture. She is able to ensure high quality and timely project deliverables, whilst navigating the contextual sensitivities and challenges on the ground. At Busara, Wairimu has led rural livelihood and agriculture based projects with partners, such as USAID and Mastercard Foundation focused on intervention design, testing and implementation, as well as learning partnerships. Prior to joining Busara, Wairimu worked at ACRE Africa and Syngenta Foundation for Sustainable Agriculture, where she managed multiple projects, primarily in the field of agriculture. Wairimu holds an MSc and BSc in Food Science and Technology from the University of Nairobi.

There are many different humans, but not so many different ways in which these humans behave. This represents the building block of my interest in the development of behavioral archetypes as practical entry points to understanding, influencing (and potentially leap-frogging) adoption and use of agriculture technology solutions.

Mass customisation is the mecca of influencing adoption of products and services. However, the reality is that agriculture is a few steps behind in supporting mass customisation. My work has focused on understanding and having an informed visibility on the factors influencing and driving maintained adoption of production and resource enhancing technologies by sub-saharan small scale producers. Through various projects and partnerships like DIG-it-AL, Warwick, EatSafe i have had the privilege to immerse myself in identifying channels and mechanisms through which agriculture based products and services have farmer identities and leadership in their design and deployment.

My conversion to be pro-behavior science occurred in my previous position as Head, Business Development of ACRE Africa. Insights from a study funded by 3ie allowed me to engage with behavioral science as a tool in understanding revealed preference to inform the design and deployment of risk management solutions to small scale farmers. My passion for working with small scale producers emerged from working on Kilimo Salama, a 5 year project hosted by Syngenta Foundation for Sustainable Agriculture and has only deepened since.  

Languages: English, Kiswahili, Gikuyu

Profile: LinkedIn