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We are delighted to embark on another exciting leadership and culture transformation journey with new partners, The Meridian Group.

The Performance Agency has been selected to collaborate with Meridian on an ambitious and groundbreaking pan-African initiative to transform the agricultural sector and boost agri-wealth across our continent.

Kukua, which means "to grow" in Swahili, is a programme inspired by the Saudi 2030 vision for expansive agricultural development in Africa.

As a wholly-owned subsidiary of the Saudi-based Ma’Aden Group, Meridian will leverage an unprecedented network of resources, logistics, supply chains, and human expertise to build new expansive global distribution networks in East and Southern Africa, and beyond.

Thirteen organisations. Five countries. One bold, audacious vision: To unlock Africa’s agri-wealth, and work towards food sustainability and agricultural sovereignty.

“We are deeply honoured to have been chosen to play a role in this historic endeavour." - The Performance Agency Managing Director, Natalie Maroun.

“Kukua will have a profound impact on the growth and development of the agri-sector in Africa and the empowerment of agri-producers and entrepreneurs. As an organisation that is passionate about our continent and the empowerment of our people, we could not have asked for a more purposeful partnership.

“And we couldn’t have asked for better values and purpose alignment with the Meridian leadership team.

“We look forward to forging a strong and lasting partnership with a talented and passionate team committed to a more sustainable and prosperous future for our continent.”


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