Tech | Susan Njihia

Susan Njihia is Director of Innovation at Hello Tractor, where she helps build and scale technology that expands tractor access for smallholder farmers across Africa. Hello Tractor combines software, data tools, financing support, and a network of tractor owners and booking agents to make mechanization more available and affordable. Often described as “Uber for tractors,” the company enables farmers to book tractor services without having to buy expensive equipment themselves, while helping tractor owners improve utilization and manage their fleets.

On The Grove podcast by Earth Onward, Susan discussed how Hello Tractor has grown over more than a decade and how its model connects physical farm machinery with digital infrastructure. She shared what it means to lead innovation inside an established agriculture technology company, including how new ideas are sourced, tested, and turned into practical products for farmers, tractor owners, and partners. The conversation also covered the realities of building for African agricultural markets, the role of data in improving access to mechanization, and how Hello Tractor approaches growth while staying focused on the needs of smallholder farmers.