From September 3 to 10, 2025, the Mahalevona Valley witnessed something entirely new: a digital marketing training program tailored for its young farmers. Working together, Youth First, the Full Circle Initiative of the Wyss Academy for Nature, and the Laboratoire de Recherches Appliquées launched the program with a clear purpose: to give local producers the skills to better promote their products and access new markets through digital tools.

During the week-long training, under the guidance of Rebecca Andrianarisandy and Narindra Andriamiarana, participants learned the basics of digital marketing—creating appealing product listings, taking photos, and posting their first ads on Facebook Marketplace. For many, it was their very first step into the digital world, and seeing their work appear online marked a momentous shift in perspective.

The training quickly turned into a series of firsts. Some participants, who had never used a computer before, succeeded in creating Facebook pages for their villages. “In just two days, participants went from being traditional farmers to becoming digitalized farmers,” recalled Iaro, a member of the facilitation team. 

What began as individual discovery soon evolved into collective learning. Experienced participants helped others at the keyboard, guiding their peers through each step and turning each exercise into a shared moment of progress. 

“Just because you start behind does not mean you should feel inferior — anyone can make progress with willpower,” explained Thony, capturing the spirit that carried the group forward. For many participants, the training was transformative in more than one way. It went beyond learning digital tools, it changed how they viewed their own potential and the value of working together. Riri left “with new knowledge” he had never imagined before. Fionah, initially discouraged, said she gained confidence: “I acquired skills that I can now use in real life.”

Beyond technical skills, the program nurtured a strong sense of community. Creating shared Facebook pages, exchanging experiences, and discovering digital opportunities laid the foundation for future collaboration among young local farmers. 

For Rebecca Andrianarisandy, this effort goes far beyond training: “We hope we were able to share useful knowledge with these young people, so they can carry it forward and put it into practice in their own communities.” 

The program has become a vital step in Mahalevona’s ongoing digital journey. It shows how accessible technology, combined with local commitment, can strengthen livelihoods and confidence among young farmers. What began with a few shared pages and new skills has now grown into a network of collaboration and learning — a collective step toward a more connected future.