My name is Mauren Govin Molen, and I am the CEO of Hot Living Horticulture, an agribusiness located on an 8-acre farm in Iringa, Tanzania. At Hot Living, we grow a variety of crops, including tomatoes, capsicum, beetroot, pepper, mint, and strawberries. My journey into agriculture began in 2021, shortly after I graduated with a bachelor’s degree in social protection. At that time, I decided to pursue a different path from what I had studied and work in agriculture.
Since then, horticulture has become my passion, and I have been actively involved in it for the past several years. Hot Living has grown significantly, and in 2024, I was fortunate to be awarded a grant-winning prize through Feed the Future’s PSSA (Private Sector Strengthening Activity) and the Tanzania Imarisha Sekta Binafsi (Private Sector Strengthening) initiative. This opportunity was a turning point for me and my business.
I applied for the grant in early June, went for the interview in Jombe, and was selected as one of the beneficiaries. The grant allowed me to acquire essential equipment for my farm, such as trays, crates, trolleys, shade nets, and spray pumps. For example, I now have 150 trays for seedling production in the nursery and 50 crates for deliveries and harvesting peppers, which have greatly improved our operations. The spray pumps are essential for my day-to-day farming activities, and the trolleys make it easier to transport fertilizers.
Perhaps the most transformative addition has been the shade net. I already had one greenhouse, but with the addition of a second shade net, I can now double production to meet high customer demand. This expansion allows me to grow more crops, including tomatoes, of which we harvest around 400 crates per month, and capsicum, yielding up to 212-220 kg per month. However, demand often exceeds our supply capacity, especially from large hotel clients, who request 300-500 kg per week. Currently, we can only fulfill these requests on a monthly basis, focusing on meeting demand from the broader market.
Overcoming Challenges and Building Capacity
Running an agribusiness is not without its challenges. Weather, particularly during the rainy season, poses a significant threat to our crops. Flooding is common on our farm, and without proper infrastructure like drainage systems, our crops are often damaged. Pests are another major issue, especially in the rainy season, requiring constant management.
Despite these challenges, having the right equipment and resources has made a significant difference. The grant I received has accelerated the growth of my farm, enabling me to employ more young people to support production and operations. With new tools, I’ve been able to increase capsicum production, nurture seedlings, and create new business opportunities by starting a seedling nursery.
Future Plans: Nurturing Seedlings and Expanding Operations
One of my long-term goals is to establish my own seedling nursery. In Iringa, many farmers buy seed directly from suppliers, but not all varieties are readily available. I see an opportunity to offer a service where farmers can either buy seeds from me, which I will nurture until they are ready to plant, or bring their own seeds, which I will grow to the transplanting stage. Each option would be priced differently, depending on whether I provide the seeds or simply nurture them to the planting stage.
This venture will not only provide farmers with access to quality seedlings but will also generate additional income for Hot Living.
Empowering the Community and Encouraging Youth
I am proud that Hot Living Horticulture has become a learning hub for smallholder farmers and local youth. Farmers often visit our farm to learn about modern agricultural practices, such as drip irrigation and greenhouse crop management. Very few farmers in Iringa have greenhouses, so they come here to explore how agriculture can be practiced efficiently in this environment. They also gain skills in nurturing seedlings from early growth stages to harvest.
We also invite agronomists to connect farmers with others, fostering a network of knowledge sharing and innovation. This collaboration has made our farm a center for agricultural learning and community development.
I strongly encourage young people to consider farming. After graduation, many young people focus on seeking employment, but the reality is that not everyone will secure a job. Agriculture presents a unique path to self-employment and entrepreneurship. The demand for agricultural products is high, and agriculture remains the backbone of our country. By focusing on agriculture, we not only provide healthy food to our communities but also contribute to environmental conservation, create economic opportunities, and promote mental well-being through the calming nature of farm work.
A Grateful Future Ahead
I extend my gratitude to the AID-I project for its support in accelerating my growth. The grant provided the resources I needed to expand my farm, boost production, and create employment opportunities for others.
I now have the tools to streamline my operations—from irrigation systems to crates and trays that make my daily work more efficient. This support has enabled me to think beyond simply growing crops. I now have the ambition to expand my operations, create more job opportunities, and make a lasting impact on the agricultural sector.
Looking ahead, I hope to add more greenhouses, which will allow me to produce crops multiple times a year and better meet the growing demand from my customers. I also plan to reinvest my income in purchasing additional parcels of land to expand my farm further.
Hot Living Horticulture is more than just a farm; it’s a symbol of growth, community, and sustainability. I am excited about what the future holds and look forward to continuing this journey—not only for myself but also for the many people who rely on agriculture for their livelihoods.
Southern Africa Accelerated Innovation Delivery Initiative (AID-I) Rapid Delivery Hub
The Southern Africa Accelerated Innovation Delivery Initiative (AID-I) Rapid Delivery Hub supports up to three million African smallholder farmers by enhancing soil health, improving fertilizer management, and strengthening local seed systems. Additionally, AID-I connects farmers to financial services and provides essential extension and advisory assistance. The initiative ensures that smallholder farmers in Malawi, Tanzania, and Zambia have access to the information and innovations necessary to increase productivity and resilience. By equipping farmers with tools and knowledge to cope with climate change and economic challenges, AID-I plays a vital role in enhancing their livelihoods.
Through strengthening rural-urban linkages and building national capacity for value chain development, AID-I, funded by USAID through the Feed the Future initiative and implemented by CIMMYT, supports farmers like Maureen Govin Molen in building sustainable and thriving agribusinesses. With its collaborative and holistic approach, the initiative promotes co-ownership and long-term sustainability, transforming agriculture across Southern Africa and empowering communities to achieve greater prosperity.
Gender equality, youth and social inclusion 
