My name is Zainab Oyetunde-Usman (PhD)
My vision for Agrifoodlens stems from over ten years experience as an agri-food system researcher. Through many of my researches, I have identified significant evidence gap between agri-innovations and on the ground realities. While innovations are essential, their access, use and adoption have long been limited. Poor uptake and decision making continues to undermine progress towards Sustainable Development Goals. As new data and technological innovations are rolled out year after year, we appear to be trapped in a repeating cycle, even as we attempt to address other complex and interlinked challenges such as climate change, food security and poverty.
Agrifoodlens provides a bridge between research, practice and real world realities by leveraging data and technological innovations to support decision making across the agri-food system value chain.
As an experienced Agricultural Economist, I have come to understand the deep complexities in our food systems and how they intersect at multiple levels with globalisation. As global food challenges intensify, so too do the complexities of human behaviour, particularly in what people choose to adopt or resist. Yet, these behavioural dimensions are often insufficiently captured in scientific and technological innovations, limiting uptake and preventing innovations from fully meeting their intended goals.
Against this backdrop, Agrifoodlens aims to translate evidence into action by placing people, behaviour, and context at the centre of agri-food innovation. Its core objective is to improve the design, targeting, and uptake of agri-food policies and technologies by integrating economic analysis, behavioural insights, and data-driven tools. By working across the agri-food value chain, from farmers and agribusinesses to policymakers and development partners, Agrifoodlens seeks to support more inclusive, context-sensitive, and scalable solutions that enhance adoption, strengthen decision making, and accelerate progress towards sustainable, climate-resilient, and equitable food systems.
About Me
I am a trained Agricultural Economist. I had my PhD at the Natural Resources Institute, University of Greenwich, funded by the Commonwealth Scholarship Commission (2018 scholar). I am currently a UK agrifood system researcher and, over the past three years, I have worked closely with stakeholders to support the future of the UK food system and beyond. I have led and collaborated on several early-career research initiatives, for example as both a member and Champion of the Agri-Food Network+. In addition, I have led and contributed to funded projects, including a scoping study grant and a British Academy grant.
Prior to my PhD, I have had experience undertaking research in developing countries, specifically using econometric modelling and behavioural techniques to assess poor adoption of innovations. You can find my published papers here
I love to write and research about agri-food innovations, and at the heart of this work is commitment to supporting better decision making through evidence, ensuring that solutions are not only technically sound but also socially grounded, sustainable and inclusive across diverse agri-food contexts.