Rooted in the Land, Driven by Progress

Respecting technology, moving with the times

Rai’s philosophy is clear: tradition must evolve. “My father always advised me that you must respect technology, you must move with the times,” he says. “When we saw the benefits of drip irrigation, using less water and achieving much better yields, the decision became very clear.”

This mindset led the Rai Group to partner with Netafim around six to seven years ago, initially on avocado plantations in Kenya. Reliable irrigation was essential, and the results spoke for themselves. Since then, the collaboration has expanded significantly, most notably into large-scale sugarcane projects.

In Tanzania, the group is developing a major greenfield sugarcane operation. “We have already committed to about 7,000 hectares using Netafim technology,” Rai notes, with plans to eventually reach 18,000–20,000 hectares.

From rain-fed uncertainty to predictable performance

Historically, much of the group’s sugarcane was rain-fed, limiting yields and exposing farmers to high risk. “With rain-fed cane, yields were around 70 tons per hectare,” Rai explains. “Now we are looking at at least 100 to 120 tons per hectare.”

Beyond yield gains, the shift to precision irrigation has transformed operational confidence. “Climate change and water resources are major concerns,” he says. “The amount of water we save compared to traditional irrigation, furrow or pivot, is significant.”

What Rai values most in the partnership is not only the technology itself, but the way it is implemented. “It’s not just about selling equipment,” he emphasizes. “Netafim’s technical teams come on the ground, supporting installation and operations to the highest standards. That’s what makes it a successful partnership.”

Farming as an ecosystem, and a responsibility

For Rai, farming is deeply personal. “When you look at the soil, plant your first seedling, and nurture that crop as it grows, it’s very satisfying,” he says. “I would like to spend more time on the farm. When you’re away from traffic, away from phone calls, you’re in your own small world.”

At the same time, he is acutely aware of how difficult farming can be, especially for those dependent on rainfall. “A farmer’s life is not easy. When you rely on rain, you are at the mercy of the Almighty, you get rain or you don’t, and you struggle,” he explains. “If we can assure better yields through irrigation, it changes everything.”

In Kenya alone, the Rai Group works with approximately 150,000 farmers, and Rai sees irrigation as a stabilizing force across the entire agricultural ecosystem, from farmers and employees to suppliers and government partners. “There are benefits across the entire chain when everyone works in sync,” he says, noting the importance of strong government support in all three countries where the group operates.

A recent visit to Israel reinforced this perspective. Seeing crops thrive under extreme water scarcity was, in his words, “a very eye-opening experience,” and a reminder that necessity is the key to innovation.

Looking ahead, Rai remains optimistic. “The population is growing and we must produce more food,” he says. “Therefore, we must get better yields per hectare. Irrigation is the way forward.”

Above all, his vision is generational. “I hope my grandchildren can carry this enterprise forward and grow it,” Rai says ““This is a partnership we are building for the next generations.” A future rooted in the land, strengthened by technology, and built to endure.