True Vine & the Future of Digital Trade: Lessons from the WTO Public Forum 2025

Richard Musote (right) and Jackson Okello sorting passion fruits at their farm in Semuto (Photo Credit: ILaED.org)

During my recent visit to Uganda, I had the privilege of spending a day at True Vine, a family-run farm and enterprise that produces passion fruit, maize, and chicken.

I was welcomed by Richard Musote, the farm’s director, who shared his vision of expanding True Vine’s product line once their current operations are stable. His brother, Jackson Okello, manages the farm. Despite having no formal training in agriculture, Jackson’s innovative approach and professionalism have turned True Vine into a producer of world-class fruit—so impressive that international partners are already taking notice.

The farm is just 54 km (33.5 miles) from Kampala, Uganda’s capital, yet getting there took me nearly two hours because of the poor road network. But what struck me most is that distance and rough travel conditions don’t stop True Vine from consistently serving their local community.

When it comes to marketing, True Vine is already using Facebook, WhatsApp, Zoom, and Google Meet to connect with customers. But imagine the potential if they had access to better tools, training, and support.

This question stayed with me:How can small-scale enterprises like True Vine participate more fully in the growing world of digital trade?

I carried that question with me to the WTO Public Forum 2025 (17–18 September), held under the theme “Enhance, Create and Preserve.” This year’s Forum focused on how digital advancements are reshaping global trade, connecting markets, and driving innovation.

One moment that stood out was the opening session, “Trade, Trust and Transformation: Business Perspectives.” For the first time, the panel was made up entirely of business leaders—both from developed and developing countries—highlighting how much influence business now has in shaping global digital trade policy.

But here’s the catch: small enterprises like True Vine still struggle to access advanced digital tools, including AI-powered solutions that could help them scale.

During another insightful session—“Mapping Africa’s Digital Trade: AfCFTA, JSI and AU AI Strategy”—Jane Nalunga of SEATINI Uganda reminded us that solving this challenge requires fairness, inclusion, and multi-stakeholder engagement.

Giving small enterprises like True Vine a seat at the table—at national, regional, and international levels—ensures that policies don’t just work for big business but for everyone. Because when farms like True Vine succeed, communities thrive.

Your turn:I’d love to hear from my network:

• How can we make digital trade more inclusive for small businesses in LDCs?

• What tools, partnerships, or policies could help farms like True Vine grow and reach global markets?

• Are there examples of successful digital trade initiatives for smallholders we can learn from?

Let’s start a conversation and share ideas—because empowering small farms like True Vine isn’t just good for business, it’s good for the world.