Balton Tanzania aims to emulate throughout Africa, the success of the 'Farming is Cool' campaign initiated in Kenya in 2011, and implemented successfully during the last 4 years by its subsidiary company Amiran Kenya. Balton Tanzania’s ‘Farming is Cool Africa’ campaign is aimed at changing youth mindset towards agribusiness, while empowering youth with the technology, knowledge, skills, support, and financing to engage in modern agribusiness. Today, most youths view agriculture as a ‘dirty’ occupation often practiced by older people when they retire or by those who are hungry and engage in agriculture for their survival. Often in schools when children misbehave agriculture is used as a form of punishment. The ‘Farming is Cool’ initiative aims to change this mindset and prove to youth that modern agribusiness is a respectable and ‘cool’ profession that should be viewed and practiced as a business.