News Flash
By Md Mamun Islam
RANGPUR, July 24, 2025 (BSS) - Born into a farming family in Lalmonirhat, Umma Kulsum Popi has risen to become Bangladesh's most successful and widely followed agricultural influencer, using social media to revolutionize the way farming is understood, practiced and promoted across the country.
With over 2.9 million followers on Facebook and more than 518,000 subscribers on YouTube, Popi has built a vibrant platform for educating farmers and the general public about modern farming, organic cultivation, animal husbandry and safe food practices -- all delivered in a simple, relatable style that has won hearts nationwide.
Her video content not only serves as an informal agricultural classroom but also showcases the untapped potential of women in agriculture, breaking long-standing stereotypes in rural entrepreneurship.
"We want to export safe fruits and develop agri-tourism for people to reconnect with nature and food," Popi told BSS in an interview.
Popi studied Geography and Environmental Sciences at Begum Rokeya University in Rangpur, where she met Abu Sayeed Al Sagar, a student of Statistics known for his innovative thinking. Together, they joined an initiative called Creative Society, where they learned multimedia skills including presentation, graphic design, and video editing.
This eventually led to the formation of BD Assistant Limited in 2016, a social enterprise that trained dropout youths in electronics repair and connected them to customers via Facebook. The venture earned them a business award and an invitation to Mumbai -- although Popi couldn't travel due to family restrictions, Sagar represented the team.
Their personal and professional partnership grew stronger, leading to marriage -- and a series of ventures with growing impact.
The COVID-19 pandemic in 2020 severely impacted BD Assistant Limited. However, the disruption also opened new doors. With mangoes rotting in orchards across Rangpur due to supply chain breakdowns, Popi and Sagar saw an opportunity.
They launched Premium Fruits, a business aimed at delivering fresh, chemical-free mangoes from northern Bangladesh to households across the country. Starting with the popular Haribhanga variety, the couple expanded their reach through social media promotions and courier-based delivery services.
The venture gained momentum, and by 2022, Premium Fruits Limited was formally registered with Popi as Chairman and Sagar as CEO.
"We work directly with farmers and orchard owners. We lease orchards a year in advance and oversee every stage to ensure fruit quality without harmful chemicals," said Popi.
The company now sources mangoes and other fruits from Rangpur, Rajshahi, Naogaon, Chapainawabganj, and Satkhira, while also distributing papaya from Khagrachari, wild bananas from Bandarban, and citrus from Rangamati.
Popi's hands-on involvement in fruit cultivation and livestock farms inspired her to share farmers' stories and sustainable practices through videos. Her first video, shot in 2022 on the Teesta river's char land, featured local pumpkin growers. It went viral.
Subsequent content on making organic pesticides using neem leaves empowered farmers across the country to adopt eco-friendly solutions.
Many reported excellent crop results, validating her influence.
Her relatable, practical, and visually engaging videos made her a household name, especially among rural communities, youth, and women aspiring to join the agricultural workforce.
Looking ahead, Popi and Sagar are expanding into safe vegetables, food processing, and agri-tourism. Their agricultural projects in Rangpur and Chapainawabganj feature fruit orchards, fish ponds, and dairy farms where tourists will soon be able to pick fruits, cook vegetables, catch fish, and enjoy fresh milk -- experiencing rural life firsthand.
"We want people to be part of the farming process, not just consumers.
That's how we create awareness and love for agriculture," said Popi.
Through innovation, resilience, and unwavering commitment to rural empowerment, Umma Kulsum Popi continues to redefine what it means to be a farmer in the 21st century - proving that the future of agriculture is digital, inclusive, and deeply rooted in community.
