The Eno Sure campaign draws from a popular Ugandan slang meaning “it’s legit” to build trust in quality improved seeds just like trusted brands earn instant approval. In Butaleja, the campaign aims to make farmers, especially women and youth, feel confident that using improved bean and rice varieties will deliver reliable results. It promotes increased participation in seed production and enterprises by strengthening both formal and informal systems. The campaign also raises awareness of beans and rice as nutritious alternatives, while addressing barriers like gender and social norms to ensure equitable seed access among previously unreached smallholder farmers. The campaign is funded by Bill and Melinda Gates through International Rice Research Institute and implemented by CBCC in Butaleja Uganda.