Within the last four years, a number of high profile reports outlining new strategies for pulling African agriculture out of its current impasse have emerged. These include the Comprehensive African Agriculture Development Programme of NEPAD, and the InterAcademy Council Report commissioned by UN Secretary General Koffi Annan. Whilst these strategies are a welcome improvement on those that have characterised African agriculture in the past, it is argued here that like their predecessors, they fail to focus on business-competitive approaches as an integral part of the reform package needed to stimulate African agricultural productivity and development. This paper draws on innovation, business and organisation literature to highlight some of these approaches. It focuses on three concepts: value innovation, lead user focus and organisational value logic.