Agroecology and related sustainable ways of producing food started receiving attention in the past few years compared to industrial agriculture practices some which are more than 100 years old. This means big industries that advance agroecology at a big scale are yet to be developed. However, the increasing demand for food produced sustainably among urban African consumers is pointing to huge potential for nurturing agroecology entrepreneurship around territorial markets and related supply chain actors through which the majority of consumers are accessing food that they consider healthy, safe and culturally appropriate. Having been exposed to industrial agricultural practices for decades, many African farmers and entrepreneurs aspiring to carve a solid identity as agroecology advocates will require a lot of capacity building, re-education and support in order to unlearn toxic industrial practices.