Twiga Foods Transforms into Full-Service FMCG Platform with Acquisition of Three Kenyan Distributors
Kenyan agri-tech leader Twiga Foods has announced the acquisition of majority stakes in three local fast-moving consumer goods (FMCG) distributors—Jumra, Sojpar, and Raisons—marking a major pivot from its roots in fresh produce to becoming a comprehensive FMCG distribution platform.
Founded in 2014, Twiga Foods is a B2B food distribution company on a mission to create fair, efficient, and transparent markets for farmers and retailers across Kenya. The company uses a tech-driven e-commerce platform to streamline the food supply chain, eliminating multiple intermediaries and significantly reducing food prices for consumers.
Over the years, Twiga has attracted major investor interest, securing US$50 million in Series C funding in 2021, followed by another US$35 million in late 2023. However, amid global capital tightening, the company has faced challenges—struggling to raise additional funding, reducing its workforce by 40% in 2023, and contending with reports of delayed payments to vendors and staff.
In 2023, co-founder and long-time CEO Peter Njonjo stepped down, with former Jumia Kenya executive Charles Ballard stepping in to lead Twiga’s next chapter.
To fast-track its strategic realignment, Twiga has now acquired the three FMCG firms in a move to bolster its procurement capabilities and expand its footprint across Central, Western, and Coastal Kenya. This marks a significant evolution in Twiga’s business model—from a fresh produce aggregator to a digitally powered, full-service FMCG distribution platform.
“This strategic alignment underscores Twiga’s commitment to modernising Kenya’s food distribution landscape. The combined strengths will enable a digitally powered distribution model that delivers enhanced value to Kenyan retailers and consumers,” Twiga said in a statement.
By consolidating its position in the FMCG space, Twiga aims to deliver improved supply chain efficiency, greater product accessibility, and a more robust retail support system for Kenyan businesses.
