Growing up, Julius Muthui watched his parents and other community members struggle to preserve their harvests, especially fruits, in Kenya’s Lower Eastern region.
Without proper storage facilities or access to reliable markets, many farmers faced losses during harvest seasons.
Currently Muthui works with Goshen Farm Limited, a fruit exporting company based in Konza city.
Initially, the goal of Goshen Farm was to help farmers access markets for their produce. However, during the COVID-19 pandemic, a new opportunity emerged one that would transform their business and help solve a persistent agricultural challenge.
“Growing up, I watched our parents harvest fruits and other crops without any proper storage or market access. There was no value addition either,” recalls Muthui, the Commercial manager at Goshen Farm Limited.
“Food security and post-harvest losses were major issues in Ukambani, where our company operates. So, we began contracting smallholder farmers and adding value to their produce to reduce these losses and improve food availability.” mugo adds
Exporting Fresh Produce
Exporting fruits to Europe is no easy feat for most Kenyan agribusinesses, but Muthui says Goshen Farm has succeeded by carefully selecting produce and adhering to strict export protocols. Their exports include fresh fruits, French beans, and avocados.
Enter Fruity Snacks
In 2020, with global markets paralyzed by COVID-19 restrictions, Goshen Farms was unable to export fresh produce.
They began drying fruits to extend their shelf life an idea that led to the creation of Fruity Snacks, a new brand under the company. The move proved visionary, especially because tropical fruits don’t thrive in Europe, and most are imported.
“When COVID hit, everything came to a standstill. We had fresh produce we couldn’t export, and that’s how the idea of value addition through dried fruits came about,” Muthui says.
“We started with a single product and sent samples to global markets to get feedback. The demand was clear Europe needs tropical fruits, and people are increasingly health-conscious,” Muthui adds.
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Fruity Snacks now offers a wide variety of dried tropical fruits that retain their natural taste despite the drying process. These include mangoes, pineapples, coconuts, pawpaw, and red chillies.
“This is a capital-intensive business. We work closely with government institutions and partners who help train our farmers. Currently, we have two dryers that produce up to 800 kilos of dried fruit per day,” he adds.
Mugo notes that because these fruits are seasonal, drying them helps ensure year-round availability. Fruity Snacks are now stocked in over 200 outlets across Kenya, including supermarkets, wellness centers, and coworking spaces and Exported to European market.
Opportunities and Challenges
According to Muthui, Kenya’s geographic location gives it a competitive edge in the export of tropical fruits.
“There’s a huge opportunity for Kenyan exporters. The European Union has a population of 437 million, and many countries there cannot grow tropical fruits. The demand is high,” he explains.
But penetrating this market comes with hurdles. Chief among them are high capital requirements and costly certification processes.
“Certification and capital are the biggest challenges. The business is both labour- and capital-intensive. You need significant investment to meet global standards,” says Muthui.
“Also, being a premium product, the customer base is limited. But with rising global demand for healthy foods, the market is expanding.” he notes.
Impact on Farmers
Despite these challenges, the model has significantly benefited local farmers by offering consistent income and reducing post-harvest losses.
“Our farmers have assured markets. What they sign up for is what they deliver and get paid for. We even supply inputs like fertilizers. It’s a sustainable income source that also tackles food insecurity,” he notes.
Advice to Entrepreneurs
Muthui encourages fellow youth and entrepreneurs to embrace risk and pursue their ideas with courage and persistence.
“Business involves both losses and profits. You have to be ready for both. There are many opportunities out there, and with determination, an idea today can generate income tomorrow,” he advises.
“If you get an opportunity, run with it. Find mentors and attend networking events. Study the market, learn what others are doing, and look for problems you can solve. Be patient success takes time. And remember, someone is always watching, ready to reward your efforts,” he further advises.
