Fresh produce, anyone? The enticing aroma of freshly harvested fruits and vegetables is a delight for all. In Kenya, the desire for freshness has evolved from a mere preference to a deliberate choice, reflecting consumers’ increasing awareness of food provenance and environmental impact.
In the pursuit of freshness and sustainability, Carrefour – whose managing director is Majid Al Futtaim in Kenya – is leading the way towards transparency and ethical sourcing in Kenyan retail. Through a partnership with Tigoni Grown Limited, a local agricultural enterprise, Carrefour has made farm-fresh produce readily available on its shelves, meeting the discerning needs of customers in Nairobi and its environs.
This journey began in 2017 when Carrefour Kenya and Tigoni Grown embarked on their collaboration, starting with a modest supply of tomatoes. Over time, this partnership has expanded to encompass over 150 stock-keeping units (SKUs) today. Mr. Charles Orora, CEO of Tigoni Grown, reflects on this journey, noting the evolution from a few products to a diverse range sourced from over 350 farmers.
What distinguishes this partnership is its focus on direct sourcing. Tigoni Grown procures produce directly from farmers, ensuring fair market access and empowering local growers. With approximately 160 farmers actively involved at any given time, the production chain remains unbroken, ensuring freshness and quality.
At the core of Tigoni Grown’s operations are eco-friendly agricultural practices that preserve soil health and reduce pesticide usage. Every stage, from expansive fields to meticulously tended greenhouses, is monitored to maintain stringent sustainability standards. Mr. George Ndegwa Kariuki, a farmer under Tigoni Grown’s umbrella, acknowledges the transformative impact of this collaboration. Operating his farm in Naivasha, Mr. Kariuki produces a variety of vegetables, meticulously graded to ensure only the finest make it to the shelves. For him and many others, Carrefour’s commitment to market access is invaluable, serving as a vital link for local farmers.
Beyond commercial transactions, this partnership represents a shared vision for a more sustainable future. Carrefour and Tigoni Grown are setting a precedent for responsible business practices in the retail sector by bridging the gap between farm and shelf. It’s a partnership grounded in principles of fairness, transparency, and environmental stewardship — one that yields tangible benefits for all involved.
