In Summary
- Peter Njonjo co-founded Twiga Foods in 2014, building a digital B2B platform that connects Kenyan farmers with informal urban retail vendors.
- Before Twiga, he spent about 21 years at Coca‑Cola, finishing as President of its West & Central Africa business unit, overseeing 33 countries.
- As of early 2022, Twiga Foods had raised over US$150 million, worked with more than 17,000 farmers, served around 140,000 small retail outlets in Kenya, and plans to expand across Africa.
Deep Dive!!
Lagos, Nigeria, Thursday, November 6 - Across Africa, food production continues to grow, with agriculture estimated at over US$300 billion, yet inefficiencies in distribution and logistics keep prices high and farmers underpaid. These challenges highlight a structural gap not just in supply, but in coordination.
In 2014, Peter Njonjo, a Kenyan business leader and former Coca-Cola executive, recognised this gap as a continental opportunity. With deep experience in large-scale logistics, he co-founded Twiga Foods, a technology-driven platform designed to simplify the movement of fresh produce from smallholder farmers to informal urban retailers. His goal was to build a sustainable, data-enabled network that reduces cost, eliminates middlemen, and creates a predictable market system that can scale across African economies.
Twiga’s operations combine technology, storage, transportation, and digital payments to solve long-standing inefficiencies in the food value chain. The company aggregates produce from over 17,000 farmers, supplies more than 140,000 vendors, and leverages data to forecast demand and optimise delivery routes. Its impact is measurable by improving farmer earnings, lowering retail prices, and reducing food waste.
Under Njonjo’s leadership, Twiga has attracted major investors including Goldman Sachs, IFC, and Creadev, reflecting confidence in its model of sustainable African enterprise. Beyond business growth, Twiga Foods represents a Pan-African strategy for agricultural transformation that uses technology to build resilient food systems driven by local innovation.
This article aims to examine how Peter Njonjo’s leadership, experience, and strategic model transformed Twiga Foods into one of Africa’s foremost food-tech supply chain companies, and what lessons other African entrepreneurs can draw from his journey.
Early Life, Education, and Experience
Peter Njonjo was born and raised in Kenya, where his early exposure to local markets and business environments shaped his understanding of structural inefficiencies in supply and distribution. While specific public records of his birth year and family background are limited, it is known that he displayed entrepreneurial tendencies from a young age. During his high school years, Njonjo ran a small bread-reselling venture within the school dormitories, an early indication of his interest in distribution, supply, and value creation. These formative experiences provided practical insight into market dynamics and laid the foundation for his later work in logistics and food supply chains.
Njonjo pursued a strong academic and professional foundation in business, finance, and management. He studied accounting and finance at Strathmore Business School in Kenya (1995–1997), earning qualifications sufficient to become a Certified Public Accountant (CPA). He subsequently obtained a Bachelor of Science in International Business Administration from United States International University – Africa (USIU‑Africa). To further enhance his executive and strategic capabilities, he completed an Executive Leadership Programme at Harvard Business School and holds an MBA in Strategic Management. This combination of accounting expertise, business administration, and leadership training equipped Njonjo with the analytical, operational, and strategic skills necessary to manage complex systems and scale businesses across diverse African markets.
Njonjo’s professional career spans over two decades at The Coca-Cola Company, where he gained extensive experience in finance, logistics, and operations. He joined Coca-Cola in 1998 as an accountant in Kenya and steadily advanced through several key roles, including Finance Manager, Executive Assistant to the President of East & Central Africa, and Planning Manager. In January 2011, he became General Manager of Coca-Cola East Africa, overseeing 13 bottling companies, more than 7,500 employees, and system investments exceeding US$1 billion across six countries, including Kenya, Uganda, Tanzania, Ethiopia, and Eritrea. During this period, Njonjo led significant route-to-market restructuring, optimised distribution networks, and strengthened operational efficiency across the region.
His final executive role at Coca-Cola was President of the West & Central Africa Business Unit, based in Lagos, Nigeria. In this position, he managed operations across 33 African countries and led major acquisitions, including the US$550 million purchase of Chi Beverages Nigeria. These roles provided him with deep experience in large-scale logistics, cross-border management, operational strategy, and corporate governance skills he later applied to the agricultural sector.
In 2014, leveraging his extensive corporate experience, Njonjo co-founded Twiga Foods alongside Grant Brooke. He applied his knowledge of large-scale distribution, logistics optimisation, and market expansion to develop a technology-driven platform connecting smallholder farmers with informal retail vendors. Twiga Foods integrates logistics, cold storage, and digital payment systems to create a transparent and efficient supply chain, significantly reducing post-harvest losses and improving market access for farmers.
Beyond his executive and entrepreneurial roles, Njonjo has been active in leadership and professional networks across Africa. He has served as President of the American Chamber of Commerce in Kenya, Director of the American Business Council in Nigeria, and is a board member of the Jim McFie Education Fund. He is also a member of global leadership organizations such as the Young Presidents’ Organization (YPO) and the Africa Leadership Network (ALN), reinforcing his influence across African business and policy ecosystems.
Inspiration to Start Twiga Foods
Peter Njonjo’s inspiration to found Twiga Foods stemmed from a combination of firsthand exposure to inefficiencies in African supply chains, personal entrepreneurial experiences, and a pivotal business failure. During his two decades at The Coca-Cola Company, Njonjo had extensive exposure to large-scale distribution networks, logistics planning, and route-to-market strategies across multiple African countries. He observed that, despite Kenya’s agricultural abundance, farmers often received minimal returns because of fragmented distribution systems, high post-harvest losses, and multiple layers of intermediaries. These inefficiencies inflated food prices for consumers while limiting farmers’ profitability.
The most direct catalyst occurred when Njonjo and his co-founder Grant Brooke attempted to export Kenyan bananas to the Middle East. Despite securing buyer interest, they failed to ship a single container due to inadequate aggregation, inconsistent quality, and the informal nature of farmer operations. Njonjo later reflected: “We couldn’t export a single container… Everything was super informal. That’s what led us to understand why Africans in urban cities are spending a fortune on food in this day and age.” (theceomagazine.com)
This experience made Njonjo recognise a critical opportunity: the domestic market for informal vendors, known locally as ‘mama mbogas’ or kiosks, was vast but underserved. In Nairobi alone, there are over 180,000 informal retail outlets, yet these vendors have inconsistent access to fresh produce, unreliable delivery, and paid inflated prices due to multiple intermediaries. Njonjo understood that improving supply chain efficiency could simultaneously benefit smallholder farmers, informal retailers, and end consumers.
Additionally, Njonjo observed that Kenyan households spend a disproportionately large share of income on food 50–60% compared to 6–10% in Western countries. He reasoned that by reducing inefficiencies in procurement, storage, and distribution, Twiga Foods could lower food costs, improve market access for farmers, and increase overall economic efficiency.
Leveraging his Coca-Cola experience, Njonjo mapped a business model that combined technology, logistics, and finance. He designed Twiga Foods as a B2B platform where smallholder farmers supply produce directly to informal vendors through a digitally managed, centrally coordinated distribution network. Mobile payments were integrated to ensure timely cash flows, while cold storage and route optimisation reduced post-harvest losses from approximately 30% to 4%.
Njonjo’s inspiration was also deeply aligned with Pan-African impact. He aimed not only to improve food supply chains in Kenya but to create a scalable model that could be replicated across African markets, connecting farmers to vendors efficiently while fostering financial inclusion. Twiga Foods, therefore, was conceived as a solution to structural market inefficiencies, driven by the founder’s corporate expertise, entrepreneurial insight, and commitment to transforming Africa’s agricultural ecosystem.
What Problem Twiga Foods Solves
1. Fragmented supply chain and multiple intermediariesIn Kenya, the fresh produce market has long been fragmented, with thousands of smallholder farmers selling through multiple layers of intermediaries before reaching informal urban vendors. Each layer added cost, delayed delivery, and reduced transparency, leaving both farmers and retailers disadvantaged. Twiga Foods addresses this by creating a direct, technology-driven B2B platform connecting farmers to retailers, reducing intermediaries, and increasing efficiency across the supply chain.
2. High post-harvest losses and food wasteTraditionally, Kenyan farmers faced post-harvest losses of up to 30%, primarily due to inefficient transport, lack of cold storage, and poor logistics. Twiga mitigates these losses through centralised warehouses, cold storage, and optimised delivery routes. By forecasting demand with digital tools and consolidating orders, Twiga ensures produce moves faster and in better condition, reducing waste and increasing the effective supply of food.
3. Unreliable supply for informal retailersSmall kiosks and market vendors, known locally as “mama mbogas”, historically struggled with irregular supply and inconsistent quality of fresh produce. Twiga provides a reliable, predictable supply, allowing retailers to receive orders on time and at standardised quality. This consistency has transformed the informal retail market, empowering vendors to grow their businesses and better serve urban consumers.
4. Poor and unpredictable income for smallholder farmersMany farmers previously had no guaranteed market for their produce, received delayed payments, and often faced opaque pricing. Twiga introduces direct market access with transparent pricing and prompt payments, stabilising farmers’ income and encouraging investment in better agricultural practices. Over time, this has contributed to more sustainable livelihoods for thousands of smallholder farmers.
5. High food costs for urban consumersInefficiencies and multiple intermediaries in the supply chain inflated food prices for consumers. By streamlining procurement and logistics, reducing waste, and cutting intermediaries, Twiga effectively lowers the cost of produce, making fresh, affordable food more accessible in urban areas.
6. Lack of data-driven logistics and scalabilityTraditional food distribution in Kenya relied on manual processes, limited record-keeping, and inconsistent planning, which restricted growth. Twiga integrates technology, mobile ordering, route optimisation, and demand forecasting, enabling it to scale efficiently while maintaining quality and reliability. For example, Twiga manages thousands of deliveries daily, connecting farmers to urban vendors with precision and speed.
7. Under-serving the informal retail sector in Africa’s urban marketsInformal vendors make up the backbone of urban food access across Africa but were largely ignored by formal supply chains. Twiga focuses on these small retailers, creating a structured, tech-enabled distribution network that supports their businesses while simultaneously improving market access for farmers.
Through these interventions, Twiga Foods tackles structural inefficiencies that have long plagued African food markets, benefiting farmers, vendors, and consumers alike. Its approach demonstrates that technology, logistics optimisation, and market integration can address systemic challenges in Africa’s agricultural and retail ecosystem.
Milestones Achieved to Date
Since its founding in 2014, Twiga Foods has transformed Kenya’s food distribution system by connecting smallholder farmers directly to urban retailers through a technology-driven platform. Co-founded by Peter Njonjo, the company set out to address inefficiencies in the traditional food supply chain, reduce intermediaries, and improve access to fresh produce. Over the past decade, Twiga has grown from a small startup into one of East Africa’s most recognized food-tech enterprises, driven by strategic funding rounds, operational innovation, and bold pivots.
Twiga’s first major funding milestone came in July 2017, when it raised about US$10.3 million in a Series A round (approximately US$6.3 million in equity and US$4 million in debt). This funding expanded the company’s vendor network, diversified its product offerings, and enhanced its digital B2B marketplace, allowing farmers and retailers to transact more efficiently. In November 2018, Twiga secured an additional US$10 million to scale operations and extend support to small retailers, strengthening its position in Kenya’s agri-supply chain.
In October 2019, Twiga completed a US$30 million Series B round led by Goldman Sachs, with a mix of equity and debt. This investment supported the company’s logistics and warehousing infrastructure and strengthened its technology backbone. In 2020, the International Finance Corporation (IFC) provided US$29.4 million in debt financing to support contract farmers and enhance supply consistency, complementing Twiga’s network of smallholders.
The company achieved another major milestone in November 2021, raising US$50 million in a Series C round led by Creadev, with participation from TLcom Capital, IFC Ventures, and DOB Equity. This round fueled the expansion of Twiga’s operations, the introduction of private-label products, and further investments in traceability and logistics systems, solidifying its status as a regional leader in food distribution technology.
In May 2022, Twiga launched Twiga Fresh, a modern farming venture established through an investment of about US$10 million (KSh 1.2 billion) to lease 650 hectares in Taita-Taveta County for the cultivation of onions, tomatoes, and watermelons. This vertical integration improved supply chain reliability and complemented Twiga’s network of smallholder farmers — reported at over 17,000 as of 2019. By 2023, the company stated it served more than 140,000 retail vendors across Kenya, a figure consistent with company communications and industry reports.
In April 2025, Twiga expanded into the fast-moving consumer goods (FMCG) sector by acquiring majority stakes in three Kenyan distributors Jumra, Sojpar, and Raisons. This move marked a shift toward becoming a full-service FMCG platform. During this restructuring, Twiga created a new holding structure (NewCo), temporarily suspended Nairobi operations to relocate its central distribution hub, and streamlined its workforce to support an asset-light, technology-driven model.
These milestones collectively highlight Twiga Foods’ evolution into a technology-enabled supply chain innovator. From Series A to Series C funding, from empowering smallholder farmers to serving thousands of urban retailers, and through strategic diversification into FMCG, Twiga’s journey demonstrates the potential of a Pan-African model built on efficiency, scale, and sustainability.
Lessons for Other Entrepreneurs
1. Master the Problem Before ScalingTwiga Foods succeeded because Peter Njonjo deeply understood the inefficiencies in Kenya’s food supply chain. He observed firsthand the losses smallholder farmers faced due to fragmented logistics, inconsistent demand, and lack of market access. This deep problem of ownership shaped Twiga’s business model digitized mobile ordering for 140,000 vendors and the integration of 17,000 farmers into a predictable supply chain. African entrepreneurs can learn that solving a problem at scale requires complete immersion and insight into the ecosystem you intend to transform.
2. Integrate Technology with Human-Centered OperationsTwiga’s platform leverages Google Cloud analytics, mobile ordering apps, and vendor dashboards while maintaining warehouses, delivery trucks, and on-ground staff. This hybrid approach allowed the company to ensure reliability in Kenya’s informal retail sector, where tech alone cannot bridge infrastructure gaps. Entrepreneurs should see that in African markets, technology must enhance human networks, not replace them, creating systems that are both scalable and resilient.
3. Strategically Deploy Capital According to Growth StagesLooking at the US$10.3 million Series A in 2017, the US$50 million Series C in 2021, and debt financing from IFC, Twiga carefully aligned funding with tangible growth milestones: vendor expansion, FMCG diversification, logistics and warehouse scaling, and regional expansion. By contrast, undisciplined capital deployment can create inefficiencies or unsustainable growth. Entrepreneurs should tie each investment to measurable objectives, ensuring funding drives operational, technological, or market gains.
4. Adaptability and Operational Resilience Are CriticalTwiga’s recent restructuring (2023–2025), including workforce reductions of ~40%, suspension of Nairobi operations, and pivot into FMCG distribution, underscores the importance of adaptability. Markets in Africa can shift rapidly due to regulatory changes, funding cycles, or supply chain shocks. Entrepreneurs should design operations and strategies with flexibility, allowing for rapid recalibration without losing core mission or service continuity.
5. Leverage Data to Optimize Decisions and ScaleTwiga’s use of analytics for demand forecasting, traceability, and vendor performance transformed operational efficiency. Real-time insights enabled the company to reduce waste, improve delivery schedules, and extend working capital to farmers based on supply reliability. African startups can adopt similar data-driven approaches, even in low-tech contexts, to optimize resources, mitigate risk, and create scalable systems.
6. Profitability and Social Impact Can CoexistTwiga Foods demonstrates that financial sustainability and social value are not mutually exclusive. By connecting 17,000 farmers and 140,000 vendors, the company generated stable incomes, reduced post-harvest losses, and formalized informal markets all while building a profitable business. Entrepreneurs should design ventures that solve systemic problems while ensuring commercial viability, creating models that scale across African markets and contribute to broader socio-economic development.
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