In East Africa, where fertile lands and rich traditions meet, James Shikwati, a small-time Kenyan farmer, has embarked on a culinary journey that transcends borders.
With flavors that evoke nostalgia and an entrepreneurial spirit that knows no bounds, James is making waves by exporting indigenous East African vegetables, including managu, sagaa, mrenda, and terere, to the USA and Europe.
In this article, WoK looks into James’s unique approach to turning his farm into an exportation powerhouse.
A Journey of Inspiration
James’s story is one rooted in a deep connection to his homeland.
Having spent almost a year in Europe, he intimately understood the yearning for the comforting tastes of home-cooked meals.
This experience served as the catalyst for his brilliant business idea – exporting the authentic flavors of East Africa to countries worldwide.
At the core of James’s success is his commitment to working with local farmers.
He sources their products in bulk, carefully dries and packages them, ensuring that customers abroad experience nothing but the best.
The array of vegetables he offers is a testament to the diversity of East African cuisine, including amaranth, jute mallow, rattle pod, African black nightshade, spider plant, and cowpeas.
Shortening the Value Chain
James recognizes that indigenous African vegetables have a shorter value chain compared to more common exotic vegetables.
This means that farmers often struggle to maximize their profits.
To address this issue, James and his team collaborate with small farmers to create longer value chains, allowing them to benefit more from their produce.
Sourcing and Processing
The process begins with careful sourcing from farmers across multiple Kenyan counties.
Once the vegetables arrive, they are weighed, and farmers are paid fairly per kilogram.
The next step involves meticulous plucking, removing leaves and other undesirable materials.
The vegetables are then washed in hot and cold water before being solar-dried.
Importantly, James’s commitment to quality extends to using indigenous technology to ensure no harmful chemicals are added during processing, keeping the vegetables as organic as possible.
Overcoming Market Challenges
Exporting indigenous vegetables to the American market is not without its challenges. Americans are accustomed to finding their greens in supermarkets, making it essential to meet local standards.
Over two years, the Inter-Region Economic Network growth pad limited (IREN) – James’s brainchild – has managed to deliver its products not only to the USA but also to Europe and the Middle East.
One of the challenges James faces is the declining supply of traditional vegetables. Farmers have been discouraged by low returns, resulting in decreased production.
To counter this trend, James and his team are dedicated to helping small farmers access better inputs and providing them with knowledge to enhance their labor and production management.
Expanding Horizons
James envisions expanding his mission to other African countries, bringing the flavors of East Africa to a broader audience and positively impacting more lives.
