Nearly two decades ago, when Lister Kinuthia purchased a piece of land in Kiserian, Kajiado, he never imagined that it would blossom into a flourishing garden of diverse and lucrative plants, attracting customers far beyond Kenya’s borders.
With the integration of digital marketing strategies, Gad Eden Seedlings and Nurseries, under the leadership of Director Lister Kinuthia, has expanded its reach, capturing markets not only within Kajiado County but also stretching across Kenya, Uganda, Rwanda, Ghana, Tanzania, and Nigeria.
The power of social media, especially through the digital marketing platform Farmer Young, has been instrumental in their journey since its inception.
Maryanne Kinuthia, the Marketing Officer and daughter of the company’s director, embodies the enthusiasm for agriculture shared by the younger generation.
“Our journey was filled with challenges. We lacked the appropriate techniques for seedling cultivation. Seeds we planted often perished, forcing us to conduct extensive research, which eventually led to our success,” explains Maryanne.
Their nursery boasts a variety of plants, including kale, cabbage, bell peppers, tomatoes, and fruit trees like avocados and oranges, as well as herbs like basil.
The seedlings are carefully nurtured for three to four weeks before they are ready for transplanting.
While some are planted on Gad Eden’s own farm, the majority are sold to eager customers. The success rate of seedling growth in these specialized trays is an impressive 98%, according to the farmers.
Gad Eden’s farm hosts thousands of these seedling trays, each containing two hundred plants.
The price of each plant ranges from Ksh 2 to Ksh 10, depending on the type of plant. While the exact investment in these operations remains undisclosed, it is essential to note that this venture yields quick returns, considering the rapid growth of these plants.
One of the experts in seedling cultivation and a farmer at Jomo Kenyatta University of Agriculture and Technology (JKUAT), John Karika, explains that a single tray of 128 kale seedlings can yield a monthly profit of between Ksh 150 and Ksh 200.
With a hundred such trays, a farmer can earn up to Ksh 20,000.
“The market for seedlings in Kenya is vast. What farmers need to do is increase their production levels and maintain consistency,” emphasizes Karika.
Customers frequently visit Kinuthia’s farm to purchase seedlings. For those unable to visit in person, the company offers delivery services. Gad Eden nurtures some of the plants in greenhouses and others in open fields.
“It is exceedingly rare for a customer to leave our farm without finding the seedlings they seek. The plants are at different stages of growth, making every day a sales day,” states the director.
According to Synnefa, a technology-driven agricultural problem-solving company, a 40-square-meter greenhouse made of wood costs approximately Ksh 72,000.
Over a nine-month season, it can generate revenues of up to Ksh 240,000. Similarly, Synnefa provides farmers with metal greenhouses for Ksh 112,000, yielding comparable profits.
“We now have digital tools that enable farmers to select the appropriate greenhouse based on their resources, land size, and the greenhouse’s dimensions,” informs Synnefa’s Chief Officer, Taita Ngetich.
Lister Kinuthia envisions a future where Gad Eden will expand its land size and increase its seedling production to meet the growing demands within Kenya and beyond its borders.
“We provide our agricultural students with clients as they begin their journey. Our farm has customers from various parts of Kenya and internationally. We aim to increase our production in the future because the demand for fresh and healthy fodder is rising,” adds Lister.
