Kenya’s leading agritech platform, Twiga Foods, has acquired majority stakes in three regional fast-moving consumer goods (FMCG) distributors—Jumra, Sojpar, and Raisons—as part of a renewed growth strategy aimed at scaling its footprint across the country. Despite ongoing internal turmoil, the company is banking on this bold move to reinforce its distribution network and diversify beyond fresh produce.
The acquisition grants Twiga strategic coverage across key regions in Kenya. Jumra operates within Nairobi and Central Kenya, Sojpar serves the Western region, and Raisons brings Coastal market reach. By absorbing these established distributors, Twiga aims to streamline logistics, broaden its product range, and deliver enhanced value to small retailers through technology-enabled supply chain solutions.
According to the company, this move aligns with its long-term goal of modernizing food distribution in Kenya by fusing traditional market insight with Twiga’s advanced data and logistics infrastructure. The integration is expected to improve efficiency, reduce costs, and support Twiga’s ambitions of becoming a full-spectrum distributor of consumer goods.
However, this expansion drive comes at a turbulent time for the company. In early 2024, co-founder and former CEO Peter Njonjo stepped down from the board following several operational hurdles, including delayed supplier payments and widespread layoffs. The company appointed Charles Ballard—former CEO of Jumia Kenya—as the new chief executive to guide the firm through its restructuring phase.
Twiga’s internal troubles were further spotlighted in 2023 when the company faced a liquidation threat over a disputed $261,878 debt with Incentro Africa for Google Cloud services. Though Twiga secured a court injunction and later resolved the matter out of court following new investment inflows, the episode underscored its financial strain.
To stay afloat, Twiga initiated a series of cost-cutting measures, including laying off 40% of its workforce and streamlining operations. These efforts are part of a broader pivot toward operational efficiency and long-term sustainability.
The acquisitions mark a new chapter for Twiga—one of ambition and recalibration. Whether this strategy will pay off depends on the company’s ability to integrate the new entities, regain investor confidence, and navigate the evolving FMCG landscape in Kenya. With solid leadership and a clear roadmap, Twiga’s expansion may yet prove to be its most transformative move.
