Kenyan agri-tech firm Twiga Foods has taken a major strategic step in its transformation journey by acquiring majority stakes in three local fast-moving consumer goods (FMCG) distribution companies—Jumra, Sojpar, and Raisons. The move marks a significant pivot from its original business model as a fresh produce supplier to becoming a comprehensive, technology-driven FMCG distribution platform.
Founded in 2014, Twiga began as a B2B food distribution company aimed at building efficient and transparent supply chains for farmers and retailers. Its platform reduces the layers of intermediaries typically found in traditional supply chains, thereby lowering food costs and ensuring fairer market access for smallholder producers.
Twiga operates a B2B e-commerce platform that connects food producers and FMCG manufacturers directly with retailers, streamlining logistics and improving pricing transparency. Over the years, the company has played a key role in reshaping food supply chains in Kenya using data and technology to enhance predictability, traceability, and efficiency.
The startup had its fair share of momentum in earlier years, raising US$50 million in a Series C funding round in 2021 and securing an additional US$35 million in late 2023. However, it has faced increasing headwinds due to the global slowdown in capital investment. In 2023, Twiga implemented a 40% workforce reduction and came under scrutiny over delayed payments to vendors and staff, signaling growing operational pressures. In the same year, co-founder and CEO Peter Njonjo stepped down, handing over leadership to Charles Ballard, formerly of Jumia Kenya, to steer the company through its next phase.
Now undergoing a business model overhaul, Twiga’s acquisition of the three local distributors marks the beginning of a new chapter. The newly integrated entities will enable Twiga to deepen its procurement capabilities and expand its reach into Kenya’s Central, Western, and Coastal regions—critical markets for retail goods distribution.
“This strategic alignment underscores Twiga’s commitment to modernising Kenya’s food distribution landscape. The combined strengths will enable a digitally powered distribution model that delivers enhanced value to Kenyan retailers and consumers,” the company said in a statement.
Commenting on the pivot, Twiga CEO Charles Ballard said: “Our vision is to build Africa’s most efficient and inclusive distribution platform. These acquisitions bring us closer to that goal by strengthening our supply chain and expanding our footprint where it matters most. We’re not just distributing goods—we’re enabling commerce.”
Furthermore, with these acquisitions, Twiga is positioning itself as a robust, full-stack FMCG distribution player capable of navigating both traditional and digital ecosystems. As Kenya’s retail sector continues to evolve, Twiga’s shift represents both a response to market realities and a proactive attempt to reshape the country’s consumer goods supply chain infrastructure.
