Linette Wawira (Kenya), “By focusing on quality and consistency, we were able to build trust and repeat business.”

Linette Wawira founded Jiwa Farm Export Limited in Kenya during the COVID-19 lockdown, the objective was straightforward: supply fresh, reliable produce to local households. What began as a small grocery initiative has since grown into a GLOBAL G.A.P.-certified agribusiness serving both local retailers and international markets.

Jiwa Farm is now specialised in the production, processing, and export of fresh fruits, vegetables, and herbs, including Asian vegetables, French beans, sugar snaps, butter nuts, and onions. From the outset, the company prioritised quality, consistency, and food safety, building trust with buyers and creating a strong foundation for growth.

“By focusing on quality and consistency, we were able to build trust and repeat business.”

A major turning point came in 2021, when Linette connected with international buyers at a trade expo in Nairobi. She responded by investing in export certifications, upgraded packaging, and logistics partnerships, enabling Jiwa Farm to meet stringent international standards. By 2023, the company had established its own farms and strengthened internal systems to support export operations.

Today, Jiwa Farm supplies clients in the United Kingdom, with growing exports to Norway and Switzerland, and interest from other European markets. Supermarket requirements have driven improvements across production, traceability, packaging, and delivery.

“Packaging is everything,” “What is seen on the supermarket shelf is what attracts the customer.”

Linette Wawira was a panelist during our OECD–COLEAD Fruit and Vegetable Industry Session n° 11, which explored through the FFM+ programme the role of supermarkets and large retailers in shaping market trends and prices.

If you are interested in this topic, join the Agrinnovators Forum.

This activity is supported by the Fit For Market Plus (FFM+) programme, implemented by COLEAD within the Framework of Development Cooperation between the Organisation of African, Caribbean and Pacific States (OACPS) and the European Union. This publication receives financial support from the European Union and the OACPS. The content of this publication is the sole responsibility of COLEAD and can in no way be taken to reflect the views of the European Union or the OACPS.