Isinya farm thrives on city’s fresh produce appetite

A decision by Nairobi hotels and big retail outlets to buy fresh produce directly from local farmers is changing the fortunes of hundreds of agripreneurs around the city, lifting the gloom that difficult market conditions had left on the sector in the past.

Daniel Muiruri, a medium-scale farmer at Isinya township South of Nairobi, says selling fresh produce directly to hoteliers has assured him of a regular market for his produce.

“I have been struggling to meet growing demand, thanks to an emerging trend where hotels buy directly from farmers,” he said.

Mr Muiruri, who is the director of Jidan Enterprises, has a 10-acre farm in Isinya that is dedicated to horticultural farming and is one of the major suppliers of ArtCaffe, a leading upmarket restaurant group in Nairobi.

In a relationship that has lasted for over six years, Mr Muiruri says he has not only increased the area under cultivation and boosted his revenue, but also created more than 50 jobs.

Responsible way

After seeing an advertisement on a notice board in 2009, Mr Muiruri contacted ArtCaffe with a view to supplying the restaurant with fresh produce. The restaurant’s management asked him to send over samples of his produce.

“From our communication, I knew this was a business that was looking for constant supply of produce grown in the most responsible way — not laden with chemicals — and I knew I was equal to the task,” said Mr Muiruri.

After testing the samples, ArtCaffe’s management was pleased with the quality and signed a contract with Mr Muiruri. But he had a herculean task of maintaining daily supply.

“I had been used to supplying my farm produce on order. They wanted me to start supplying daily, I had to think fast.”

Mr Muiruri started by clearing more of his bushy land for cultivation and began supplying small deliveries of about 10kgs of potatoes, tomatoes and onions.

A growing middle class with an affinity for spending but conscious of their health has seen the restaurant expand its range of foods as well as size, growing from just one outlet to five.

With the expansion came more demand for raw materials. This has seen Mr Muiruri cultivate new crops to meet rising demand. He now supplies lettuce, herbs, cabbage, red onions, green pepper and potatoes among other produce.

On average he supplies 80kgs of tomatoes, 70kgs of onions, 200 pieces of lettuce and other produce daily.

“Sometimes I do not meet demand. The market has really expanded. While I make every effort to deliver produce in time knowing how important this is, I also love the way they are prompt in paying,” said Mr Muiruri.

Rising demand

Rising demand has also come with added responsibilities for him.

“At the beginning I had a small portion of land under cultivation, but with the rising demand it has meant clearing more land for cultivation and rotating crops to ensure constant supply and preservation of soil.”

The venture has seen Mr Muiruri earn more than Sh200,000 a month, with tomatoes, onions and herbs being the main earners. He sells a kilo of tomatoes at Sh80, Sh20 more than he could earn on the local market.

Having a ready market has also insulated him against vagaries of the weather, where gluts see farmers sell their produce at throw away prices.

“Having started with only one car and less than 10 workers, I have grown my business to employ about 50 workers both permanent and casuals,” he said.

“This couldn’t have been possible if I had not found the outlet. I have done my bit in making the world a better place by hiring dozens of Kenyans at a time when the country is facing the highest unemployment figures in its history.”

Mr Muiruri has 10 permanent. Their duties on the farm include tilling, planting, weeding, harvesting, packaging and delivery of the produce to customers. He has six cars which deliver the produce. He also has accounting staff who help him monitor sales.

But business hasn’t been all smooth for the vanguard agripreneur. Some times seeds fail to germinate, especially those bought from suspect agro dealers. This delays the planting and harvesting cycle.

Changing weather

The changing weather is also taking a toll on his venture as unanticipated rains wreak havoc on crops.

“Rain may come at a time when we are about to harvest and expect a sunny spell. The arising damage to crops is colossal. At one point my tomatoes were wiped out by floods. And then there are times when the sun shines for months on end, it becomes so dry that cracks form in the soil.”

However, Mr Muiruri said, he had learnt to deal with the vagaries of weather.

Investing in modern irrigation techniques and greenhouses has not only helped him to cultivate more crops from the same piece of land but has also allowed him to produce all year round.

“When you enter into partnerships with buyers you have to keep your end of the bargain to remain in business,” he said, an approach that has seen him win more clients.

He now supplying farm produce to schools and supermarkets as well as other hotels.