In the past dedade, George Muturi has been in the business of turning waste into wealth and created a very profitable venture that is addressing one of the world's most pressing issues — sustainability.
At his farm in Lari, Kiambu County, he eases traders' and livestock farmers' age-old headache: how to manage food and animal waste.
“This is how I do it; simply collecting the waste they discard and turn it into money,” he begins, with a confident smile as he reminisces about his journey in the venture.
The youngest of five siblings, George’s journey started in 2014, fresh out of high school.
“I had just completed my studies and began raising chickens,” he recalls.
He also reared rabbits to supplement his income, mindful of the fact that he was starting from humble beginnings.
George soon encountered a hurdle that every farmer is it too farmiliar with-the high cost of inputs as the pricey chicken feed threatened to make his agribusiness as zero sum game.
He resolved to find an alternative and after some online research, discovered vermiculture—raising earthworms as a protein source for poultry.
Initially, George struggled to source the worms, but his persistence paid off when he found a local farm in Kiambu selling the much-needed starter worms.
Armed with Sh10,000, seed money from his mother, he converted an old rabbit hutch into his first worm bed.
His now-thriving business started as Agritech Organic Farm.
“That is how Comfort Worms and Insects was born,” he says, his eyes gleaming with pride.
Pivoting moments
By 2018, four years after high school, George had rebranded his venture. “We transitioned from largely using worms as chicken feed to producing organic fertiliser,” he shares.
The switch was not random. Farmers were struggling with expensive and low-quality fertilisers, and George saw a gap in the market. Deep down, he knew he could address it.
Today, Comfort Worms and Insects operates on a 50-by-60-foot plot in Kagaa, Lari, Kiambu, a significant expansion from its original 10-by-10-foot setup.
The process
The process begins with waste—farm waste (plant waste), cow dung, and other organic materials, which George collects and feeds to his red worms.
A worker sieves manure at George Muturi's farm in Lari, Kiambu County, on January 22, 2025.
Photo credit: Billy Ogada | Nation Media Group
He does not use cooked food waste, as it has undergone processing hence killing vital nutrients for worms and organic fertiliser making.
The worms’ excretions, or castings, are separated, sieved, and packed into 50, 30, and 10-kilogramme bags, priced at Sh2,500, Sh1, 500, and Sh600, respectively.
His clientele includes organic farmers, horticultural farmers, and urban gardeners in Kiambu, Nakuru, Nairobi, Machakos, Murang’a, and Embu counties.
“Red worms are the best for vermiculture,” he explained.
According to the agripreneur, these insects adapt easily, require minimal management, and consume significant amounts of waste daily.
Red worms, or red wigglers (scientifically referred to as Eisenia fetida), are small earthworms vital to vermiculture. They break down and convert organic waste into nutrient-rich compost, or vermicompost, which serves as high-quality organic fertiliser.
Thriving in moist, decaying environments, red worms consume various organic materials like food scraps and paper, eating up to half their weight daily.
Known for their rapid reproduction, they sustain their population easily in compost systems.
Their castings enhance soil fertility, while their waste recycling helps reduce landfill contributions and methane emissions.
The insects are favoured by gardeners, farmers, and eco-conscious individuals for sustainable waste management and soil enrichment.
Production capacity
George currently produces four tonnes of vermicompost weekly, though he admits the demand often exceeds supply.
“Farmers are increasingly seeing the benefits of organic fertilisers,” he notes. “It’s not just about improving yields; it’s also about sustainable farming.”
George is also an active farmer, currently raising 200 improved kienyeji (indigenous) chickens, 70 rabbits, and managing a fishpond with about 2,000 tilapia fish.
By adopting alternative sources of animal feed in his farming activities, he estimates he has reduced production costs by 30 percent.
Scaling up his business was no small feat. “In the beginning, I did everything myself,” George recounts. “But as the business grew, I hired my first employee. Now, I have a team of seven, both full-time and casual workers,” he adds.
Leaning on partnerships
Partnerships have been key to his success. He works with farmers, NGOs, government institutions like the Ministry of Agriculture and the State Department of Livestock Development, and financial organisations.
George Muturi, a vermiculturis at his farm in Lari, Kiambu County on January 22, 2025.
Photo credit: Billy Ogada | Nation Media Group
These collaborations have also allowed him to train farmers on waste management and vermicompost production.
“We have partnered with initiatives like CGIAR’s Agroecology programme,” George reveals.
CGIAR is a global partnership that unites international organisations engaged in research about food security, aiming to reduce rural poverty, increase food security, improve human health and nutrition, and ensure sustainable management of natural resources.
Through such collaborations, George has reached farmers in the targeted counties he sells his products, empowering them to see waste not as garbage but as a resource.
The challenges
Like any entrepreneur, George has faced challenges, particularly in the early days. “Getting financing and certifications was tough,” he admits.
Convincing farmers to trust a new product was equally difficult; they needed to see results first.
But persistence paid off. Over the years, George has built credibility and expanded his market. The key, he emphasises, is resilience and consistency.
“If you believe in your product and its potential, you keep going,” he says.
Winning strategy
One secret to Comfort Worms and Insects’ sustainability lies in its operational strategy. George focuses on using readily available materials to cut costs while ensuring there is a market for his products before producing them.
This pragmatic approach has allowed the business to grow steadily, with profitability following close behind.
Looking ahead, while Comfort Worms and Insects currently focuses on the local market, George has his sights set on international expansion.
“First, we need to meet local demand,” he says, adding, “But the global market is the next step.”
Lessons along the way
Reflecting on his journey, George says, “Entrepreneurship has taught me resilience. It’s not about avoiding challenges but learning how to navigate them.”
George Muturi feeding his catfish at his farm in Lari, Kiambu County, on January 22, 2025.
Photo credit: Billy Ogada | Nation Media Group
He believes in starting small and staying committed. “I began with just Sh10,000 and now I am among the producers and suppliers of organic fertiliser. You don’t need millions to start, just a clear vision and determination,” he advises.
He however emphasises the importance of research and adaptability. In his case, pivoting from chicken and rabbit farming to vermiculture, and later to organic fertiliser production, each step was informed by research and market needs.
For those hesitant to start a business, George offers this advice: “Don’t fear the unknown. Every successful venture begins with uncertainty. What matters is your willingness to learn and grow.”
The bigger picture
More than just a business, Comfort Worms and Insects represents a sustainable solution to waste management.
By turning organic waste into fertiliser, George is helping farmers, reducing landfill overflow, and promoting environmental conservation.
“When you throw away food, plant or animal waste, you are discarding a gold mine. With the right mindset, that waste can be transformed into wealth,” he says.
Standing in the midst of his bustling operation, surrounded by bins of worms and sacks of vermicompost, George believes every long journey starts with a single step. The power of innovation and perseverance, he says, unlocks infinite opportunities.