Twiga – A B2B Agritech Startup`s Innovative Solution to Improve Food Security in Kenya
| Case Code: ITSY133 Case Length: 16 Pages Period: 2012-2020 Pub Date: 2023 Teaching Note: Available |
Price: Rs.400 Organization: Twiga Industry: Food & Beverage Countries: Kenya Themes: Supply Chain Management, Entrepreneurship |
Abstract Case Intro 1 Case Intro 2 Excerpts
Introduction
As of 2019, agriculture accounted for 26% of Kenya’s GDP and 75% of the entire workforce. But poverty was rampant among small and marginal rural farmers. These farmers faced a huge challenge in taking the fresh produce to markets in the urban areas where the demand was high. At the other end of the chain were the consumers who paid as much as consumers in developed markets did for fruits and vegetables . The two major problems in the Kenyan agri-business value chain were high rate of wastage leading to high prices, and lack of effective distribution. These were the issues that attracted the attention of Grant Brooke (Brooke), a social economist from the US, who was in Kenya for a research study..
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