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Ojay Greene

Kenya

Empowering Kenyan smallholder fruit and vegetable farmers by linking them to profitable urban markets.

$800 Raised out of $3,000
-433 Days Remaining

What is the urgent social or environmental need you are addressing?

Smallholder farmers typically do not have the capacity to sell to urban supermarkets, which limits the profit they can make from their produce. Urban supermarkets have frequent stock outs due to population growth and lack of availability of quality produce. Only about 10% of the potential supplier pool has the capacity to sell to these supermarkets.

 

What is your solution to this need? Describe your business strategy

Ojay Greene coordinates with smallholder farmers to sell their produce to large urban supermarkets, along with their own produce. This ensures that the supermarkets receive enough quantities and the farmers can reach the markets to earn a decent living. They also provide support and training for the farmers they buy from by supplying an agronomist, giving training in good agricultural practices. In addition, if needed, they give farmers seeds for free in the first round, and deduct cost from the profit of the first or second harvest.

 

Convince us it will work. What milestones have you achieved?

Because of their network of smallholder farmers, Ojay Greene has the capacity to produce and supply produce all through the year, which gives them a competitive advantage when negotiating with large supermarket chains. To date, they have contracts with 5 supermarket chains, which solidifies their position in the market. They go directly to smallholder farmers to collect the produce, rather than relying on a collection center, which makes their model easier for the farmers. Since they began working with out-growers at the end of 2014, Ojay Greene has increased the incomes of 30 out growers by 40%, with an estimated 150 livelihoods improved.

 

Jannath Bhagar
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Production Lead

About Yvette Ondachi

Yvette gives overall strategic direction and oversight to the commercial operation of the team. She has 8 years management experience in blue chip multinational companies.

About Jannath Bhagar

Jannath leads the production team. Her role is to set up an efficient system in monitoring quantities and quality standards aligned to market demands. She has a BSc in Agriculture and previous experience in a horticultural company brings value to the team.

Why is your team uniquely qualified to run this venture?

The Ojay Greene team has a combination of skill, training experience and passion which all work together to achieve the outputs they are seeking. They have a Production Lead, Commercial Lead, and Administrator who doubles up as a logistics lead, as well as a seasoned advisory board.