Twiga Foods Acquires Three FMCG Firms to Broaden Kenya Footprint

STARTUP VENTURE CAPITALApril 24, 2025 at 11:15 AM UTC

TLDR

Kenyan agri-tech company Twiga Foods has acquired majority stakes in three local FMCG distributors—Jumra, Sojpar, and Raisons
The pivot follows operational challenges, including capital constraints, workforce reductions, and management changes
Twiga raised $50 million in Series C funding in 2021 and another $35 million in 2023, but has struggled to raise further rounds amid a global funding slowdown

Kenyan agri-tech company Twiga Foods has acquired majority stakes in three local FMCG distributors—Jumra, Sojpar, and Raisons—as it pivots from fresh produce into a full-service fast-moving consumer goods (FMCG) platform.

Founded in 2014, Twiga operates a B2B e-commerce platform that connects food producers and retailers while streamlining supply chains. The move marks a strategic shift aimed at strengthening procurement capacity and expanding its network across Central, Western, and Coastal Kenya.

The pivot follows operational challenges, including capital constraints, workforce reductions, and management changes. Twiga raised $50 million in Series C funding in 2021 and another $35 million in 2023, but has struggled to raise further rounds amid a global funding slowdown. Former Jumia Kenya executive Charles Ballard took over as CEO in 2023. Twiga said the acquisitions will help deliver a more efficient, tech-enabled distribution model that enhances value for both retailers and consumers.

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Key Takeaways

Twiga’s expansion into FMCG reflects mounting pressures on agri-tech startups facing capital scarcity and high operational costs. Like many tech-enabled B2B platforms, Twiga has found scaling logistics and maintaining unit economics difficult amid tightening global funding. The pivot toward FMCG distribution is a strategic attempt to diversify revenue streams, leverage existing infrastructure, and reach higher-margin products beyond perishable produce. By acquiring established distributors, Twiga also gains regional reach and institutional relationships it previously lacked. The leadership change and acquisitions suggest a renewed focus on execution and sustainability over growth-at-all-costs. With Kenya’s retail sector increasingly digitized, Twiga’s tech stack may offer competitive advantages in inventory and logistics optimization. However, execution risk remains high, especially given past issues with delayed vendor payments and internal cost pressures. Twiga’s success in this new phase will depend on its ability to integrate acquisitions and restore confidence among partners, suppliers, and investors.

Startups

Acquisition

B2B Ecommerce

Twiga Foods

Kenya

FMCG