The higher the demand for organic products, the more the organic market grows
By Wanjiku Kimani
According to the Kenya Organic Agriculture Network (KOAN), 173,000 hectares of land currently is under organic farming in Kenya. This is a mere 2.9% of the 5.8million hectares of the country’s arable land.
Despite the small percentage, organic farming is gaining popularity as the demand for healthy foods increases. Previously only marketed to foreign visitors and the upper-class of Kenya’s society, the rise in diet-related diseases has opened the eyes of many Kenyans. More people are recognizing the importance of the food they consume in their health. Markets are gradually opening up with some outlets already having sections for organic produce which complements very well the growing consumer awareness.
TOF team was out in the market to gather information on experiences of organic produce sellers.
Below are excerpts:
Elizabeth Ngugi is a small-scale greengrocer with a farm in Ngong Hills who sells at The Organic Market in Ngong Area.
- What motivated you to venture into organic produce market?
Elizabeth: The fact that organic food is natural, which makes it safe for consumption.
- Are consumers increasing or decreasing with time?
Elizabeth: The market is slowly increasing, but the rate is not enough to warrant enough suppliers to enter the field of organic farming and selling. The only way to have more sellers retailing organic produce, is by having more consumers who opt for it over conventionally produced food. Consumers have to take their health and that of their families seriously and start demanding for safe foods. That way, more suppliers of organic produce will join in.
- What is your advice to organic producers struggling to find markets?
Elizabeth: Farmers need to work together in their localities and open organic markets. This will attract people within close proximity giving sellers an opportunity to display their produce, as well as educate the buyers on the importance of choosing organically produced food.
Social media can also be used as a good tool to reach untapped markets, as well as a way to educate consumers on the benefits and turn them into clients.
Another opportunity is to tap into the export market but this requires certification.
- What is the most fulfilling part of retailing organic produce?
Elizabeth: I get satisfaction from gaining the confidence of my customers. By being consistent in providing freshly picked, quality organic produce, my customers trust is built, and this translates to increased sales and profits.
- What is your biggest wish/desire as a producer or businessperson dealing in organic produce?
Elizabeth: I am looking forward to seeing many more farmers turning to organic farming so we can win the fight on the deadly non-communicable diseases that have become so rampant in our society today and as a result have a healthy nation.
Kamande Njenga and his wife Els Breet established Mlango Farm, situated in Ngecha village in Limuru, where they grow organic fruits and vegetables. They do weekly baskets delivery to buyers in Nairobi. They also organise educational events around the farm for visitors, including children.
- What do you grow at Mlango Farm?
Els: At Mlango Farm, we grow a variety of crops including: amaranth, arrowroots, avocado, baby carrot, bananas, beetroot, borage, broccoli, cabbage, cauliflower, celery, Chinese cabbage, chives, chayote, courgette, cucumber, daikon, coriander, eggplant, fennel, green capsicum, kohlrabi, leek, lemongrass, lemon verbena, lettuce (12 different types), mint, mizuna, nasturtium, New Zealand spinach, pakchoi, parsley, peaches (only in November), radish, red cabbage, rucola, sage, savoy cabbage, spinach, spring onion, sukuma wiki, sweet potato, swiss chard, taragon, tatsoi, tree tomatoes and turnips.
We deliver fresh vegetables daily to hotels and restaurants in Nairobi and its environs, and farm share baskets with a variety of vegetables to individuals who have sent orders.
In an isolated part of Mlango farm are bees, which play an integral part in the ecosystem and produce high quality honey. The honey is also sold to individual buyers.
Visiting children also get a chance to interact with a few farm animals like ducks, sheep, a horse, chickens and many more, which are kept specifically at Mlango Farm to entertain the children.
- How are you finding the market?
Els: The organic market is quite slow but is steadily growing. The pioneers of selling organic produce have a stable customer base, and the increase in organic markets also helps small-scale greengrocers attract new clients.
- What are the challenges?
Els: The market requires a lot of hard work for a seller to become known and trusted.
- What is your biggest wish/desire as a producer or businessperson dealing in organic produce?
Els: As humanity we need to change our eating and consumption habits. If we want to give the next generations a chance to enjoy the beauty and the fruits of the earth, we must regenerate and use land sustainably.
By Wanjiku Kimani