Twiga Expands with New Acquisitions Amid Internal Shake-Up

Twiga Foods, one of Kenya’s top agritech startups, has taken a bold leap into the fast-moving consumer goods (FMCG) sector by acquiring majority stakes in three major regional distributors. The move, announced this April, sees Twiga take control of Jumra, Sojpar, and Raisons—firms that operate across key regions of Kenya.

Jumra covers Nairobi and Central Kenya, Sojpar caters to the Western region, while Raisons serves the Coast. Twiga’s integration of these companies is designed to bolster its distribution power far beyond fresh produce, allowing the firm to reach more retailers and consumers with a diverse range of products. In a statement, the company noted that the acquisitions align with its mission to “modernise Kenya’s food distribution landscape” by blending local market knowledge with data and tech-driven solutions.

Still, this expansion arrives at a fragile time for Twiga. The company has been facing serious internal hurdles. In early 2024, co-founder and former CEO Peter Njonjo stepped down from the board following months of operational instability. These troubles included delayed supplier payments and massive staff layoffs, which deeply affected public perception and investor confidence.

To steady the ship, Twiga brought in Charles Ballard, former CEO of Jumia Kenya, to lead its transformation. His appointment followed a challenging 2023 when Twiga narrowly avoided liquidation over a $261,878 debt to cloud service provider Incentro Africa. The dispute—linked to Google Cloud usage—was contested by Twiga and eventually resolved out of court after the company secured fresh funding.

As part of a broader restructuring, the agritech firm also slashed its workforce by 40%. These cuts, while painful, were deemed necessary to rein in costs and refocus on sustainable growth. Despite these changes, questions remain over how Twiga will successfully merge new operations without reigniting internal strain.

The outcome of this strategy will likely hinge on Ballard’s leadership, investor backing, and Twiga’s ability to adapt within Kenya’s fast-evolving FMCG market. If managed well, the acquisitions could mark a turning point for the firm—but missteps could prove costly.