Kenya - Startup under 3 years old

Describe your project or startup in a few words

Kiasili Farm is a proponent and champion of Sustainable and Healthy Food Systems focusing on Indigenous and Traditional Food Crops (ITFCs) production.

01.01 Describe your startup in more detail

At Kiasili Farm, we believe that Food security can only be truly realized by incorporating traditional knowledge that utilizes food for mental, physical, social, and environmental health. Our aim is to facilitate this through a Digital Marketplace platform that offers an avenue for carrying out cost-effective, climate-friendly transactions between farmers and consumers and cutting-edge innovation and technological farming protocols revolutionizing farming using IoT, big data and block chain technology. By so doing, we provide affordable food and extensive employment for most especially young smallholder farmers estimated to constitute 2.5% of the Kenyan population and reduce their collective unemployment rate that stood at 13.5% in 2022 and strengthen food and nutrition resilience for 5,000,000 individuals, households and over 800 organizations across Kenya.

01.02 What is the main problem you are trying to solve?

The outbreak of the Covid-19 pandemic exposed the gaps in the global food chain, with millions of people trapped in hunger. Our aim at Kiasili Farm is to leverage eating patterns arising from complex and holistic food acquisition and distribution systems that provide health benefits beyond nutrition and that focus on eradicating hunger. Kiasili Farm Vision: To Champion a World that Eats and Stays Healthy.

01.03 Tell us the major benefits and/or advantages of using the product/service that your startup provides (at least 3).

To achieve our vision, we are leveraging eating patterns arising from complex and holistic food acquisition and distribution systems that provide health benefits beyond nutrition and that focus on eradicating hunger. Additionally, we are leveraging benefits of Indigenous and traditional foods crops (ITFCs) in enabling more sustainable and equitable food systems can be classified into: 1. Nutritional Benefits: essential minerals and vitamins that end malnutrition. 2. Environmental Benefits: drought tolerant in the face of climate change. 3. Social-Cultural Benefits: the interaction between local knowledge and nutritional value of indigenous foods. 4. Economic Benefits: livelihoods and income generated due to the sales of Indigenous and Traditional Food Crops.

01.04 Please describe who exactly your startup’s product/service is aimed at serving. Who are the targeted beneficiaries?

Kiasili Farm is targeting health-conscious, climate-conscious consumers who are driven by the need to change consumption patterns and to curb emerging health risks and those who see Indigenous and traditional food crops as high-profile commodities. Indigenous and Traditional Food Crops contain essential vitamins and minerals that could potentially eradicate malnutrition. They also contain supplementary protein and calories essential for people suffering from diseases (high blood pressure, diabetes, HIV and Aids, cancer and hypertension) and vulnerable groups including pregnant women and young children. Our total addressable market are 1. Consumer households in urban and rural areas – estimated at 4,000,000 by mid 2024 2. Nutritionists/Healthcare facilities – 800 private facilities and Level 4 and Level 5 Hospitals all over Kenya 3. Hospitality partners – 400 hotels in major cities

01.05 When was your company established?

2023-09-20

01.06 Are you already selling your product/service?

Yes

01.07 How many other owners are there within your startup?

2

01.08 Among the other owners, how many are female?

1

01.09 Please describe the profile of the other owners within your startup (skills, experience, etc.)

The company is incorporated as a KIASILI AGRICULTURE based in Nairobi, Kenya. Owned by the award-winning co-founders – Fiona Macharia and Duncan Gwaro. Duncan Gwaro is the Chief Marketing Officer with vast experience in Business Development, Logistics, Procurement & Supplies Chain Operations. Fiona Macharia is the Chief Operating Officer with a strong background in Enterprise Risk Management, Business Analytics, Market Research and Project Management.

01.10 If you have a website, a social media page (Facebook, Instagram, Linkedin…), or app, please provide the link(s) here:

https://www.linkedin.com/company/kiasili-farm-agriculture/

01.11 Which industry best describes your project?

l) Farming

02.01.01 My startup contributes to the No poverty goal

7 - Strongly Agree

02.01.02 No poverty - Justification for my startup

Kiasili Farm is a proponent and champion of Sustainable and Healthy Food Systems focusing on Indigenous and Traditional Food Crops (ITFCs) production. Of the 7.5 million smallholder farmers and 14,000 Cooperatives in Kenya, about 40% of them grow/deal in at least one of the broadly categorized indigenous and traditional food crops classes. Kiasili Farms’ primary objective is to bring to promote healthy eating for 5,000,000 Consumer Households and 1,200 organizations in rural and urban areas in Kenya thus increasing incomes and eradicating poverty for the 3 million smallholder farmers.

02.02.01 My startup contributes to the Zero hunger goal

7 - Strongly Agree

02.02.02 Zero hunger - Justification for my startup

At Kiasili Farm, we believe that Food security can only be truly realized by incorporating traditional knowledge that utilizes food for Mental, Physical, Social, and Environmental Health. We are leveraging eating patterns arise from complex and holistic food acquisition and distribution systems that provide health benefits beyond nutrition. We are working to mainstream agrobiodiversity for sustainable and equitable Indigenous and traditional foods (ITFCs) systems. Driven by the need to change consumption patterns and to curb emerging health risks, Kenyans see ITFCs as high-profile commodities. With nutritional and unrivalled health benefits, Indigenous and Traditional Food Crops play a key role in food security, nutrition resilience and the end of malnutrition.

02.03.01 My startup contributes to the Good health and well-being goal

6

02.03.02 Good health and well-being - Justification for my startup

Kiasili Farm provides model policies to help promote and protect Indigenous and traditional foods crops (ITFCs) sovereignty. We are leveraging the unique benefits of Indigenous and traditional foods crops (ITFCs) in enabling more healthy, sustainable and balanced diets for Kenyans and vulnerable groups, as well as other benefits that can be classified into: 1. Nutritional Benefits: nutrient density can be higher than in other foods. 2. Environmental Benefits: where for example, ITFCs can be drought tolerant in the face of climate change. 3. Social-Cultural Benefits: the interaction between local knowledge and nutritional value of indigenous foods. 4. Economic Benefits: livelihoods and income generated due to the sales of Indigenous and Traditional Food Crops. Kiasili Farm promotes physical and mental well-being and rallies the masses to take climate action. The initiative has projects currently running in food waste management, plastic waste recycling and environmental restoration

02.04.01 My startup contributes to the Quality education goal

2

02.04.02 Quality education - Justification for my startup

N/A

02.05.01 My startup contributes to the Gender equality goal

6

02.05.02 Gender equality - Justification for my startup

In the past, the agri-food sector has been dominated by men. The resultant inequalities create a significant gap that needs to be addressed for women to utilize their full potential in agri-food systems. This is particularly difficult for the young women in the sector as the intersection of gender and age discrimination makes it more difficult to be considered for opportunities to grow and scale in their businesses. At Kiasili Farm, we are working to close the gender gap in farm productivity, the wage gap in agri-food system employment and the age bias in the value chain can increase income for women-led households, estimated at 25% of Kenya's population in 2019. This will serve to strengthen food resilience for individuals, households and institutions across Kenya, thus providing both affordable food and extensive employment for most especially young female smallholder farmers estimated to constitute 2,000,000 in number.

02.06.01 My startup contributes to the Clean water and sanitation goal

2

02.06.02 Clean water and sanitation - Justification for my startup

N/A

02.07.01 My startup contributes to the Affordable and clean energy goal

3

02.07.02 Affordable and clean energy - Justification for my startup

N/A

02.08.01 My startup contributes to the Decent work and economic growth

3

02.08.02 Decent work and economic growth - Justification for my startup

N/A

02.09.01 My startup contributes to the Industry innovation and infrastructure

2

02.09.02 Industry innovation and infrastructure - Justification for my startup

N/A

02.10.01 My startup contributes to the Reduced inequalities goal

7 - Strongly Agree

02.10.02 Reduced inequalities - Justification for my startup

In the past, the agri-food sector has been dominated by men. The resultant inequalities create a significant gap that needs to be addressed for women to utilize their full potential in agri-food systems. This is particularly difficult for the young women in the sector as the intersection of gender and age discrimination makes it more difficult to be considered for opportunities to grow and scale in their businesses. At Kiasili Farm, we are working to close the gender gap in farm productivity, the wage gap in agri-food system employment and the age bias in the value chain can increase income for women-led households, estimated at 25% of Kenya's population in 2019. This will serve to strengthen food resilience for individuals, households and institutions across Kenya, thus providing both affordable food and extensive employment for most especially young female smallholder farmers estimated to constitute 2,000,000 in number.

02.11.01 My startup contributes to the Sustainable cities and communities goal

4

02.11.02 Sustainable cities and communities - Justification for my startup

N/A

02.12.01 My startup contributes to the Responsible consumption and production goal

3

02.12.02 Responsible consumption and production - Justification for my startup

N/A

02.13.01 My startup contributes to the Climate action goal

7 - Strongly Agree

02.13.02 Climate action - Justification for my startup

At Kiasili Farm, we work on: 1. Workshops on the nutritional benefits and varieties of indigenous foods, together with recipes that households can use in cooking. 2. Inspiring people to take positive climate action whilst also improving their health and well-being by hosting the Ecosystem Festival of Action. This is an environmental action gathering held annually on World Environment Day combining practical ecosystem restoration work like tree-planting, with a full line-up of workshops, arts, entertainment, talks and activities from sustainability experts. 3. Partnering with organizations to recycle food waste into manure/natural fertilizer that is distributed for free to our member smallholder farmers. 4. Partnering with smallholder farmers to educate them on sustainable farming practices. 5. A plastic waste collection initiative with Mr. Green Africa where Kiasili sets up a plastic waste collection point in our residential areas and business premises for recycling.

02.14.01 My startup contributes to the Life below water goal

4

02.14.02 Life below water - Justification for my startup

N/A

02.15.01 My startup contributes to the Life on land goal

6

02.15.02 Life on land - Justification for my startup

Kiasili Farm hosts the Ecosystem Festival of Action on World Environment Day annually. This is an environmental action gathering held annually on World Environment Day combining practical ecosystem restoration work like tree-planting, with a full line-up of workshops, arts, entertainment, talks and activities from sustainability experts.

02.16.01 My startup contributes to the Peace Justice and Strong Institutions goal

7 - Strongly Agree

02.16.02 Peace Justice and Strong Institutions- Justification for my startup

Kiasili Farm provides model policies to help promote and protect Indigenous and traditional foods crops (ITFCs) sovereignty and equity in the acquisition and distribution in the agri-food value chain. By doing so, we promote food and nutrition resilience that in turn generates incomes, fights unemployment and promotes economic resilience. Through economic resilience, positive peace infrastructure is easily implemented and promoted. Additionally, Kiasili Farm is part of global food security forums such as the World Food Forum: Kenyan Chapter. This ensures that we are part of the policy makers in the agri-food value chain and can directly participate in the intersection of food systems and economic growth, and in turn, Championing Sustainable and Healthy Food Systems in Kenya.

02.17.01 My startup contributes to the Partnerships for the goal

7 - Strongly Agree

02.17.02 Partnerships for the goal - Justification for my startup

Kiasili Farm provides model policies to help promote and protect Indigenous and traditional foods crops (ITFCs) sovereignty. In our work, we are partnering with 3 million smallholder farmers and 6,000 Cooperatives in Kenya who grow/deal in ITFCs. Additionally, in our climate action work, we are partnering with: 1. Hand in Hand International - Food waste management. 2. Mr. Green Africa - Plastic waste management. 3. 24:7 Group - Sustainability awareness events and workshops.

06.01 There are a large number of customers who already use a product/service very similar to the product/service we envision creating.

7 - Strongly Agree

06.02 The product/service represents an entirely new type of product/service.

1 - Strongly Disagree

06.03 The product/service could be described as a new technology.

7 - Strongly Agree

06.04 The product/service is an improvement on an existing product or service.

6

06.05 The product/service could be described as an extension of a range of products or services.

7 - Strongly Agree

06.06 The product/service responds to a demand or need that has not been satisfied by other products/services.

1 - Strongly Disagree

06.07 The product/service is a new version of an old product/service.

7 - Strongly Agree

06.08 Justification for my startup

Kiasili Farm is a pioneering initiative providing digital solutions for the production and access of indigenous and traditional food crops. We provide cutting-edge innovation and technological farming protocols revolutionizing farming using IoT, big data and block chain technology and creating an end-to-end digital marketplace that enables consumers to source for indigenous and traditional food crops (ITFCs).

06.09 Competitive Analysis

Our main competitors at Kiasili Farm are Greenspoon Kenya and Twiga Foods. 1. Greenspoon KE is an online grocery store that provides fresh, healthy groceries to Kenyan customers. Their key selling points are quick delivery, fair prices and they run a well-being initiative that hosts cooking shows and gardening tips. Kiasili's business model is different from Greenspoon's model as we are serving a niche market of the consumers of indigenous foods and also offering unique services to smallholder farmers such as financial support and value addition services. We are also running a wellness initiative called Kiasili Nature that promotes not just physical and mental well-being but also rallies the masses towards climate action through various seasonal and fun projects (awarded for its exceptional traction). 2. Our second competitor is Twiga Foods, an online marketplace that provides access to fresh foods. We aim to fill their niche market share for ITFCs on their market exit.

11.05 Are you initiating actions within your community to promote the role of female entrepreneurs?