Peter Njonjo: **retail outlets** served, sourced from more than 17,000 farmers.

140,000. **retail outlets** served, sourced from more than 17,000 farmers. Source: Twiga, 2022.

Peter Njonjo: **post-harvest losses**, cut from 30% by cold chain and route optimisation.

4%. **post-harvest losses**, cut from 30% by cold chain and route optimisation. Source: Twiga.

capsrow / Africa

Founder Mythos

He made the kiosk vendor the customer

Nairobi, 2014.

By capsrow · Updated July 2026

140,000retail outlets served, sourced from more than 17,000 farmers.Source: Twiga, 2022.
4%post-harvest losses, cut from 30% by cold chain and route optimisation.Source: Twiga.

The Global South's largest market is the one the formal economy forgot to count.

The biggest market in the city was the one no formal supply chain served.

Nairobi, 2014. Peter Njonjo left a multinational's regional business to build for the mama mboga - the kiosk vendor feeding the city from some 180,000 informal outlets with no reliable supply chain. Twiga grew to serve around 140,000 retail outlets, sourcing from more than 17,000 farmers and cutting post-harvest losses from roughly 30 percent to four.

The founding decision that mattered: treat the informal market as the market.

The Global South's largest market is the one the formal economy forgot to count.

Source: Twiga Foods; GAFSP; Business Daily Africa.

Sources. Source: Twiga, 2022. Source: Twiga. Source: Twiga Foods; GAFSP; Business Daily Africa.