Nairobi, Kenya – Farmer’s Choice Limited has launched a new national live culinary experience, the “Moments Made to Last” Cookout Series, moving the brand from the kitchen to communities as the festive season approaches.
While the new campaign features tasting sessions and cooking tips at supermarkets and neighbourhood events, company leadership emphasised that the series also celebrates the deep-rooted partnerships that support the brand’s “farm to the plate” guarantee.
Speaking at the launch, Farmer’s Choice CEO Felisters Gitau Mutugu explained that the company’s commitment to quality begins with empowering its suppliers.
Empowering Kenyan farmers
The company’s ability to guarantee the quality of its meat, Mutugu explained, relies on its comprehensive support system for over 10,000 farmers across Kenya.
This support extends far beyond purchasing livestock. Farmer’s Choice provides a robust framework to ensure quality and create sustainable livelihoods:
- Improved Genetics: Farmers have access to the best breeds to improve their stock.
- Subsidised Feeds: The company supplies subsidised feeds, ensuring animals receive high-quality nutrition.
- Extension Services: On-the-ground support is available through farm extension officers who assist with challenges such as disease management.
- Market Access: Farmer’s Choice offers free transport to collect animals from across the country, ensuring farmers can access the best market for their livestock.
“We work with all stakeholders in the ecosystem to make sure that when our consumers experience our product, we can guarantee it is from the farm to the plate,” Mutugu said.
This support network is also expanding. Mutugu noted the company is currently recruiting farmers, with a campaign focused on beef farmers, including pastoralists, aggregators, and dairy farmers, to supply the meat needed for popular products such as beef smokies.
Connecting farm to family
The cookout series is the public face of this complex supply chain, designed to connect consumers with the end product in new ways.
The campaign, which Head of Marketing Kanana Ndegwa described as an amplification of the “Timeless Joy” campaign, aims to capture “moments where consumers are enjoying our products with their families.”
The live cooking sessions are intended to showcase the brand’s full range, from sausages and smokies to fresh pork chops, ribs, and steaks.
Mutugu said the cookout’s vision is to celebrate the diverse ways Kenyans enjoy these products.
“Every time you meet someone and ask, ‘How do you make your sausage?’ there are many versions,” she said. “The consumer who enjoys the smokie alone, the consumer who enjoys it as a ‘smoker,’ the consumer who enjoys it in Gideri. This is to ensure we appreciate our diversity: the Baby Boomers, the Gen Zs, and the Gen Alphas.”
The “Moments Made to Last” Cookout Series will continue throughout the festive season and is part of a larger, ongoing campaign that will extend into the “back to school” season in January.
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