From Field to Fork The Sunripe Story Hasit

From Field to Fork The Sunripe Story Hasit Shah Managing Director Sunripe Kenya info@sunripe. co. ke www. sunripe. co. ke 23 rd September 2009 Borschette Centre European Commission

n This intervention will present the experience of Sunripe Group in producing and exporting fresh pre-packed and prepared produce, fruits, vegetables and cut flowers from Kenya and Tanzania to the EU markets. It will provide an overview of the group production, packaging and logistics processes, as well as quality policy and products diversification and vertical integration strategies which will highlight its improved market access and business development.

Kenya Overview 38 Million People, GDP : $38 Bn, 580, 000 sq km

The Sunripe Group Farm, Process, Export & Distribute 6, 500 T of Fresh Produce, Prepared Convenience Packs, Exotic Fruits, Organic Fruit & Veg + Cut-flowers. Logistics & cold chain 3 Markets 1 Production & Processing 2

Sunripe n n 2009 statistics Plant out 50+ Hectares a week [year round] n On our own land, with large contract farmers & with 1, 000 Smallholders Team : 2, 200 employees + 4, 000 working on contract suppliers farm, process & market 6, 500 tons to 25 countries weekly n [500 T Organics]

Sunripe’s evolution Bulk Produce n n n n Established in 1965 First exports: 1969 1970’s: Bulk Produce 1980’s: Niche products 1990’s: Prepared washed ready to cook/eat lines 2003: Organics, sophisticated mixes, cut flowers Marketed in over 25 countries

Sunripe – product evolution n • • In the 1980’s In the 1990’s In the 21 st Century

Standards : Quality, Safety and Legality n n Our produce meets all aspects of Quality, Safety and Legality Complies with international SPS Requirements Compliant with EU Legislation that covers n MRL & residues n Marketing Standards n Traceability n Harmful Organisms Compliant with Private Sector Standards on GAP, Environment, Labour & Processing facilities

Due Diligence & CSR

Processing, Quality & Value Addition

The cool chain, freight & logistics

Points of Difference n n n n Sustainable farming & guaranteed 52 week supply Category management & now multi-country sourcing Organics & IPM = reduced chemicals & fertilisers Unique range of Flowers & Exotic Vegetables Fresh, no preservatives, not frozen or canned Value addition at source Long life packaging & labeling Reliable cool supply chai

The reasons for growth At the onset n n n n Good market linkages Ability to travel / common business languages Security of tenure and land titles which are essential for investment security Good, educated & a hard working work force Transfer of technology Well developed Support, Services & Inputs sector No restrictive regulations nor interference from government as this was a sector that developed post independence Current Drivers Continuous reinvestment Access to finance (though not cheap!) but limited borrowing Improved communications Free market fundamentals Decent Infrastructure [roads / airports / power] Well controlled Crop Protection & inputs sector Reliable support from KEPHIS - Kenya Plant Protection Inspectorate Govt negotiating Free Market Access to the EU & new FTA’s