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From Field to ForkThe Sunripe Story
Hasit ShahHasit ShahManaging Director Managing Director
Sunripe KenyaSunripe Kenya
23rd September 2009 23rd September 2009 Borschette CentreBorschette Centre
European CommissionEuropean Commission
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.
38 Million People, GDP : $38Bn, 580,000 sq km
Kenya Overview
The Sunripe GroupFarm, Process, Export & Distribute 6,500 T of Fresh Produce, Prepared
Convenience Packs, Exotic Fruits, Organic Fruit & Veg + Cut-flowers.
Production & Processing
2
Logistics & cold chain
3
Markets
1
Sunripe
2009 statistics Plant out 50+ Hectares a
week [year round] 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
[500T Organics]
Sunripe’s evolution
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
Bulk Produce
Sunripe – product evolution In the 1980’s
• In the 1990’s
• In the 21st Century
Standards : Quality, Safety and Legality
Our produce meets all aspects of Quality, Safety and Legality
Complies with international SPS Requirements Compliant with EU Legislation that covers
MRL & residues Marketing Standards Traceability 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 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 growthAt the onset
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