Agriculture

Selina Wamucii : a sourcing platform for fresh produce from smallholder farmers

Written by John Oroko


Tell us a few words about the founders and how the idea came

Founded June 2015 in rural Kenya, Selina Wamucii is a mobile-driven business to business sourcing platform for fresh produce from smallholder farmers in Africa’s rural areas. Selina Wamucii sources produce from the farmers, grades it and delivers to vendors and distributors both locally and globally.

The co-founders, Kariuki Gaita and John Oroko, both engineers, were born and raised in rural Kenya by small family growers.

The farmers join Selina Wamucii via USSD on their mobile phone. Our system maps out all the farms indicating produce type, the exact location of the farm, availability dates and projected volumes during the growth period. The farmer is automatically paid by mobile money (M-PESA) and a traceability code generated on the spot once the produce is keyed into our system. We are using the mobile phone to shorten and transform the agricultural supply chain while passing the benefits of an efficient chain to both the farmers and fresh produce buyers.

Selina Wamucii hopes to become one of largest providers of fresh produce in Africa without owning an inch of land.

Link to online video

Your products and services 

Fresh Fruits, vegetables and processed foods (value added).

Your success factors 

Our success is mainly because of the stellar team behind Selina Wamucii. With founders, both engineers and born and raised in smallholder families in rural Kenya, the team is uniquely and intimately aware of the immense opportunity that remains untapped in creating economic opportunity for smallholder farmers.

Your factors differentiating and disruptive compared to the existing 

Selina Wamucii‘s solution is fixing many problems facing smallholder-sourced produce at a go and in an integrated way: poor earnings for farmers, lack of steady market, difficulties meeting market-driven standards, inconsistent volumes, and inefficient logistics.

Presently, these problems are solved in isolation and the overall result is that the chain still remains broken at some point. This results in high prices and poor quality of smallholder sourced produce.

Selina Wamucii is building an efficient mobile-driven supply chain system that guarantees high quality produce for the buyer at a fair price while developing a stable market for the farmers.

Our main advantage is the utilization of mobile technology to shorten and transform the agricultural supply chain while passing the benefits of an efficient chain to both the farmers and fresh produce buyers.

By so doing, we are making it sustainably profitable to source fresh produce from smallholder farmers while meeting market demand.

Your business model 

The farmers join Selina Wamucii via USSD on their mobile phone. Our system maps out all the farms indicating produce type, the exact location of the farm, availability dates and projected volumes during the growth period. The farmer is automatically paid by M-PESA and a traceability code generated on the spot once the produce is keyed into our system.

On top of production costs, we add a margin depending on the type of produce.

A few words about your competitors

Our main competitors are informal middlemen. They are unstructured, thus making smallholder-sourced produce very expensive, poor in quality and unpredictable in terms of volume and availability.

Your website 

http://www.selinawamucii.com

 

About the author

John Oroko

Co-founder of Selina Wamucii Ltd, a mobile-driven business to business sourcing platform for fresh produce from smallholder farmers in Africa’s rural areas.

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