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KAKUZI
Kakuzi PLC is a leading Kenyan agricultural company listed on the Nairobi Securities Exchange (NSE) as well as the London Stock Exchange (LSE). Notably, it holds the position of the largest avocado producer in Kenya and is recognised as the foremost single-estate macadamia producer.
Kakuzi takes pride in being the first company to introduce the superfood blueberry to Kenya, showcasing its commitment to innovation and meeting diverse customer demands both locally and globally. The brand’s unique status in these aspects underscores its prominence and sets it apart as a trailblazer in the agribusiness sector, firmly establishing its position as a customer-centric corporation.
Customers unequivocally recognise Kakuzi as a brand that embodies relatability, responsiveness, reliability, and reasonability. This ethos forms the cornerstone of Kakuzi’s approach to customer centricity, transcending mere production to embrace a values-led management style that emphasises doing what is right.
The commitment to customer centricity extends beyond end consumers to a diverse array of stakeholders, including local farmers, global markets, retailers, government bodies, suppliers, investors, and research institutions. In forging partnerships and actively engaging with local communities, Kakuzi demonstrates a dedication to innovation and social responsibility, reinforcing its customer-centric ethos.
At the helm of the corporation is Managing Director (MD) Chris Flowers, whose visionary and adept leadership further strengthens Kakuzi’s commitment to meeting customer needs. Under his guidance, Kakuzi has fostered an environment that encourages steady, earnest, and energetic efforts in all endeavours. This approach has contributed to Kakuzi’s reputation for moral, inclusive, nimble, diligent, and fair practices.
Kakuzi’s dedication to high production quality, adhering to international standards such as Halal, SMETA (Sedex Members Ethical Trade Audit), GAP (Good Agricultural Practices), GRASP (Global Risk Assessment on Social Practice), SPRING (Social Practice Audit), and Rainforest Alliance, is a tangible manifestation of its relentless pursuit of responsible production. This unwavering commitment ensures that Kakuzi customers consistently receive products of exceptional quality, reinforcing the company’s customer-centric values.
In the avocado sector, Kakuzi’s customer-centric focus is evident in its meticulous production and processing procedures. From the grading of fruits to the careful packing and cooling in refrigerated containers, Kakuzi ensures that customers receive high-quality avocados.
Further, in the realm of macadamia production, Kakuzi’s Maclands brand stands out as the largest in Africa. The brand’s focus on quality is highlighted by the careful harvesting, cracking, sizing, and sorting processes. Kakuzi’s dedication to traceability is a key factor, as it only processes nuts grown in its own orchards. The strategic partnership with Green & Gold, a specialised macadamia marketing company boasting an extensive network of reputable producers and a well-established customer base across various global segments, significantly bolsters Maclands’ market access. This alignment perfectly complements Kakuzi’s vision for value addition and vertical integration.
Kakuzi recently took a significant leap towards reinforcing its customer-centric approach through a transformative rebranding initiative. This strategic move not only underscores its unwavering commitment to agricultural development but also signifies a bold entry into the consumer market. The rebrand introduces a lineup of private-label products meticulously designed to directly engage with consumers and cater to their evolving needs. This includes ready-to-eat macadamia nuts, gluten-free macadamia flour, and cold-pressed macadamia oil, strategically positioned to meet diverse consumer preferences.
Furthermore, the launch of competitively priced macadamia cooking oil aligns seamlessly with government initiatives, providing a locally produced alternative and actively contributing to the National Edible Oil Crops Project. Notably, this landmark rebranding marks Kakuzi’s first in 95 years and symbolises the corporation’s transition to the contemporary realm of superfoods.
In the cultivation of blueberries, a recently globally acknowledged superfood for its health benefits, Kakuzi employs polytunnels for precise climate management, ensuring optimal conditions for blueberry growth, higher yields, and top-quality fruit. The recent rebranding saw the introduction of blueberry packs to the local market, a strategic move that signifies Kakuzi’s ongoing efforts to bring innovative and health-conscious products to the forefront of the agribusiness market, directly aligning with customer preferences.
The Timber Yard at Kakuzi plays a pivotal role in promoting sustainable forestry practices while delivering top-notch timber products to its customer base. Simultaneously, Kakuzi’s Stud Herd, livestock production, and small ranch dairies exemplify a nuanced understanding of varied customer needs.
Finally, Kakuzi’s tea estate, nestled in the serene Nandi Hills, operates within an equitable climate marked by two distinct wet seasons. This unique environment contributes to the cultivation of tea known for its exceptional flavour and adherence to sustainable production practices.
Kakuzi not only embraces but epitomises customer centricity in agribusiness. By considering customers as partners in sustainability, adhering to ethical practices, actively engaging with communities, and ensuring unwavering commitment to quality, Kakuzi PLC sets an industry standard, placing the customer at the centre of its operations.
