East Africa Volume 5

MARKET For over 30 years KEN Tomato Sauce has cut its niche as Kenya’s leading food condiment that is enjoyed by consumers and trusted by hoteliers across Kenya. Diligently manufactured under the umbrella of Centrofood Industries Limited (cfi), KEN Sauce prides itself as a product made in Kenya, by Kenyans and using Fresh Kenyan farm produce. Centrofood Industries puts great importance in the nutritional value and taste of its products. Attractive packaging ensures that their products stand out. Behind the brand is a dedicated team comprising of regional distributors, wholesalers and general merchants who ensure that KEN Sauce is enjoyed by all consumers across the region. KEN Sauce is available in leading supermarkets and convenient stores in urban and peri-urban areas of over 40 counties in Kenya. In addition to the retail outlets, the products have penetrated the Horeca – Hotels, Restaurants and Cafes - operating under the General Trade. However, this market segment deserves a special mention as it targets the consumer indirectly and consumption varies on what is available in the mainstream retail segment. KEN sauce products market share in both the General Trade and Modern Trade is impressive and it’s expected to acquire an even greater percentage with the ever increasing popularity of the product range. ACHIEVEMENTS The KEN sauce brand puts great importance to customer satisfaction as the company believes the only accolade needed is to have their products put smiles on their customers’ faces. That notwithstanding, cfi has made milestones in being recognised as; • The First Tomato Sauce to be awarded the Superbrands Certification Year 2017/2018 in East Africa Region • The First Tomato Sauce Company that piloted JICA training – KAIZEN • The best exhibitors with outstanding personnel and staff category during the Kenya Association of Manufacturers (KAM) expo in Nairobi in December 2017. HISTORY The Journey to creating this highly irresistible product started 38 years ago upon the establishment of Centrofood Industries Limited as a home business processing and selling local salt and Joy juices. Soon after, the company realised an untapped manufacturing area of creating sauces from the largely available fresh tomatoes and creatively giving their products a uniquely natural blend of taste and nutrients to supplement the local diet. In 1988, cfi incorporated into a limited company and diversified its product range to include tomato sauce under the brand name KEN. Both Joy Juices and KEN Tomato sauce were the flagship names that paved the way for the variety of products that are currently offered. Initially, both Joy and KEN products were packaged in 700gms glass bottles. However, with the consumers’ growing need of convenience, 60