Food wastage is a major challenge in Kenya, especially within the agricultural sector, where surplus produce often goes to waste.
The market is also flooded with processed condiments full of preservatives and synthetic ingredients, raising concerns about their long-term health impacts.
Linda Korir saw an opportunity to address these challenges by creating healthier, more sustainable food options.
She had invested heavily in tomato farming, only to watch much of her harvest go to waste due to an oversupply. At the same time, she became increasingly troubled by the additives and artificial colours in the condiments available in the market, substances linked to various health issues.
Determined to create a solution, she sought training in value addition at the Kenya Industrial Research and Development Institute (KIRDI). With an initial investment of Sh40,000, from her savings, she founded Nutriblends Farm Fresh.
“What started as a passion project has evolved into something truly special. It is fulfilling to know that we are not only offering healthier choices to our customers but also helping to reduce food waste,” she says.
A practising Civil Engineer with a Master’s in Business Administration, Linda grew up in an entrepreneurial family. Watching her parents navigate the challenges and rewards of running a business instilled in her a strong entrepreneurial spirit from an early age.
She credits her engineering background for honing her problem-solving abilities and attention to detail, both of which have been invaluable in managing operations and driving innovation at Nutriblends.
Linda Korir, Founder of Nutriblends Farm Fresh, interacts with exhibition participants during the Kenya Meat Expo at KICC Nairobi on June 13, 2024.
Photo credit: File | Nation Media Group
“The focus on health-conscious food condiments was inspired by my experience with farming and witnessing the effects of unhealthy food options. I imagined a brand that promotes wellness while addressing the issue of food waste,” she notes.
Linda has collaborated with exceptional food scientists who have played a crucial role in product development, ensuring the products meet the highest quality standards.
“We have also worked closely with chefs, whose feedback has been key in refining and perfecting the taste of our condiments,” she adds.
The production process begins with sourcing fresh, high-quality raw ingredients directly from local farmers. Upon arrival at the facility, the produce is carefully sorted and cleaned, followed by disinfection, blanching, peeling, and blending.
The blended ingredients are then cooked for two to three hours, allowing the flavours to develop and meld. Once the cooking process is complete, the products are packed with care and stored appropriately, ready for dispatch and sale.
"We maintain high quality and nutritional value by sourcing our ingredients directly from trusted farmers, allowing us to select the freshest produce and ensure it is free of pesticides at the time of harvest," she explains.
She adds that during production, processes like blanching are employed to preserve nutrients and prevent over-processing, helping to retain the natural goodness of the ingredients.
Nutriblends Farm Fresh avoids using artificial additives and colours, keeping their condiments as wholesome and natural as possible.
The company offers five distinct products, each with a unique flavour profile: Tomato & Herb Ketchup, Sweet & Spicy BBQ Sauce, Pineapple BBQ Sauce, Habanero with Pineapple Chili Sauce, and Sweet Chili Sauce. Prices range from Sh320 to Sh420.
“To keep our products affordable without compromising on quality, we source raw materials directly from farmers and focus on bulk production, which helps reduce costs. This enables us to offer savings to our customers while maintaining the highest standards,” she says.
Nutriblends' branding and packaging feature simple visuals that highlight natural ingredients, with earthy tones symbolising freshness and quality. Modern fonts and vibrant accents bring energy to the design.
Linda says that to connect with Kenyan consumers, their packaging incorporates elements that reflect local flavours, traditions, and the farm-to-table process. Sustainability is also a priority for them, with recyclable materials used to minimise environmental impact.
While the business has faced challenges in product development due to a lack of advanced production equipment, the company has leveraged government resources such as KIRDI for access to specialised equipment and resources.
Says Linda of their work ethic, “We are meticulous about sourcing high-quality raw materials, as they are essential in maintaining the flavour and freshness of our condiments, even as production scales. Quality control is a priority at every stage of the process."
The main challenge in sourcing ingredients is the fluctuation in prices, especially for raw materials like tomatoes. As the company does not yet buy in large quantities, it faces higher production costs. To address this, they work closely with farmers to build strong relationships and negotiate fair, stable pricing.
The company is also exploring bulk purchasing and strategic partnerships to improve cost efficiency and ensure a reliable supply chain.
One challenge in marketing healthier condiments is the higher price point compared to conventional options, which is largely due to the use of real, high-quality ingredients rather than mass-produced alternatives filled with additives and fillers.
Linda focuses on educating customers about the value of Nutriblends products through storytelling, social media engagement, and sampling initiatives. The goal is to position their condiments as part of a healthier lifestyle rather than just sauces.
“Our products are packaged in plastic to maintain affordability, as glass bottles are cost-prohibitive. While this helps keep our products accessible, we remain mindful of the environmental impact. We encourage customers to reuse or recycle our packaging whenever possible," she explains.
They are actively exploring cost-effective and eco-friendly alternatives, such as recyclable or biodegradable materials, as part of their long-term commitment to environmental responsibility. Balancing sustainability with affordability remains a key priority as they continue to grow.
The products are available for pickup at a local point in the city centre and through social media platforms, allowing the company to connect directly with customers and offer a personalised experience.
The company plans to expand into supply chain stores, which will enable them to reach a broader market and make their products more accessible to customers nationwide.
“We plan to introduce new products, such as healthy pickles, premium granolas, and unique jams, to cater to a broader range of health-conscious consumers. We actively engage in health-focused events to enhance visibility and trust, while utilising strategic partnerships and customer feedback to drive product expansion,” she says.
To educate consumers about the health benefits of its products, the company uses content marketing, clear product labelling, and direct engagement at workshops and events. Plans to partner with health influencers and leverage interactive social media will further promote these benefits.
The company aspires to be a cherished household brand, present in every home across the country, and eventually expand into the global market, sharing its natural, wholesome flavours with families worldwide.
