Joseph Owino, seen here in Nairobi on February 4, 2025, is the founder of Kwe & Cole Foods, a family business that produces a range of hot sauces, marinades, honey, infused honey and other condiments.
After several years in the tech industry, Joseph Owino decided it was time to pursue entrepreneurship. He wanted to build a legacy for his two children, Kwe and Cole.
In 2021, he founded Kwe & Cole Foods, a family-owned business that produces a range of hot sauces, marinades, honey, infused honey and other condiments, all with a mission of changing lives through flavour and fun.
“I initially ventured into farming by growing chillies in Kisumu, while also investing in 15 beehives to produce honey. The farming journey proved to be challenging, and due to the distance from the farm, I began exploring opportunities for value addition,” he explains.
Flavor revolution
Inspired to create unique hot sauces that would deliver a premium culinary experience, he registered the company and imported their first batch of bottles.
This decision followed extensive research into value addition, which revealed it to be a more viable business opportunity, offering greater control compared to remote farming.
“I grew up disliking cooking, I preferred washing dishes over spending time in the kitchen. My mother, on the other hand, was passionate about cooking. When I moved out and began living on my own, I started experimenting with cooking, but it was never anything serious,” he shares.
During the Covid-19 lockdown, he had more free time and started experimenting with making various foods, which led him to create sauces.
He taught himself different recipes and also trained in value addition at the Kenya Industrial Research and Development Institute (Kirdi), where he learnt how to make shelf-stable sauces that could be marketed and certified by the Kenya Bureau of Standards (Kebs).
This experience, he says, broadened his understanding of different production methods and allowed him to interact with other entrepreneurs in the food industry.
He observes that many premium consumer goods in Kenya are imported, but the local ingredients have the potential to create superior products. He believes locally produced goods should be more affordable.
“The challenge lies in branding and marketing, which often fail to reflect premium quality. My strategy is to position our product as a premium offering, rather than competing with established brands on price, ”he notes.
Mr Owino shares that he used personal savings from his employment days to fund the business. Setting up the company, which included registration, website development, storage and warehousing, and purchasing inventory from China, required an initial investment of Sh500,000.
The business is now self-sustaining, with occasional capital infusions from his own savings.
Samples of Kwe & Cole Foods hot sauce.
Global inspiration
He aspires to grow and expand the brand globally, to fill the gap for premium sauces. He is optimistic that Kenyans will embrace the products and hopes the brand will gain international recognition.
Kwe & Cole Foods offers a range of products, including five sauces priced at Sh550 each, hot honey at Sh650, regular honey at Sh600, and infused honey at Sh750. The company plans to introduce three additional products and is focused on expanding its distribution network.
When pricing products, he emphasises the importance of balancing quality and affordability. For their premium offerings, the company carefully analysed the industry and assessed what competitors typically offer.
“Many competitors opt for lower-quality ingredients or stick to familiar options. In contrast, international markets inspired innovation, particularly with hot sauces, which can be enhanced with ingredients like honey. While honey is not inexpensive, customers appreciate the value of a sauce made with high-quality ingredients,” he explains.
He adds that products like the Mango Pineapple Habanero sauce, which uses fresh mango and pineapple puree, come with higher production costs.
“We are consistently gathering feedback from our early customers, many of whom have requested products such as a super-hot sauce or one without sweeteners, among other ideas,” he says.
“Our unique offerings are driven by the ingredients we choose to incorporate, and we are committed to ensuring our products remain exciting and innovative.”
The process of developing a new product begins with exploring potential flavour profiles and analysing current market offerings. The team then creates several different batches and seeks feedback from close friends and family.
After refining the recipe, they test the product at local farmers’ markets to gauge customer response. Once they are confident that the product is well-received, they design a label and begin reaching out to retail outlets.
He says that they have collaborated with select farmers in Kwale and Kitengela to source high-quality chilies, as well as procure ingredients from various markets around Nairobi. They also source honey from their Kisumu apiary and are working with a honey distributor in South Nyanza.
“We have also partnered with a mango and pineapple puree supplier to ensure that our sauces consistently maintain the same flavour and texture. The sauces are produced by hand, with each batch carefully tested for quality control to ensure they meet the highest standards for human consumption,” he says.
Joseph Owino, seen here in Nairobi on February 4, 2025, is the founder of Kwe & Cole Foods, a family business that produces a range of hot sauces, marinades, honey, infused honey and other condiments.
Their goal is to provide premium products and an exceptional customer experience at a competitive price.
Reflecting on the challenges of launching a family-owned business in the competitive food industry, Mr Owino describes it as an ongoing process, where he is continually addressing immediate issues while remaining focused on long-term objectives.
Fusion at its finest
Acknowledging how challenging it is to operate in the fast-moving consumer goods space without significant capital, they make it work through participation in farmers’ markets, and events, and selling to friends and family who have been incredibly supportive.
The company’s primary focus is ensuring that the ingredients in their condiments maintain high quality and nutritional value, while staying true to their flavour profile.
“We ensure quality by checking the honey’s moisture levels with a refractometer and inspecting each habanero fruit for imperfections. While this labour-intensive process is essential, we also plan to establish an internal lab for batch testing to further enhance our quality control,” he explains.
Like many startups, Mr Owino has encountered challenges, including the limited availability of certain ingredients. With many farmers unable to produce enough to meet market demand, the company often works with brokers to secure the necessary supplies.
Kwe & Cole Foods’ packaging is in 150ml glass bottles, a choice Mr Owino says will remain unchanged due to his preference for glass, which he believes provides a more premium feel.
“While it may seem trivial, I believe glass is the right choice for conveying the quality of our brand. We hope to start producing these bottles locally in Kenya as part of our product roadmap,” he notes.
Currently, the products are available in several retail locations around Nairobi, including 99Mart, Zucchini, Saving Home Supermarket, Greenspoon and a few butcheries.
The company plans to expand to other towns and is in discussions with distributors to finalise a national rollout, with the ultimate goal of establishing a strong presence in East Africa.
Kwe & Cole Foods faces the usual challenges of a competitive market, but Mr Owino believes that focusing on the brand’s story and purpose helps differentiate them. Their mission is driven by love for their children, which influences every aspect of their business, from production to marketing.
Health-conscious dining
Rather than competing on price, they believe consumers will respond to authenticity and passion. The company prioritises health and wellness by using natural ingredients and avoiding artificial sweeteners and excess sodium.
“We are expanding the product range, with plans for unique ketchup and BBQ sauces, and exploring collaborations in the snack industry,” he says.
They are also targeting the Hotels, Restaurants, and Clubs sector and seeking opportunities with airlines. To engage consumers, the company actively educates its audience on social media and shares fun content about its hot sauces.
mwmaina@ke.nationmedia.com
