Farmer’s Choice, 47 Years Of Quality, Nutrition & Timeless Joy

Celebrating Kenya’s Most Trusted Meat Brand, From Humble Beginnings To Regional Leadership

For nearly five decades, Farmer’s Choice has remained a cornerstone of Kenya’s food industry — a trusted brand that has brought generations together through delicious, high-quality, and nutritious meat products. From humble beginnings in 1978, the brand has grown into a regional leader in processed meats and value-added products, delighting millions with its iconic sausages, smokies, hams, bacon, and more.

Today, Farmer’s Choice stands not only as a household name but as a symbol of reliability, innovation, and timeless joy. As the company celebrates 47 years of excellence, it continues to set new standards in quality, sustainability, and consumer satisfaction — while preparing for an even bigger milestone ahead: its 50-year Golden Jubilee in 2028.

Go Places sat down with Paul Odeyo, Head of the Commercial Division at Farmer’s Choice, for an engaging conversation on the brand’s remarkable journey, market leadership, sustainability efforts, and how it continues to inspire “Timeless Joy” at every dining table across Kenya and beyond.

Could you introduce yourself and your role at Farmer’s Choice?

My name is Paul Odeyo, and I’m the Head of the Commercial Division at Farmer’s Choice. My role is to ensure our products reach consumers across Kenya and the region with availability, consistency, and quality. This involves managing sales, marketing, distribution, and partnerships to deliver on our brand promise of quality, nutrition, and timeless joy every single day.

Farmer’s Choice celebrated 47 years this year, as a household name in Kenya and across the region. What does this milestone mean, and how are you preparing for the 50-year golden jubilee?

Forty-seven years is a proud milestone — it reflects the trust and loyalty built across generations. But it’s also a reminder to keep evolving. As we look toward our golden jubilee in 2028, our focus is on innovating products, expanding access regionally, and balancing affordability with premium experiences. By then, we want Farmer’s Choice to be not only Kenya’s most trusted meat brand but also a regional leader in quality and nutrition.

Farmer’s Choice has remained the number one processed meats brand in Kenya. What do you see as the biggest drivers of this success?

The key drivers have been consistent product quality, a strong distribution network, and consumer trust. We never compromise on standards — supported by world-class cold chain management that guarantees freshness and safety. At the same time, we cater to different consumer needs — from affordable packs for everyday households to specialty products for those seeking premium options. This balance ensures we stay relevant across the board.

Farmer’s Choice offers a wide product portfolio — from processed meats to poultry, deli items, and hampers. Which product ranges are leading growth, and why?

Our value-added products such as sausages, smokies, bacon, and hams remain the biggest growth drivers because they’re accessible, versatile, and loved by consumers across all segments. But we’re also seeing strong momentum in deli items, fresh meat cuts, and seasonal festive hampers, as consumers look for convenience, lifestyle-driven products, and premium food experiences.

Festive hampers are a yearly highlight. What goes into designing them — from selection to packaging and pricing?

This year we debut our Timeless Joy Festive Hampers, which are more than products; they’re symbols of celebration and generosity that bring joy to all. We carefully curate them with a balance of everyday favorites and indulgent cuts. We put effort into packaging and presentation to make them premium and gift-worthy, while also offering different price tiers so that both corporates and families can enjoy them.

Barbecuing and outdoor grilling are becoming cultural staples. How is Farmer’s Choice tapping into this lifestyle?

Barbecue is about joy, community, and togetherness. We’ve introduced grill-ready sausages, marinades, and curated barbecue packs to fuel that culture. We also actively participate in barbecue festivals and lifestyle events, building partnerships that enhance the grilling experience. Whenever people think barbecue, we want Farmer’s Choice to come to mind.

With packaging, branding, and freshness being important, what steps have you taken to enhance product presentation and shelf life?

We’ve invested in modern, eco-friendly packaging that extends freshness and improves shelf presence. Our packs now also emphasize traceability and clear labeling, which consumers value. Most importantly, our cold chain system ensures that from production to shelf, our products retain world-class quality. This combination of packaging and cold chain gives us a strong competitive edge.

How do you balance affordability with quality, particularly for lower-income consumers while also serving premium segments?

We never compromise on quality. Instead, we design varied pack sizes and price points to meet consumer needs. For everyday consumers, our economy packs under the ‘Kadogo’ label make quality protein affordable and accessible. For premium customers, we offer gourmet sausages, deli items, and curated fresh meat cuts. This way, Farmer’s Choice remains accessible to all while maintaining the same trusted quality standards.

In your growth strategy, how much focus is on online sales versus traditional retail, and what new channels excite you most?

Traditional retail is still our backbone, but online sales are the fastest-growing channel. We’ve partnered with e-commerce platforms and direct delivery services to reach digital-first, urban consumers. This complements our strong presence in supermarkets, stockists, and independent retailers — ensuring Farmer’s Choice is available everywhere, both online and offline.

The food industry faces rising input costs, logistics challenges, and new regulations. What challenges does Farmer’s Choice face today, and how are you addressing them?
Yes, costs and logistics are real pressures. But we’ve tackled them by investing in efficiency, real-time distribution tracking, and stronger supply chain systems. We’ve also diversified our portfolio with economy packs, mid-range SKUs, and premium products, ensuring every consumer finds value while we maintain our reputation for quality.
Sustainability is now central to business success. How is Farmer’s Choice approaching sustainability?

For us, sustainability means caring for both the planet and people. We’ve invested in solar energy, biomass boilers, and electric vehicles to cut emissions, and we’re transitioning to eco-friendly packaging. Equally, sustainability means supporting farmers and communities — by providing training, guaranteed markets, and prompt payments. Our aim is growth that is responsible, traceable, and future-focused.

Finally, let’s talk impact. Farmer’s Choice works closely with livestock farmers. How do you support them and why is this partnership so important?

Farmers are central to our success. We support them with fair prices, training on standards, and payments within 24 hours. This stability allows them to invest confidently and grow sustainably. For us, it ensures a steady supply of high-quality, traceable livestock. It’s a true partnership where farmers succeed, we succeed, and consumers enjoy the very best quality.

Parting Shot

“To our esteemed customers and the hospitality fraternity — you are our partners in creating joyful dining experiences. At Farmer’s Choice, we are committed to giving you products you can trust: consistent in quality, safe, fresh, and versatile to match your creativity in the kitchen. We look forward to walking this journey with you — innovating, supporting, and elevating dining experiences. Together, let’s continue to serve meals that delight and inspire… Timeless Joy!”

— Paul Odeyo, Head of Commercial Division, Farmer’s Choice

About Paul Odeyo

Paul Odeyo serves as the Head of the Commercial Division at Farmer’s Choice Limited, where he oversees sales, marketing, and regional growth strategies. With a deep passion for food excellence, sustainability, and customer satisfaction, Paul has been instrumental in driving the brand’s promise of Quality, Nutrition, and Timeless Joy across Kenya and the wider region.

nterview by Nev Jiwani, Group Managing Director, Go Places

For further enquiries and information, visit www.farmerschoice.co.ke

Call: +254 722 331 706

Email: sales@farmerschoice.co.ke