Nairobi — Farmer’s Choice, one of Kenya’s leading meat processors, is giving hope and cash to small-scale livestock farmers. The company says that by working with it, farmers can make more than KSh. 175,000 for a single cow, while pig and poultry farmers may even earn more, thanks to fast growth and efficient farming.
That bold figure comes straight from Felisters Gitau Mutugu, the company’s Chief Executive Officer, who spoke at the launch of Farmer’s Choice’s nationwide “Cookout Series.” The event, kicked off ahead of the festive season, brings together consumers in supermarkets and communities for cooking demos, tasting sessions, and importantly chances for farmers to learn how to maximise their earnings.
“One of our key stakeholders is our farmers to get this meat consistently, we work closely with farmers,” Mutugu said during a media interview.
From Farm to Table and Back Again
Farmer’s Choice doesn’t just buy live animals, it supports the entire value chain, according to Mutugu.
“We make sure we avail for them the best genetics. We also provide feed at subsidised prices, our extension officers help farmers with disease management and farm management to ensure profitability,” she added.
The company grades the animals it buys based on weight, back fat, and bone-to-meat ratio, offering different prices per kilogram depending on how well the animals score. For example, cattle above 350 kg may fetch an average of more than KSh. 500 per kilo, depending on grade.
“We educate farmers on grading, back fat, and bone-to-meat ratio. It’s about working with the farmer from the beginning so that all animals survive and generate income,” Mutugu added.
Mutugu said this system helps farmers aim for higher quality animals not just heavier ones and thereby command better prices when they sell.
Why Pigs and Chickens Sometimes Out-earn Cows
According to Farmer’s Choice, many pig and poultry farmers can make even more than cattle farmers. The reasons; faster growth cycles, better feed conversion, and consistent demand.
Mutugu notes that the company doesn’t just buy it also works with farmers all along the way, providing training, subsidised feed, and genetic support, so that smallholders can scale up smartly.
A New Chapter for Farmer’s Choice
The timing of this push is significant. Mutugu was appointed CEO of Farmer’s Choice in November 2024, succeeding James Taylor, who had led the company for more than 40 years. Her leadership comes as the company seeks to expand its production, automation, and supply chain reach.
Mutugu sees the Cookout Series as more than just a marketing campaign but also as a way to celebrate Kenya’s food culture and to highlight the journey from farm to table, drawing attention to the farmers behind every cut of meat.
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