Twiga Foods Makes Aggressive FMCG Push with Acquisition of Jumra, Sojpar & Raisons—But Internal Troubles Linger

Kenyan agritech and supply chain disruptor Twiga Foods has made a high-stakes expansion into the FMCG distribution market with the acquisition of three regional giants: Jumra, Sojpar, and Raisons. The move aims to cement Twiga’s transformation from a fresh produce marketplace into a full-scale national FMCG logistics powerhouse—but it comes amid turbulent internal restructuring, debt battles, and leadership changes.

With this deal, Twiga now gains instant access to key regional strongholds:

• Jumra – Nairobi & Central Kenya
  
• Sojpar – Western Kenya
  
• Raisons – Coastal region
  

“Our mission has always been to simplify Africa’s retail supply chains. These acquisitions allow us to rapidly scale our reach, diversify our portfolio, and deliver greater value to informal retailers,” Twiga said in a statement.

Twiga’s Playbook: Distribution Domination with Local Backbone

Twiga plans to integrate the operational strength of the three distributors with its tech-driven platform—offering retailers more reliable inventory, faster restocks, and a broader selection of products, from foodstuffs to essential household goods.

This strategy shifts Twiga’s model from farm-to-marketplace into tech-enhanced last-mile FMCG delivery, directly challenging legacy distributors and new digital commerce entrants.

It also positions Twiga as a national player capable of servicing thousands of retailers across Kenya’s informal and formal markets, a segment valued in billions and notoriously difficult to penetrate due to logistics gaps and inconsistent supply.

Behind the Curtain: Layoffs, Debt, and a CEO Exit

The acquisitions come at a volatile time for Twiga. In the past 18 months, the company cut 40% of its workforce in a sweeping cost-saving restructuring, battled a $261,878 debt claim from Incentro Africa over unpaid Google Cloud services, faced delayed payments to suppliers and vendors, and saw co-founder Peter Njonjo exit the board, raising investor concerns over stability.

Twiga managed to settle its legal dispute and secure fresh capital, but not without reputational damage. These operational tremors, combined with the cost of absorbing three distributors, raise questions about its long-term financial health.

New Leadership, New Stakes

With former Jumia Kenya CEO Charles Ballard now at the helm, Twiga hopes to stabilize its internal engine while executing on this aggressive expansion. Ballard brings deep e-commerce and marketplace experience, which could prove pivotal as Twiga juggles logistics, data, and retailer relationships in its next growth phase.

“Twiga is trying to do what no one else has successfully done—digitally organize Africa’s chaotic retail distribution ecosystem,” said a Nairobi-based investor familiar with the company.

Can Twiga Balance Expansion with Execution?

The real test for Twiga will be execution at scale. Merging three legacy distributors, managing cultural transitions, aligning systems, and delivering ROI quickly will stretch internal resources and leadership.

Yet, if done well, Twiga could emerge as Kenya’s dominant FMCG supply chain integrator, with a replicable model for other African markets. The demand is there: informal retailers remain underserved, and modern trade penetration is still low.