Wanjiru Naisenya Kimani is an entrepreneur in the food industry with a focus on gourmet ingredients. She is the Founder of Naisenya Foods and has more than 10 years experience in the food industry and is passionate about product development and sustainable, local food practices. Wanjiru has a BA from the Swiss Management Academy, Diploma from Kent Institute of Art & Design and professional certificates from the Nairobi Institute of Technology and Strathmore University.
1. Describe the business – What do you do and where are you based?
I am a sole proprietor in the food industry, specializing in baking extracts and pastes as well as chili sauces and mustards. I am based in Nairobi and currently, the business is completely online. I also sell chocolate products, cheese-making ingredients and gelling agents – these were upon request from customers who could not find small quantities of the said ingredients and I worked to meet that need.
2. How did the business get started?
I realized there was no vanilla extract in the market from a Kenyan business, so I got started with filling that gap. Also, vanilla is the base ingredient in most products, so it was a good place to begin. It took a year to research, source the vanilla, design labels and start making the extract. It was a success and with time, customers began asking for different extracts such as lemon, orange, mint and almond as well non-alcoholic extracts.
3. Is there a set of skills you need to run a business like this? Which ones do you have?
Book-keeping is essential. Accountants are expensive and some can mess you up, as I have learned the hard way. For the business I’m in, culinary knowledge is a must as you need to understand what bakers, chefs, cooks and kitchens require in food ingredients. My experience working in commercial kitchens proved to be a huge asset in this.
Social media marketing knowledge is also an added advantage – I learned this by trial and error as well as social media app tutorials. I would also add customer relations. Patience, especially with unhappy customers, was difficult to learn, but I ultimately had to because taking negative feedback personally is bad for business.
4. What would you like to see more of, especially in Kenya, when it comes to the kind of businesses you run?
Funding for cottage industry businesses. Banks have no time for us. We supply some of the largest companies, but getting a business loan is like pulling teeth. I would also like to see suppliers of packaging materials lower their MOQs( Minimum Order Quantities). It is very unrealistic for a small business to buy 100,000 units of glass jars or pet bottles.
When it comes to supermarkets, the unfair credit and payment terms as well as marketing manipulation tactics need to end.I would like to see more cottage industry products on the Kenyan supermarket shelves than imported goods. We are just as good if not better.
5. Where did you find the inspiration for this business?
Pinterest. If you have an idea, most probably someone else has tried it and you can find lots of tips on there. I also looked at international versions of my product and sought how to improve mine for local clients. The Food Channel, How It’s Made, Food Factory, BBC Food and YouTube all contributed heavily to my learning experience.
6. What have been some of the challenges you’ve faced? Lessons learned?
The biggest challenge I’ve struggled with is book-keeping, but I have learned the hard way that you must be able to see your business in financial terms at any given time if you want to grow. Key lessons include: Never take things on credit unless you are absolutely sure you have a paying customer. Paying off supplier debt that wasn’t budgeted for is bad for the supplier and bad for you. Don’t tell people your plans – just start and be ambiguous until the final product is ready. Always have a contract/agreement with collaborators, especially when it comes to intellectual property.
7. What has been your proudest moment/achievement so far?
My proudest moments have been being asked to supply a large ice-cream maker, a large dairy farm and a collaboration with an electronics company.
8. Where would you like to see the business go over the next 3 years?
Depending on the economy, I would like to have a small but efficient factory in one of the neighbouring counties. I would also like to be ISO certified, hire from the minority sectors and export to other African countries.
9.What advice would you give women looking to take the leap into running their own business?
Believe in yourself. Research your product/service thoroughly. Learn book-keeping and pay yourself a salary first. Take care of your social media accounts. Always have a clearly defined contract with everyone you’re working with from collaborators to consultants and suppliers. Ask many questions. Learn who your competitors are and befriend them. Invest in your education, even if it is short online courses over the weekend.
One especially useful course I took was the Goldman Sachs 10000 course on Coursera. That course made me realize I had no clue what I was doing. Don’t worry about entrepreneurship fatigue, it is normal – give yourself a few days break as being constantly burnt out will negatively affect your mental and physical well being. Never second-guess yourself.
Bonus Question
10. What are some of your favourite businesses/brands in the digital marketing space that are women owned/led in Africa?
There are so many businesses I love. Some of the ones that come to mind are Tiramisu Bakery, Queen Deli, Linda’s Nut Butters, Deeper Than My Kitchen, Fior Di Latte, Clare’s Goats Feta, Black Juice Vanillas, Baking With Amari, Luguah Naturals, Longthroat Memoirs, Choux Bakery, Senses By Kendi, Nina’s Kitchen Ke and Watsy Ice Cream.
You can reach Naisenya Foods through the channels below.
- Phone number: 0739959662
- Email: naisenyafoods@gmail.com
- Instagram: @naisenyafoods
- Facebook: @naisenyafoods
- Twitter: @naisenyafoods
- Tiktok: @naisenyafoods
