Behind every bite is a story—one of heritage, biodiversity, maybe even survival. Wavua Mwambonu, a filmmaker, budding farmer, and through the Everyday Food Stories media platform, connects consumers with the people, traditions, and innovations shaping East Africa’s food systems. They do this through content, events, and community. Her hope is a world where everyone has access to good food, leading a wholesome life where they can experience what the natural world has to offer.

1.Describe the business – What do you do and where are you based?

Everyday Food Stories is a platform that celebrates African food heritage while advocating for sustainable food systems and access to healthy diets. I use high-impact multimedia to celebrate and decolonize African food heritage while empowering producers and consumers through a one-stop shop marketplace.

2. How did the business get started?

I have always had an interest in food, first as a consumer, everyone around me knew how much I loved to eat, and this morphed into a desire to do something in the space. During COVID-19, I moved to a small town surrounded by tea fields, rediscovering food systems after launching a farm-to-table delivery business. This hands-on experience deepened my understanding of overlooked food workers, and I wanted to tell the stories behind the food we eat. After shutting down my physical stall in Lavington, I pivoted into storytelling. My first story about Baobab picker women from Sagalla who were faced with a harsh predicament after elephants decimated their farms got a lot of traction, including from Abdi Ogle of the Public Policy office, who wanted to intervene, and I knew I was on the right path.

3. Is there a set of skills you need to run a business like this? Which ones do you have?

This was a combination of my 3 loves- storytelling/filmmaking, food, and social impact. I also realise you need to understand audiences, algorithms of the different social media mediums as well as the business element to sustain it. I am good with the creative aspect of it, I understand the food/agricultural world and social impact, but slowly building on the revenue element of the business.

4. What would you like to see more of, especially in Kenya, when it comes to the kind of business you run?

The other day at the office, I was so surprised that people did not understand what organic food is. And I know sometimes working on certain causes, we assume that everybody understands what all these buzzwords mean- organic, sustainably grown, healthy food, climate change. I am working on food literacy in very simple terms that the majority can understand, such as food origins, food history, and what impacts what makes it to their plate.

5. Where did you find the inspiration for this business?

Being a filmmaker who is deeply into building platforms that speak to underserved audiences, I channelled that into my love for food. There is a gap in having certain wholesome conversations about food, I mean what we mostly have is recipes and restaurant reviews and not enough of food origins and history, breaking down the intersection with other areas such as politics and I want to tap into that. We also always speak about buy Kenya, build Kenya but sometimes it is so hard to find everything under one roof especially for cottage industries. So in my journey to ensure that I live my most wholesome life, I want to help others do the same through food literacy, community and accessible food products from African foodpreneurs.

6. What have been some of the challenges you’ve faced? Lessons learned?

Like most people, financial resources are something I lack, and I have had to be very resourceful in how I go about achieving my dreams. First, starting where I am with what I have, but also keeping in mind the big picture.Second, staying the course when nothing is working out. The process of becoming has been quite hard and it took 2 years to really figure out what we wanted to become and now to even start executing that. Some days are thankless and everything feels bleak, other times you get something that shows you why you should keep going. For me seeing the impact on a small scale has been it because now I imagine what the impact will be like operating at full potential.

7. What has been your proudest moment/achievement so far?

The kind of impact I have had. When people text me and tell me they had never seen themselves in that light, as powerful alchemists of their destinies, solving their own problems, being their own heroes. I have always yearned to be “seen” for the multi-dimensional person I am, so I want to build platforms where other humans can be seen. That is my obsession- finding the extraordinary in everyday people. Last year, it was the wine tasting for Cecanni, being a part of it and seeing how much young people are falling in love with truly Kenyan brands. Also, the warm reception the story on the grannies of Limuru got and seeing them believe in themselves enough to keep pushing their tea brands was just heartwarming.

8. Where would you like to see the business go over the next 3 years?

I see Everyday Food Stories as a thought leader in the food industry with a multimedia platform where Everyday Food Stories becomes a leading voice in food media, producing high-quality documentaries, photo essays, and digital content that drive awareness and behavior change, a marketplace that connects 50+ indigenous food brands with 3,000+ engaged community members, fostering direct-to-consumer sales and sustainable food consumption, and strong community engagement through workshops, social impact events, and multimedia exhibits that strengthen consumer-producer relationships and amplify local food narratives.

9. What advice would you give women looking to take the leap into running their own business?

Build and they shall come! I think sometimes we really obsess about the perfect timing and circumstances when all you need to do is start where you are and perfect as you go. I also understand the importance of “eating the elephant in bits” as they say because most of the things I accomplished, I did without money. However, it did not deter me, instead it made me more resourceful and the impact has been satisfying to say the least.I am also taking a hard lesson in consistency, so this is more a note to myself, but being consistent goes a long way when building a dream.

10. What are some of your favourite businesses/brands in your line of business that are women-owned/led in Africa?

  • Cecanni fruit wines – I think it’s very innovative that Angela Oyugi is turning a food waste problem into a lifestyle brand that people can enjoy.
  • Limuru Highlands specialty tea by the grannies – they have Felt, Riara teas and Nyanda za Juu. I love that they also want to make sustainable products that also conserve the Limuru Highlands.
  • Norah Magero – running cold chain solutions in Africa and her Vaccibox, a solar fridge that is revolutionizing access to vaccines in rural areas without electricity access.

You can reach Mvua and Everyday Food Stories here.

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