Partnering with smallholder farmers: our approach to fair pricing

Cherubet Foods works directly with smallholder farmers across Kenya. The relationship is built on two commitments: we pay above the market average, and we commit to buying an entire season's harvest.

Why long-term contracts matter

A farmer who does not know whether their crop will sell cannot plan. They cannot confidently invest in better seed, in soil health, or in the labour needed to harvest well. Uncertainty pushes decisions toward the short term, and quality suffers as a result.

By committing to a full season in advance, we remove that uncertainty. Farmers can plan their year, and we secure a consistent supply of the quality we need. It is a practical arrangement that happens to also be the fair one.

Beyond the transaction

Our work with farming communities extends past purchasing. Through collaborations with agricultural research partners, we support access to climate-resilient varieties and improved post-harvest handling, the areas where small improvements compound into meaningfully better crops.

Where this leads

Every pack of Cherubet food traces back to a specific farm and a specific season. Building a food company on locally grown crops means the health of our business and the health of those farms are the same question. We would rather answer it deliberately.