Tackling the product marketing and processing efficiency of a small sunflower oil business in Kenya required a two-pronged, dual-volunteer approach at Mitunguu Millers Ltd, a small sunflower oil processing business established in 2007 in the Eastern Province of the Maara District, where domestic edible oil production exists as a crucial process to smallholder farmer groups and associations.

Because of its potential to alleviate rural poverty in Kenya, and as a prominent sub-sector in the country’s agriculture, the sunflower seed and oil business has been considered a necessary resource for income. However, vegetable oil market in Kenya is largely dominated by costly imports, primarily palm oil but also soybean, coconut, corn and sunflower oils. Therefore the challenge has arisen to create it locally and domestically in-house. Domestic production of the oil must be high-quality, for it risks being phased out in the market.

With current oil extraction and quality below the market standard for cold pressed oils, Samuel Gathumbi, the proprietor of Mitunguu Millers Ltd, faces a significant challenge that threatens the company’s income. Boosting the efficiency of oil extraction would translate in higher profit margins, a valued product, and penetration of the sunflower seed and oil business into the market. With an increase in production and profits, and further exploration into the environmental impact of sunflower seed production, the staff at Mitunguu Millers would be able to capitalize upon further targeted opportunities for the cold press sunflower oil, creating a market-driven popularity for sunflower production.

Additionally, the sunflower oil processing plant only has one full time employee, and six temporary ones, creating a need for new hires. Mitunguu Millers’ brand is not well known by the clientele, though based on the popularity of vegetable oils in cooking, creates much potential for the operation. Lastly, Gathumbi’s business was previously in grain milling, and the transition between this former practice and current sunflower oil production has been difficult.

Sensing an opportunity for market growth, CNFA Farmer-to-Farmer volunteer Bob Bond ventured to Kenya to strategize greater marketing options for Mitunguu Millers’ product. With the help of Bond and the CNFA Farmer-to-Farmer program cold pressed oil extraction efficiency would see a 5% increase, with gross revenue from oil and sunflower cake at Mitunguu Millers to be raised from $15,130.00, to $36,820.00.

Technical assistance to the sunflower oil processor would also stimulate production of the crop to 42,000 Kgs in the first season of 2009, earning $11,200.00, and raising the yield to 72,000 Kgs in the second season. Given an additional 50 farmers join Mitunguu Millers, this would translate to a total revenue of $19,255.00 for the 130 farmers during the second season of 2009, bringing the total earnings to $30,455.00.

Through the CNFA Farmer-to-Farmer program, Bond taught Gathumbi how to market his brand, capitalizing on the health benefits of sunflower oil, its affordability, and high-quality end result. He also created a business plan for Mitunguu Millers Ltd., including budget models, market opportunities, and a future map for success.

New product labels, sample sizes, and a variety of efforts were implemented to make consumers more aware of these benefits. By the end of his stint in Kenya, Bond reported that company was now on track to develop and produce new branding for its labels and marketing materials. Gathumbi planned to expand direct sales and delivery beyond the current area supermarkets, and hoped to add a full time sales person.

The CNFA Farmer-to-Farmer volunteer’s assignment resulted in an increased competitive edge for Gathumbi’s business, creating a safe market for sunflower oil. Bond had demonstrated an effective business plan that saved Mitunguu Millers on time, cost, and labor, paving the way for additional improvement of extraction practices.

Enter Steven Gregory of Peoria, AZ, who followed up on Bond’s targeted re-branding and marketing efforts at Mitunguu Millers. He journeyed to Kenya the month following Bond’s assignment completion.

Providing an evaluation of Gathumbi’s processing line to improve Mitunguu Millers’ oil yields and safety standards, Gregory’s presence at the seed and oil business increased Mitunguu Millers’ productivity, allowing the company to grow even as it faces larger, non-local competitors.

The volunteers’ dual and contrasting areas of expertise gave Gathumbi and his staff the potential for extreme expansion and an aggressive market-focused campaign for a Kenyan food staple.

As a business, Gathumbi’s company benefits from the multi-layered approach, allowing the company to grow in brand presence and quality of product. Mitunguu Millers Ltd is a prime example of the possibilities CNFA has to leveraging assets for strengthening developing market linkages.

“Farmer-to-Farmer is one of those rare jewels in aid policy,” Gregory said following the trip. “The money doesn’t go to the government. It’s person to person, and that’s really effective. You go to their village, you live with them, you work with them, you see progress in the plant over a week or two-week period, and that’s really gratifying.”

See our list of available opportunities and to find out how you can become a Farmer-to-Farmer volunteer.