About Us

About us

Tree Food system is a registered business in Kenya and seeks to connect rural farmers with urban and per-urban consumers, from Urban traders, hotels, restaurants, Mama mbogas, kiosk owners, Market traders who will have the opportunity to purchase direct from a farmer without depending on middlemen.  The purpose of this work is to reduce high food prices for the urban consumers and increase income for the rural farmers.

The Kenya government Agricultural Strategy Development 2010- 2020 states (clause) 3.3 says Marketing of Agricultural produce and products is critical to increasing agricultural productivity and commercialization of enterprises so that farming is perceived as a business, generally marketing chains of different commodities are long, not transparent and consist of many players making them inefficient and unresponsive to producer needs.

Today there are too many players in the marketing chain, working in between the farmer and the consumer making it impossible for the farmers to benefit and the manipulated high food prices for the Urban consumers, making many urban dwellers unable to adjust their income to cope up with the high cost of foods.   This is what the Tree Food system is addressing the reduction of the many players in the food system and making it more transparent. For the first time a farmer will sell directly to the urban consumers which will result in increased income to rural farmers.

Kenya has about 7.5 million small holder farmers. These farmers will be grouped in 13 food categories per ward, we have 1450 wards across Kenya, we project to have 18,850 farmer’s groups across Kenya uploaded on our website and each group with about 400 members at the ward level. Having 7.5 million farmers divide by 47 counties we project to have approximate 159,744 farmers per county, each county differs from the number by wards, example having a county with 30 wards we project to have 5,324 farmers when you divide them into 13 food categories per ward, each group will have approximate 409 farmers.  So about 409 farmers will join one group at the ward level selling one food group product. To make sales transparent all farmers at the ward level will be required to join a food group category.

If a farmer is growing cereals at the ward level will join the group selling cereals, if a farmer is growing fruits will join the group category in selling fruits, if a farmer is growing vegetables will join the group mandated selling vegetables at the ward level, if a farmer is growing root crops will join the group selling root crops. We will be working to enable farmers through training to form groups and start courier services for transporting foods to urban towns. Our aim is to connect rural farmers with 55 million direct customers through phone. From this website you will be able to access all manner of agricultural services. All farmers are required to fill the forms available to enable us to update your food category by ward.

Mission statement

To be a leader in linking rural farmers with urban consumers for increased rural income and reduced high food prices for urban dwellers

Project objectives

1. To offer a platform through website that connects rural farmers direct with urban consumers
2. To enable all consumers, access any farmer at the comfort of their phone
3. To enable rural farmers, receive payment through phones
4. To increase income to rural farmers to make agriculture become more profitable
5. To reduce the high cost of foods for urban consumers
6. To enable farmers at the ward level join one group
7. To operate food stores and warehouses
8. To enable rural farmers, operate courier services for transporting foods
9. To reduce food waste at farm level, market level and home level
10. To recycle food waste
11. To link rural farmers, direct with retail markets across Kenya
12. To link rural farmers, direct with open market traders across Kenya
13. To link rural farmers, direct with all urban small scale food traders (Kiosks / shops)
14. To link rural farmers, direct with millers across Kenya

15. To link rural farmers, direct with urban food stores across Kenya
16. To link rural farmers, direct with hotels / restaurants / cafes across Kenya
17. To link rural farmers, direct with wholesalers across Kenya
18. To link rural farmers, direct with urban consumers
19. To mobilize all farmers to join our platform through a fee