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Twiga Foods Announces Restructuring, Appoints East African CEO

Twiga Foods CEO EA- Founder360


Twiga Foods Announces Restructuring, Appoints East African CEO

Kenya’s B2B food distribution platform Twiga Foods has appointed Yebeltal Getachew (YG) to the position of Chief Executive Officer of Twiga East Africa, effective 3rd May 2021. 

YG will lead the commercial growth and expansion of Twiga’s business in Kenya and across the borders into the wider East Africa market, in line with the strategic goals of the company. 

A true East African citizen of Ethiopian origin, YG has over 20 years of commercial and franchise leadership experience gained leading business operations in East Africa, as Country Manager in Tanzania, Ethiopia, Eritrea, Uganda, and Mozambique and later Managing Director / Vice President in the Nigeria business for the Coca-Cola Company. He was instrumental in driving commercial excellence, revenue growth management, and mergers and acquisitions. 

Prior to joining Coca-Cola, YG spent five years in the logistics sector rising to the position of Operations Director for Urgent Cargo Handling. 

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YG has a Bachelor of Science in International Business Administration from USIU, a Master of Business Administration from Edinburgh Business School and an Executive Coca-Cola Signature MBA from Harvard Business School. 

Peter Njonjo, the current CEO will effectively from 1st June take on the role of Group CEO, working on building the organizational capacity and capability as Twiga embarks on its expansion across the African continent. 

Founded in 2014 by Grant Brooke and Peter Njonjo, Twiga Foods platform uses mobile phone technology to match supply and demand, aggregating market participants and finding buyers for farmers’ produce in Africa’s large, but highly fragmented fruit and vegetable market. It currently works with more than 17,000 farmers and 8,500 retailers.

The company was recently selected among hundreds of candidates as one of the World Economic Forum’s “Technology Pioneers”

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CEO and Founder at Founder360° Magazine.



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