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Sweet & Dried
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Sweet & Dried Enterprises Limited

Quick Info

Tel:

Email: sweetndried@gmail.com

Website: sweetndried.com

Industry: Agribusiness / Agro Value Add

Number of Employees: 10

Funding Raised:Raised KES. 2.93M as seed funding

Funding Required:The business is seeking an investment of KES. 3.4 Mto be able to scale up

 

Use of Proceeds:

  • Increase market base
  • Improve Production capacity
  • Purchase of Equipment

 

Revenue Forecast (KES.):

2018 –  4,847,850

2019 – 9,695,700

2020 – 14,538,550

 

Competitive Advantage

  • Middle and high income earners both in the local and international market
  • Availability of raw materials
  • Adequate land for expansion
  • Skilled staff and adequate work force
  • Nutritious products

Management Team

  • Mercy Mwende –General Manager
  • Betty Mutegi – Finance Director
  • Mr. Mageria Migue – Production Manager

Business Description

Sweet and Dried Enterprises Ltd (S&D) is a woman-led company incorporated in 2014 and based in Tharaka-Nithi County. It specializes in the processing of dried fruits and vegetables at both the retail and bulk level.

Problem/Solution

Immense post-harvest losses of fruits, vegetables and root crops experienced by small scale farmers in Tharaka Nithi has led to increased food insecurity and poverty levels. Ensuring foodand nutrition security in Kenya is, therefore, a critical challenge. In an effort to bridge the gap between production and marketing, S&D has developed an innovative approach and unique model that focuses on adding value to agro-produce through solar drying of fruits and vegetables.

Products/Service

S&D currently produces and sells dried Mango (mango flakes) and mango flour. Dried fruits are sold in 30 and 100-gram packages. Bulk items for all products are sold in 5 or 10 kg amounts. All products are processed and packaged to HACCP international standards for food safety and food security. Products also meet standardization criteria as set by the Kenya Bureau of Standards.

Market

There are three sources of demand for mangoes: the fresh market, the processing market and the export market. There has been a growing demand for dried fruits both in the international and local markets due to preference for dried fruit ‘snacks’ as an alternative to sugared snacks. Dried mangoes have also been preferred as they can be stored longer and are less dependent on the mango seasons. The expected market share will cascade over a period of 10 years. In the first 3 years S&D targets a market share of 35%, 45% between the fourth and sixth year and 65% from the seventh to the tenth year.

Competitive Landscape

In Kenya, most mango processors revolve around fruit juices and little around dried fruit products. However, S&D has identified competitorsin the market place for both dried fruit and vegetable produce. They include Azuri Health Food, Find us in Africa and Sweetunda Limited. However, all three enterprises are bulk clients for S&D’s dried mangoes.

Business Model and Distribution Channels

The S&D products are distributed directly to the customers in Tharaka Nithi. It also uses wholesalers, retailers, and kiosks, where they extend the chain to the final consumers. Other channels: bulk buyers, social media and exhibitions. Revenue is generated from the sale of the processed mango products. The products are sold at competitive prices to attract many customers while generating profit for the enterprise.

Traction to Date

S&D’s accomplishments include: The expansion of the manufacturing building from 100 square feet to 1,000 square feet, accessing international markets, generating annual income of KES. 5,000,000 as at the end of year 2017, and acquiring HACCP training and documentation to meet international food safety standards.

SWEET N’ DRIED STORY

 S&N is more than a business. Through this enterprise, Mercy has  been able to attend college, and employ at least 20 women from her community. She has created a source network of over 400 small holder farmers, who supply her with fresh mangoes for her enterprise. Mercy’s enterprise has won several awards including the NETFUND 2015 Green Innovations Award, the 2013 Enablis Business Plan Award and the 2011 Top Young Entrepreneur.