Page 19 - 2020 Virtual International Symposium

Azuri Health, Ltd: Adaptability of a Mission-Driven Enterprise
A Student Multidisciplinary Applied Research Team (SMART) Project
Fleming, M. , Kitisoontornpong, T. , Menayang, A. , Turk, L. 4
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TEAM LEADER: Ndunge Kiiti 5
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FACULTY/FIELD ADVISORS: Ralph Christy , Marvin Pritts , Pete Ondeng , Mercy Lung’aho 9
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Introduction
Do Kenyan Millennial and Gen Z shoppers have an appetite for dried fruits? This
was the question posed by Tei Mukunya (right), founder and CEO of Azuri Health Ltd. In
2010, she established the company as a social enterprise and it quickly became one of
East Africa's largest processors of dried fruit. Her mango drying operation was partially
supported by grants from international organizations focused on reducing food waste and
improving the quality of life of Kenyan farmers. However, domestically more dried fruit
competitors have entered the market space. We investigate how Azuri can grow its
business and turn a profit in the new Kenyan consumer landscape.

Azuri sells dried fruits (left) and fortified vegetable flours (not pictured), all made from
regionally sourced crops. Azuri creates demand for Kenyan mango farmers, reducing
post-harvest loss by buying unsold mangoes and selling them as value-added
products in the market.

Methods / Data Collection

Four primary data
collection
methods were ▪ Focus groups to ▪ Site visits
utilized to conduct capture product ▪ Interviews with fast-moving
feedback
market research ▪ Online surveys consumer goods (FMCG)
managers at supermarkets
on consumer
habits including:
Findings

Is value captured?
Does Azuri’s mission-driven positioning -Supporting Farmers
translate to captured value? Our findings suggest -Reducing Food Waste
that the main drivers of Kenyan consumers’ -Empowering Women
purchases at the supermarket are at odds with -Providing Healthy Snack Options
Azuri’s marketing emphasis. Additionally, from our Food Purchase Habits Millennial Online Survey
focus groups and retail managers, we learn that Supermarket/ Online/E-commerce Important Not Important
dried fruits are novel to many Kenyans and are grocery store
not top of mind when shopping for snacks,
though there is demand for low-calorie snacks. Traceability
Sourcing
Price Quality
The e-commerce food sector is still in its Familiarity Taste
infancy which presents a challenge for Azuri as it Packaging Health
aims to shift to online market.

Conclusion

Azuri Health Ltd. has developed a niche market for a select range of high-quality locally-sourced
dried fruit products in Kenya. However, new competitors offer more affordable and diversified
products. In this new market landscape, our findings suggest that Azuri may benefit from product
development and a reimagined marketing strategy.

Acknowledgments: Thank you to Tei Mukunya and her team at Azuri Health, focus group and survey respondents, site hosts, Tim Mulandi, Ndirangu Warungongo, and Robert Kioko.
Affiliations: 1 International Programs - College of Agriculture and Life Sciences; 2 Department of Information Science - College of Agriculture and Life Sciences; 3 Cornell Institute for Public Affairs; 4,5,6 Charles
H. Dyson School of Applied Economics and Management; 7 School of Integrative Plant Science - College of Agriculture and Life Sciences; 8 Lead Africa Foundation; 9 International Center for Tropical Agriculture