East African Foods (EAF), a Tanzanian-founded company with regional ambitions, is using technology to help to scale up its operations and push into new markets.
Dar es Salaam-headquartered EAF sources its produce – including potatoes, bananas, plantain and onions – from smallholder farmers in Moshi-Kilimanjaro, Njombe, and Mbeya in the Southern Highlands of Tanzania, before selling to mostly small retailers in Dar es Salaam, Dodoma and Zanzibar.
EAF – which is backed by multilateral lenders and foundations – says its network spans over 10,000 farmers and more than 7,000 small retailers. The firm handles around 14,500 banana crates each week.
This year the company opened its first operation outside of Tanzania in Nairobi, where it sells its rice (Onja rice) and potato (Potato King) brands.
“By streamlining and optimising the supply chain, we are making it easier for consumers to access the highest quality produce, while also supporting local farmers and the local economy,” the firm says.
App adoption
The adoption of technology has enabled EAF to grow rapidly – the firm says it “builds the bridge between local farmers & the market using agri-tech.”
Handling over 15,000 deliveries monthly, the company reached a point where technology became essential for scaling-up to the next level, says founder Elia Timotheo.
“Through technology, we’re forging a future that closes the distance between us, our farmers, and our customers – empowering all of us to connect with more people, provide better products, and work more efficiently,” he says.
Timotheo says that development of its EAF App, which is designed to streamline the management of farmers, plots, harvests, and quality control – was one of the solutions. The firm says the app offers end-to-end functionality, ensuring efficient oversight and optimisation of every stage of the farming process from planting to harvest.
In the past, most orders were initiated by customer telephone calls to call centres to order bags of produce. Agents asked if any other foods were required, took orders and entered it into the system to be delivered the following day.
Technology is refining that process. In April, the firm launched a new mobile app, SokoChap, to support wholesalers, retailers and delivery teams. The app helps a customer to place order onlines and receive updates in real time. Users register with their business name, contact information and other details.
“This launch marks a new phase in our digital journey, one where we bring efficiency and innovation closer to our partners. Whether you’re a supplier, delivery partner, or sales rep, SokoChap helps us serve our customers better, faster, and smarter,” the firm says.
Tech to support farmers
To source foods, EAF also has a system called the farmer management system; it allows the firm to track exactly who the farmers are that they are sourcing from; the size of the land they have had from day one to the present; and whether they lease land or own it.
The firm says it is working to train farmers in climate smart agriculture and good agricultural practices, including via demonstrations in seed planning, soil preparation, manuring, weeding, harvesting and storage.
Technology is also helping to advance the fortunes of farmers – the firm says it has introduced farmers to digital financial systems for payments such as banks and mobile money transfers to ensure money safety and help them with better financial management.
