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Farmer’s Choice was established in 1980 with its main objective being the sale of fresh and processed pork products to the entire population and across all income groups in Kenya. Right up to this moment, the core business of Farmer’s Choice has been the production of sausages, bacon, ham, delicatessen products, fresh pork and fresh beef. Lamb and poultry have also become important supplementary products. In the mid 1980s, the company expanded into pig production and established a new butchery complex and slaughterhouse at Kahawa West just outside Nairobi. An essential dimension of this development was Total Quality Control from the beginning to the end of the production process. The philosophy behind the new complex was that it should satisfy international standards and meet the stringent hygiene and safety criteria laid down by the UN’s Food and Agricultural Organization and the World Health Organization, as well as the EU. In conjunction with the creation of the new plant was a major initiative to educate consumers on the nutritional value and versatility of the sausage compared with conventional and traditional foods. Not only does a well-prepared sausage contain a wide variety of vitamins and proteins essential to a healthy diet, but it is also simple to cook and can be enjoyed in a great number of recipes. This campaign has been a major success and the sausage has become an integral part of the Kenyan diet, available from the most exclusive international hotels and hypermarkets to the humblest of fast food vendors and grocery outlets. |
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