As global food companies race to make supply chains more sustainable, regenerative agriculture is gaining attention. But while demand is rising, access to reliable, regeneratively grown produce remains a major bottleneck, especially in emerging markets.
“The challenge isn’t that farmers don’t want to adopt regenerative practices,” he says. “Even when they do, they often lack the right inputs, agronomy support, and clear routes to market. Linking them to buyers isn’t enough if the surrounding system cannot deliver consistent quality.”
Unlike organic food, regenerative agriculture lacks widely recognized standards and certifications. This creates confusion for farmers, aggregators, retailers, and consumers, slowing adoption in mainstream markets.
Consumer awareness is also limited. Many shoppers do not understand regenerative practices, making it harder to justify higher prices. At the same time, global food companies are moving faster. “We see strong demand from multinationals,” Thiong’o notes. “For them, regenerative sourcing is about ESG goals, climate resilience, and securing long-term supply.”
Zawiri Foods addresses this gap by working with farmer organizations already training growers in regenerative methods. The company focuses on herbs and spices, which naturally complement regenerative systems, and builds structured market pathways that guarantee sales.
Today, Zawiri Foods' farmers earn predictable, recurring income, improving bankability and access to credit, agronomy support, and other services. “Regenerative agriculture scales when farmers can rely on income, access inputs, and see a future in it,” says Thiong’o.
As regenerative food gains traction globally, often driven by corporate demand rather than consumer awareness, Zawiri Foods demonstrates how fragmented systems can be connected on the ground.
For journalists covering the future of food in Africa, climate-resilient supply chains, or business models that reward regenerative agriculture, this is a timely story. Kevin Thiong’o is available for interviews to share practical insights on regenerative market access, farmer aggregation, and building sustainable sourcing models in East Africa.