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Creating online markets for traditional foods that boost immunity and overall health.

Many online shops do not stock traditional foods, thus they do not meet market demands.

Photo of Ruth Irumbi
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Lessons learnt from lock downs indicate the need for online traditional foods markets. If these became the norm, the need to go to physical markets would be eliminated. Contact infections would be reduced drastically. The spread of COVID 19, or any other pandemic that could occur in future, would be easily controlled.

Traditional foods are also known to boost immunity and thus the overall health of individuals.  

What is the need are you focusing on?

The supply of traditional foods to families. Most online shops do not stock traditional foods so individuals still have to go to physical markets thus increasing their chances of infection.

Which type of submission are you sharing?

  • Identifying a gap that needs to be addressed
  • Sharing an actual pivot your organization has already made

Describe the business pivot or adaptation in 3-4 sentences.

There is need to create online markets or shops for traditional foods. Existing online shops such as Jumia in Kenya have not included traditional foods that many buyers are looking for. These are products that are being sold in open air markets or in hotels and restaurants that have restrictions in the wake of COVID 19. Individuals have resulted to private accounts on Facebook and Instagram yet buyers would have more trust of established platforms such as Jumia. The idea is there to create an online market for traditional foods where individuals could buy what they need and have it delivered. Right now selling and buying of traditional foods in open air markets has been greatly affected leading to loss of income for the sellers and limited choice of foods for buyers.

Do you plan to implement this solution?

  • Maybe-with additional support

Describe the impact that this solution will create in the world.

We will be able to get all or most of the traditional food items we want to buy under 'one roof' thus saving on our browsing expenses. Sellers of traditional foods will also get a market for their products through such trusted online shops.

What is the name of your business or organization?

My business organization is known as Citrine Technologies Limited

What does your business/company do? Whose needs does your business/company address? Who do you serve?

We are a traditional porridge processing company. Our product is known as Citrine Mukiyo Porridge. It is a ready to drink beverage that is fortified with ginger and pumpkin seeds to maximize the nutritional benefits. The business addresses the needs of the whole family, especially the urban family that has lost the skill of traditional porridge making. We serve all populations in Kenya: children, youth, middle aged; and the elderly.

What is your profession?

I am an applied linguist by training and a skilled traditional porridge brewer by upbringing.

Where are you located (country)?


Where are you located (region)?

  • Eastern Africa

What industry is your business/company in?

  • Food Services

How many people does your business/company employ?

  • 0-10

How old is your business/company?

  • 1-2 years old

Which classification describes your organization/business?

  • Business

What kind of stakeholders and partnerships are needed to pursue this solution?

  • Funding- Grants

Do you need help building partnerships and finding partners?

  • Yes

If Yes to the above, please share 1-2 sentences describing the specific help you desire.

We need help in identifying an online market that is willing to sell traditional foods.

What do you think are the main barriers to implementing this solution?

Traditional practices - people are not used to buying traditional foods in online markets.

If you are currently working on a pivot, what have you learned so far?

That there is need to adapt and make use of the current selling options such as online platforms.

Are you aware of any open source efforts, hackathons or other collaborative efforts related to your solution? Are you participating in these efforts?

I am not aware of any.

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