Jajemelo, a locally owned and operated fast food outlet specializing in pizza, is making waves in a market traditionally dominated by foreign franchises.
As one of the fastest-growing local fast food chains in the country, Jajemelo boasts 17 outlets nationwide.
During the opening of their latest outlet in Kisumu, Sales and Communication Manager Flavian Bridgit highlighted a significant gap in the supply chain that left local farmers excluded from the lucrative fast food market.
“Our farmers produce enough, but much of their produce goes to waste because foreign franchises adhere to strict standards that require imported goods. We needed a solution that would support local farmers who produce quality but cannot meet the international standards set by foreign franchises,” Bridgit explained.
Bridgit also emphasized the company's commitment to community social responsibility as a driving force behind their expansion.
“When you visit some of these foreign fast food joints, you’ll see our Gen Z enjoying their meals, but how much of that revenue is reinvested into our society?” Bridgit questioned.
Jajemelo sponsors over 1,500 students across secondary schools and higher education institutions.
Bridgit advised farmers to organize into cooperatives to have a stronger voice in market pricing, especially when they can pool together large volumes of produce, rather than operating individually.