The Board of Farmer’s Choice Limited (FCL), East Africa’s leading integrated meat processor is pleased to announce the recent appointment of Ms. Felisters Gitau Mutugu as the company’s new CEO, effective the 1st of November, 2024. She succeeds Mr. James Taylor, whose leadership since the 80’s has been instrumental in transforming Farmer’s Choice from a small roadside butchery into the leading meat processor in the region.
For over 40 years, Mr. Taylor has demonstrated exceptional vision, dedication, and transformative leadership.
Ms. Gitau, who has been serving as the Deputy Managing Director—Commercial since June 2022, brings over a decade of leadership experience in the global Fast-Moving Consumer Goods (FMCG) sector. She has a strong background in leadership, commercial, operational excellence, and a wealth of industry knowledge.
Prior to joining FCL, Ms. Gitau held key roles at CIC Insurance before advancing to Director of Sales and Marketing at FCL, where she made significant contributions to the company’s current growth and success.
Ms. Gitau holds a Bachelor of Commerce from Jomo Kenyatta University of Agriculture and Technology (JKUAT), an MBA from the University of Nairobi, and a Postgraduate Diploma from the Chartered Institute of Marketing. She is also a Senior Executive Program for Africa Fellow at Harvard Business School.
“Having steadily risen through the ranks, Ms. Gitau embodies our commitment to fostering leadership from within. She brings a deep understanding of FCL’s business landscape, along with an agile approach to driving growth in an ever-evolving industry. Her extensive background in strategy, consumer excellence, finance, commercial management, and marketing has consistently demonstrated her ability to deliver results that push boundaries and unlock new opportunities for the business,” said Galeb Gulam, Director of Farmers’ Choice, in a statement.
Driven by her passion for growing the meat industry in the region, Ms. Gitau serves on the Steering Committee for the Kenya Livestock Sector Transformation under the Ministry of A
griculture and Livestock Development. She is also an active supporter and contributor on several boards, where she champions women’s empowerment and lends her expertise to drive positive social impact.
Ms. Gitau’s immediate priorities include customer experience, automation of processes, expanding production capacity and footprint across and beyond the continent.
Mr. Taylor will remain an integral part of the organization, and he will continue to provide strategic counsel to the Board of Directors and lead key special projects vital to the company’s ongoing success.
About Farmer’s Choice Limited
The business, originally established in 1965 as a small butchery, and known then as East Africa Meat Products Limited was purchased by the Block Family in 1978 and has evolved significantly since then under Mr Jim Taylor’s guidance. In 1989, the company was sold from the Block Empire to Lonrho PLC, who then pulled out of Kenya in the late 90’s and sold Farmer’s Choice Limited and its various divisions to IPS in the year 2000.
Under Mr. Taylor’s leadership Farmer’s Choice expanded its product offerings from pork to include beef, lamb, chicken and fish. The company also introduced a very much wider range of products in addition to their signature sausages, including various fresh meat cuts, bacon, burgers and a wide range of delicatessens.
In 2011, Farmer’s Choice joined hands with the giant cooperative Nortura based in Norway and built Choice Meats, an Export Licensed Halal Slaughter and Butchery facility which operates independently from a site close to Farmer’s Choice Limited in Kahawa West. This plant serves both Local and Export Halal customers focusing mainly on beef, lamb, goats and poultry.
The Taste of Quality, Sustainability, and Innovation
Since the brand was founded in 1978, Farmer’s Choice has become the leading producer of fresh and value added meat products in East Africa. Known for its commitment to quality, innovation and consumer satisfaction, the company has built a trusted brand that brings families together and sets a standard for excellence in the meat industry.
At the core of Farmers Choice’s product line-up are its iconic Beef Sausages and its sub-brand – Smokies, which are loved by Kenyans worldwide. These flagship products stand out for their rich authentic flavor and superior quality, reflecting Kenya’s finest produce. More than just food, Farmer’s Choice product range creates memorable moments, whether for everyday meals or special occasions.
Farmer’s Choice operates a state-of-the-art Export Licensed slaughterhouse and processing facility in Kahawa West, Nairobi off the Thika Superhighway and is equipped with the latest cutting edge technology to ensure the highest standards of safety, hygiene and taste.
The company’s focus on innovation allows it to continually introduce new products that cater to evolving consumer preferences maintaining its position as the leading meat brand in the industry.
Farmer’s Choice is deeply committed to sustainability, with efforts to reduce its environmental impact and aim to achieve challenging targets by 2025.
For enquiries contact marketing@farmerschoice.co.ke
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