Sasini PLC: Leading the Tea and Coffee Industry in Kenya with Diversification and Sustainability
In this exclusive interview, Sasini PLC Group Managing Director & CEO, Martin R. Ochien’g, outlines the company’s ambitious growth strategy 2023–2026, positioning Sasini PLC as a top tea company in Kenya and a leading coffee exporter in Kenya. The company’s diversification pillars span tea, coffee, avocado, and macadamia farming in Kenya, with exports reaching Pakistan, the UK, Europe, the U.S., and Asia. As one of the pioneers in the tea and coffee industry in Kenya, Sasini is also expanding into other African markets, including Rwanda, Uganda, Ethiopia, Tanzania, South Africa, Côte d’Ivoire, and Malawi, to reinforce its position as Africa’s top agricultural business.
The interview highlights Sasini PLC’s diversification in tea, coffee, macadamia, and avocado, alongside strategic partnerships and M&A opportunities in African agribusiness, including sugarcane and cashew ventures. Ochien’g emphasizes sustainable agriculture in Kenya, with strong ESG initiatives, including the commissioning of a 1.5MW solar plant in 2023. Sasini is recognized as a leading corporate in ESG in Kenya, aligned with the United Nations Global Compact Kenya, where Ochien’g chairs Africa’s largest sustainability network of over 300 companies.
What is your current growth strategy?
Our three-year strategy, launched in October 2023 and running until 2026, is built on six pillars:
1. Diversification
We grow and process tea, coffee, macadamia, and avocado in Kenya and export globally.
• Tea: 40% to Pakistan, 40% to the U.K.
• Coffee: 50% to Europe (Germany, Switzerland, the Netherlands), 50% to the U.S. and Asia.
• Avocado: Entirely to Europe (Netherlands, Germany, France, the U.K.).
• Macadamia: Entirely to the U.S.
We aim to introduce new crops in the coming years to expand this portfolio.
2. Strategic Partnerships and M&A
We are pursuing joint ventures and acquisitions. Our targets are businesses that can provide new crops or capabilities. We are considering opportunities across Africa, including:
• A sugarcane company in South Africa.
• A large-scale cashew nut business in Côte d’Ivoire exporting via Vietnam.
• Tea and coffee operations in neighbouring East African countries.
These opportunities align with our focus on large-scale, export-oriented agriculture.
3. ESG (Environmental, Social, and Governance)
Since 2019, we have focused on nine key ESG goals. We have delivered on several of these and will continue to raise our targets. Sasini is now regarded as a leading corporate in Kenya for ESG, alongside other top firms.
In 2023, we commissioned a 1.5MW solar plant. Over the next 12 to 24 months, we will expand efforts in energy, climate resilience, and community impact.
4. Geographic Expansion
Currently, all crops are grown and processed in Kenya. However, we are exploring operations in other African countries. These include:
• Coffee: Rwanda, Uganda, Ethiopia.
• Avocado and cashew nuts: Tanzania.
• Sugarcane and macadamia: South Africa.
• Cashew nuts: Côte d’Ivoire.
• Avocado: Malawi.
The goal is to scale operations beyond Kenya and increase production capacity across the continent.
5. Technology and Innovation
We are investing in automation and exploring artificial intelligence to drive efficiency and reduce costs. This supports faster, more cost-effective production and improves profitability.
6. Talent and People Development
People are at the heart of our growth. We focus on recruiting top talent, retaining them, and providing regular training. We have launched a skill improvement programme for existing employees to ensure performance is sustained.
What is your long-term ambition beyond this current strategy?
Our vision is to become Africa’s top agricultural business. The specific year is not critical, as we work in three-year strategic cycles. After 2026, we will evaluate our performance and set new targets. Achieving this goal depends on how quickly we expand geographically and diversify revenue streams.
Do you aim to be the biggest by revenue or returns?
Our focus is on returns, not just revenue. That includes profit after tax. Currently, our profit after tax is between USD 10 and 15 million. To become the largest, we would need to increase that by about 60 percent, a realistic target.
In agriculture, profit margins are low, with most businesses achieving around 10 percent of revenue. Compared to sectors like pharmaceuticals, which achieve up to 25 percent, 10 percent is already strong.
Our turnover is approximately USD 150 million, though it fluctuates by year.
Are you open to strategic alliances with non-African companies?
Yes. Our M&A approach is not geographically limited. We focus on large-scale, export-oriented agricultural businesses. While we prefer to grow crops within Africa, we are open to market-side partnerships abroad — such as with a distributor in South Korea that imports macadamia. That would extend our value chain, and we would consider acquiring such a company.
Can you give ideal examples of businesses you would acquire?
An ideal example would be:
• An avocado producer in Africa with export operations.
• A sugarcane company in South Africa aligned with our value chain.
• A cashew nut business in Côte d’Ivoire with export access to Asia.
We are also exploring expansion in tea and coffee in East Africa. However, due to confidentiality, specific company names cannot be disclosed.
Governance and ESG are a major part of your profile. Can you elaborate?
Our governance framework is why we were invited to lead sustainability boards, not the other way around. Sasini is a publicly listed company committed to ESG principles, which include strong governance.
The United Nations Global Compact is the world’s largest sustainability initiative for businesses. Each country has a local network. Kenya’s network, which I chair, is the largest in Africa with over 300 companies. These firms are committed to the Sustainable Development Goals (SDGs) and responsible corporate conduct.
My involvement is based on both personal and corporate dedication to those goals.
On a personal note, what drives you?
Happiness. I am a private individual and find balance between work and personal life. I value physical fitness, nature, and the outdoors. I enjoy cycling, off-road driving, and camping.
Kenya offers extraordinary outdoor beauty, yet many citizens do not fully explore it. While tourism contributes significantly to the economy, there is room for more domestic engagement with the country’s natural heritage. That exploration and appreciation of nature are my personal sources of happiness.