Sustainable Fishing Meets Digital Marketing: A Kenyan Entrepreneur’s Remarkable Journey
Table of Contents
- Introduction
- Youth Entrepreneurship in Kenya: From Side Hustle to Startup
- How Training Empowered a Sustainable Fishing Business
- Scaling Sustainable Seafood Operations in Kenya
- Challenges in Kenya’s Small-Scale Sustainable Fishing Sector
- Sustainable Fishing Practices and Kenya’s Blue Economy
- Empowering Youth Entrepreneurs in Kenya’s Blue Economy
Abdullahi Said Abdallah is a 24-year-old entrepreneur from Kipini in Tana River County, Kenya. He is the founder and proprietor of Soko Seafood, a burgeoning enterprise that exemplifies Abdullahi’s grit, resilience, and transformative growth.
Youth Entrepreneurship in Kenya: From Side Hustle to Startup
Abdullahi’s entrepreneurial journey began in 2019 while he was still a high school student. Every Sunday and Monday, he would assist local fishermen in ferrying fish from their boats to the shore. Instead of monetary payment, he received fish, which he resold to local mama karanga (informal fish vendors). It earned him modest pocket money and sowed the seeds of a promising business career.
Recognizing his work ethic and unwavering dedication, the fishermen took him under their wings, mentoring and supporting him. With the meager proceeds from his early sales, Abdullahi began purchasing fish at KES150 ($1.16) per kilogram (2.2lbs) and reselling it at KES180–200 ($1.39–$1.55), gradually building a rudimentary supply chain of his own. But the initial proceeds he earned were modest and not enough to sustain all his daily needs.
In 2020, Abdullahi dropped out of school due to financial constraints. Rather than despair, he redirected his focus to his fledgling fish business. By the time he encountered the BlueBiz program, a partnership between TechnoServe and the Mastercard Foundation, Abdullahi was already moving an average of 20 kilograms of fish per day at KES200 ($1.55) per kilogram, generating approximately KES4,000 ($30.94) daily. Abdullahi used his extra money to purchase a fish boat and expand his business.
How Training Empowered a Sustainable Fishing Business
Abdullahi’s introduction to BlueBiz came through a mobilizer from a community-based organization called Kipini Integrated Community Enterprises. After learning about the program and participating in the skills development training, Abdullahi’s enterprise underwent a remarkable transformation.
The training was a game-changer for Abdullahi’s business. He learned essential business management, customer engagement, and marketing skills. For example, how to interact with online customers to ensure customer retention. As part of the marketing training, he learned how to leverage social media platforms as marketing tools, including WhatsApp, Facebook, and TikTok.
Previously, Abdullahi was just a casual TikTok user; now he consistently posts content that has attracted over 150 new clients from across the region.
“The BlueBiz program helped me,” Abdullahi shared. “Initially, I was not keeping any business records, which help me make decisions and track my business. It also taught me the importance of online marketing and how to do it, which helped me expand my market. I’ve also learned how to communicate better with customers. The program even taught me how to save money. Because I now track my business well. I was able to purchase my own fishing boat. I’m really proud of this program.”
Scaling Sustainable Seafood Operations in Kenya
Today, Soko Seafood supplies fresh fish to major towns including Lamu, Malindi, Mombasa, and Nairobi. Abdullahi employs two young men full-time and has invested in a new fishing boat aptly named Queen of the Ocean.
Just one month after completing the BlueBiz training, his sales increased dramatically. He now sells an average of 300 kilograms of fish per day at KES250 ($1.93) per kilogram, generating a daily turnover of KES75,000 ($580).
Beyond his business, Abdullahi is a devoted family man who supports his wife and child. He also funds the education of his two younger sisters, one of whom is in high school and the other in middle school.
Challenges in Kenya’s Small-Scale Sustainable Fishing Sector
Despite Abdullahi’s current success, he still faces significant obstacles. For example, storage remains a major bottleneck. His current freezer is insufficient for his daily volume, compelling him to rent eight cooler boxes from the Ozi Beach Management Unit at a monthly cost of KES700 ($5.42) per unit; a financial strain on his operations.
Moreover, the escalating cost of business permits, exacerbated by increased county taxes, further hinders his growth. Abdullahi hopes that applying for the Bahari Boost Challenge Fund will help him acquire larger cold storage equipment, specifically cooler boxes and industrial freezers, to sustain and effectively expand his operations.
Sustainable Fishing Practices and Kenya’s Blue Economy
Abdullahi is committed to fishing responsibly. Through the BlueBiz program, he learned to use standardized fishing nets that allow small and juvenile fish to escape, promoting marine biodiversity and ensuring fish populations can regenerate—a key sustainability measure aligned with ocean conservation goals.
Beyond his fishing practices, Abdullahi actively participates in beach clean-ups to reduce coastal pollution and protect marine ecosystems from plastic and waste, demonstrating a deep commitment to environmental stewardship at sea and on land. Through these actions, he highlights the role of local fishers in advancing Kenya’s blue economy by combining sustainable livelihoods with the protection of natural resources.
Empowering Youth Entrepreneurs in Kenya’s Blue Economy
Today, Abdullahi is a successful businessman and an emerging community leader. He mentors local youth in entrepreneurship, imparting critical skills in record-keeping, market analysis, and the socioeconomic opportunities in the blue economy.
