Millers Explore $19.8 Billion Opportunity to Deliver Better Nutrition to Kenya’s Underserved Communities

The Millers for Nutrition coalition and the National Duka-owners Umbrella Organization (NDO), powered by TechnoServe, organized the high-impact event

NAIROBI, KENYA (July 23, 2025) – Forty senior leaders from 21 Kenyan milling companies convened in Nairobi this month for a workshop focused on better serving the country’s base-of-the-pyramid (BoP) market. Representing an estimated $19.8 billion and 70% of Kenya’s population, the BoP segment holds massive potential for businesses and improving nutrition outcomes through access to fortified foods.

In Kenya, over half of children under five are affected by vitamin A deficiency, and nearly one-third of women of reproductive age suffer from anemia–micronutrient deficiencies that are particularly widespread in low-income and base-of-the-pyramid (BoP) communities. Dukas, micro-retail outlets that serve approximately 95% of the population and handles over 70% of fast-moving consumer goods (FMCGs), are well positioned to improve access to fortified, nutritious products in these underserved areas.

However, many duka owners lack awareness and knowledge around product fortification, as well as the affordability and availability of such essential commodities.

The workshop, hosted by the Millers for Nutrition coalition in partnership with the National Duka-owners Umbrella Organization (NDO) and the Cereal Millers Association (CMA), spotlighted the critical business case for millers to reach low-income consumers with safe, adequately fortified products. 

Participants engaged directly with duka owners and community members in low-income neighborhoods, gaining firsthand insight into current gaps and opportunities in the market for fortified foods. These interactions revealed several persistent challenges at the base of the pyramid, including the poor availability of fortified products on retail shelves, limited variety in affordable and appropriately sized packaging, and price points that are often misaligned with the purchasing power of low-income consumers.

Additionally, supply chain inconsistencies such as unreliable delivery schedules and products being out-of-stock have further hindered access to fortified goods. A key barrier identified was the limited understanding by both suppliers and manufacturers of the unique dynamics of the BoP market, including consumer behavior and purchasing patterns. The event also highlighted the NDO’s aggregation model as a practical solution to address these issues by creating more efficient, consolidated, and cost-effective linkages between suppliers and duka owners, thereby strengthening last-mile distribution and market responsiveness.

“Unlocking this market isn’t just good for business: it’s good for public health,” said Elizabeth Cushny, East Africa senior program manager for the IGNITE program at TechnoServe. “This workshop is aligned directly with Millers for Nutrition’s mission to scale access to fortified foods where they are needed most. We hope this event marks a critical step toward advancing both business growth and better nutrition outcomes for millions of Kenyans.”

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About TechnoServe

Founded in 1968, TechnoServe is a leader in harnessing the power of the private sector to help people lift themselves out of poverty for good. A non-profit organization working in 30 countries, we work with people to build a better future through regenerative farms, businesses, and markets that increase incomes. Our vision is a sustainable world where all people in low-income communities have the opportunity to prosper. 

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About Millers for Nutrition

Millers for Nutrition is powered by TechnoServe and is supported by Strategic Fortification Partners – BASF, Buhler, dsm-firmenich, Mühlenchemie, SternVitamin, BioAnalyt; Regional Fortification Partners Hexagon Nutrition Ltd, Piramal Nutrition Solutions, Sanku, and a growing group of regional and local partners that share a common vision of improving food processing practices and fortification excellence that ultimately benefits the society while enhancing business sustainability. Millers, food fortification stakeholders, and others interested in joining this initiative can learn more at millersfornutrition.com.

About the National Duka-owners Umbrella Organization (NDO)

The National Duka Owners Umbrella Organization (NDO) is a national organization representing over 5,000 micro-retailers across Kenya through 10 regional associations. With incubation support from TechnoServe, NDO is building strong governance systems and sustainable business models to enable effective national coordination, representation, and long-term impact. It also aims to formalize and empower the micro-retail sector by strengthening partnerships with ecosystem actors and expanding access to business training, finance, digital tools, and other support services. Learn more at National Duka Owners Umbrella Organization.