Twiga Foods, a Nairobi-based technology company powering the distribution of consumer goods to over 100,000 retail customers across Africa, has appointed Charles Ballard as its new chief executive officer following an extensive global search.
The move comes at a pivotal juncture for Twiga, as the startup aims to cement its position at the forefront of digitizing informal food supply chains on the continent.
Ballard brings over 15 years of experience in e-commerce, retail, and financial services to the role, including 9 years in the Kenyan market. He most recently served as CEO of Jumia Kenya, the local arm of the pan-African e-commerce giant, where he spearheaded a turnaround toward profitability.
“We are delighted to welcome Charles as our new Chief Executive,” said Hein Pretorius, Chairman of Twiga’s board. “His deep understanding of the Kenyan e-commerce and retail landscape, proven operational grip, entrepreneurial drive, and passion for Twiga’s opportunity make him the ideal leader for this next phase of growth.”
In his new role, Ballard will oversee all aspects of Twiga’s innovative B2B platform, which uses mobile technology to streamline the distribution of fast-moving consumer goods and fresh produce from farmers and manufacturers to retailers, vendors, and kiosks.
The company has gained significant traction since its launch in 2014 by leveraging data to optimize logistics and bypass inefficiencies in Africa’s fragmented and opaque food supply chains.
“I am honored to lead such a talented team at Twiga Foods during this pivotal time,” said Ballard. “With our unique value proposition, we are ideally positioned to seize key market opportunities and create significant value for all stakeholders.”
He vowed to enhance Twiga’s operations, technology offerings, and user experience while fostering a culture of “collaboration and excellence” to propel growth.
Discussion about this post