Kenya Breweries contracts 45,000 sorghum farmers as it launches new consumer drive

The company has launched a three-month national consumer promotion, Tuzidi Kuinuana (Let’s continue uplifting each other), which targets both consumers and farmer groups that supply sorghum for Senator Keg. KBL says the campaign is expected to benefit Community-Based Organisations (CBOs) and farmers in its sorghum network across eight counties.

The promotion will award an estimated 823,025 winners. Five grand winners will receive KSh1 million each—half of which will go directly to the winner, with the remaining KSh500,000 directed to two farmer-led CBOs of their choice. KBL says this structure is aimed at supporting grassroots enterprises linked to the brand.

Speaking during the launch in Ruiru, KBL Managing Director Andrew Kilonzo said consumers have played a key role in the brand’s growth and in efforts to curb the sale of illicit brews. He noted that Senator Keg relies on an extensive chain of farmers, aggregators, transporters, and distributors.

“By supporting this ecosystem, we ensure a steady supply of raw materials for production while fostering economic activity in the communities we work with,” he said.

Senator Keg was introduced in 2004 as part of efforts to offer a regulated and affordable alternative to illicit brews, which had become widespread in many parts of the country. KBL says the brand has since contributed to increased sorghum production, job creation, and tax revenue.

The company has previously supported several regional CBOs through cash and grants for projects such as water access, agribusiness, and sanitation.