Farmers Choice appoints Felisters Gitau Mutugu as new CEO

KENYA – Farmers Choice has announced Felisters Gitau Mutugu as its new Chief Executive Officer.

 Ms. Mutugu, who has been with the company for a decade, succeeds James Taylor. 

Ms. Mutugu brings over ten years of global experience in the fast-moving consumer goods (FMCG) sector. 

She has held several key positions within Farmers Choice, including Deputy Managing Director for Commercial Operations, a role she assumed in June 2022 and held for over two years. 

Previously, she served as Director of Sales and Marketing, Head of Sales and Operations, and Sales Administration Manager.

Her educational background includes a Senior Executive Program for Africa (SEPA) from Harvard Business School, completed between January and August 2022. 

She also holds a Postgraduate Diploma in Marketing from the Chartered Institute of Marketing. 

Ms. Mutugu earned a Master’s degree in Strategic Management from the University of Nairobi and a Bachelor of Commerce in Finance from Jomo Kenyatta University of Agriculture and Technology.

Under Ms. Mutugu’s leadership, the company aims to enhance its operations as it continues producing 21,000 tons of meat annually. 

Farmers Choice’s product range includes pork, beef, turkey, chicken, dairy products, vegetables, and tilapia.

The company has been active in launching new products this year. 

In February, it introduced Kadogoo SKUs for sausages and bacon as part of a campaign targeting diverse consumer needs. 

The initiative, named “Kadogoo Mdogo Mdogo,” was launched on February 20. 

Later in June, Farmers Choice unveiled Beef Smokies Bazenga, a product developed based on consumer feedback. 

The smokies are made from high-quality beef, seasoned and smoked with a unique flavor profile.

Farmers Choice’s continued expansion and innovation signal its commitment to meeting market demands under the guidance of its new CEO.

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