Owners of Zesta , Choco Primo, Kenylon and Golden Biscuits brands, TruFoods has shown us over the past 60+ years that its packed with a vast variety of nutritious pastes, jams, sauces, peanut butter, and more, since its establishment in 1985 under the leadership of Dr. Jayantilial Nemchand Shah. Food Business Africa sat down with the current CEO, Sagar Malde to discuss further on TruFoods’ history, manufacturing, trials, achievements, and future plans.

We arrived at TruFoods, along Jogoo Road and took a moment to look around, only to see stacks of different raw materials which were perhaps in some of the highest quality form we’ve seen in a while. This is no real surprise, considering the fact that TruFoods’ products are oriented towards its large consumer base which stretches across Kenya and beyond.
Afterwards, we were welcomed by a warm receptionist before being guided into the boardroom where we met the current CEO, Mr. Sagar Malde. A friendly young man who chuckled with us as we shared a few pleasantries, effortlessly expressing just as much warmth as the receptionist had done earlier.
Immediately, we felt right at home!

Before TruFoods there was Pure Foods

TruFoods was founded in 1928 under the name of “Pure Foods”. In 1958, the company under the leadership of Dr. Jayantilial Nemchand Shah—who had a PhD in Food Science and Technology, changed its name to TruFoods.

The year 2005 witnessed the passing of Dr. Jayantilial, a pivotal moment that wasn’t just the end of an era, but a springboard for a new chapter for Tru Foods. The company, then nestled in its Nairobi-based Jogoo Road home, found itself under the stewardship of the Malde family, who harbored grand ambitions.

 Under their visionary leadership, Tru Foods embarked on a strategic acquisition spree. In 2006, Choco Primo’s delectable drinking chocolate joined the Tru Foods family, followed by Golden Biscuits in 2017. These bold moves solidified Tru Foods’ position as a leader in Kenya’s dynamic fast-moving consumer goods market and further extended their presence on pantry shelves across the nation.

Today, TruFoods stands as a culinary powerhouse, wielding a diverse portfolio of brands that tantalize taste buds in Kenya and beyond. Zesta, their flagship brand, reigns supreme in the realm of spreads, with its delectable jams, peanut butter, and honey. But Zesta’s culinary prowess extends far beyond mere spreads, as it also offers premium Ketchup, tomato sauce, hot and sweet sauce, icing sugar, and vinegar, each crafted with the same passion and expertise that has made Zesta a household name.

Kenlyon, another Tru Foods brand, takes center stage in the canned vegetable arena with its various offering that include githeri, baked beans in tomato sauce, and tomato paste. Gilda, another Tru brand, is a main stay in many homes with its exquisite baked beans in tomato sauce, tomato paste, and concentrated tomato puree.  Golden, a whimsical delight, takes biscuit aficionados on a journey of pure indulgence. Its diverse assortment of butter cookies, coconut cookies, digestive, and shortcake caters to every palate, ensuring that every treat is a moment of pure bliss. TruFood’s Sunfresh brand has earned a reputation for its high-quality, affordable tomato sauce.

After getting settled with Mr. Sagar Malde, we asked him to tell us more about himself, his history, and his passions. He smiled enthusiastically before embarking with us on his life’s story. Born and raised in Mombasa; he studied Mathematics and Economics in LSE (London School of Economics and Political Science) before becoming an investment banker in London. He returned to Kenya and found himself in the vegetable oil industry working under Pwani Oil then later traveled to Uganda to set up a new entity and settled there for three years. It was in September of 2021 that he joined TruFoods as the CEO.
“My passion has always been mathematics because I was good at numbers and that’s why I studied Mathematics and Economics. The passion grew into numbers which followed with investment banking,” said Mr. Malde.

Mr. Malde believes that his passion for and knowledge of mathematics has led him to the position that he is in today. It’s enabled him to work in an industry with a diverse number of challenges, scenarios, recipes, and the likes; all of which involve working with numbers. “The reason why I love manufacturing is because I get to work with different types of people from production operations, to finance, sales, marketing, and ICT. This challenges me every day, and that’s the reason why I love doing what I’m doing today.”

What makes TruFoods so special?
“I feel TruFoods stands at a unique place today in the market in Kenya, especially from all other competitors. The reason why is because we are very consistent with our quality,” said Mr. Malde.  At TruFoods, quality starts right from the source. This means that the company only sources materials from suppliers who meet high-quality standards. This helps to ensure that the company’s products are made with the best possible materials.

Farmers who form a big chunk of TruFoods suppliers are a key part of this process. Malde tells us the company actively works with farmers, training them on good agricultural practices annually to ensure the quality and safety of their produce.  “Our quality starts from growing a seed into a fruit, vegetable, or a nut,” Malde emphasizes. This continues throughout the entire manufacturing process resulting in a truly high-quality finished product.

Part of the reason why TruFoods calls itself “The Life’s Variety” is the fact that it’s the only company in Kenya that has a variety of goods. “In every kitchen in Kenya and within East Africa, Zesta brands, Choco Primo, Kenylon or Golden Biscuits will be in that kitchen,” Mr. Malde said proudly (and rightfully so).  “And that has been our journey as TruFoods. Therefore, we feel like we stand at a very unique space [within the market].”

Wrapping up his explanation of TruFoods’ distinct edge, Mr. Malde highlights three pillars guiding their new product development: health, sustainability, and affordability.

Firstly, the growing health consciousness among consumers fuels TruFoods’ commitment to creating nutritious options for all ages. Their products, he emphasizes, go beyond mere taste, offering valuable dietary contributions.

Next comes sustainability. Recognizing the intertwined benefits of environmental responsibility and business success, TruFoods prioritizes eco-friendly packaging. “What’s good for the planet is good for business,” Mr. Malde states, succinctly capturing their philosophy.

Finally, affordability remains a cornerstone of their approach. “We want our products to be accessible to ordinary Kenyans and Africans,” Mr. Malde declares. This dedication to inclusivity sets them apart in a market often skewed towards higher price points.

These three guiding principles, Mr. Malde concludes, are what truly differentiate TruFoods from the competition, allowing them to stand tall as a brand that nourishes not just bodies, but also the planet and the communities it serves.

New Products
To illustrate TruFoods’ dedication to a thriving population, Mr. Malde spotlights two recent innovations aimed at health-conscious consumers. The first, Zesta zero sugar, arrived during the peak of COVID-19, a time when health concerns soared. This low-sugar jam, Mr. Malde proudly notes, caters to diabetics and boasts a bonus: zinc fortification for an immune system nudge.

Shifting gears, Mr. Malde reveals Choco Burst 3 in 1, a product targeted at the growing vegan community. This innovative blend of cocoa powder, sugar, and non-dairy creamer provides a delicious and convenient milk alternative. “Just like any drinking chocolate,” Mr. Malde explains, “two scoops, some water, and voila! You have a creamy, satisfying treat.” These tailored products, he emphasizes, are a testament to TruFoods’ agility and responsiveness to dynamic market shifts.

Zesta, a Tru-Kenyan brand
In its diverse brand portfolio, no other brand stands out as Zesta does. It’s not only a household name in Kenya but has a very strong following across the East Africa where its available in kiosks, supermarkets, and other retail outlets. Malde informs us this unprecedented reach is made possible through the company’s  distributor network that stretches beyond Kenya’s borders.

At present, Zesta is available in Uganda, Rwanda, Burundi, Tanzania, Malawi, Zambia and Congo. “We look forward to growing further by going into other countries which are not tapped yet. For example, South Sudan and Ethiopia.”

During our walk around the company earlier in the day, we took note of all the raw materials we saw in abundance and that sparked a bit of curiosity within us. Curiosity that manifested itself as a question. How many farmers are TruFoods working with and what regions are they in?
“All of our raw materials are pretty different. Let’s talk about red plums. Red plums are normally grown in central highlands so we have approximately 30 to 40 farmers that we work with annually who bring red plums during the seasons of December and January.”
When it comes to tomatoes, they are grown all over the country, but Mr. Malde notes that the best are grown in Taveta. In a truly sustainable move, TruFoods also works with different NGOs that work to reduce waste of grade II tomatoes by utilizing them in their production.

The peanuts that grace TruFoods’ famous peanut butter journeys originate from a slightly different landscape. “They thrive in dry regions,” Mr. Malde explains, “so we’ve established projects in Turkana and Taveta, partnering with local farmers to cultivate these precious legumes.” While the peanut farmer population in these areas might be small, TruFoods is committed to their success. They actively train and support these dedicated individuals, teaching them techniques for growing high-quality peanuts in Kenya’s arid lands. This translates to nuts with optimal fat content, minimal moisture, and, most importantly, zero aflatoxin contamination.


TruFoods also buys sweet corn which grows in the North Rift and South Rift regions. “We also source white beans which are used in our Kenylon brand from these same regions.” The list of fresh produce that TruFoods sources within and without the country is endless with the company annually working with over 100 farmers on different crops (including pears, guavas, white maize and red beans) and seasons. In total, Mr. Malde estimates that TruFoods annually sources a whopping 3000 to 4000 tons worth of raw materials!

Tru-Team Building
Trufoods is more than a place of work, it’s a family. Its family-oriented atmosphere is evident in the company’s annual “Trufoods Day” team-building event, as well as its diverse range of employee engagement activities, such as football tournaments, culture weeks, and back-to-school events.

As a family, TruFoods fosters a winning culture that celebrates its employees and encourages them to excel in their respective fields. Mr. Malde emphasizes that this winning culture is a key factor in TruFoods’ success, enabling the company to stay ahead of its competitors.

The company’s Graduate Trainee Programme plays a vital role in this regard, welcoming fresh college graduates and providing them with an intensive on-the-job training program. Through this program, graduates gain valuable experience and prepare for future career success.

TruFoods’ commitment to development of new talent extends beyond its graduate program. The company also offers internships and attachments, providing Kenyan graduates with opportunities to upskill and enhance their employability.

One Tru-Way of handling a product
So far, we’ve learned that quality starts from how a seed is grown and the empowerment of their farmers and staff.
Once the seed is grown, the fruit is then taken to the factory where it undergoes stringent procedures that ensure different parameters are in check.

“For instance, we subject our red plums to rigorous quality checks before they even enter our production facility. From ensuring vibrant color and consistent size to testing for optimal brix levels and nutritional content, we leave no stone unturned in our pursuit of excellence,” says Mr. Malde.  “Our laboratory testing is particularly crucial, as it provides us with a comprehensive understanding of the nutritional profile of our plums, allowing us to craft jams that are not only delicious but also packed with essential nutrients.” The same strict quality control process is applied to all other raw materials including peanuts, beans, tomatoes, and sweet corn.

The company has invested in state-of-the-art machinery where they have all of their filling done without the touch of manual hands. This continues as the goods are packed and shrink-wrapped with little to no human handling the end product.

Oh, but the vigilance doesn’t stop there. Far from it. The company also makes sure they are up to par while stacking goods into trucks. The drivers and off loaders are trained to ensure that the goods are properly loaded, offloaded and stored correctly. “Food is very sensitive to breakage,” said Mr. Malde. “So we ensure that we train not only just our team, but customers as well in how to handle these. We also train our communities and ensure that at least we’ve got the right certification to produce.”

These certifications include the widely recognized ISO 2200 certification, demonstrating that the company has a robust food safety management system in place. The certification also injects confidence that all products coming from the company are produced in a hygienic environment and meet the highest quality and safety standards required by the certification.  TruFoods is also certified by NEMA on a number of areas including stack emissions and air quality just to name a few. They’re also a member of the Kenya Extended Producer Responsibility Organisation (KEPRO) on packaging, which helps ensure that their packaging waste is properly managed and does not harm the environment.


Food Manufacturing Company of the Year

Six decades of dedication have earned TruFoods a well-deserved shelf of accolades. This year alone, the company proudly accepted the “Food Manufacturing Company 2023” award at the prestigious Africa Food Awards, following Zesta’s crowning as “Best Brand in the Market” just the year before. These prestigious accolades are just a testament to TruFoods’ consistent excellence throughout its remarkable journey.

As we wrapped up our conversation with Mr. Malde, we couldn’t help but inquire about the company’s recent win. His face lit up with a proud smile as he responded, “It fills us with immense pride, of course. These awards are more than just trophies; they’re fuel for our drive to serve our community and our consumers better. Knowing that our efforts resonate with people truly fuels my own energy and motivates me to come to work every day, determined to do what’s best for everyone.”

This feature appeared in ISSUE 60 of FOOD BUSINESS AFRICA MAGAZINE. You can read this and the entire magazine HERE