In his new role, Peter will be focusing on building the organization’s capacity and capability, as it embarks on its expansion across the African continent.
He will be supported by the newly elected Chief Executive Officer of Twiga East Africa, Yebeltal Getachew (YG).
YG will take over the role as of 3rd May 2021, to lead the commercial growth and expansion of Twiga’s business in Kenya and across the borders into the wider East Africa market, in line with the strategic goals of the company.
Announcing the appointment, Peter described YG as a true East African citizen of Ethiopian origin.
YG has over 20 years commercial and franchise leadership experience gained leading business operations in East Africa, as Country Manager in Tanzania, Ethiopia, Eritrea, Uganda, and Mozambique and later Managing Director / Vice President in the Nigeria business for the Coca-Cola Company.
He was instrumental in driving commercial excellence, revenue growth management, and mergers and acquisitions.
YG finished his stint at the Coca-Cola company in December 2020, paving way for Alfred Olajide, who took over the helm of the company.
Prior to joining Coca-Cola, YG spent five years in the logistics sector rising to the position of Operations Director for Urgent Cargo Handling.
YG has a Bachelor of Science in International Business Administration from USIU, a Master of Business Administration from Edinburgh Business School and an Executive Coca-Cola Signature MBA from Harvard Business School.
The online distributor headquartered in Nairobi has operations in Machakos, Kajiado, Kiambu, Embu, Meru, Kisumu, Kirinyaga counties and Uasin Gishu County.
The company sources produce directly from farmers and delivers it to retail outlets, kiosks, and market stalls who sell to the end consumers.
Through this they help farmers reduce post-harvest losses on fresh produce by identifying ready market and quickly delivers the supplies to the millions of small and medium-sized vendors.
Twiga Foods is eyeing the West African market as it is a sizeable opportunity due to its higher rates of urbanization compared with the east.
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