Our Story
Our story starts with Chris, one man with a vision and a modest 4-acre plot of land, learning and collaborating with his neighbors in the quest to make farming not a way of life and a path to prosperity.
Chapter One
The Awakening
Like countless farmers across Kenya, Chris watched his profits disappear into the hands of local brokers who continue to dominate the marketplace. The cycle was heartbreaking; months of backbreaking work, promising harvests, only to see the fruits of his labor sold at prices that barely covered his costs. His family deserved better. His community deserved better. But Chris saw something different. He saw possibility where others saw inevitability.
Refusing to accept the status quo, Chris took a bold step that would change everything. He bypassed the brokers entirely, going direct to the markets to secure contracts and deliver produce himself. But true to the spirit of community that defines rural Kenya, Chris didn’t keep this breakthrough to himself. He rallied his neighbors, and together they began selling their produce directly to markets, uplifting their entire community and proving that farmers could control their own destiny.
Chapter Two
The Crisis That Sparked Innovation
As Chris’s direct-market success grew, so did the challenges. Kenya faced a critical shortage as there were no certified potato seeds available in the entire country. Desperate to continue their progress, Chris and his fellow farmers did what farming communities have done for generations: they shared their farm-saved seeds amongst themselves.
What followed was a harsh lesson in the interconnected nature of agricultural systems. PCN (Potato Cyst Nematode), a devastating potato disease, swept through their network, making it impossible for Chris to grow potatoes on his land again. He still remembers the sinking feeling, watching his soil become unusable.
But in this moment of crisis, sharing in the farmers’ journey and learning together, an idea was born that would eventually streamline the entire potato value chain. It all started with the recognition of a fundamental need: certified seed production. So he built upon the idea with his wife, Ashley and FreshCrop Limited was born. As the company took shape, Chris reached out to his friend from university, Brendan Ireland, who invested in the dream, packed his life and moved to Kenya with his wife, Liliana Avila, to help actualize the dream.
Chapter Three
Building Together, Growing Together
As connections were made for certified seed production, one principle emerged as the center of our success: building together with a community of farmers. We understood that lasting change comes from understanding farmers’ pain points, embracing inclusive problem-solving, and creating systems that put farmers first.
Our next breakthrough came from sharing the successes of potato production for maximum yields. But we couldn’t do it alone. So we rallied lead farmers across the entire country, training them on climate-smart potato production, post-harvest management, and market linkages. We empowered an entire network of thousands potato farmers who, in turn, supported us by buying our seeds and products, creating a virtuous cycle of growth and success.
Chapter Four
Listening, Learning, Leading
But we kept listening to our farmers. Their biggest pain point remained unchanged: all their hard work and impressive yields could be for nothing if the market wasn’t there. They still faced the devastating losses that had plagued Chris in those early days.
So we took another bold step. We founded FreshChips to provide a direct, guaranteed market to our farmers while delivering a high-quality product that’s in high demand on people’s plates. We closed the loop, creating a complete value chain that serves farmers from seed to shelf.
The Ecosystem Today
Today, as Chris watches the diverse team of dedicated professionals transform Kenyan agriculture, he’s reminded that the biggest harvests start with the smallest seeds and the strongest communities. What began as his personal struggle against unfair market systems has become a movement that serves thousands of farmers across Kenya. Our full time team works across three counties and we have trained ambassadors that practice across ten counties.
But beyond the numbers lies the tree nursery initiative, nurturing not just crops but entire landscapes. FreshCrop provides trees to farmers for agroforestry systems that improve soil health and diversify income, while supporting critical reforestation efforts in the community and the precious Mau Forest.
Industry Leader & Recognition
FreshCrop has been recognized as an industry leader for our commitment to excellence, innovation, and community empowerment
2022
Agriculture 100 Awards
Best Potato Seeds Production Company
2023
Presidential Award
Best Commercial Farm
2024
Nakuru Entrepreneur
Awards
Commercial Farm of The Year
2024
World Food Day Award
Best Company in Promoting Women in Agriculture
Rooted in Community, Growing Toward
Tomorrow
From Chris’s first brave step away from exploitative brokers to our comprehensive value chain today, one truth has remained constant; transformation happens when we listen to farmers, learn with them, and build solutions together.
They say it takes a village to raise a child. Well, it’s taken an incredible team to grow FreshCrop from a seedling to a mighty oak in the potato value chain. From that first 4-acre plot to our integrated value chain, we have remained rooted in our founding purpose: believing in the potential of Kenyan farmers and the power of sustainable agriculture.