Technology makes our daily lives easier in many areas, and food is one of them.
A Tanzanian-based company with regional growth ambitions, East African Foods (EAF), is a startup that applies this technology.
With their recent decisions, they are now using digital tools to expand their operations and enter new markets.
They are Highly Regarded in Tanzania
EAF sources its products — such as potatoes, bananas, plantains (cooking bananas), and onions — from smallholder farmers in Tanzania’s Southern Highlands, including Moshi-Kilimanjaro, Njombe, and Mbeya.
These goods are mostly sold to small-scale retailers in Dar es Salaam, Dodoma, and Zanzibar.
Currently, the company operates a network of over 10,000 farmers and more than 7,000 small retailers, distributing approximately 14,500 crates of bananas each week.
In 2025, EAF expanded beyond Tanzania for the first time, launching operations in Nairobi, where it markets its branded products: “Onja Rice” and “Potato King”.
The Hey to Growth: Agri-Tech
The secret behind the company’s growth lies in its effective use of agri-tech. This technology allows EAF to simplify and streamline processes like farmer management, field monitoring, harvesting, and quality control.
Thanks to the App, Reaching Customers has Become Easier
Instead of traditional methods like placing orders by phone through call centers, the company now uses a new app called SokoChap for order management.
Customers can place orders through the app and track the status of their deliveries in real time. Payments are made via bank transfers or mobile money, improving both speed and security.
EAF also organizes hands-on training for farmers, covering topics such as seed planting, soil preparation, fertilization, weed control, harvesting, and storage.
This support not only improves crop quality and yields but also strengthens the sustainability of local agriculture.