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Empowering Women in Trade: Ireland Minister Leads Delegation on Mission Tour of Jade Fresh Limited

From Left: Ireland Ambassador to Kenya Caitríona Ingoldsby, TradeMark Africa Business Competitiveness Director Anataria Uwamariya, Ireland Minister for Agriculture, Food and Marine Charlie Mcconalogue, Jade Fresh Managing Director Evelyn Munyeti and Ireland Secretary General, Department of Agriculture Brendan Gleeson.

A high-level delegation from Ireland, led by the Minister for Agriculture, Food and Marine Charlie Mcconalogue and Ambassador Caitríona Ingoldsby, paid a visit to Jade Fresh Limited, a leading agricultural enterprise in Nairobi, Kenya.

The visit, organised in partnership with TradeMark Africa (TMA), aimed to explore opportunities for economic collaboration and strengthen ties between Ireland and Kenya in driving sustainable and inclusive trade practices.

Evelyn Munyeti, CEO of Jade Fresh, and Anataria Uwamariya, Director of Business Competitiveness at TMA, led the delegation. Munyeti, guided the delegation through the process of receiving fresh produce from contracted farmers, highlighting the company’s stringent quality standards. The delegation also engaged with women beneficiaries of TMA’s Women in Trade (WiT) programme, gaining knowledge about the challenges and opportunities women face in the agricultural sector.

The roundtable discussion facilitated a dialogue, between the Minister and beneficiaries of Irish support through TMA’s #WomeninTradeprogramme. of the WiT programme, addressing issues such as business challenges, climate change adaptation, and opportunities for collaboration. Minister Mcconalogue reiterated Ireland’s commitment to supporting women in trade, noting the positive outcomes of the WiT programme in Kenya.

A high-level delegation from Ireland, led by the Minister for Agriculture, Food and Marine Charlie Mcconalogue and Ambassador Caitríona Ingoldsby, paid a visit to Jade Fresh Limited, a leading agricultural enterprise in Nairobi, Kenya. The visit, organised in partnership with TradeMark Africa (TMA), aimed to explore opportunities for economic collaboration and strengthen ties between Ireland and Kenya in driving sustainable and inclusive trade practices. Evelyn Munyeti, CEO of Jade Fresh, and Anataria Uwamariya, Director of Business Competitiveness at TMA, led the delegation. Munyeti, guided the delegation through the process of receiving fresh produce from contracted farmers, highlighting the company’s stringent quality standards. The delegation also engaged with women beneficiaries of TMA's Women in Trade (WiT) programme, gaining knowledge about the challenges and opportunities women face in the agricultural sector. The roundtable discussion facilitated a dialogue, between the Minister and beneficiaries of Irish support through TMA's #WomeninTradeprogramme. of the WiT programme, addressing issues such as business challenges, climate change adaptation, and opportunities for collaboration. Minister Mcconalogue reiterated Ireland's commitment to supporting women in trade, noting the positive outcomes of the WiT programme in Kenya.

The implementation of TradeMark Africa’s Women in Trade Programme in Kenya has resulted in significant achievements, representing a transformative milestone in enhancing trading capacities and financial accessibility for women across various sectors. With a strategic focus on empowering women traders, Micro, Small, and Medium Enterprises (MSMEs), the programme has had a profound impact on economic empowerment.

Over 20,000 women-led businesses, operating in both local and export markets, have benefited from the programme. Notably, more than 50% of MSMEs have reported increased revenues, while 75% of farmers have witnessed improved income streams. Furthermore, 65% of Women in Trade have seen a boost in their earnings through extra commission on sales. The initiative has also contributed to the creation of 725 net equivalent jobs, providing opportunities for sustainable livelihoods. Efforts have also been made to assist women entrepreneurs in obtaining Global Gap certification, which opens new market opportunities.

The success story of this journey underscores the resilience and dynamism of women entrepreneurs when provided with the necessary support and resources. By breaking down barriers and equipping women traders and MSMEs with essential skills and knowledge, the programme has empowered them to overcome challenges and actively participate in commercially viable business ventures.

Building upon the achievements of the inaugural phase, phase two of the WiT project adopts a holistic approach, focusing on market development, forging strategic linkages, enhancing access to finance, and formalising business operations. The targeted intervention aims to fortify the operational capacities of 15 women traders and 15 MSMEs within the agricultural sector, laying the groundwork for improved business efficiencies and heightened market penetration. Through a synergistic approach encompassing market development, financial inclusion, and business formalisation, the initiative endeavours to unlock new avenues of growth and prosperity for women entrepreneurs.

As we embark on the next phase of this journey, we remain steadfast in our commitment to empowering women and fostering an ecosystem conducive to their entrepreneurial success. Together, we continue to script a narrative of resilience, empowerment, and prosperity for women across Kenya and beyond. The visit to Jade Fresh Limited serves as a testament to the shared vision of Ireland and Kenya in advancing gender equality and economic empowerment. Together, through collaborative efforts and innovative solutions, we can create a more.