Modern Ways
Modern Ways Ltd manufactures and distributes animal health and nutrition products in Kenya, primarily mineral supplements for ruminant livestock under the Vital (premium) and Juu'go (value) brands, serving smallholder and commercial farmers via a 28-person sales team and ~3,000 stockists across 19 counties.
- Company typePrivate
- Founded1996
- HeadquartersKiambu, Kenya
- Headcount51–100
- GTM typeB2B
- OfferingHardware or Manufacturing
What Modern Ways does
Modern Ways Ltd is a Kenyan privately held manufacturer and distributor of animal health and nutrition products, founded in 1996 when Dr. Jeremy Ashworth joined the family business. The company produces scientifically formulated mineral supplements for ruminant livestock under two distinct sub-brands: Vital (premium tier with extension services, on-farm advisory, and training support) and Juu'go (value-focused tier delivering essential nutrition at competitive price points). Beyond its own manufacturing, Modern Ways distributes a broad portfolio of animal health and nutrition products sourced from international and regional partners, including Premier Nutrition, Devenish Nutrition, Wagg Foods, and Bayer Animal Health.
The company operates a sales-led, distribution-heavy go-to-market model. A 28-person internal sales team covers 19 Kenyan counties supported by a fleet of over 40 sales and delivery vehicles, with particular focus on the Central and Rift Valley regions. This direct sales layer is complemented by a two-tier indirect channel: approximately 60 key dealers service networks of around 3,000 stockists, providing last-mile reach into smallholder farming communities and large-scale commercial operations. Revenue is generated primarily through physical product sales on a pay-as-you-go basis, with no disclosed subscription or recurring revenue component. Customer education and CPD-accredited training for veterinary professionals constitute an auxiliary value-add service supporting the product business.
Modern Ways is family-owned (the Ashworth family holds senior leadership including Managing Director Jeremy Ashworth and Commercial Director Michael Ashworth), is not a subsidiary of any disclosed parent entity, and maintains operations from Nairobi (headquarters) and Limuru. Dr. Jeremy Ashworth's industry involvement spans six director roles across Kenya, Tanzania, and Dubai covering agricultural distribution, property, and animal health manufacturing, signaling founder-level strategic breadth. The company does not disclose revenue, funding history, or financial metrics; its competitive position is anchored by physical distribution reach, dual-brand portfolio coverage across price points, and the technical credibility of its PhD-led leadership rather than proprietary technology or digital platforms.
Modern Ways firmographics
Firmographics- Name
- Modern Ways
- Legal name
- Modern Ways Ltd
- Website
- https://modernways.co.ke
- Company type
- Private
- Founded year
- 1996
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Modern Ways Ltd manufactures and distributes animal health and nutrition products in Kenya, primarily mineral supplements for ruminant livestock under the Vital (premium) and Juu'go (value) brands, serving smallholder and commercial farmers via a 28-person sales team and ~3,000 stockists across 19 counties.
- Ownership category
- akta.pro rank
Modern Ways industry classification
Industry- Product category
- Animal Health and Nutrition Manufacturing
- NAICS
- Other Animal Food Manufacturing (311119), Animal Food Manufacturing (3111)
- SIC
- Agricultural Prod-Livestock & Animal Specialties (200), Wholesale-Farm Product Raw Materials (5150)
- akta.pro primary industry
- Mineral & Salt Products for Ruminants (Free-Choice Minerals, Salt Blocks) (AFADAAAF)
- akta.pro secondary industries
- Veterinary Distributor Value-Added Services (3PL, Cold Chain, Returns) (HLAMAIAG), Animal Health Supply Chain, Procurement & Distributor Connectivity (HLAMAMAK)
Keywords
Where Modern Ways is headquartered
LocationHeadquarters
- HQ city
- Kiambu
- HQ country
- Kenya
- HQ region
- Africa
Offices2 records
Markets served
Modern Ways business model
Business model- GTM type
- B2B
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Personnel, Operations, Marketing or Sales, Technology or R&D
Revenue model
- Manufacturing - Mineral Supplements: Manufactures proprietary mineral supplement products for ruminant livestock under Vital (premium) and Juu'go (value-focused) brands.
- Distribution - Animal Health Products: Distributes a broad portfolio of animal health and nutrition products sourced from international and regional partners including Premier Nutrition, Devenish Nutrition, Wagg Foods, and Bayer Animal Health.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Pay-as-you-go | Vital - Premium brand with full service support |
| Other | Pay-as-you-go | Juu'go - Value-focused essential nutrition |
Go-to-market motion1 record
Distribution channels2 records
Marketing channels1 record
Modern Ways product offering
Product offeringCore offering
Modern Ways Ltd manufactures and distributes animal health and nutrition products for ruminant livestock in Kenya. Its proprietary product line consists of scientifically formulated mineral supplements marketed under two distinct brands—Vital (premium tier with extension services and training) and Juu'go (value-focused tier). The company also distributes a complementary portfolio of animal health products from international partners including Premier Nutrition, Devenish Nutrition, Wagg Foods, and Bayer Animal Health.
Product overview
Modern Ways Ltd operates as a manufacturer and distributor of animal health and nutrition products in Kenya. The company manufactures mineral supplements for ruminant livestock and distributes a broad portfolio of animal health products sourced from international partners. Its product portfolio spans two distinct market segments under separate brands: Vital (premium brand with advanced formulations, extension services, and training support) and Juu'go (value-focused brand providing essential nutrition products at competitive price points). Both brands are formulated to ensure positive biological impact on animal health and productivity, serving farmers across diverse production systems from smallholder operations to large-scale commercial farms.
Differentiator
Problem solved
Functional benefit
Brands
- Vital: Premium brand delivering high levels of value beyond the product itself. Supported by extension services, on-farm advisory support, and nationwide training programs focused on farm management, animal nutrition, and best practices.
- Juu'go
Products and services
- Vital Premium Mineral Supplements
Companies that use Modern Ways
Customer profileSegments3 records
Ideal customer profiles3 records
Modern Ways technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature1 record
Modern Ways partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered core and minor.
- Premier NutritioncoreStrategic partnership allowing Modern Ways to offer comprehensive animal nutrition solutions. Premier Nutrition is a reputable animal nutrition company whose products complement Modern Ways' manufacturing capabilities.
- Devenish NutritioncoreStrategic partnership for animal nutrition products. Devenish Nutrition provides formulations and expertise that enhance Modern Ways' product portfolio for Kenyan livestock producers.
- Wagg FoodsminorPartnership with Wagg Foods to expand animal health and nutrition product offerings in the Kenyan market.
- Bayer Animal HealthcoreKey strategic partnership with Bayer Animal Health enables Modern Ways to distribute a comprehensive suite of animal health solutions covering nutrition, health, and farm productivity across Kenya.
Scale indicators6 records
Expansion highlights5 records
Modern Ways competitors and assessment
Company assessmentMarket position
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
Modern Ways social profiles
Digital presenceModern Ways financial estimates
Financial estimateRevenue estimate
Valuation estimate
Modern Ways leadership team
Management profileNumber of profiles
Profiles5 records
Modern Ways funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Modern Ways M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Modern Ways
What does Modern Ways do?
Modern Ways Ltd manufactures and distributes animal health and nutrition products for ruminant livestock in Kenya. Its proprietary product line consists of scientifically formulated mineral supplements marketed under two distinct brands—Vital (premium tier with extension services and training) and Juu'go (value-focused tier). The company also distributes a complementary portfolio of animal health products from international partners including Premier Nutrition, Devenish Nutrition, Wagg Foods, and Bayer Animal Health.
Is Modern Ways a public or private company?
Modern Ways is a private company. It is classified as family owned and is currently operating.
When was Modern Ways founded?
Modern Ways was founded in 1996. It employs 51 to 100 people.
Where is Modern Ways based?
Modern Ways is headquartered in Kiambu, Kenya, in the Africa region.
How does Modern Ways make money?
Two revenue lines are on record. Manufacturing - Mineral Supplements are the primary driver. The others are distribution - Animal Health Products.
Does Modern Ways have an API?
No public API is recorded for Modern Ways.
What industry is Modern Ways in?
Modern Ways's product category is Animal Health and Nutrition Manufacturing. Its primary akta.pro industry code is AFADAAAF, Mineral & Salt Products for Ruminants (Free-Choice Minerals, Salt Blocks), with a secondary code of HLAMAIAG, Veterinary Distributor Value-Added Services (3PL, Cold Chain, Returns). Its NAICS code is 311119 and its SIC code is 200.