Tradecare Africa Limited

What Tradecare Africa Limited does

Tradecare Africa Limited is a women-led, youth-empowering Afrocentric social enterprise headquartered in Nairobi, Kenya, founded in 2014 by Joyce Gema. The company delivers end-to-end agricultural value-chain solutions spanning farmer registration, digital extension, sustainability certification, project implementation, research and impact studies, and retail distribution. Its core technology stack includes the FarmDataPod digital extension platform (powering the RASTA methodology: Register, Analyze, Share, Train and coach, Adjust action), the T-Cert certification database, and the Tradecare Academy learning management system, which together underpin farmer training, coaching, and sustainability data capture. Tradecare operates two wholly-owned subsidiaries: React Cert Africa (an accredited certification body offering ISO 9001, ISO 14000, ISO 22000, GLOBALG.A.P., and KS17058 certifications, with FSSC 22000 in process) and Tradecare Fish and Pantries Market (a retail and e-commerce marketplace with a Lower Kabete packhouse, refrigerated trucks, and five Nairobi outlets).

The company monetizes through a diversified mix of revenue streams: professional agricultural consultancy and advisory services, project-based implementation contracts with development organizations and agribusinesses (including revenue share from input provider sales), certification fees via React Cert Africa, and transaction-based retail revenue from the fish, fruit, and vegetable marketplace. GTM is hybrid — a community-led hub-and-spoke extension model with rural hubs (starting in Makengi Township, Embu County) for smallholder farmer engagement, combined with a sales-led B2B motion targeting agribusiness buyers and development organizations. Customer segments include Kenyan smallholder farmers (primary), agribusinesses and SMEs reliant on smallholder supply bases (primary), development organizations and universities (secondary), and end consumers in Nairobi. Documented operations span Kenya, Tanzania, and Ethiopia.

Name

Tradecare Africa Limited

Legal name

Tradecare Africa Limited

Website

https://tradecareafrica.com

Company type

Private

Founded year

2014

Operating status

Operating

Headcount range

1–10 employees

Short description

Tradecare Africa Limited is a Nairobi-based women-led social enterprise that delivers digital agricultural extension, sustainability certification (via subsidiary React Cert Africa), and retail distribution (via Tradecare Market) to smallholder farmers, agribusinesses, and development organizations across East Africa.

Ownership category

akta.pro rank

Product category

Agricultural Extension and Certification Services

NAICS

Support Activities for Crop Production (11511)

SIC

Agricultural Services (700)

akta.pro primary industry

Carbon, Sustainability & Farm Certification Support (Agro-Environmental Advisory) (AFACABAL)

akta.pro secondary industries

Farm Data Management & Decision Support Services (FMIS Setup, Data Integration, Analytics) (AFACACAC), Sustainability & ESG / Carbon & Conservation Program Advisory (AFACAJAF), Agribusiness, Farm Management & Compliance (EDAOAOAN)

Keywords

• Agricultural extension services
• Farm certification services
• Digital traceability platform
• Smallholder farmer advisory
• Agrarian project implementation

Headquarters

HQ city

Nairobi

HQ country

Kenya

HQ region

Africa

Offices3 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Infrastructure, Technology or R&D, Marketing or Sales, Supply Chain

Revenue model

1. Agricultural Consultancy & Advisory Services: Professional consultancy services for agricultural market systems, food systems, policy interventions, and advocacy. Includes market system diagnostics, research partnerships, and ESG strategy design for companies.
2. Certification Services (React Cert Africa): Product and management system certification through subsidiary React Cert Africa. Certification services against ISO 9001, ISO 14000, ISO 22000, GLOBALG.A.P. Integrated Farm Assurance standard, KS17058 Part II, Chain of Custody. Accreditation to ISP 17021:2015 and ISO 17065:2012. FSSC 22000 approval in process.
3. Retail & Marketplace (Tradecare Fish and Pantries Market): Social enterprise marketplace for fresh Tilapia and Nile Perch, fresh fruits and vegetables from Mazao Safi extension department. Operates packhouse with cold chain infrastructure, refrigerated trucks, 5 outlets in Nairobi metropolis, and e-commerce order and delivery system.
4. Agricultural Extension Services: Extension packages including advisory services, inputs and technology provision through partnerships with input providers, aggregation and market facilitation for buyers/aggregators, and sustainability certification implementation. Revenue share from input sales to farmers.
5. Research & Impact Studies: Research partnerships with development organizations, universities, and private sector. Conducting research projects in agriculture, renewable energy, and water for productive use including gender, food safety, environmental compliance, and skills development topics.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels3 records

Core offering

Tradecare Africa delivers agricultural extension and advisory services through the Mazao Safi division, powered by its proprietary FarmDataPod digital platform and RASTA methodology, to smallholder farmers across Kenya. It complements these services with accredited certification through subsidiary React Cert Africa (ISO 17021:2015 and ISO 17065:2012), a T-Cert digital certification database, a Tradecare Academy e-learning system, and a retail/e-commerce marketplace through Tradecare Fish and Pantries Market. The offering also includes research and impact studies, agrarian project implementation, and Agri-Nutrition Garden construction for development partners, agribusinesses, and SMEs.

Product overview

Tradecare Africa operates as an agricultural consultancy and advisory firm offering a unified portfolio of products and services for agricultural value chain transformation. The core product ecosystem comprises the Mazao Safi division (farmer extension services) powered by the FarmDataPod and Farm Pod digital platforms, T-Cert certification platform, and Tradecare Academy e-learning system. Two subsidiaries extend the portfolio: React Cert Africa (certification body) and Tradecare Fish and Pantries Market (retail/e-commerce marketplace). Services include agricultural extension services, research and impact studies, project implementation, and agri-nutrition gardens construction.

Differentiator

Problem solved

Functional benefit

Brands

• Mazao Safi: Farmer extension arm of the company delivering high quality and rapidly scalable extension services to small and medium scale farmers in Kenya. Operates a hub and spoke model with rural hubs distributed across the country. Mazao Safi means 'safe harvest' in Swahili.
• T-Cert
• Tradecare Academy
• FarmDataPod
• React Cert Africa
• Tradecare Fish and Pantries Market

Products and services

• Mazao Safi (Farmer Extension Division) Agricultural extension service delivering high-quality, rapidly scalable extension to small and medium-scale farmers in Kenya via a hub-and-spoke model with rural hubs distributed across the country. Designed for smallholders seeking certification, technical support, and access to traceable markets.
• FarmDataPod (Digital Extension Platform) Proprietary digital platform powering commercial extension services for farmers across any value chain. Supports farmer registration, data analysis, information sharing, training, and coaching using the RASTA methodology. Scalable from large-scale farms to multi-supplier supply chains.
• T-Cert Certification Database Platform Digital platform that allows extension workers and companies to perform inspections and submit data to a centralized database for sustainability certification. Users control their own data, manage users, and provide selective access while ensuring data protection compliance.
• Tradecare Academy (Online Learning Platform) Online learning management system training agricultural graduates engaged in the Mazao Safi Farmer Extension platform on introductory and competency-building content for result-based extension services using the RASTA model. Courses include Agricultural Extension Delivery, Integrated Pest Management, and sustainability certification.
• React Cert Africa Certification Services Product and management system certification services against ISO 9001, ISO 14000, ISO 22000, GLOBALG.A.P. Integrated Farm Assurance standard, KS17058 Part II, and Chain of Custody. Offered to businesses seeking accredited sustainability and food safety certification.
• Tradecare Fish and Pantries Market Retail marketplace selling fresh Tilapia, Nile Perch, fresh fruits and vegetables from the Mazao Safi extension department, plus kitchen pantries. Operates 5 outlets in Nairobi metropolis, a packhouse with cold chain infrastructure, refrigerated trucks, and an e-commerce order and delivery system.
• Research and Impact Studies Collaborative research and market system diagnostics with development partners, universities, and private sector actors across agriculture, renewable energy, and water for productive use. Produces evidence-based inputs for policymaking and strategic investment.
• Agrarian Project Implementation Services Design and implementation of large-scale agricultural programs that strengthen agri-SMEs, streamline supply chains, build institutional capacity, and deliver long-term results in food system resilience, compliance, and inclusive market access.
• Agri-Nutrition Garden Construction and Implementation Construction and implementation of smart base-reservoir irrigation gardens engineered for food security and water efficiency in water-scarce settings. Designed for households, schools, communities, and corporate sites.

Quantifiable outcome

• 2,000 farmers mobilized into clusters of 100 each in macadamia value chain project (2016-2020)
• +4 more outcomes

Named customers4 records

Segments4 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature6 records

Partnerships

Eight partnerships are on record, tiered core and major.

• Fairtrade AfricacoreStrategic or Co-development Partner · 1 January 2021Collaboration on Agri-Nutrition Improvement Project constructing gardens in 22 flower farms across Kenya for production of fresh fruits and vegetables sold to workers at low cost. Project included training and capacity building of workers committees on sustainable management and preparation of organic growing guides.
• FMScoreStrategic or Co-development PartnerCollaboration on Macadamia Value Chain Development Project in Embu County. Project focused on improving productivity, quality, and aggregation of macadamia nuts, mobilizing 2,000 farmers into clusters and linking them to markets.
• Jungle NutscoreStrategic or Co-development PartnerCollaboration on Macadamia Value Chain Development Project in Embu County. Project mobilized 2,000 farmers organized into clusters of 100 farmers each, supporting clusters to link to markets, increase macadamia plantings, and aggregate and market nuts collectively.
• Wageningen UniversitymajorStrategic or Co-development PartnerPartnership on higher education practical training project (2016-2020) implemented with Meru University in Kenya. Tradecare supported 6 TVETS in Kenya to mainstream gender and marginalized communities in academic curriculum development, policies and procedures.
• Meru UniversitymajorStrategic or Co-development PartnerPartnership on higher education practical training project (2016-2020) with Wageningen University. Tradecare supported 6 TVETS in Kenya to mainstream gender and marginalized communities in academic curriculum development, policies and procedures.
• Input and Technology Service ProviderscoreStrategic or Co-development PartnerPartnerships with input and technology service providers to offer wide range of inputs and technology packages tailored to agricultural sector. Baseline registration of input providers to collaborate pre-competitively with ESPs to improve production practices and increase accessibility, availability, and affordability of inputs. Revenue share from input sales to farmers.
• React Cert AfricacoreOthersProduct and management system certification company founded in 2017, currently accredited to ISP 17021:2015 and ISO 17065:2012. Offers certification against ISO 9001, ISO 14000, ISO 22000, GLOBALG.A.P. Integrated Farm Assurance standard, KS17058 Part II, Chain of Custody. Currently under process for FSSC 22000 approval.
• Tradecare Fish and Pantries MarketcoreOthersSecond social enterprise marketplace for fresh and value added Tilapia and Nile Perch, Fresh Fruits and Vegetables from Mazao Safi extension department, plus pantries. Operates packhouse in Lower Kabete with cold chain infrastructure, refrigerated trucks, 5 outlets in Nairobi, and e-commerce order and delivery system.

Scale indicators8 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Pula Advisors: Kenya- and Switzerland-based agricultural insurance and advisory firm designing products and data services for smallholder farmers. Comparable in serving development organizations and smallholders with risk-management and advisory services.
• Farmerline: Ghana-headquartered company providing digital extension, agronomic advisory, and market access for smallholders across Africa. Highly comparable business model to Mazao Safi and Tradecare's result-based extension approach.
• One Acre Fund (Tupande): Large-scale smallholder services organization operating across East Africa (including Kenya) that bundles farmer training, input delivery, and market facilitation. Directly comparable because it serves the same smallholder farmer base with extension-style services that Tradecare aims to deliver through Mazao Safi.
• Apollo Agriculture: Kenya-based ag-tech serving smallholder farmers with advisory plus input financing and market access. A direct competitor for Tradecare's smallholder extension and supply chain organization services in Kenya.
• Esoko: Ghanaian agritech that provides digital farmer profiling, extension messaging, and market information to organizations serving smallholders. Direct comparison for Tradecare's FarmDataPod and T-Cert data-platform layer.
• Digital Green: Global non-profit that pioneered video-based digital agricultural extension for smallholders, with active programs in East Africa. Closely comparable to Tradecare's technology-enabled, community-led extension methodology.
• iCow: Kenyan agritech platform providing digital agricultural advisory and farmer information services via mobile. Comparable to Tradecare's FarmDataPod and Mazao Safi extension offering for smallholder farmers in Kenya.

Emerging players

• Babban Gona: Nigerian agricultural franchise model delivering extension, inputs, and market access to smallholder farmer groups. Comparable for its extension-plus-aggregation approach serving smallholder clusters similar to Tradecare's macadamia clusters.
• Plantix: AI-powered digital crop advisory app used globally, including Africa, for pest/disease diagnosis and agronomic guidance. Comparable to the digital advisory capability Tradecare bundles inside FarmDataPod.

Regional players

• Kulima: Southern Africa-focused agricultural development and consultancy firm providing advisory and capacity building to governments and development partners. Comparable for the consultancy and project-implementation layer of Tradecare's business, though operating in a different regional corridor.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/tradecare-africa-limited

Compliance5 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

Subsidiaries2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Tradecare Africa Limited