A Diamond in the Rough: Growing Karen Fruits and Veges into a Community Anchor

What began as a desperate move to make ends meet has become a vital part of Wanjiku’s community. 

“I was unemployed, and no one was hiring in the field I had trained for,” she shares. “But we’ve always been in farming. I saw a gap in the market and opened a small retail shop to sell our farm produce.”

Her shop quickly became a vital link between local farmers and customers in her neighbourhood. But behind the fresh displays and steady sales, Wanjiku was fighting quiet battles such as staff motivation, poor planning, theft, and the overwhelming pressure of doing everything herself.

“I lacked professionalism in how I ran my business. It was run on instinct, not systems. I was just trying to survive.”

That changed when she joined the Grow Your Business (GYB) programme. Through AMI’s practical training and coaching, Wanjiku began reshaping the way she worked, starting with herself.

“The programme revealed some hard truths about how I was running things. It wasn’t easy. But I had a choice: give up or knuckle under. I chose to grow.”

“The Grow Your Business (GYB) programme pushed me to face tough truths about my business, from poor planning to staff issues, even theft. But it also gave me practical tools to turn things around. I became more organised, improved accountability, and learned how to motivate my team. Since then, our revenue has grown by over 84%, we’ve hired a young team member for fulfilment, and even started co-marketing with suppliers. I’ve learned that asking for help isn’t weakness, it’s growth. "

With AMI’s tools and guidance, Wanjiku introduced new systems for accountability, clear recordkeeping, and staff motivation. She learned to outsource time-consuming tasks like bookkeeping and began making decisions based on data, not just gut instinct.

One of her biggest lessons?

“You can’t know or do everything. Asking for help isn’t weakness, it’s smart. I’ve become obsessed with learning now, always seeking new info on business and farming.”

The results speak for themselves. Since the programme, Karen Fruits and Veges has grown revenue by 84.4% and added a new staff member, a 23-year-old man who handles the heavy lifting for bulk orders, and receives housing from the business. 

Wanjiku also hired a media manager and began co-marketing with suppliers, boosting visibility for both her business and theirs. “My suppliers have benefited the most,” she says. “We’re ordering more and collaborating more.”

And while profits are rising, she’s just as proud of the small shifts that reflect bigger change, like encouraging customers to return and reuse egg punnets and cutting down on plastic packaging.

Karen Fruits and Veges is still growing, but now it’s growing on purpose. With stronger systems, clearer direction, and a fierce commitment to community and sustainability, Wanjiku’s small shop has become a source of livelihood and learning, not just for her, but for those around her.

“I’m still learning,” she says. “But I’m breathing easier. This business is a diamond in the rough, and now, I can finally see the shine.”