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e-Commerce Startup Copia Launches Branded Ndengu, Njahi And Kamande

New private label cereals will enable Copia to further serve the middle to low-income consumer segments

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Copia Global, the B2C e-commerce platform designed to serve the rapidly growing 800 million middle and low-income African consumer market, has launched new private label pulses as part of its growing range of private label offerings to its consumers.

This launch comes months after the company unveiled a new manufacturing unit to increase its output of affordable sugar and rice to the Kenyan market. The launch of Copia branded pulses is in response to market trends and increasing demand in Kenya for high quality staples.

They are available in retail and wholesale packs and come in three distinct product categories: Copia Black Beans (Njahi), Copia Lentils (Kamande), and Copia Green Grams (Ndengu). Copia pulses are easy to cook, high in nutrients and antioxidants, and serve as healthy supplements to Kenyan staple foods.

“We are pleased to add the Copia branded pulses to our growing range of quality everyday products that we offer at unmatched market prices to the majority of Kenyan households,” said Tim Steel, CEO, Copia Global. “We are deepening our investments in line with consumer needs, which indicate that affordable, accessible
and nutritious foods are required in the market.”

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Mr Steel said these new private label pulses will enable Copia to further serve the middle to low-income consumer segments. Other Copia private label products include Copia Biryani, Copia Long Grain Rice as well as Copia Sugar, which are available in small packs of 500 grams, 1 kilogram and in wholesale packs.

These foods are sourced from responsible local suppliers, who are continuously vetted for quality. Copia has secured all requisite regulatory approvals to provide the packaged goods, including accreditation from the Kenya Bureau of Standards (KEBS).

Copia, Founded in 2013 by Silicon Valley veterans Tracey Turner and Jonathan Lewis, offers over 4,000 products to the Kenyan and Ugandan markets, with its ambition being to provide quality products at the best market prices without delivery charges to the consumer. To date, the company has fulfilled more than 13 million orders in both countries through a network of over 43,000 agents, many of whom are small shopkeepers serving as order and delivery points.

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By operating its own technology-enabled world-class logistics service, Copia can deliver to dense urban, peri-urban and rural locations, even in remote places with poor road infrastructure, limited network coverage or no addresses.

Consumers can shop from anywhere, at any time through Copia’s e-commerce website,
and on the Copia App which is available on Google Play Store.

Copia Global was recently listed in the Financial Times as one of Africa’s fastest-growing companies in 2022 due to its unique approach to e-commerce. The highly prestigious list highlights Africa’s innovation, leadership, and talent across all business sectors, in particular technology. Copia is the only startup on the list in the ecommerce category.

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BT Reporter
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editor [at] businesstoday.co.ke
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