Tabitha Karanja Quits as Keroche CEO After 25 Years, Names Replacement

Keroche founder and long-serving CEO, Nakuru Senator Tabitha Karanja, has announced her resignation as CEO of the country’s second-largest alcohol manufacturer after 25 years at the helm. Karanja co-founded the Naivasha-based brewer alongside her husband Joseph Muigai Karanja in 1998.

The company grew to be the biggest competitor to market leader East African Breweries Limited (EABL). It currently has a range of 17 brands including Summit Lager. Keroche’s Chief Financial Officer Potas Anaya has been named by Karanja as the new CEO.

“Today marks a significant milestone as I make an important announcement. After 25 years as captain, the time has come for me, Tabitha Karanja to pass the baton to a new generation of business leaders. It is with immense pride that I announce my decision to step down as CEO of Keroche Breweries and hand over to a deserving successor,” she stated in her farewell speech.

Karanja noted that the move would allow her to focus on her role as Nakuru Senator and Deputy Minority Leader in the Senate. She was elected on a United Democratic Alliance (UDA) ticket in the 2022 General elections.

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Speaking as Keroche celebrates 25 years in business, Karanja also took the opportunity to weigh in on issues including taxation and regulation of the alcohol sector, with her sentiments coming amid an anti-alcoholism and drug abuse campaign being spearheaded in the Central Kenya region by Deputy President Rigathi Gachagua and Trade CS Moses Kuria among other local leaders. The push has faced opposition from, among others, bar owners in counties including Murang’a.

Karanja called for progressive thinking and sobriety, highlighting the importance of tax revenue from the sector to the country’s economy. She also alluded to Keroche’s long-running battle with the Kenya Revenue Authority (KRA) that has, at times, threatened the company’s very existence.

“I also feel compelled to express my views on the crucial discussion surrounding the alcoholic beverages industry. The ongoing debate is healthy, but we must recognize that we are dealing with a vital sector of our economy. This year alone, we are expecting over Ksh250 billion in tax revenue from the alcohol industry. Therefore, our conversation must be conducted with sobriety and a progressive mindset. It is important to regulate the industry without undermining its existence,” she asserted.

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