Upon sharing his decision to resign from his lucrative position at Del Monte, Bernard Njoroge was met with concerns about his sanity, prompting a recommendation for a mental health checkup from a friend. Undeterred by skepticism, Njoroge, armed with over 15 years of experience with leading juice brands such as Coca-Cola and Del Monte, had a well-thought-out plan that eventually bore fruit.
Having held a prominent role as Director of Sales and Marketing for Sub-Saharan Africa at Del Monte from September 2008 to October 2014, Njoroge earned a monthly salary exceeding Sh1 million. Despite his successful career, in November 2014, he made the daring decision to resign and pursue entrepreneurship.
Njoroge, equipped with a robust marketing background, embarked on his entrepreneurial journey by establishing Sky Foods Limited, with the primary goal of entering the juice manufacturing industry. His flagship product, Treetop juice, had been acquired from Unilever in 2011, three years before his departure from Del Monte.
Treetop, once discontinued by Unilever due to substantial losses, became Njoroge’s focal point for rejuvenation in the market. Motivated by consumer interest in the brand, he negotiated independently with Unilever to acquire the trademark, a process that involved seeking financing from more than ten institutions. Ultimately, after nearly two years of dedicated effort, Njoroge secured over $2 million for his business, with the Industrial and Commercial Development Cooperation (ICDC) contributing Sh100 million in exchange for a stake.
Treetop juice made a triumphant return with both ready-to-drink and dilute-to-taste variants. Ready-to-drink flavors included mango, orange, apple, and tropical, while dilute-to-taste options comprised orange, mango, tropical, pineapple, strawberry, and banana. The packaging underwent a modernization, transitioning from the original glass bottles to plastic bottles ranging from one to 20 liters.
Reflecting on his entrepreneurial journey, Njoroge emphasized the importance of investing in a sector one understands. His background in beverage marketing proved invaluable, allowing him to navigate challenges and avoid pitfalls that inexperienced entrepreneurs might overlook.
Acknowledging some missteps along the way, Njoroge expressed a desire to have initially packaged Treetop in smaller plastic bottles to target a younger demographic. He recognized the dominance of the informal sector in the market and asserted that lessons learned from mistakes have positioned his company for significant growth.
Sky Foods Limited, under Njoroge’s leadership, has expanded its reach to Uganda, Tanzania, and Rwanda. Looking ahead, the entrepreneur is eyeing diversification into the bottled water packaging sector as the next strategic move for his company.
