How TUA Is Making Cassava a Smart Investment for Farmers and Consumers
World Business Journal talks to Waithera Muriithi, Co-founder and CFO of TUA, about the company’s mission to empower smallholder farmers to build sustainable businesses, the significant potential of cassava as a lucrative investment crop, and the well-known health benefits of cassava, along with its diverse applications that extend beyond traditional uses.
Could you provide a brief overview of Tua?
We were established in 2020 with a vision to transform smallholder farms into sustainable, profitable businesses. We do this by providing access to technology, markets, financial services and capacity building. Our mission is to empower smallholder farmers, who constitute 80% of the population, through farmer-centric, market-driven innovation solutions that are crucial for poverty alleviation.
Currently, we work directly with approximately 200 farmers and indirectly with 2000 through cooperatives. We continue to expand our impact through developing additional markets for other indigenous crops in Kenya, the US, the EU and the Middle East.
What makes cassava an attractive crop for investors?
Cassava is a highly valuable investment crop due to its resilience and ability to grow organically without land clearing, which promotes sustainable intercropping practices. It is both a food and a cash crop, making it very attractive for investors who care about the sustainability of their value chains.
Economically, blending cassava flour with wheat at a 70-30% ratio could reduce Uganda’s $120 million wheat import bill by 30%.
This shift would not only ease financial pressures but also benefit local farmers and households, enhancing food security and economic empowerment.
Is the market adequately informed about the cassava crop and its health benefits and applications?
The market currently faces challenges due to a lack of awareness regarding cassava and its potential. While its health benefits appeal to those seeking healthier food options and accommodating dietary restrictions, many consumers remain uninformed about its versatility. However, the rising demand for gluten-free products is a significant market driver, positioning cassava as a nutritious foundation for various composite flour blends.
Cassava’s applications are diverse, extending beyond traditional uses. For example, it is used in various products, such as porridge, snacks, and baked goods, as well as popular items like boba tea. Cassava’s versatility also extends beyond food; it has potential uses in biofuels, bioplastics, pharmaceuticals, and industrial starches. Such usage highlights the untapped potential of cassava in food and industrial applications.
