Kenya Breweries Limited has launched a campaign to benefit Community-Based Organisations and sorghum farmers who supply the giant beer maker.
The three-month-long Tuzidi Kuinuana (Let’s continue uplifting each other) promotional campaign will award at least 823,025 winners.
Speaking during the launch of the initiative in Ruiru, KBL managing director Andrew Kilonzo said Senator Keg has contracted more than 45,000 sorghum farmers across eight counties to supply produce for the affordable and quality beer.
“Some of these farmers are also members of the CBOs that the brand has supported in social and economic empowerment initiatives,” he said.
Senator Keg is fundamentally about enriching lives, from our farmers and aggregators to threshers, transporters, and the many partners across our production and distribution value chain.”
“By supporting this ecosystem, we ensure adequate raw materials and foster economic growth for our farmers and communities across the country,” the MD said.
“We are a brand deeply committed to the welfare of people who grow for us, work with us and ultimately enjoy our beer,” Kilonzo said.
He thanked consumers for their loyalty and said the low-priced beer had a mandate to curtail the proliferation of illicit brew.
“The end goal for this consumer promotion is to exemplify our shared values with the communities, ensuring that alcohol has a positive role and impact in the society,” he added.
The Ministry of Agriculture says sorghum production is projected to rise by 15 per cent to 262,806 tonnes in 2025.
Projections for 2025-26 show a positive outlook for sorghum farming, with production expected to be 262,806 tonnes.
The leading sorghum-producing counties are Kitui at 25,066 tonnes and Ndhiwa at 12,425 tonnes, with Wajir North showing significant growth.
Kilonzo said the National Consumer Promotion campaign promotes social sustainability and economic empowerment countrywide.
“We have seen an increase in sorghum production, creation of employment, and an increase in tax revenue generated for the government,” he said.
“The campaign also reinforces KBL’s commitment to creating awareness on the dangers of consuming illicit brews whilst transforming illicit beer market zones into commercial markets and creating wealth for communities in the process.”
He said five grand winners of Sh1 million each will take home Sh500,000 while the remainder goes to two farmer-led CBOs of their choice. The move aims to uplift grassroots enterprises.
There will also be 30 monthly winners who will get a Sh50,000 home makeover package featuring TVs, sofas, mattresses, and beds. Weekly winners will walk away with shopping vouchers worth Sh2,500 redeemable at leading retail outlets, while more than 800,000 daily winners will get instant cash prizes.
