The Entrepreneur

Tree Top’s Journey: Bernard Njoroge’s Rise, Fall, and Lessons

“I went from working at a multinational where there was always enough money to constantly fighting for working capital. It’s a different world when you’re an entrepreneur,” explained,Benard Njoroge.

Published

3 months ago

October 3, 2024

Charles Wachira

"Entrepreneurship is all about persistence. I burned my fingers a few times, but I learned that you need to be patient and resilient," says Benard Njoroge.

In 2014, Bernard Njoroge made a bold decision that would reshape his life and career. After 17 years working with beverage multinationals like Coca-Cola and Del Monte, where his last role was director of sales and marketing for sub-Saharan Africa, Njoroge resigned from his $10,000-a-month position. His mission? To revive Tree Top, a beloved Kenyan juice brand that had been off shelves for nearly two decades. Today, Njoroge heads Sky Foods, the manufacturer of Tree Top, but the company is now in financial turmoil. With debts mounting and production pressures overwhelming the business, Sky Foods was placed under administration in September 2024.

Why Walk Away from a Dream Job?

“I looked at the value I was building for other people, and I realized I didn’t even have a 1% shareholding. I had helped build Del Monte’s business in Kenya from scratch, growing its turnover to several million dollars a year, but I had no stake in that success,” Njoroge explained. “So I figured, why not start building value for myself? I knew I was leaving a high-paying job, but I also knew that whatever I built next would be mine.”

Despite the uncertainty of entrepreneurship, Njoroge’s conviction led him to acquire the Tree Top trademark from Unilever in 2011. He saw potential in a product that still resonated with many Kenyan consumers, especially those who grew up in the 70s and 80s. “Treetop was not just a drink—it was part of our childhood. People remembered it fondly,” he said.

A Familiar Brand with Nostalgic Power

Instead of creating a new brand from scratch, Njoroge opted to breathe new life into Tree Top. “When I was at Del Monte, every time we conducted focus groups, people would mention Tree Top. That’s when I started thinking about acquiring the brand,” he recalled. Although he approached over ten financial institutions, raising the $2 million he needed to restart the business took nearly two years.

When TreeTop hit the shelves in 2015, it came in both ready-to-drink and dilute-to-taste formats, with five different flavors and a variety of packaging sizes. Njoroge made the necessary changes to appeal to modern consumers, such as switching from glass to plastic bottles. He even sourced fruits locally for some flavors, like mango, while importing other concentrates from Germany.

However, Tree Top’s biggest advantage was the deep emotional connection it still had with consumers. “There’s a lot of nostalgia around the brand. It’s like bringing back a piece of people’s childhood,” Njoroge said. But despite this, many doubted whether it could compete in a market now dominated by newer, more innovative brands like Quencher.

The Struggles of Scaling Production

The journey, however, was not without challenges. Sky Foods had the capacity to produce 2,000 bottles an hour, but market demand was closer to 10,000 bottles an hour. While the company received inquiries from regional markets like Uganda and Tanzania, capital constraints hampered expansion. “We had the demand, but we didn’t have the resources to match it,” Njoroge said.

By 2022, Sky Foods had accumulated more than $4.5 million (about Sh600 million) in debt. Despite the overwhelming demand for Tree Top, the company struggled to secure additional financing. “I went from working at a multinational where there was always enough money to constantly fighting for working capital. It’s a different world when you’re an entrepreneur,” he explained.

Building the Business with Farmers and Retailers

One of the things Njoroge takes pride in is his ability to create local supply chains. Each month, Sky Foods would buy around 70 drums of mango puree from Kenyan farmers, directly benefiting 3,000 local producers. “Imagine what we could do in 10 years if we could scale,” he said. Unfortunately, financial pressures hindered this potential growth.

Tax policies and regulations also presented challenges. “The tax requirements in Kenya are tough on new manufacturers. There should be more measures to support us,” Njoroge noted.

Lessons from Past Ventures

Sky Foods wasn’t Njoroge’s first entrepreneurial venture. His earlier businesses, including African Garden Limited, which processed pickled gherkins, and a sun-dried tomato company, both failed. However, these setbacks taught him valuable lessons. “Entrepreneurship is all about persistence. I burned my fingers a few times, but I learned that you need to be patient and resilient,” he said.

The Future of Tree Top

Despite Sky Foods entering administration, Njoroge remains optimistic about the beverage industry in Kenya. He still believes in the potential of Tree Top and is excited about the prospects in ready-to-drink juices, which he predicts will drive future growth. “The juice market will double in size in the next five years. We don’t have enough innovation yet—there’s room for smoothies, fortified juices, and more premium options,” he said.

While the company may have collapsed under financial pressures, Njoroge’s belief in the brand and the industry remains unshaken. “The demand is there, the opportunities are endless—it’s about finding the right way to harness them.”

Entrepreneurial Advice

For those considering a leap from corporate life to entrepreneurship, Njoroge’s advice is simple: “Be patient, roll with the punches, and build a good team around you. The transition is not easy. You go from focusing on one area to worrying about everything from financing to regulations. But, if you stick with it, the rewards can be worth it.”

Tree Top’s fate may be uncertain, but one thing is clear: Bernard Njoroge’s entrepreneurial spirit and resilience will continue to shape his future ventures. “There’s always hope in business,” he said. “You just need to keep going.”

She Business

Bethlehem Tilahun Alemu: From Ethiopian Artisan to Global Icon

Published

1 month ago

December 2, 2024

Charles Wachira

: Discover how Bethlehem Tilahun Alemu built SoleRebels into a global,
sustainable footwear brand, overcoming challenges and transforming Ethiopian
craftsmanship.

Bethlehem Tilahun Alemu’s story begins in Zenabwork, a modest village on the outskirts
of Addis Ababa, Ethiopia. Growing up, she watched her community struggle with unemployment and poverty, despite a rich heritage of artisanal skills that remained largely untapped.

Fueled by determination and a desire to transform her surroundings, Bethlehem
embarked on a journey that would redefine African entrepreneurship and put Ethiopia
on the global map.

Her creation, SoleRebels, isn’t just a footwear brand. It’s a movement—an embodiment
of sustainability, culture, and empowerment.

A DREAM WOVEN WITH TRADITION

In 2005, Bethlehem founded SoleRebels with a simple yet powerful idea: to turn
Ethiopia’s rich artisanal craftsmanship into eco-friendly, globally competitive footwear.
Inspired by traditional “selate” shoes—made from recycled tyres—she envisioned a
brand that blended cultural authenticity with modern design.

She recruited local artisans, many of whom were unemployed, and encouraged them to
innovate while preserving traditional techniques.

Every pair of shoes was a masterpiece, crafted from hand-spun cotton, organic
materials, and repurposed car tyres. Bethlehem’s concept was groundbreaking: a product that told a story while making a global impact.

STARTING FROM SCRATCH

Like many entrepreneurs, Bethlehem’s initial challenge was capital.
With no access to bank loans or large investors, she relied on personal savings and
modest contributions from her family.

Slowly but surely, she built her business, reinvesting profits into training workers and
improving production tools. International grants and initiatives like the SEED Initiative later recognized the potential of her venture, providing additional support.

The early days weren’t easy. Artisans lacked modern tools, and accessing raw
materials was an uphill battle. But Bethlehem, known for her tenacity, tackled these challenges head-on. She developed partnerships with local suppliers to ensure a consistent supply of quality materials and invested in upskilling her workforce.

Breaking into the global market presented another hurdle. Competing against established brands seemed daunting, but Bethlehem found her edge: sustainability and ethical production.
In an era when consumers were becoming eco-conscious, SoleRebels’ ethos of fair wages, recycled materials, and cultural storytelling resonated deeply.

BUILDING A GLOBAL EMPIRE

Fast forward to today, and SoleRebels has a presence in over 30 countries, with
flagship stores in cities like San Francisco, Tokyo, and Barcelona.
It is also the first African footwear brand to be certified by the World Fair Trade
Organization (WFTO)—a testament to Bethlehem’s commitment to doing business the
right way.

Her company directly and indirectly employs over 1,200 people, making it one of
Ethiopia’s largest employers in the artisan sector.
Workers earn more than three times the industry average, a policy Bethlehem takes
immense pride in. “When we pay people well, we don’t just change lives—we transform
communities,” she says.

MENTORS AND INSPIRATIONS

Bethlehem often credits her late grandfather, a farmer and community leader, as her
greatest mentor.

His work ethic and deep belief in the power of local communities shaped her vision. She
also draws inspiration from global leaders, including Ethiopian Prime Minister Abiy
Ahmed, whose focus on innovation and economic growth aligns with her goals.

RISING ABOVE CHALLENGES

Bethlehem’s entrepreneurial journey has been marked by resilience. When production
scaled up, she faced supply chain disruptions that threatened deadlines. Her solution?
Cultivate long-term relationships with reliable local suppliers and diversify material
sources.

Entering new markets came with its own set of obstacles. Competing against
established brands requires a unique value proposition.

SoleRebels offered more than shoes—it offered a story: a product steeped in Ethiopian
culture, made sustainably, and crafted ethically.

VISION FOR THE FUTURE

Bethlehem isn’t slowing down. Her plans include:

● Expanding SoleRebels’ retail presence in Europe and Asia.
● Introducing sustainable clothing lines.
● Partnering with global brands to promote eco-friendly production in Africa.

Beyond SoleRebels, Bethlehem has a broader mission: to inspire a new narrative for
African entrepreneurship. She wants to show the world that Africa isn’t just a consumer
market but a hub for innovation and excellence.

CONCLUSION: WALKING THE TALK

Bethlehem Tilahun Alemu has redefined what it means to be an entrepreneur. From
Zenabwork’s dirt roads to the global stage, she has shown that success doesn’t come
from resources alone—it comes from vision, grit, and a deep connection to one’s roots.

With SoleRebels, Bethlehem has not only created a thriving business but a model for
how sustainable, ethical enterprises can transform communities. As she continues to
dream big, her footsteps pave the way for the next generation of African changemakers.

She Business

Joyce Akinyi Convicted: Heroin Smuggling Case Exposed

Published

1 month ago

December 2, 2024

Charles Wachira

: Kenyan businesswoman Joyce Akinyi faces life imprisonment after being found
guilty of smuggling heroin worth US$ 34,483. Her history with crime has now
unravelled.

Joyce Teresia Akinyi’s story is one of dramatic highs and lows—rising from a successful
businesswoman to being convicted of a large-scale heroin smuggling operation.
With ties to international criminal networks, high-profile relationships, and repeated run-
ins with the law, Akinyi’s life has been marked by controversy and legal battles.

THE HIGH LIFE: BUSINESS AND INFLUENCE

Akinyi first gained prominence as the upscale Deep West Resort owner in Lang’ata,
Nairobi. Known for her affluent lifestyle, she mingled with Kenya’s elite and maintained
significant business interests.

However, behind the glamorous facade lay a darker world of alleged criminal activity.
Her personal life was equally turbulent. In 1998, she met Nigerian businessman Anthony Chinedu, and the couple had two children before formalising their union.

Their relationship was rocky, marked by numerous arrests on drug trafficking charges.
In 2013, Chinedu was deported from Kenya after authorities seized drugs in his
possession, a move that further exposed Akinyi to public scrutiny.

A HISTORY OF LEGAL TROUBLES

Over the years, Akinyi faced repeated allegations of drug trafficking. Her name became
prominent in 2008 when she was arrested in New Delhi, India, alongside former
Budalang’i MP Raphael Wanjala.

Authorities detained the pair with undeclared cash worth Sh7.59 million, suspected to
be linked to drug deals. Although released after intervention by the Kenyan government, the incident marked the start of a string of legal troubles for Akinyi.

In 2013, she and Wanjala were arrested again on the Nairobi-Namanga highway with a
suspicious white powder. Although they claimed it was corn flour, suspicions persisted,
and Akinyi’s criminal associations deepened.

THE TURNING POINT: CONVICTION FOR HERION SMUGGLING

Akinyi’s criminal activities reached a dramatic conclusion in 2019 when a police raid on
Deep West Resort uncovered 2kg of heroin worth Sh5 million hidden in a shoe rack.
The Anti-Narcotics Directorate linked the operation to an international smuggling
network coordinated by Akinyi.

The Jomo Kenyatta International Airport Tribunal found Akinyi guilty under Article
4(a) of the Narcotic Drugs and Psychotropic Substances Control Act, which
mandates life imprisonment for drug trafficking.

The court heard compelling evidence, including photographs of heroin wrapped in white
tape, voice recordings coordinating smuggling activities, and the discovery of a Tabita
Digital Scale used to weigh drugs.

Akinyi’s co-defendants, Paulin Kalala Musankinshay and Peres Adhiambo, were
similarly implicated. Evidence also revealed that Akinyi used multiple fake passports, including a Congolese passport in the names of “Mape Marline Kambura” and “Raha Eveline
Kambere,” enabling her to operate under different aliases.

FINANCIAL CRIMES AND ASSET RECOVERY

Beyond drug trafficking, Akinyi’s wealth came under scrutiny. In 2021, she lost two
luxury vehicles worth Sh20 million to the State, deemed proceeds of crime.
Investigations by the Asset Recovery Agency revealed that Akinyi deposited
suspiciously large sums ranging from Sh60,000 to Sh20 million into various bank
accounts. Her real estate investments—villas built and rented out—further indicated
illicit income sources.

THE END OF THE ROAD

On December 10, 2024, Akinyi faces sentencing, which could include life
imprisonment and a Sh5 million fine. Her fall from grace highlights the dangers of
unchecked ambition and illegal pursuits. Magistrate Njeri Thuku, who presided over the

case, dismissed Akinyi’s defence that the drugs were planted by her estranged husband
Chinedu, calling it baseless.

CONCLUSION

From her meteoric rise as a business mogul to her conviction as a drug trafficker, Joyce
Akinyi’s life is a cautionary tale of how power, wealth, and crime can intertwine.

Her story also underscores Kenya’s ongoing battle with drug trafficking and the far-reaching
consequences of organised crime. For Akinyi, the glitz and glamour of her former life
have now given way to the stark reality of justice.

Nb: Exchange rate 1 USD = 145 Ksh

The Entrepreneur

Miss Rwanda 2022, Divine Muheto, Faces Drink-Driving Scandal

Published

1 month ago

November 21, 2024

Charles Wachira

: Miss Rwanda 2022, Divine Muheto, was arrested for drink-driving, fined, and
detained after a car crash. She expresses regret and seeks forgiveness for her
actions.

From Beauty Queen to Legal Controversy

Divine Muheto, 21, crowned Miss Rwanda 2022, rose to prominence as a symbol of
beauty and ambition. She always believed she had what it took to achieve her childhood
dream of becoming a beauty queen.

Her journey began after high school when she entered the Miss Rwanda competition,
ultimately claiming the coveted title.

Reflecting on her success, she once said, “When you fear, you can’t make anything
different in life, but when you are fearless, a lot of positive things come your way.”

Legal Troubles in 2024

However, her reign as Miss Rwanda has been overshadowed by controversy. In late
2024, Muheto was arrested following a drink-driving incident in Kigali.

Reports from the Rwanda National Police (RNP) confirmed that she was caught driving
under the influence of alcohol without a valid license, resulting in a crash that destroyed
public infrastructure, including a street light pole and palm trees.

The police also noted that Muheto fled the scene of the accident. She was subsequently
fined 190,000 Rwandan francs (approximately $140) and detained.

This incident marked a troubling pattern, as the beauty queen had previously faced
similar charges in September 2023, when she crashed her car into a building while
driving drunk.

Silent Remorse and Public Engagement

Muheto, the daughter of Assistant Commissioner of Police Francis Muheto, has
remained largely silent in the media following her arrest, though her legal team has
expressed that she deeply regrets her actions and has sought forgiveness.

Despite this, she continues to be a public figure, engaged in various activities. Her legal troubleshave raised concerns, but she remains resolute in her belief that life’s challenges present growth opportunities.

Inspirational Messages and Support System

While her parents have largely stayed out of the spotlight, Divine Muheto has continued
to inspire many young people in Rwanda, emphasising resilience and self-improvement.
She once said, “I knew I had what it takes to the last dot,” and even in the face of
adversity, she strives to move forward, learning from her mistakes and striving to make
a positive impact.