James Weru

In the vibrant agricultural landscapes of Kenya, James Weru has emerged as a pivotal figure in transforming the lives of smallholder farmers through sustainable practices and fair trade initiatives. Weru began his journey as a development advisor with the SNV (Netherlands Development Organisation) and Traidcraft (UK), where he spent seven years understanding the challenges faced by rural communities. This experience laid the groundwork for his future endeavors. 

In a significant career shift, he co-founded Fair Trade Enterprises Ltd, a social enterprise aimed at empowering smallholder farmers. As the Commercial Director, he has been instrumental in creating sustainable market linkages for over a decade.

Weru's impact on smallholder farmers, especially in the avocado sector, has been transformative: Through innovative farming techniques and education, farmers have significantly boosted their avocado production, achieving an impressive 230 tons of avocados per year. He has introduced responsible farming methods that not only enhance yields, but also protect the environment for future generations. By guiding farmers through international trade regulations, Weru has opened lucrative export markets, ensuring fair prices for quality produce. "Every farmer has the potential to be a global player. Our job is to unlock that potential," says Weru, emphasizing his commitment to empowering farmers.

James Weru's mission transcends mere agricultural statistics; it embodies dignity, empowerment, and sustainable livelihoods. His efforts have led to: Enhanced education, healthcare, and overall quality of life in rural communities across Kenya. Weru aims to expand the reach of Fair Trade Enterprises and explore new avenues to support smallholder farmers, striving to create a robust agricultural sector capable of withstanding global challenges. 

Through his unwavering dedication, James Weru continues to inspire hope and progress among Kenya's smallholder farmers, ensuring a stable and sustainable future for the rural population.