Briefly introduce yourself.
My name is Francis Thoya, a 40 under 40 Award winner and the founder of Samaki Cookies. I have a background in Sociology and Event Planning, a Policy Formulation expert, and a Climate Change Champion. But my greatest passion is making a tangible impact in my community, particularly in the fight against malnutrition.
Tell us about Samaki Cookies
It is a venture focused on producing nutrient-dense snacks using locally available ingredients, including fish, cassava, cashews, coconut, groundnuts and fruits. The inspiration came during the Covid-19 pandemic when I became aware of high malnutrition in Kilifi, especially among pregnant women and children. I saw an opportunity to create an affordable, protein-rich snack to help address the issue.
How do you make cookies and other snacks from fish?
The process begins with sourcing fresh fish from local fishermen. We thoroughly clean and dry the fish before grinding it into a fine powder. This nutrient-rich fish powder is then blended with cassava flour, milk, cashews, groundnuts, and fruit to create a unique, high-protein cookie dough. We shape the dough and bake it at a controlled temperature to retain its nutritional value, using a specially designed oven.
Where did you acquire the skills to create such a product?
There was no formal institution where I studied this innovation. However, my determination led me to extensive research on nutrition and food processing. I also consulted experts and partnered with organisations like Plan International, Pwani University and Farm Africa. Their guidance was invaluable. My brother, Samuel Charo, encouraged me to think bigger and refine the concept.
How much do you make in a good month?
Currently, we sell approximately 200 packs of cookies each week, priced between Sh50 and Sh100, depending on the packaging. This translates into a steady revenue, which we reinvest to scale up production and expanding reach.
How is the journey so far?
We launched Samaki Cookies in 2020, right in the middle of the pandemic, when my event planning business came to a standstill. The journey has been rewarding and challenging. In the early days, we struggled to sell 10 packs a week, but through persistence, we now sell 200 packs weekly. The growth has enabled us to employ six workers and indirectly support over 20 farmers.
How do you plan to expand this venture?
We are developing new products, including CocoseaBites, a coconut and seafood-based snack, and fortified porridge flour for enhanced nutrition. Additionally, we aim to form partnerships with schools, health centres, and supermarkets to increase accessibility.
What major challenges are you currently facing?
Our biggest challenge is securing funding to scale up production and meet the growing demand. So far, we have relied on reinvesting profits and small grants, but to achieve large-scale distribution and expand our product line, we need significant investment.
Apart from running Samaki Cookies, what else do you do?
I engage in community-driven initiatives. I collaborate with groups on nutrition education, restoration of mangrove ecosystems and training communities using the Human Rights-Based Approach-especially among forest conservers and scouts.
Your parting shot?
Nutrition is the foundation of a healthy society. At Samaki Cookies, our mission is to make nutritious snacks accessible to all, particularly the vulnerable. But real change requires collective effort. With the right partnerships and community support, we can fight malnutrition not just in Kilifi but across Kenya and beyond.
