Rooted in passion: Cultivating change using leafy vegetables

Rooted in passion: Cultivating change using leafy vegetables (Photo: Carren Jobita)

When Carren Jobita started growing African leafy vegetables in 2023 out of passion, she had no idea this venture would turn her into a successful entrepreneur. Her hard work, dedication and resilience have propelled her to great heights.

Briefly introduce yourself

I am a social changemaker passionate about sustainable development and environmental conservation. I am the founder of Jopish Integrated Farm in Kisumu, which is currently rebranding to Eco Alchemy. At Eco Alchemy, we embrace a circular business model where different elements work together harmoniously. We grow leafy African vegetables, rear poultry, and utilise black soldier fly farming to convert waste into valuable resources. Our mission is simple: to promote eco-friendly farming practices that prioritise sustainability while creating economic opportunities.

What inspired you to venture into African leafy vegetables and shrubs?

My passion for farming started in childhood. I loved accompanying my grandmother to the farm, where she grew African vegetables.

A few years ago, when I started black soldier fly farming, I discovered frass, a natural organic fertiliser. That’s when an idea struck me—why not use the frass to grow vegetables and revive what my grandmother and I used to do? I decided to give it a try, and the results exceeded my expectations. The vegetables flourished.

When did you begin this venture, and how has the journey been so far?

I started in 2023, and the journey has been exciting and challenging. I’ve learned a lot along the way and embraced every experience, even the difficult ones. The early days were tough, but I remained committed and took things step by step. Over time, the business has grown, and I continue to improve and innovate every day.

What are the key secrets to success?

Success in farming requires Consistency – Keep showing up, even when results are slow.

Patience – Farming is a long-term investment, and results don’t appear overnight.

Smart marketing – Positioning your product in the right market is crucial.

Resilience and innovation – Always look for ways to stand out from the competition.

Would you encourage young people to venture into farming? Why?

Absolutely! Farming is not just profitable but also rewarding. There’s a special fulfilment that comes with seeing your crops thrive.

It also teaches essential life skills like patience, resilience, and hard work, which are valuable in any career. Additionally, agriculture helps combat youth unemployment—not just for the farmers themselves but for others in the value chain. It connects people, builds relationships, and strengthens local economies.

Beyond income, farming can be a force for environmental conservation. Sustainable farming practices like organic farming, crop rotation, and agroforestry help protect the planet. Young people can lead the way in eco-friendly agriculture, reducing waste and combating climate change.

What are your expansion plans for this project?

We are focusing on scaling up production through greenhouse farming and diversifying our crop range by growing more varieties of African leafy vegetables.
We are also considering accessing larger markets for consistent supply and demand and securing funding to enhance operations and infrastructure.

What opportunities exist in vegetable farming, particularly for African leafy vegetables?

Their is high demand for organic produce – Consumers are shifting towards healthier food options. Other opportunities are in value addition, export opportunities, smart/urban farming and training and consultancy.

Besides vegetable farming, what else do you do?

I am also involved in poultry farming, insect farming (black soldier fly farming)
 and agricultural training and consultancy.

How else are the shrubs/vegetables used other than as food?

They are used for medicinal purposes, like making herbal tea rich in antioxidants. Besides, vegetables like amaranth are used to treat digestive issues and inflammation.

How has this venture impacted you personally?

This project has been a profound learning experience. It has deepened my passion for environmental conservation and reinforced my commitment to sustainable farming.

Beyond personal fulfilment, it has helped me connect with my community, creating opportunities for others while improving food security.

How do you reach your customers? Do you have social media pages?

Yes! We are active on all major social media platforms under Jopish Integrated Farm.

Your final advice to young entrepreneurs?

There’s a Luo saying, “chak achaka,” which means “just start.” Don’t wait for perfect conditions—begin with whatever resources you have. Connect with like-minded people, take small steps, and grow organically. Celebrate every win, whether big or small; there’s no insignificant win and embrace the journey.