How Viola Maina is turning gooseberries into wine, juice, jam and sauces

Part One

In the heart of Eldoret, Uasin Gishu County, an innovative entrepreneur has transformed a seemingly wild and overlooked fruit into a thriving business. It’s a journey from a curious observer to a successful entrepreneur.

Viola Maina is the Chief Executive Officer (CEO) and founder of Gooseberry Delight, a company that has become synonymous with gooseberry products – including juices, jams, sauces, and wines. Her journey from curiosity to commercial success shows her entrepreneurial spirit and dedication to creating value from local resources.

Viola’s fascination with gooseberries began in 2015. At that time, she noticed that gooseberries were rare and expensive in Kenyan supermarkets. Most of the available berries were imported, resulting in limited supply and high prices. This scarcity sparked her interest, as she wondered why a fruit that thrived well in the wild was not being cultivated locally. She saw an opportunity to fill a market gap by tapping into the potential of gooseberries.

Driven by this curiosity, Viola began researching on gooseberries and their potential uses. She discovered that this small, tangy fruit could be transformed into various products, each with its own unique flavour and health benefits. “Whoever thought a wild and wonder fruit like this could produce all those products and be beneficial to plant and animal health?” Viola muses.

In 2016, she decided to venture into the gooseberry sector. She reached out to local farmers, encouraging them to cultivate gooseberries as a commercial crop. Her goal was not only to create a reliable supply chain for her products but also to empower farmers by providing them with a new source of income. Viola’s initiative was met with enthusiasm, and soon a network of farmers in Uasin Gishu County started growing gooseberries.

Invaluable seminar

Viola’s journey took a significant turn in 2019 when she attended a seminar organised by the Kenya Agricultural and Livestock Research Organisation (KARLO). This provided her with invaluable insights into modern agricultural practices, product development, and market strategies. It was here that Viola truly understood the potential of gooseberries.

The knowledge and connections gained from the KARLO seminar enabled Viola to refine her business model. She learned about advanced farming techniques that could increase yield and improve the quality of gooseberries. Additionally, she gained access to research on the nutritional benefits of gooseberries, which she used to market her products more effectively. The seminar also connected her with potential business partners and investors, paving the way for future growth.

Armed with newfound knowledge and a clear vision, Viola officially launched Gooseberry Delight in 2019. The company began with a modest range of products, including gooseberry juice and jam. The unique flavour and health benefits of gooseberries quickly captured the attention of consumers, leading to increased demand.

Gooseberry Delight’s product-line soon expanded to include sauces and wines. Each product was crafted to highlight the distinct taste of gooseberries while offering a nutritious alternative to traditional options. Viola’s commitment to quality and innovation set her products apart in the market, and Gooseberry Delight began to gain a loyal customer base.

Despite her successes, Viola’s journey was not without challenges. One of the primary obstacles she faced was ensuring a consistent supply of high-quality gooseberries. To address this, she invested in training programmes for farmers, teaching them best practices for gooseberry cultivation. She also established a co-operative model, where farmers could share resources and knowledge, further enhancing productivity and quality.

Strategic marketing

Another challenge was building brand recognition in a market dominated by more established fruit products. Viola tackled this by emphasising the unique selling points of gooseberries – their rich, nutritional profile, versatility, and local origin. Through strategic marketing campaigns and participation in food fairs and exhibitions, Gooseberry Delight gradually carved a niche for itself.

Viola’s venture has had a profound impact on the local community in Uasin Gishu County. By promoting gooseberry farming, she has created new economic opportunities for farmers. The co-operative model not only ensures a steady supply of gooseberries for her business but also fosters a sense of community and collaboration among farmers.

Moreover, Gooseberry Delight has contributed to raising awareness about the nutritional benefits of gooseberries. Rich in vitamins, antioxidants, and dietary fiber, gooseberries are known to boost immunity, improve digestion, and support overall health. Viola’s products have made these benefits accessible to a wider audience, promoting healthier eating habits.

Looking ahead, Viola has ambitious plans for Gooseberry Delight. She envisions expanding her product-line and taking Kenyan gooseberries to international markets.

By promoting sustainable farming techniques among her network of farmers, she hopes to ensure the long-term viability of gooseberry cultivation.

Viola Maina’s journey from a curious observer to a successful entrepreneur is a story of innovation, perseverance, and community impact. Through Gooseberry Delight, she has not only created a profitable business but also uplifted local farmers and introduced a nutritious fruit to a wider audience. Viola’s vision and dedication continue to drive her forward, as she explores new frontiers in the world of gooseberries. Her story serves as an inspiration to aspiring entrepreneurs, demonstrating the power of turning curiosity into opportunity and creating value from local