At SAFTA, we believe that export isn't just about logistics, margins, and shipping schedules. It's about people. Behind every carton of avocados is a farmer, a packhouse worker, a truck driver, and a family relying on the success of a complex system they can’t always see or influence. Our mission is to change that by giving exporters more control, transparency, and fair opportunity—and to make sure the communities behind the supply chain thrive, not just survive.

Starting with Purpose

SAFTA was founded with one goal in mind: to create a more equitable export model for growers and exporters in emerging markets. From the beginning, we saw how the traditional FOB model left growers with little control and less margin, while buyers and intermediaries captured most of the upside. We set out to change that by offering transparent DDP logistics solutions, pre-financing options, and documentation support that allows growers to ship smarter and safer.

But logistics alone aren’t enough. Sustainable trade means sustainable communities. That’s why we integrate impact into our operating model—not as an afterthought, but as a founding principle.

Jeroen, Roger, and Paul visiting Malili Village.

Early Traction, Real Commitment

We’re still in the early stages of our journey in Kenya. We’ve shipped just a few containers so far—and the market hasn’t exactly been forgiving. Volatile prices, shifting demand, and post-shipment disputes have been par for the course. But even under these conditions, we’ve committed to sharing value where it matters most.

Last week, our leadership team visited Malili Village, a rural community in Kenya and the hometown of our Kenyan Director, Paul Kyalo. We brought food packages and cooking oil—enough to support over 40 families for three to six months. The gesture wasn’t about publicity. It was a promise: that as SAFTA grows, so will our commitment to the people at the heart of the supply chain.

Why Malili Village?

Paul Kyalo’s connection to Malili Village is personal. It’s where he grew up, where he learned the value of hard work and community, and where many families still depend on agriculture for their livelihoods. It was a natural place to begin our community investment work.

The donation was simple but meaningful: bags filled with essentials like maize flour, beans, and cooking oil—staples that would keep families fed and secure. The reception we received was overwhelming. Dozens of families came out to greet us, expressing gratitude and sharing their stories. For many, it was the first time an export company had returned not just to buy, but to give.

Exporting with Impact

What does it mean to build a sustainable community? For us, it means:

Economic Inclusion: Ensuring that more of the final value stays with the grower and the people who touch the product along the way.
Knowledge Sharing: Providing exporters with the training and tools they need to navigate international markets with professionalism and confidence.
Local Investment: Directing a portion of our margin back into the communities we work with, regardless of our scale.

Our model empowers exporters to own more of their value chain. We provide them with access to reliable shipping routes, pricing transparency, documentation templates, and real-time updates so they can negotiate from a position of strength. Most importantly, we work alongside them to make sure their success translates into community resilience.

Jeroen receiving a hat to protect him against the sun.

Building Systems That Last

A one-off donation is a start, but lasting change requires systems. We are currently working on:

Community Feedback Loops: Establishing regular check-ins with rural communities to understand their most pressing needs and measure the impact of our work.
Export Readiness Training: Hosting educational workshops with growers and exporters to build capacity around documentation, compliance, and post-shipment negotiation.
Impact-linked Logistics: Piloting a model where a percentage of logistics savings from DDP deals is reinvested locally into community projects.
Transparency Protocols: Making all of our documentation and margin structures open to partner communities, so they understand where value is created and how it can be shared more fairly.

The Human Side of Trade

Too often, the export business is framed as transactional. You sell. You ship. You get paid.

But that mindset leaves out the people who make the system work. The driver who waits at the border for hours. The packhouse workers who sort and label in 30-degree heat. The farmer who checks dry matter levels before sunrise.

By investing in these people, by recognizing their contribution, and by giving them a stake in the process, we believe we can create a better, more resilient export model—not just for Kenya, but for emerging markets around the world.

Jeroen, Roger, and Paul donating food to 40 families.

Looking Ahead

We’re under no illusion that change will come overnight. But each shipment, each workshop, and each conversation moves us closer to the kind of trade we believe in: transparent, inclusive, and community-driven.

Our work in Malili is just the beginning. As we scale up our container volumes, expand into other regions, and deepen our partnerships, we’ll continue to prioritize the people behind the product. That’s the SAFTA DNA, and we won’t compromise on it.

To all the families in Malili Village: thank you for your warmth, stories, and trust. We’ll be back.

Building Sustainable Communities: SAFTA's Commitment in Action