Twiga Foods, once celebrated as a pioneer in Africa’s digital agriculture supply chain, is now under growing scrutiny as a series of internal developments raise fresh questions about the company’s direction, transparency, and long-term viability. At the heart of the controversy is an alleged internal restructuring plan — codenamed Project Easter — that appears to be taking shape despite prior denials from Twiga’s leadership.

The Nairobi-based startup, which has raised over $160 million from investors including Goldman Sachs, the International Finance Corporation, and Creadev, is navigating a strategic pivot that includes a series of acquisitions, major workforce reductions, and the formation of a new corporate entity. However, while Twiga insists these changes are part of a “strategic realignment,” internal documents reviewed by multiple tech publications, including Launch Base Africa suggest a deeper transformation with potentially significant implications.

Restructuring Underway

Twiga has confirmed it has created a new holding company, referred to internally as “NewCo,” as part of a broader restructuring strategy aimed at streamlining operations and integrating its newly acquired fast-moving consumer goods (FMCG) distributors — Jumra (Nairobi), Sojpar (Kisumu), and Raisons (Mombasa). The company has declined to confirm whether the entity has been officially registered or detail its operational role.

Publicly, Twiga describes the move as a routine corporate alignment. Internally, however, the restructuring appears more complex. A leaked document outlines the transfer of critical functions — including logistics, procurement, supply chain, technology, and finance — into NewCo. According to the plan, a core group of just 10–12 employees will oversee these functions, a stark contrast to Twiga’s previous headcount of over 400.

Out of 435 total employees, more than 300 roles were marked for elimination, primarily in the supply chain department, according to the documents. Only a small portion of the workforce — estimated at 83 office and distribution staff and 33 field staff — was slated to remain, with a handful expected to transition into NewCo. Despite multiple reports and whistleblower claims corroborating these figures, Twiga has disputed the headcount reduction, stating the numbers are not reflective of the “final scope” of its restructuring.

“All workforce-related adjustments have been carried out in full compliance with Kenyan labour laws and our internal HR policies,” Twiga said in a statement. The company previously laid off 59 employees in August 2024.

From Tech Darling to a Company in Crisis

Founded in 2014, Twiga Foods pioneered a tech-driven model linking smallholder farmers to urban retailers, earning $160 million in funding from high-profile backers like Goldman Sachs, the IFC, and French private equity firm Creadev. But in recent years, the company has faced mounting struggles — leadership changes, layoffs, delayed payments to suppliers, and now, what appears to be a stealthy corporate overhaul.

Earlier last year, co-founder Peter Njonjo stepped down as CEO, replaced by Charles Ballard — a move seen as an attempt to reset the company’s direction. Last month, Twiga announced it had acquired three Kenyan FMCG distributors — Jumra, Sojpar, and Raisons — claiming it was part of a strategic expansion.

Inside “Project Easter”: A Blueprint for Survival or Evasion?

The most contentious issue remains the nature and intent of Project Easter — a term found in the leaked internal documents shared by a whistleblower and first reported by Kenyan tech outlet Techish. The documents outline a plan to:

• Create a new holding entity (“newco”) to absorb key assets while leaving liabilities — including severance obligations and unpaid vendor debts — with the old structure.
• Slash 70% of the workforce, retaining only a skeleton crew of 10–12 employees to transition into the new entity.
• Exit its costly Tatu City warehouse lease in favor of cheaper facilities, while outsourcing logistics.
• License Twiga’s brand and customer database to the new entity, effectively leaving behind legacy financial burdens.

When questioned, Twiga did not deny the authenticity of the documents but dismissed them as “exploratory scenario planning.” Yet the precision of the plan — including exact layoff numbers, asset transfers, and a clear August 2025 transition timeline — suggests something far more concrete.

“This isn’t contingency planning — this is execution,” said a former senior employee familiar with the strategy. “They’re trying to salvage what they can without the baggage.”

Whistleblower Claims: A Culture of Secrecy and Suspicion

The whistleblower, speaking on condition of anonymity, alleges that Project Easter is effectively a “soft liquidation” — a way to offload liabilities while preserving the business under a new guise. Key concerns include:

• Employees left in the dark. Many of the 300+ laid-off workers were reportedly blindsided, with severance packages still under dispute.
• Vendors at risk. Suppliers fear they will never be paid if debts remain tied to the old corporate structure.
• Foreign hires over local talent. Some insiders claim Kenyan professionals have been sidelined in favor of expatriates, particularly French executives linked to investor Creadev.

Twiga has denied these allegations, stating that only three of its 450 employees are foreign hires and that all layoffs comply with Kenyan labor laws.

Twiga’s last major funding round — a $35 million convertible note in 2023 — appears insufficient to stabilize operations. The Tatu City warehouse lease, described by insiders as a “financial millstone,” has reportedly drained cash reserves, accelerating the need for drastic restructuring. 

“The lease for the warehouse facility located in Tatu City was signed under previous leadership during a period of high growth. The warehouse is a premium-grade logistics hub, and its cost primarily reflects two key drivers: the high specification of the infrastructure designed to support scalable operations, and a significant office space (including kitchen, cafeteria, and call center) that was developed by the landlord specifically at Twiga’s request. The current leadership and Board have not seen any evidence of corruption or personal benefit linked to this lease,” Charles Ballard earlier told Launch Base Africa.

Investors, including Creadev and Juven, have reportedly injected additional capital, but the terms remain undisclosed. Is this a lifeline — or a controlled dismantling?

What Comes Next?

In a previous statement shared with Launch Base Africa, Twiga insisted the changes were about “sustainability and profitability.” But the lack of transparency around Project Easter has eroded trust among employees, vendors, and industry observers.

Key unresolved questions:

• Will “newco” truly be a fresh start, or merely a shell to escape liabilities?
• How many more jobs will be lost before the transition is complete?
• Can vendors and investors expect accountability — or will debts vanish into corporate limbo?

As the alleged August 2025 deadline approaches, Twiga’s future hangs in the balance. What began as whispers of an internal contingency plan has materialized into something far more eerie — a company reshaping itself in the shadows, leaving stakeholders to wonder: Is this reinvention, or a slow-motion collapse?