Soko launches, “Ladha ya Ujasiri” Brand Campaign to honour Kenyans’ resilience

As the coronavirus pandemic continues to impact the country’s economy many Kenyans are losing their jobs, shuttering their businesses and generally creating a sense of hopelessness as a result, Soko maize meal has launched a brand campaign dubbed, “Ladha ya Ujasiri”, to encourage Kenyans to stay strong during this tough period.

The brand campaign depicts the resilient spirit of ordinary Kenyans to overcome economic challenges brought by the pandemic while reflecting Soko’s focus on standing with its customers and communities.

“As a brand, Soko wants to celebrate the resilience of Kenyans, while encouraging them to build each other up to rise above the current COVID – 19 situation, and emerge victorious,” said Rajan Shah – Capwell industries Chief Executive Officer.

Meanwhile, talking about the impact of the ongoing economic slowdown, Shah said that factors such as liquidity crunch in both the general and modern trade has adversely impacted the fast-moving consumer goods (FMCG) industry. “We are seeing consumers opting for smaller packs and cutting down on frequency of purchases. Growth in the first and second quarters has also been impacted due to uncertainty around coronavirus, but we expect to rebound in the coming quarter,” he added.

Since the outbreak of the COVID-19 pandemic in mid-March, the country has experienced an economic downturn with the Central Bank of Kenya (CBK) lowering its 2020 growth forecast from 6.2 per cent to 3.4 per cent. Some of the key economic sectors most affected by the pandemic are aviation, hospitality, tourism, and horticulture.

The pandemic has also severely affected the agriculture sector, which was already reeling from the locust infestation, raising concerns of food shortages, particularly maize – Kenya’s staple food.