Perhaps one of the most outstanding phenomena that is deeply rooted in Kenyan culture is the evergreen smokie culture. An absolute street symphony that has stood the test of time and shown copious amounts of staying power, the Kenyan smokie culture has time and time again shown staying power and stood tall among contemporaries.
The smokie is a renowned product of the Farmer’s Choice brand. With close to 5 decades in the market, it still reigns, supreme in the streets and Kenyan households as a staple snack, which is no mean feat given the saturation of adjacent products in the market. To accurately capture this advent, Capital Lifestyle caught up with Paul Odeyo, the Head of Sales at Farmer’s Choice who laid bare the intricacies ranging from the sourcing of raw materials to the distribution of the finished product.
Inset: Paul Odeyo
Popularity and Market Domination
Of the the popularity of the smokie, Odeyo reckons: “Smokies have become a symbol of convenience, affordability, and connection. They fit seamlessly into the rhythm of Kenya’s social and culinary identity because they are nutritious, quick to prepare, tasty, and available almost anywhere. You can enjoy one on the go, at work, or on your way home. But beyond convenience, their popularity is rooted in consistency. Consumers know that a Farmer’s Choice smokie delivers quality and flavour they can trust, every time. We have invested heavily in maintaining that trust through consistent standards,
public innovation, and support for the vendors who bring the smokie experience to life on our streets.”
Before consumers partake of the product, it undergoes a series of preparations that culminate in the final product, obviously. Odeyo lays bare the production chain of the smokie saying: “We source our high-quality meat through partnerships with contracted farmers under our integrated farm-to-table model, which guarantees traceability at every step. The meat is minced, seasoned with natural spices, and filled into casings
under strict hygienic and food-safety standards. The smokiesare then pre-cooked, chilled, and packaged in a temperature-controlled environment, ensuring that what reaches consumers is fresh, wholesome, and ready to heat and enjoy. This process
ensures that whether you buy a smokie in Nairobi, Eldoret, or Kisumu, it tastes exactly as it should, fresh, flavourful and safe.”
Smokie Culture and Food Security Intersection
Odeyo explains how the ripple effect of the production of smokies and the culmination it occasions. Everybody in the chain that stems from the farmers to the street vendors, earns a living from it. “In many ways, the smokie culture shows how food entrepreneurship can thrive when there’s a trusted product at its centre, and we are proud that Farmer’s Choice continues to be that anchor,” Adds Odeyo. On the other hand, the popularization of the smokie culture has also impacted the daily operations over the years. For nearly five decadesr decades in production for a product that has been end of constant surge in demand is no mean feat. How then does Farmer’s Choice ensure they stay on top of things? Odeyo is adamant that the smokie culture has reaffirmed the company’s belief that good food plays an instrumental role in
connecting people across different social settings. To meet the never-ending demand, Farmer’s Choice has enhanced their production capacity, optimized logistics, and strengthened their cold-chain systems to ensure consistent freshness across the
country. They have also partnered closely with small-scale vendors, who are at the heart of this culture, to ensure every Farmer’s Choice smokie delivered maintains our promise of quality, safety, and great taste.
Staying Power
Like any other business, Farmer’s Choice is not the only player in the market. With competition always within close range, it goes without saying that Farmer’s Choice has had to devise methods to stay atop. For nearly five decades, Farmer’s Choice
has been synonymous with high standards from farm to table, transforming lives through nutrition responsibly and sustainably. Odeyro attributes the colossal success to the company’s intentional focus on always on quality, trust, innovation, excellence, and sustainability. “We invest continuously in research, modern technology, training and
consumer insights to keep evolving with market needs. Beyond production, we focus on sustainability and partnerships, empowering vendors, supporting local farmers, and
reducing our environmental footprint. Competitors may offer similar products, but few can match the consistency, heritage, and purpose behind the Farmer’s Choice brand,” He adds.
Charting a Trajectory
In his own words, Odeyo describes the trajectory Farmer’s Choice envisions for the smokie culture as “evolving into a sustainable and inclusive value chain, where vendors are empowered with knowledge on food safety, waste reduction, and support systems that help them thrive.” As industry leaders, the company would want to see smokies remain a unifying food, one that connects people across backgrounds,
regions, and lifestyles,” He concludes.
Capital Lifestyle also sought feedback from two other key players in the smokie vicious cycle; a smokie vendor and consumer, for a few insights regarding the product’s advent.
Vendor’s Take:
Why is the smokie one of the most popular snacks in your opinion?
Smokies are loved because they are nutritious, they are seen as an affordable and
convenient protein on the go. But more than that, people trust the Farmer’s Choice brand. Customers always tell me they know they are getting something high-quality, safe, nutritious, tasty, and consistent. Whether it is breakfast, lunch, or an evening snack, a smokie is something everyone can relate to. I have tried other competitor brands and to be honest none came close to the Farmer’s Choice smokie.
As a vendor, how do you ensure that your customers get the most quality smokies every day?
Quality starts with the product, and that is why I stick with Farmer’s Choice. Their smokies are high-quality, nutritious, fresh, firm, flavourful, and cook evenly, so my customers always get the same great taste. I also make sure to handle them cleanly, store them properly in a cooler, to uphold food safety standards. I also cook in small batches to keep them hot, and fresh. A good vendor must care about hygiene and presentation, that’s what keeps people coming back. I believe good customer service is also key, and my customers enjoy being served with a smile.
How do most of your clients pair their smokie: kachumbari, hot sauce, or something
else?
Most people love their smokie prepared as “Smokie Promax” which I created The Smokie Promax comes with 2 smokies laid out on a chapati, fried eggs, kachumbari mix, and choma sauce which I make myself, an avocado ,and a bit of chili. Others go for tomato sauce or even plain, especially when they are in a hurry. The beauty of the smokie is its versatility, it fits every taste and mood. Some even tell me it reminds them of their school days or lunch breaks with friends, it’s more than a snack; it’s part of our Kenyan culture.
Consumer’s Take:
What makes the smokie so special for you, in comparison to other snacks?
A smokie is that one snack that never disappoints. It’s tasty, filling, and easy to grab on the go, especially when you are rushing between meetings, classes or the normal hustle. Unlike chips or sugary snacks, a Farmer’s Choice smokie actually feels like real food, it’s nutritious and loaded with protein, and you can actually taste the quality and freshness. One is just never enough!
As a consumer, how often do you partake in smokies in a week?
Honestly, like daily, sometimes more than two times a day! It is my go-to snack when I need something nutritious, quick but satisfying. Whether it is a mid-morning bite or an evening snack after work, the smokie always fits the moment.
How do you pair your smokie? Kachumbari? Hot sauce?
Always with kachumbari, choma sauce and a touch of chili, that is the classic combo!
Sometimes I go with tomato sauce if I am in a rush, but nothing beats the crunch and spice of fresh kachumbari on a warm smokie.
Which Smokie combo is your favourite: Smokie Pasua, Smocha, or Flambé?
Smokie Pasua all the way! There is something about splitting it open and adding kachumbari that makes it more flavourful. Though I will admit, a well-made Smocha is a close second, especially when you are really hungry.
Would you say the smokie culture has positively impacted your health in any way? If so, in which ways?
Yes, actually. Smokies are rich in protein and help keep me full for longer, so I don’t end up snacking on junk all day. It is an affordable source of nutrition and energy, and with Farmer’s Choice, you can trust that what you are eating is high-quality, nutritious, safe, and hygienically made.