Beyond Fruits: Going Above and Beyond

by David

With 13 outlets spread out within Nairobi, Mombasa and Nanyuki, Beyond Fruits is one store that’s doing its part to offer fresh fruits and vegetables. Yummy spoke to Beyond Fruits Retail Operations Manager Yasmeen to find out the identity of the grocery store and what they’re looking forward to in 2020.

How long have you been in business?

We first opened in October 2017 with our first store in Gigiri, UN Crescent. But Beyond Fruits is a sister company to Fresh ‘N’ Juici who used to supply to Nakumatt East Africa.

What was the idea behind starting Beyond Fruits?

Beyond Fruits’ directors have been in the farming business and agriculture industry for 45 years. They’ve been retailing fruit and vegetable for quite a while now and when Nakumatt closed shop, there was still a structure put in place for fruit and vegetables so the question was what to do with the investments that had been made in terms of assets, infrastructure and staffing. So the brand was born to continue with the legacy of supplying our clients with quality produce.

What has been the response so far?

The response has been positive and overwhelming. Our customers are also constantly giving us feedback on what to stock more of or where to improve and they appreciate what we do.

Which of your fresh juices goes off the shelf quickly?

The main juice that was the spine of Fresh Squeeze was Pineapple mint initially. And then we introduced sugarcane juice. When people walk in and see it being made, they’re like ‘what’s that? I need to try it’. And when they have a taste, instead of just a glass, they order a litre. So sugarcane juice just flies off the shelves together with the imported oranges juice.

What has been the most rewarding part about being in business as Beyond Fruits?

It has been an eye-opener for starters. Having been in the industry for all the years, we were not entirely independent. Once we started Beyond Fruits it dawned on us that there’s more to selling fruits and vegetables than just placing them on shelves. The most rewarding parting is daily interaction with our consumers. Some of the greatest responses we have gotten are from our (old) loyal customers who recognize us from our “golden days”. They have grown with us. Alongside our new customers, the outpour of consistency is what motivates us to go above and beyond.

What can customers, both existing and new, look forward to from Beyond Fruits in 2020 and the next few years?

We’ve managed to cover two major cities and one of the biggest towns; Nairobi, Mombasa and Nanyuki. We have expansion plans with about five branches in the pipeline. We also want to add more variety of food and vegetables and more options for juices. Research on ways to reduce our carbon footprint is in the works.

Drop by Beyond Fruits’ newest outlet on 52, 2nd Parklands Avenue and get shopping!

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