Why Bernard Njoroge Left a Million-Shilling Job to Revive a Beloved Kenyan Brand

Bernard Njoroge, the Managing Director of Sky Foods Limited, brings over 15 years of experience working with top brands in Kenya.

He made a bold move to leave his KSh 1 million-per-month job at Del Monte and reintroduce the iconic Tree Top juice brand to the Kenyan market.

In 2015, Njoroge successfully relaunched Tree Top, four years after acquiring the trademark from Unilever in 2011. He believed that the brand’s nostalgic appeal would attract consumers, and his bet paid off.

Njoroge had previously been part of the team that introduced Del Monte to Kenya, witnessing the brand grow from limited sales to a multimillion-dollar enterprise, exporting to various African countries.

His career also saw him serve as Coca-Cola East Africa’s Operations Marketing Manager.

From 2008 to 2014, Njoroge held the position of Director of Sales and Marketing for Sub-Saharan Africa at Del Monte, further sharpening his expertise in the beverage industry.

Quitting and Venturing Out

In 2014, Njoroge left his high-paying position at Del Monte to pursue his entrepreneurial dream with Sky Foods. He felt that while he was building success for others, he lacked ownership.

This realization, coupled with the frequent mentions of Tree Top in consumer focus groups, motivated him to acquire the brand and revive it.

When his employer showed no interest in reintroducing Tree Top, Njoroge took the initiative to negotiate with Unilever and spent two years raising over $2 million in capital, approaching more than ten financial institutions before securing the funds.

Although Tree Top had been off the market since 1995 due to government price controls, Njoroge was confident that the brand still had a place in Kenyan hearts.

He reintroduced the juice in new flavors and packaging, offering both ready-to-drink and concentrate options. Tree Top’s nostalgic connection, combined with fresh innovations, helped the brand regain its position in the market.

Despite his strong network from working with multinational corporations, Njoroge faced new challenges as a business owner.

Unlike before, where he had access to vast financial resources, he now had to manage all aspects of the business, including paying suppliers and taxes. Nevertheless, Tree Top has flourished, with distribution extending beyond Kenya to Uganda and Tanzania.

Early Entrepreneurial Ventures

Before reintroducing Tree Top, Njoroge had already embarked on entrepreneurship. In 2004, he founded Garden Limited, which packaged pickled gherkins from Kerugoya farmers.

Unfortunately, the business struggled due to drought, and he transitioned to selling sun-dried tomatoes until 2006, all while balancing his corporate job.

Sourcing Capital and Launching Sky Foods

After leaving Del Monte, Njoroge knew that success required optimism and a willingness to take risks. He meticulously planned his business, including factory costs and workforce requirements, but securing capital remained a daunting task.

His perseverance paid off when the Industrial and Commercial Development Corporation (ICDC), a government agency supporting small and medium enterprises, invested KSh 100 million in Sky Foods in exchange for equity.

Other partners contributed an additional KSh 500 million, allowing Njoroge to bring Tree Top back to market.

Njoroge’s journey illustrates the importance of vision, determination, and the ability to take calculated risks. Through his efforts, Tree Top has returned as a beloved household name, proving that a strong connection to the past can pave the way for future success.