KENYA – CityBlue Hotels, Africa’s fastest-growing local hotel chain, has taken an equity position in the B2B platform Farm to Feed which sources imperfect surplus produce directly from farmers, increasing their income and fighting food loss.
This enhances CityBlue’s ESG credentials and solidifies the impact investment thesis of its parent, The Diar Group.
In Sub-Saharan Africa, up to 50% of crop production may be lost before the product reaches consumers. Market access is a huge problem for farmers with a lot of produce, especially the imperfect-looking kind.
“I saw firsthand what farmers were not selling even when markets returned after COVID, and it is a huge devastation not only on food security but on the economy too,” Claire van Enk, Founder and CEO of Farm to Feed.
“Food loss has a climate change aspect, with rotting food producing methane, a greenhouse gas that is worse than carbon dioxide.”
Farm to Feed’s tech-enabled platform paired with on-the-ground aggregators and transportation using freezer trucks provides a solution to this climate issue setting a new standard for food sustainability in Kenya.
Beyond sourcing imperfect produce, Farm to Feed is collecting data on drivers of food loss, to enhance farming practices and to create a more circular food system.
“Our ESG practices both as CityBlue Hotels and its parent, The Diar Group, will be enhanced by working alongside Farm to Feed,” Jameel Verjee, Founder and CEO of CityBlue Hotels stated.
“We hope other businesses will follow our lead and work with Claire and her team in Africa on the pertinent issues of food security, sustainability and climate.”
CityBlue Hotels partners National Museum of Kenya
Meanwhile, the National Museum of Kenya (NMK) and CityBlue Hotels (CityBlue) have announced a new partnership to co-promote tourism and culture in Kenya.
This alliance marks an exciting opportunity for sponsorship, co-branding, co-marketing and other forms of collaboration.
NMK was established by an Act of Parliament, the Museums and Heritage Act 2006, as a multi-disciplinary institution whose role is to collect, preserve, study, document and present Kenya’s past and present cultural and natural heritage.
This is to enhance knowledge, appreciation, respect, and sustainable utilization of these resources for the benefit of Kenya and the world, for now and posterity.
CityBlue Hotels, Africa’s fastest-growing local hotel chain, operates in Kenya (Mombasa, Nairobi, and Lamu with new properties opening soon), Uganda, Rwanda, South Sudan, Tanzania and Ghana. CityBlue also collaborates with more than twenty hotels in South Africa and Mozambique.
CityBlue Hotels partners Dream Hotels & Resorts
NAMIBIA – In Namibia, Dream Hotels & Resorts (Dream) and CityBlue Hotels (CityBlue) have announced a strategic sales and representation partnership to fortify their market presence across Africa.
Embodied by the tagline, ‘Collaborating for a Brighter African Hospitality Future’, the alliance marks a significant milestone in bringing together two renowned African hospitality companies with a shared vision of sustainable growth.
Considered a prominent player in South Africa’s hospitality industry, Dream’s portfolio comprises 23 mixed-used properties. CityBlue, Africa’s fastest-growing local hotel chain with properties across Accra, Dar es Salaam, Juba, Kampala, Kigali, Lamu, Mombasa and Nairobi plans to reach 50 operating hotels by 2028.
“Collaboration is a powerful force that brings together diverse perspectives,” says Nick Dickson, Director of Dream Hotels & Resorts.
“By combining our resources, expertise, and extensive networks, we’re establishing a unified approach to market expansion, while delivering even greater value to our guests.”
According to Jameel Verjee, Founder & CEO of CityBlue Hotels, their East & West-meets- South partnership will include joint marketing campaigns, co-branded promotions, combined trade show representation, and the exchange of contracted agents, wholesalers, and clients to ensure a diversified market reach.
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