From the semi-arid areas of Kenya in search of what African nature makes extraordinarily available everywhere and can contribute to our wellbeing, health and beauty in complete relaxation and to that of thousands of tourists as a complement to an unforgettable holiday.
What for Italian Tommaso Iser Menini and his African Agency for Arid Resources (Agar Ltd) began six years ago as a 'mission' in north-eastern Kenya, is now also a commercial reality that in the last 12 months has recorded a 200% growth mainly linked to the supply of products based on aloe and incense indigenous to Kenya to the hospitality sector. (and retail)

On the strength of this commercial success and popularity, Agar has created the 'Jua' product line and opened a fragrant retail outlet at the Village Market in Nairobi where, among the brand's novelties, there is also the interesting 'Travel Kit', a portable pack that can be a complement to the holiday or even a fragrant and beneficial memento of it, or even an original and sustainable gift idea.
But aloe, incense, essential oils and baobab products can also be found, with bath and shower sets, in over 40 establishments in Kenya, including the prestigious Fairmont, Movempick and Mercure (Accor) hotels and on the coast with Kobe, Palm Garden, Sunset Beach, Medina Palms, Rock & Sea and others in Watamu, and Billionaire, Ocean Beach, Saffron's Garden and Lion's House in Malindi.

Menini himself tells us about the philosophy behind 'Jua'.
"In thinking of a name for this line, I could not fail to recall the sun, an element inseparable from the sunny and degraded lands in which we have always operated, thus giving the line a marked restorative and redeveloping character of the territory, an important concept for climate adaptation," explains the founder of Agar, whose leading natural element in this regard is always Kenyan aloe.

"The aloe products that we sell to hotels have an entirely 'Northern Kenyan' character: the secundiflora species, which then accounts for two thirds of all the aloes found in Kenya," explains the Milanese professional, "is a resilient and drought-resistant type of plant that can be found everywhere, including on sand and rocks. It is not the 'usual' and better known aloe vera. Currently we harvest it from Laikipia and Samburu counties, but we will soon expand the radius thanks to the propagation of the last few years and the efforts we will make in the future, with at least 100 acres of plantations planned in the next two years (so far there are 50)'.

The commitment of the Kenyan company's with an italian "heart" is not only social, but also environmental, and there is great room for increase, thanks to Kenya's infinite resources, the country's directives to plant millions of trees, and the eco-sustainability direction that many large companies and multinationals are taking, trying to adapt their business to protect the planet.

"We have produced 50 thousand aloe cuttings in the last two years, with which we have activated several plantations. We now want to raise our sights and multiply to at least 250,000 seedlings in the next two to three years, adding trees to our nurseries, particularly species suited to the arid north of the country such as croton, neem, moringa, baobab, carite, but also castor beans, which large groups have already identified as a resource of the future. It is crucial for us to continue to create 'seed' products in order to have complete visibility of the supply chain and thus ensure traceability, which we also do for organic certification. Most of our products are in fact organic, ethically certified by the Union of Ethical Bio-Trade from 2021'.

Returning to the pleasure and daily use of the products of the 'Jua' line, the fragrance note is mainly given by the essential oil of incense, with which Agar started its activities in the most difficult and troubled areas of the country, where production and trade can constructively help the local communities.
"We collect it mainly in Marsabit county," Menini confirms, "and we distil it to sell it wholesale, retail, and indeed, make it the main element of the blend of oils that perfume the entire aloe-based line.

It's a huge job, that of the Italian entrepreneur who, proud of the success of the products and the philosophy with which he proposes them (such as the partnership with Accor, a multinational company engaged in the management and/or ownership of hotel facilities, for which he already supplies two-thirds of the hotel portfolio, to which other Kenyan lodges and resorts will be added), would like to expand production even further and at the same time lower costs, creating more and more opportunities for growth and economic impact for local communities.  

"I would like to acquire machinery, have more buying power to make the selling prices even more competitive, because the quality of the products is very high and the feedback is very good. The next goal is to create an extensive export network to Italy and Europe, of African ingredients par excellence, such as charité, oil and baobab powder, incense, myrrh and gum arabic, but also aloe extracts and, of course, the retail product line'.
Agar, from this point of view, certainly represents one of those companies in Kenya in which to invest.

For information: sales@agarlimited.com ; info@agarlimited.com;
Office line: +254728528266
www.agarlimited.com
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