My plan to make protein affordable

I didn't set out to build a protein company. I set out to fix a problem I kept running into, in two different continents, that turned out to be the same problem wearing two different faces.

This is the plan, what's broken, why, and what I'm actually doing about it.

On two trips to Kenya, I couldn't find a single decent protein powder on the shelf. Not an expensive one, not a cheap one, none. Meanwhile, dairies nearby were pouring roughly 50,000 litres of liquid whey down the drain every single day, because there was nowhere local to process it into something useful.

The whey that did make it onto shelves had been imported, and it showed in the price: upwards of €60 per kilogram, more than double what the same protein costs in Europe. A product being wasted at the source, and re-sold at a premium after a very long trip.

Whey protein, wherever you buy it, carries the cost of an entire dairy supply chain: land, animals, water, cold storage, and, for most markets outside Europe and North America, international shipping on top of all of it.

None of that is protein. It's overhead. And it's overhead that gets paid twice: once by the planet, and once by whoever's buying the tub.

You can't fix a supply chain problem with a marketing angle. So the actual fix has two parts, in two places.

In Kenya: build local capacity to process whey that's currently being thrown away, so it becomes a product instead of a liability, cutting imports, creating jobs, and bringing the price down to something people can actually afford.

In Europe: stop depending on dairy farming at all. Fermented yeast protein delivers the same amino acid profile as whey, without a single cow, without farmland, and without most of what makes people uncomfortable after drinking it.

Success looks like two things being true at once: a protein aisle in Kenya that isn't empty, supplied by a facility that pays local wages instead of an import invoice, and a European customer who never has to choose between affording protein and feeling good after drinking it.

Neither half of this works without the other. That's the whole point.