Kenyan Business Finds Direction Through First Marketing Strategy

Located in Ruiru, Kenya, Interfield Food Testing Laboratories (IFTL) is a commercial testing, training, and consultancy company that is committed to offering quality assurance and quality control services. It is the only laboratory that offers specialized testing of all food commodities and their derivatives across the food supply value chain. Since its inception, IFTL has been executing sales, marketing, and business development operations with no marketing strategy that guides the team towards a focused business approach. IFTL looked to PFS and its expert volunteer network to help with the development of a marketing strategy for immediate, short, and long-term execution of their goals.

Working with IFTL to create this marketing strategy were two marketers from The J.M. Smucker Co., Ali Brown and Lee Lust. “At Smucker, our culture is what truly sets us apart and we talk about our commitment to each other and everything around us,” said Director of Marketing Lee Lust. “PFS provided the opportunity to put this culture into action by kickstarting the ripple effect of helping others with the knowledge and skills to continue to grow IFTL’s business.” Ali and Lee worked with IFTL to refine their marketing strategy to focus on key growth opportunities and how to capture them. They provided a strategic framework for the team and worked with them to build out both the strategy and key execution tactics. “I’m a mom of two young kids with a passion for growth and development for myself and others,” said Ali. “My favorite part about this project was the opportunity to meet the talented team at IFTL, learn about the business dynamics in Kenya, and apply my skills to a new field.”

Since the project closed earlier this year, the changes Ali and Lee recommended are gradually falling into place. “We are certain that the changes will be realized by the end of 2022,” said Nancy Kariuki, a technical sales and marketing executive for IFTL. “Ali and Lee epitomize flexibility, adaptability, understanding, and cooperation, giving IFTL an opportunity to customize a marketing strategy that is suitable for our company’s needs. It was a great learning experience for us and I would love to work with this volunteer team again in the future!”