When Fred Munene, now in his mid-30s, embarked on his journey as a farmer, he did not start on a sprawling irrigated farm. All he had was a dream, a worn-out water pump and just Sh20,000 in his pocket.
In 2015, Fred was managing a farm for someone else and he felt he excelled at it. "I was helping others succeed," says the trained agronomist, adding, "deep down I wanted to build something of my own."
Three years later, armed with enough experience and courage, Fred decided to strike out on his own as a consultant and part-time farmer. "I decided to wait for the perfect time, bought some pipes and an old hand pump," he says.
By 2019, Fred's dream was taking shape - he had a real farm. At its peak, he was cultivating 50 hectares in various parts of the Kiambu, Nanyuki, Nakuru Kirinyaga and Meru region with an investment of about Sh4 million.
But when Covid-19 struck, the pandemic hit hard, forcing him to downsize. But he did not give up.
Today, he runs a 10-acre farm powered entirely by solar energy, a model of modern, sustainable farming.
His farm has rows of zucchini, spinach, cabbage and onions, each carefully chosen for its market value, short maturity and consistent demand.
"It wasn't just about planting seeds, it was about planting my future," he tells the BDLife. "I wanted crops that would give me a quick return and feed a growing population. People need food and I wanted to give them the right kind of food, grown sustainably."
Thanks to his solar irrigation system, which has a pumping capacity of 30,000 litres per hour, he is not dependent on rainfall.
"The dry season is my peak season," he says, "while others are waiting for the rain, I'm harvesting."
Spinach and kale take just four to six weeks to mature, while zucchini takes about six to eight weeks. Onions and cabbage take three to four months.
Fred stages his planting cycles to ensure he has something to harvest every week, making his farm a reliable source for buyers - a significant advantage in the competitive vegetable market. He sells to retailers, local markets, restaurants, schools, caterers and individual households.
"I sell up to 300 kilos of kale and spinach every day. A kilogramme of spinach costs about Sh40, although prices can vary depending on various factors. Kale sells for Sh30 per kilo. I used to take it to Muthurwa and Marikiti markets in Nairobi, but now my customers come directly to the farm," explains Fred.
Fred Munene providing crop support to capsicum crop.
Photo credit: Pool
Monthly income
On average, Fred earns between Sh250,000 and Sh400,000 per month, depending on market conditions. This income includes direct sales and bulk orders, and some vegetables are even sold through subscription plans and home delivery models.
"Every harvest is a reflection of how far I've come. It's not just about the profit, it's about the lives we touch. When I see the vegetables on someone's table, I know I've made a difference," says Fred proudly.
For him, vegetables are not just food; they are symbols of resilience and prosperity. They represent hard work, nutrition and dignity. A bunch of spinach isn't just green - it's green gold.
But Fred's journey hasn't been easy. He has faced challenges, including unpredictable weather patterns such as droughts and floods that have tested his patience. Pests and diseases have threatened his crops, but he has always found solutions.
"I have invested a lot in my irrigation. With my solar-powered irrigation system, it's like using rainwater to run the farm, because it's free. I have the lowest cost of production; the only things I buy are fertiliser and pesticides.
Fred has had to train most of his team from scratch, emphasising responsibility, planning and care at every stage of planting and harvesting.
Fred Munene displays a water melon at his farm in Mwea, Kirinyaga.
Photo credit: File | Nation Media Group
"You can't just hire anyone to work on a farm. They have to understand the crops, the seasons and the effort that goes into each vegetable. My workers are my partners," he says.
He employs up to 20 casual labourers.
Despite these challenges, Fred has built something extraordinary, and he shares his success with others.
With over a million followers on social media platforms such as TikTok, YouTube and Instagram, he has become a digital mentor to young farmers across Africa.
His content is both educational and motivational, sharing real-life processes, challenges, gains and progress. Through live sessions, farm tours, online training and mentorship programmes, he has reached thousands of young people, many of whom have gone on to start their own farms.
"Social media has changed everything, by sharing my journey I am helping others," says Fred. "I want young people to know that farming isn't just for the 'old-timers' ."
Data and planning
He does not just teach how to plant; he teaches how to budget, market, manage farm records, track profit margins and build brands. He says: "Farming isn't about digging; it's about data, planning and consistency."
To those who would like to follow in his footsteps, Fred says, "One thing I can tell them is that there is money in farming, but you need a good plan. The best plan is to know where to sell your produce".
For Fred, the harvest is just beginning. He plans to set up a unique training farm in Africa.
