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Christie Peacock

Christie Peacock has over 40 years experience of agricultural research and development in Africa. She first arrived in Kenya in 1979 as an agricultural student working in Kenya's remote northern regions. She returned a year later to carry out her doctoral research, this time living with the Maasai people. In 1988, after a few years in South-East Asia, she returned to Africa, in Ethiopia, where she launched a number of Farm Africa's programs. Christie rose to become Farm Africa's Chief Executive Officer in 1999: over the eleven years that followed, she redefined the organizations strategic direction, grew income four-fold and transformed it to become a major professional development organization. She left the position to found Sidai Africa Ltd in 2011. She was awarded an Honorary Doctorate from the University of Reading, UK and received the award of Commander of the Order of the British Empire in 2014.

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Sidai Africa
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Inclusive Growth Framework; Agriculture, Food and Beverage; Sustainable Development
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Sidai Africa

Sidai is a fully vertically integrated company supplying quality livestock and crop inputs and training. The company operates through a network of branded, professionally staffed, company-managed and franchised retail outlets and field staff. To date, Sidai has established 11 company run stores and 72 franchisees, and has 45 field-based staff on motorbikes providing last-mile distribution and extension services. Sidai sells to a further 500 stockists through its wholesale business. In 2017 Sidai supplied products and services to more than 220,000 farmers. Sidai currently has 16 Sidai branded products registered and on the market.

The company has set up the Sidai Academy to offer professional training. It also offers internships to young professionals and supports young entrepreneurs as they set themselves up in business. Sidai uses tablet-based software to manage its field force and ensure the efficiency of its last-mile distribution and customer relationships management. Sidai also has a small R&D team working on new diagnostic tests for livestock diseases.


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