Joseph Simukoko, Co-Founder and COO of Green Giraffe, Zambia

Nov 20, 2024

Please tell us your name, where your business is located and what is it that you do?

My name is Joseph Simukoko, and I am the co-founder and COO of Green Giraffe Zambia Limited, based in Zambia. Green Giraffe is a pioneering snack processing company committed to producing sustainably sourced snacks with complete traceability, from farm to snack. Our mission is to leverage technology to uplift local farmers and build a healthier future, one snack at a time.

Tell us about how you got started.

In 2022, we started Green Giraffe as an idea, a response to the challenges we observed in Zambia’s agricultural value chain. Although agriculture supports about 60% of Zambia’s population, it contributes less than 6% to the country’s GDP. We knew something had to change. We started Green Giraffe by engaging the market with snacks, introducing consumers to high-quality, sustainably sourced products that reflect the rich agricultural potential of Zambia. But as we connected with the market, we realized we could go even further. Beyond just providing a premium product, we wanted to make a meaningful impact on the livelihoods of local farmers and the environment. Through our biochar carbon removal initiative, we partner with smallholder farmers to capture carbon and enrich the soil. We’ve equipped Top-Lit Updraft (TLUD) kilns with IoT sensors that monitor carbon capture, so we can accurately measure and verify the environmental impact in real-time. This data feeds directly into our blockchain-enabled traceability system, providing transparency and ensuring that every step—from raw material production to biochar output—is fully tracked and recorded. This system also stores key production data from the farmers, enhancing the visibility and accountability of their work. Together, these efforts allow Green Giraffe to create a positive impact on farmers’ income, improve agricultural sustainability, and contribute to climate resilience in Zambia’s agricultural communities.

What makes your company unique?

Our company stands out due to our commitment to sustainable sourcing and digital traceability. Every snack we produce tells a story, as our technology enables consumers to trace each product back to the source, reinforcing trust and transparency.  

No business is without setbacks, can you tell us about a time when you faced a significant setback and how you recovered from it?

One of our major challenges came when we expanded into retail stores and faced cash flow issues. At one point, every bit of our cash was tied up in inventory, with unpaid invoices piling up. We quickly scaled down our expansion plan, reducing our target from 100 stores to 30, so we could establish a healthier cash flow cycle. It was a tough decision but essential for our long-term stability. The lesson we learned is growing too fast too quickly can create challenges.

How do you define success and to what do you attribute your success?

Success, to me, is a journey rather than a destination. I attribute our progress to the dedication of our team and our trusted partners. Their commitment is what drives our growth and keeps us resilient through challenges.

What's next for your business, what will it look like in 5 years?

In five years, we envision Green Giraffe as a globally recognized brand that embodies sustainability, transparency, and local sourcing from Zambia. We plan to expand regionally and internationally, and we’re also committed to restoring land through biochar carbon removal. We have a five-year exit strategy, which includes setting up an investment fund to continue making an impact.

What do you think the future holds for Africa-focused entrepreneurs and advice do you have for entrepreneurs who are just starting out?

Africa’s challenges call for tough, resilient entrepreneurs. There’s nothing easy about entrepreneurship; we tackle hard problems because they need solving, not because they’re simple. My advice? Gear up, embrace resilience, and create solutions that make a real difference for the continent.

Owning a business while balancing a personal life can be challenging; how do you take care of yourself?

Planning and time management are key for me. I live by my Google Calendar to help balance work with personal time.

What is your favorite quote or mantra?  What keeps you going?

My favorite quote is by Friedrich Nietzsche: “The secret of realizing the greatest fruitfulness and the greatest enjoyment of existence is: to live dangerously! Build your cities on the slopes of Vesuvius! Send your ships out into uncharted seas!” It reminds me to take bold steps and push beyond comfort zones. 

What is your favorite app or a business tool that you can't live without

ChatGPT is my go-to tool—it’s invaluable for planning, strategizing, and problem-solving.