Jambo Asali

When Musiba Paul Kitema started Jambo Asali, his goal was simple, to organize local beekeepers and help them earn more from their work. The company focuses on buying raw honey and beeswax directly from smallholder farmers, while also providing them with equipment, access to technology, and better market opportunities acting as an off taker in honey manufacturing and processing industry. The medicinal value of honey and beeswax particularly in wound healing, skin care, and immune-boosting supplements has boosted international demand, especially in health-conscious EU nations.

Tanzania International Bee Co. Ltd, through its flagship brand JAMBO ASALI, is driving transformation in Tanzania’s apiculture industry by empowering over 2,000 smallholder beekeepers nationwide. The company strengthens the sector through hands-on training, provision of modern beekeeping tools, and reliable market access, creating sustainable income opportunities for communities in regions such as Tabora, Kigoma, Katavi, and Singida while connecting them to international markets.

In addition to exporting, JAMBO ASALI operates the Kibondo Honey Processing Center and Sikonge honey processing center one of the most modern facilities in Tanzania, certified to meet both regional and international food safety standard.

“We saw that many beekeepers were working hard but did not have reliable buyers or support,” said the company’s CEO Mr. Musiba Paul Kitema. “By connecting Tanzanian beekeepers to high-value export markets, we’re not just exporting products, we’re exporting impact.”

Before joining the Imbeju Program, Jambo Asali was facing several challenges. The local honey market often worked on postpaid terms, meaning the company had to deliver products first and wait for payments later. This system made it difficult to maintain stable cash flow.

On top of that, the business was limited by capital and heavily dependent on seasons. “Sometimes the harvesting season would arrive, but we did not have enough money to buy honey from farmers,” says Musiba. “It was a big setback because we were missing good opportunities.”

Everything began to change when Musiba learned about the Imbeju Program through its partnership with FUNGUO. Through the initiative, Jambo Asali received a working capital and financial literacy training to strengthen business management skills.

“We used about 90% of the funds from the Imbeju Program to buy raw materials, especially beeswax,” Musiba explains. “That allowed us to buy on time, process more, and meet the growing demand.”

The results were impressive. With improved cash flow and better planning, Jambo Asali increased its export capacity from 14 tons to 60 tons in a year, Local sales also grew significantly in a month.

As production expanded, so did the team. The company grew from 10 to 24 employees, including both office and factory staff. Beyond that, many beekeepers in different regions now rely on Jambo Asali as a steady buyer for their honey.

“The Imbeju Program changed the way we operate,” says Musiba. “The due diligence process, the model of operations, and the fact that the loans do not require any collateral, all of that makes it easier for small businesses like ours to grow.”

Even with these achievements, Musiba says capital is still a challenge, especially as the company looks to scale. His next goals are to digitize the business, expand into more foreign markets.

When asked what advice he would give to other entrepreneurs, Musiba’s answer is simple:

“Business needs a positive attitude. You must believe in your vision and keep going, even when it’s hard.”

From struggling to keep up with seasonal demand to exporting Tanzanian honey around the world, Jambo Asali’s growth shows what’s possible when local entrepreneurs are supported with the right training, capital, and opportunities.