Joy Millers chairperson (third left) receiving the Superbrand award from East Africa Superbrands CEO Jawaad Jeffer on September 16, 2026 /ALICE WAITHERAJoy Millers has received the Superbrands East Africa recognition for the second time.
The award came as manufacturers face growing pressure to maintain product quality amid concerns over counterfeit and substandard goods in the Kenyan market.
The company, which manufactures the Raha Premium brand, was recognised during the 10th edition of the Superbrands East Africa awards in Kutus, Kirinyaga County.
The recognition also came at a time counterfeit goods remain a major concern for businesses and consumers, with a 2025 Anti-Counterfeit Authority survey reporting 71 per cent of firms were aware of counterfeit products, up from 30 per cent in 2020.
The survey, covering selected sectors, also estimated that 18 per cent of products were counterfeited on average, while 53 per cent of respondents said counterfeit incidents had increased over the previous year.
The authority linked the illicit trade to losses in revenue, brand damage and the disruption of business operations.
Family Bank chief executive officer Nancy Njau said local manufacturers needed to maintain quality if Kenyan brands were to compete beyond the domestic market.
“Start small, become passionate and committed, and make sure that quality is not compromised because that is what is going to place you in global competition,” Njau said.
Njau said manufacturers should work closely with the Kenya Bureau of Standards (Kebs) and establish proper quality systems to ensure their products meet required standards in local and international markets.
Kebs requires locally manufactured products covered by its certification regime to meet applicable Kenyan or approved standards before receiving the mandatory Standardisation Mark.
The certification process includes factory inspection, product sampling, and laboratory analysis, with manufacturers assessed on controls covering raw materials, production processes, finished products and labelling.
The certification system is also intended to support market access, with its quality marks underpinning consumer confidence and facilitating trade within the East African Community.
At Joy Millers, operations manager Moreen Muthoni said the company had invested in internal quality assurance measures to ensure its products remained compliant with the required standards.
She said the firm had equipped its internal laboratory with equipment worth more than Sh40 million and employed about seven laboratory analysts to check products from raw materials to finished goods.
“From our raw materials to our end products, everything is checked by professional laboratory analysts to make sure that internally everything is in check,” Muthoni said.
He said the company also works closely with Kebs and sends products to external laboratories for independent testing.
Muthoni said raw materials used in products, including wheat flour and animal feeds, are subjected to quality checks before being used in production.
Joy Millers chairperson Julius Chomba said the company had first received the Superbrands recognition in 2024 and had now been recognised again following the latest assessment.
He said the recognition, which operates on a two-year cycle, was an indication the company had maintained its quality standards.
“Being given the award again means our quality has not gone down; it is actually improving,” Chomba said.
The Superbrands programme recognises brands based on factors including reputation, relevance, and consumer confidence.
According to East Africa Superbrands CEO Jawaad Jaffer, repeated recognition is significant because it indicates that a brand has maintained its standing and consumer confidence over time.
Jaffer said the programme gives recognised brands a mark associated with excellence and provides them with additional visibility through its publications.
The recognition of Joy Millers comes as Kenyan manufacturers continue to operate in a market where genuine products compete with counterfeit goods, making product quality, certification and consumer confidence critical factors for businesses seeking to expand.
The ACA survey found that counterfeit products were distributed through several channels, including online platforms, social media, street vendors and kiosks, with smaller and locally owned firms reporting significant exposure to the problem.
