Pamoja was founded in 2014 by Guillaume Maillard and James Powell with the aim of establishing a fair and sustainable macadamia value chain in East Africa. Today, Pamoja stands for partnership at eye level, ecological responsibility and economic prospects for thousands of small farmers.

The group of companies based in Geneva (Switzerland) unites two strong regional partners under one roof: Macjara Farms in Tanzania and Ten Senses Africa in Kenya. Together, they are committed to regenerative agriculture, fair trade and strengthening rural communities.

Macjara Farms operates three of its own farms at the foot of Mount Kilimanjaro, where innovative, regenerative cultivation methods are used. Ten Senses Africa in Kenya works with over 5,000 small farmers - 2,600 of whom are already certified organic and fair trade - and operates a modern processing plant with an annual capacity of 6,000 tonnes. All farms have the relevant international certifications.

A key element of the collaboration is the Smallholder Inclusion Scheme, which was launched in Tanzania with Macjara in 2020. It includes the provision of high-quality seedlings, organic training and support with certification. In Kenya, the programme is implemented by Ten Senses Africa, with a strong network of purchasing centres, tree nurseries, field staff and agronomists. By 2028, more than 10,000 additional smallholders are to be included in the programme.

Pamoja uses its own digital technologies to guarantee traceability and make social and environmental impacts measurable - a further step towards a transparent, responsible supply chain.