Our Story
Connecting
Brands,
Growing
Markets
Building East Africa’s Retail Future
Our Journey:
Tradco’s History & Growth
Founded in 2013, Tradco began as a brand activation business and quickly evolved into a powerhouse in East Africa’s retail sector. Today, we support leading brands through a comprehensive suite of solutions including distribution, trade marketing, retail research and execution, brand activation and technology solutions – while nurturing a talented team that’s grown alongside the business.
Tradco operates with a team of over 2,200 people, multiple warehouse sites, and a fleet of trucks, vans and motorbikes across Kenya, Uganda and Tanzania.
A New Chapter
with CA&S Group
With transformative investment from the CA&S Group in 2024, we’re scaling our regional footprint, reach and capability – equipping our clients for sustainable, long-term success.
Our Team
Led by Founder and Chairperson David Maina, our seasoned leadership team drives Tradco’s mission of innovation, excellence, and partnership. Together, they ensure Tradco remains a people-first organization – one that champions gender equity, growth, and meaningful community impact across East Africa.
David Maina
Founder & Chairperson
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A BCom Marketing graduate and visionary entrepreneur, David founded Tradco in Kenya and has steered its regional growth for over 15 years. He is passionate about building businesses, empowering people, and making sustainable progress.
Anthony Geldard
CA&S Group
Executive, East Africa
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Founder and former CEO of Logico (Eswatini & South Africa), Anthony is a seasoned FMCG and supply chain executive. He now leads CA&S Group’s expansion across East Africa, supporting Tradco’s growth and regional integration.
Anne N. Karanja
Chief Financial Officer,
Tradco Group
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Anne is a finance and strategy professional with expertise in financial management, budgeting, and forecasting. A Certified Public Accountant and MBA graduate, she blends analytical precision with strategic insight – aligning finance with business growth and operational excellence.
Abdon Wandeto
Managing Director,
Pinefrost Distribution
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A Business Management and Finance graduate, Abdon played a pivotal role in establishing Tradco’s distribution services. He has over 10 years of FMCG experience in finance, logistics, and operational leadership.
Nimrod Waweru
Business Development Manager
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A data-driven brand strategist with a decade in FMCG and sales excellence, Nimrod blends analytical insight with commercial creativity to drive client growth and market impact.
Liz Kibugi
Country Head,
Tradco Tanzania
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A strategic operator and collaborative leader, Liz brings sharp commercial acumen and executional discipline to Tradco’s Tanzanian operations, building teams that deliver results.
Roger Rukundo
Country Director,
Tradco Uganda
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With over 18 years in pan-African business leadership, Roger is a passionate founder, board member, and community advocate, leading Tradco’s purpose-driven mission in Uganda.
Our Vision
We enable brands to win in East Africa, through scale, local expertise and executional excellence by growing market share, taking them beyond borders and creating sustainable value.
Our Mission
To leverage the potency of our collective reach, scale, local market insights and experience to ensure we repeatedly deliver against our clients’ expectations, building real partnerships in the process.
Our Values
- Distinguished Delivery.
- People Partnerships.
- We rely on each other.
- Entrepreneurial hearts.
- A multi-focal approach.
- Pathfinders in solution-seeking.
Sustainability
At Tradco, sustainability isn’t a checklist – it’s how we think, plan, and are growing. We’re building awareness across our operations and embedding responsible practices that create value for our people, partners, and planet. Over time, we want sustainability to be more than good business – we want it to be our edge. Our ESG priorities are as follows, with an emphasis on our people.
Environmental
We’re reducing our footprint where it counts – from fleet management to everyday operations – making sustainability part of every decision.
Social (Internal)
Our people drive our success. We’re investing in wellbeing, engagement, and growth, building a culture of collaboration and opportunity.
Social (External)
We grow by giving back – partnering with brands and communities to create meaningful local impact.
Governance
Integrity guides us. We’re committed to sound governance, diversity, and inclusion – ensuring every voice is valued and every action accountable.