Sidai is led by people committed to a viable business that serves smallholder farmers and pastoralists well.
Founder and Chairman
Dr Christie Peacock founded Sidai in 2011 through Farm Africa Enterprises and chairs the company. She is a former chief executive of Farm Africa.
She set out Sidai’s founding vision: sustainable agriculture in Africa, driven by commercial success. In 2015 she received the Africa Social Entrepreneur of the Year award, presented in Cape Town, and she has written for the World Economic Forum on social entrepreneurship and impact investing in Africa.
General Manager
The Board of Directors of Sidai Africa appointed Muraga T Kinoti as General Manager, effective June 2026.
He leads Sidai’s growth agenda: strengthening partnerships, expanding market reach and advancing the company’s mission of improving livestock productivity, animal health and farmer prosperity.
Sidai’s management is supported by veterinary staff, agronomists and field teams working from our head office in Ruiru and our regional hubs. Veterinary staff and agronomists receive professional training, and franchisees and stockists are trained to defined standards, so that farmers get reliable advice.
