Farmer's Choice Limited has appointed Felisters Gitau as its new Chief Executive Officer, tapping into her extensive marketing and leadership experience to bolster the company's market presence and deepen consumer connections across the region.

Ms Gitau spent many years in the company's commercial department, where she played a pivotal role in enhancing its visibility and expanding into new markets, contributing significantly to the firm's overall growth.

The announcement, made via the company's social pages recently, follows the retirement of long-serving CEO James Taylor, who has led the firm since the 1980s. Ms Gitau officially assumed her new role on November 1, 2024.

In an interview with Business Day Africa, Ms Gitau expressed readiness for her new role, emphasizing her commitment to driving the company's next phase of growth.

"Felisters brings a wealth of experience in strategy, consumer engagement, finance, and commercial management," said firm's Director Galeb Gulamin."Her track record of delivering results and unlocking new business opportunities positions her as the ideal leader to drive our growth in a rapidly changing industry."

Her appointment highlights Farmers Choice's strategy of cultivating talent from within. Having steadily advanced through the company's ranks, she is lauded for her deep understanding of its operations and her commitment to fostering innovation.

"She represents our vision of internal leadership development," Gulamin added. "Her agility and insights into the business landscape will ensure we continue to adapt and thrive."

Ms Gitau has earned numerous accolades in the industry, including recognition as one of Kenya's most influential women in the Business Daily Top 40 Under 40 list.