Cherotich Rutto is passionate about empowering smallholder farmers—a passion that emanated from her own experience as a farmer and the challenges she encountered. Believing that farmers are underserved and undervalued, and that the only way to bring them into the forefront is to use technology, Cherotich founded Tawi Fresh Kenya Limited, a digital marketplace solution that directly connects farmers across Kenya with buyers. Tawi Fresh aims to create a more connected agriculture and food ecosystem while positively impacting the lives of farmers.