Driving quality and trust in FMCG distribution through traceability excellence
In Kenya’s high speed retail sector, the quality of the product, its reliability and traceability are key success drivers. A dynamic and growing distributor, Generic Brands Limited is making waves in the market by making sure that high-quality personal care products, household necessities and fast-moving consumer goods (FMCG) get to the consumers through major retail chains.
A Growing Force in FMCG Distribution
Founded in 2024, Generic Brands Ltd has quickly established itself as a trusted dealer, offering an impressive portfolio of internationally recognized brands. With different products from Kellogg’s, Beauty Formulas, Active, Duzzit, Swirl, Enliven and so much more, the company assures its consumers of product diversity, quality and accessibility across Kenya. Additionally, the company is expanding its internal brands which include Safex, Penta, Essentials, Primavera, Oraldent and All About Home Everyday to meet the unique tastes and preferences of the local Kenyan market.
Their channels of distribution are some of the largest retail stores in Kenya which include Carrefour Supermarket, Naivas Supermarket, Chandarana Supermarket, Quick Mart Supermarket and China Square. This strategic placement ensures that their products are widely accessible meeting the growing demand for premium, value-oriented consumer goods.
Embracing Traceability and GS1 Standards
As an organization that is dedicated to ensuring product authenticity and safety, Generic Brands Limited joined GS1 Kenya and became a member in 2024. GS1 standards has played an important role in supporting their supply chain efficiency and has also provided consumers with accurate reliable product information. The company integrated traceability solutions to increase transparency, efficiency and trust in their daily operations.
Key traceability trends the company is adopting:
Supplier Transparency – The company is working closely with its suppliers to maintain strict quality standards and compliance, ensuring that their consumers receive safe and authentic products.
GS1 Barcodes and 2Dimension Quick Response Code (QR Code) Integration –The company has explored the use of GS1 2Dimension Quick Response codes and enhanced barcode systems on their product packaging to give consumers immediate access to product details such as nutrition facts, origin and safety data.
Photo credits by Generic Brands Limited
Sustainability and Ethical Sourcing – The company has paid attention and aligned to global sustainability trends by making sure that many of their products meet biodegradable and vegan-friendly standards.
Advice for Businesses Considering GS1 Standards
For businesses and organizations that are looking to improve their supply chain and traceability using GS1 standards, Generic Brands Limited shares a few valuable findings:
Begin with setting clear goals – Clearly define your traceability goals, incorporating a scalable approach which starts with the basic GS1 standards such as barcodes.
Collaborate Across the Supply Chain – Work closely with your suppliers, logistics partners and retailers to maximize the effectiveness of GS1 standards by ensuring seamless data exchange across the supply Chain.
Invest in training and digital tools – Equipping teams with the right training and technology will optimize operation and increase supply chain visibility.
As Generic Brands Limited continues to expand, its dedication to product quality, sustainability and traceability is still at the forefront. By adopting GS1 standards and supply chain modernization, the company is on the right track to becoming a big name in the Kenya-Fast Moving Consumer Goods (FMCG) distribution sector. Generic Brands Limited has strong grounds for its vision of traceability and sustainable growth and is ready to determine new benchmarks for the industry.
For retailers and consumers seeking trusted, high-quality products, Generic Brands Limited. is a name to watch in the evolving Kenyan market.
