hadithi za KNOB Digital: Frank Thoya aka, ‘papa man’ and the Inception of Samaki Cookies

hadithi za KNOB Digital: Frank Thoya aka, ‘papa man’ and the Inception of Samaki Cookies

Innovation can come from the most unlikely places. This is the story of a visionary who has transformed his passion into a thriving business while making a significant impact on his community. From humble beginnings, Francis has defied the odds and shown that with determination anyone can achieve their dreams. Join us at KNOB Digital as we dive into the inspiring journey of Francis Thoya 

Francis Thoya is more than just an entrepreneur. He is a sociologist by profession, a certified mediator, and a 2023 winner of the 40 Under 40 Business Daily award, He has carved out a unique position in the competitive world of food production by introducing a creative twist to traditional cookies —using fish as a key ingredient. The Samaki cookie, made from fish, cassava, coconut, and milk, has sparked curiosity and also ushered in a new era of food possibilities.

” I am constantly inspired by the potential for innovation and growth in the food industry,” Thoya said in a recent interview. “I believe that by staying true to my values and constantly seeking new ways to improve, I can make a positive impact not only in the culinary world but also in the community at large.” 

KNOB Digital, the leading digital marketing company in the coastal region, believes that Francis Thoya’s innovative approach to food production has the potential to revolutionize the industry. By incorporating fish into a familiar snack like cookies, he has shown that there are endless possibilities for creating delicious and nutritious food options. KNOB Digital is excited to work with Francis Thoya to help promote his unique products and spread awareness about the benefits of incorporating unconventional ingredients into everyday meals.

Growing up in a single-parent family and battling leprosy for 11 years ( A chronic infectious disease caused by a type of bacteria, Mycobacterium leprae), Thoya faced immense challenges. Despite these obstacles, he remained focused on his dreams. He believed he could use his experiences to create dishes that not only taste amazing but also promote health and wellness. 

“Success is not final, failure is not fatal: It is the courage to continue that count.” – Winston Churchill.

“After the announcement of the closure of schools and the ban on public gatherings due to the COVID-19 pandemic, I had to think big and out of the box to survive,” Thoya recalls. His income had come from organizing small events through his community-based organization (CBO), which was on the verge of launching before the pandemic hit. Undeterred, Thoya ventured into selling shark (papa) to put food on the table and save money for his tuition fees.

Inspired by the plentiful supply of fish around the coast, Thoya began experimenting by introducing this local delicacy into his cookie recipes. The result was a delicious mix of flavors that captivated the interest of both food fans and enthusiasts. 

Samaki cookies quickly gained popularity, leading to a steady stream of income that sustained Thoya during tough times and helped him expand his small business. As word spread, Samaki cookies gained popularity beyond his community, reaching customers in neighboring towns and even cities. With each batch of cookies, Thoya’s entrepreneurial spirit and creativity shone through, proving that even in the face of adversity, innovation and determination can lead to success.

Thoya’s commitment to his community goes beyond business. As the founder of “Dream, Act, Transform,” he addresses critical issues such as health, education, and gender-based violence in Kilifi County. Inspired by Prof. Halimu Shauri of Pwani University, Thoya’s passion for sociology and community service was ignited at a youth conference where Shauri articulated community issues with profound insight.

“Teenage pregnancy is a social problem that requires a social approach, not Pythagoras’ theorem,” Thoya asserts. He believes that community issues can be solved by the community itself, emphasizing parental responsibility and the restoration of cultural values. “We need to go back to the drawing board and respect our values,” he says, advocating for community-driven solutions to societal problems.

Thoya’s commitment to his community is demonstrated by the impactful programs he has spearheaded, which include conducting empowerment workshops for women and youth. Through his organization, he has brought about actual change and inspired others to take action in their own communities. His leadership and vision have not gone unnoticed, as he has received numerous awards and recognition for his efforts. Despite the obstacles he has faced along the way, Thoya stays persistent in his commitment to making a difference and creating a better future for all.

” I believe that true change starts from within, and by empowering individuals to realize their potential, we can create a positive effect that transforms entire communities. My goal is to continue working tirelessly towards building a more inclusive and equitable society, where every individual has the opportunity to thrive and succeed.” Thoya’s passion and drive serve as an inspiration to us all, reminding us of the power each of us holds to make a positive impact in the world.

Thoya’s journey has been riddled with difficulties, ranging from societal preconceptions to economic constraints. Yet, he remains focused and resilient. His story of selling sharks during the pandemic demonstrates his adaptability and determination. Despite facing ridicule for his unique business model, Thoya’s belief in his vision and his ability to adapt has been his driving force.

“Challenges are good in life; they strengthen and keep me going,” Thoya reflects. His ability to learn from difficulties and maintain focus on his core mission is what makes him stand out. Thoya’s resilience and perseverance are not just personal traits but lessons for aspiring entrepreneurs and community leaders.

Looking ahead, Thoya envisions a future where food security and self-sustainability are realities in Africa. His innovative fish-based cookies are just the beginning. Thoya’s ambition is to create jobs for young people, reflecting his commitment to uplifting his community. His commitment to fundraising for education and medication for underprivileged children demonstrates his desire to make a positive difference.

Francis Thoya’s journey from a single-parent family and battling leprosy to becoming an award-winning entrepreneur and community leader is nothing short of inspiring. His unique approach to food production as well as his commitment to addressing community issues distinguish him as a true visionary. Thoya’s story demonstrates the importance of resilience, creativity, and social responsibility.

“Believe, Trust, and always be a solution to a problem. Dream, Act, Transform.” – Francis Thoya

” We are always inspired by stories like Frank’s, where passion and hard work triumph over challenges. It is proof that we should believe in our dreams and never give up. Frank’s success with his cookies is a reminder that with dedication and innovation, anyone can achieve their goals and make a positive impact on the world. We are excited to see where his entrepreneurial journey takes him next, and we wish him continued success in the future.” 

Emmanuel Barakah Managing Director at KNOB Digital 

Thoya’s accomplishments demonstrate that with passion and dedication, anyone can overcome any obstacle and achieve greatness. At KNOB Digital, we are inspired by his journey and delighted to support his cause. Thoya’s story is a powerful reminder that innovation and community impact go hand in hand and that with the right mindset, even the most challenging circumstances can be transformed into opportunities for growth and success.

This is Hadithi za KNOB Digital, For millenniums, humans have told stories to connect, relate and weave imaginative truths that enable us to see one another more clearly with compassion and courage, that is why, through this initiative we target to tell stories from a different point of view, your point of view, learning and understanding the struggles we take to get to the top, that needs to be heard, talk to us and Dont Stop Being Bold!