Kitu
Digital
Medellín
2024
Kitu is a digital platform developed by young rural entrepreneurs in collaboration with Grupo Nutresa and Rewired, designed to commercialize products derived from Colombia’s biodiversity. The project connects technology, sustainability, and local entrepreneurship to bring natural, high-quality products from the countryside to conscious consumers in national and international markets.
Summary
Born within an innovation program co-created with Grupo Nutresa, Kitu empowers young farmers to design, brand, and sell their own products—ranging from native coffees and cacao to herbal infusions and natural snacks. The initiative turns biodiversity into a source of innovation and income, allowing local communities to capture more value from what they produce and to compete through quality, traceability, and authenticity.
Challenge
Colombia’s rural producers hold an extraordinary wealth of biodiversity and knowledge, yet remain disconnected from the markets that could sustain them. Limited access to digital tools, fragmented value chains, and weak branding keep them dependent on intermediaries and far from the final consumer.
Solutions
Kitu bridges that gap by integrating e-commerce, design thinking, and rural innovation. Through Rewired’s methodology and Grupo Nutresa’s support, young rural entrepreneurs created their own product lines and entered the market directly. The result is a living example of how biodiversity and technology can power inclusive growth—transforming rural potential into a model for sustainable business.
