Lessons on overcoming trade barriers

Peter Kuguru, founder of Kuguru Foods, is a maverick. He ventured into soda manufacturing without muscle to fight established global brands with deep pockets.

He has nevertheless made a mark and walked away with priceless knowledge in failure. He is a wise man. He knew when to walk away. In his famous song ‘‘The Gambler’’ Kenny Rogers advises: “You’ve got to know when to hold ’em, know when to fold ’em, know when to walk away, And know when to run.”

This portion of the song reveals that entrepreneurship is a gamble whose success depends on how much risk one takes. Sometimes you lose. What matters most, however, is the courage to start all over again.

Softa’s exit was forced by monopolies in the sector. Consumers will have less choice and