Shining a Light on Jua by Agar: A Hidden Gem from Kenya’s North

Let’s take a little trip to northern Kenya—a place that doesn’t always get the spotlight, but honestly, deserves it. We’re talking about vast, sun-soaked landscapes and communities that have found a way to thrive despite the harsh climate. Arid and semi-arid lands (ASALs) like Isiolo, Laikipia, Marsabit, Samburu, and West Pokot have long faced challenges such as prolonged droughts and resource depletion, leading many to see these areas as unproductive. However, Jua by Agar is turning the challenges of these arid lands into opportunities for local people.

Jua by Agar is more than just a brand; it’s a movement toward sustainable livelihoods, climate resilience, and environmental conservation. Rooted in the dry lands of northern Kenya, Jua collaborates with local communities, predominantly women and youth, training them to harvest Non-Timber Forest Products (NTPFs) such as frankincense and myrrh resins. These natural resources are then transformed into high-quality essential oils, body butters, and organic aloe-based cosmetics, offering a lifeline of economic empowerment to over 500 individuals. What makes it even cooler? They do it all in a way that’s sustainable, boosting the local economy while taking care of the environment.

Jua’s products are not only ethically sourced but also environmentally conscious. For instance, their collaboration with women’s groups to cultivate Aloe secundiflora helps restore degraded land, improve soil health, and boost biodiversity. Through the Kenya Arid Lands Value Chains Initiative (KAVADI©), Jua provides essential training in sustainable harvesting techniques and business management, ensuring that the communities they work with can thrive while protecting their natural environment.

But Jua’s work goes beyond products. They have already revitalized close to 50 acres of degraded land, providing steady incomes to hundreds of families and demonstrating the transformative power of sustainable resource management. This work aligns with a larger movement within the travel industry, which recognizes that sustainability isn’t just about the environment—it’s also about people.

As a travel company committed to sustainability, we are proud to spotlight Jua by Agar. Northern Kenya is not just a travel destination; it’s a story of resilience, adaptation, and innovation.  The region is full of untapped beauty, not just in its landscapes, but in the incredible stories of resilience and innovation. When you travel, think about supporting brands like Jua that are working to make the world a better place.

So next time you’re planning your adventure, take a detour from the usual hotspots and explore a region that’s as inspiring as it is beautiful. You won’t just be seeing new sights—you’ll be supporting communities and contributing to a more sustainable future.

Want to experience the Great North? Book and discover the magnificence of Northern Kenya.

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