The story behind Nitumesokoni is based on the typical life of an African mother as 7 out of 10 vegetable vendors in Africa are women and girls (UN WOMEN/2020). The retail food market in Sub-Saharan Africa is so informal, fragmented and very dis-organised. Retail food vendors of fresh produce suffer heavy losses due to the perishability nature of their products. To cover for extreme food losses, they sell at higher prices to the final consumers. As a result, consumers in sub-Saharan Africa spend up to 50 percent of their disposable income on food alone (FAO/2021).