Following the success of Senselet in Ethiopia, Mapinga Premium Foods was launched processing locally grown Tanzanian potatoes into high-quality crisps. The production of Cheche chips began in 2024, and by 2025 the brand has become market leader in Tanzania. Known for its consistent quality, great taste, and affordability, Cheche offers a strong local alternative to imported brands and therefore unlocks fast-growing domestic demand in many regions throughout the country.

Founded in 2023 in Mapinga on the northern edge of Dar es Salaam, the company operates a large-scale, advanced processing facility equipped for high-volume production. The site serves as both a production site and headquarters. It is a major regional employer, creating quality local jobs across specialist and production roles. Built to international standards, the facility is leading in food safety, hygiene, employee training, workplace safety, and environmental practices.

Mapinga strengthens Tanzania’s food system by building a reliable, year-round potato value chain that raises farmer income and increases local availability of quality potatoes. While the Southern Highlands produce about 90% of Tanzania’s potatoes, yields remain about one-fifth of those achieved in the Netherlands, which demonstrates the opportunity for impact.

Mapinga supports farmers through training, access to better seed potatoes, improved availability of multiple varieties, and practical agronomy support that lifts both yields and quality. Local investment in cooled storage further boosts seed and ware potato availability and reduce post-harvest losses. Partnerships with farmers result in long-term off-take agreements and provide dependable demand and fair pricing. This stability in the market enables farmers to expand, professionalize and invest in their land and people.

Working closely with seed companies, farmer cooperatives, and commercial farms, Mapinga Premium Foods and its partners are building a strong potato value chain in Tanzania. A market that delivers quality products, sustainable farmer livelihoods, and scalable local industry.