Biz Lounge: Gym buddies channel discipline into vibrant rabbit meat venture

When two gym buddies turned entrepreneurs, they never imagined their morning workout sessions would lead to a thriving agribusiness. 

Meet Anthony Muchira and Chilson Mbehero, the founders of Ubunifu RabbitPreneurs, a Nakuru-based enterprise redefining rabbit meat production and consumption in Kenya.

Their friendship began in 2020 during the Covid-19 lockdown when they met at a gym and became morning workout partners. 

“Our chemistry and good vibes just clicked. We didn’t know then that the same discipline that kept us showing up at the gym would one day build a business,” recalls Chilson.

Two years later, after pursuing further education and employment, the pair reconnected. Muchira shared his idea of turning his master’s thesis on the acceptance of rabbit meat in Kenya into a business that could create jobs and promote healthier diets. 

“I wanted to take my research beyond the classroom and use it to create real impact,” he explains.

While studying the market, Muchira discovered disorganization and exploitation within the rabbit value chain. Brokers controlled prices, buying cheaply from farmers and reselling at inflated rates, leaving both farmers and consumers disadvantaged. 

“Rabbit meat had become undervalued. We saw farmers giving up and consumers missing out on a nutritious product,” says Muchira. 

Determined to change this, they founded Ubunifu RabbitPreneurs to bring structure, fairness, and innovation to the industry.

He notes that their venture focused on improving animal welfare, ensuring disease prevention, establishing traceability, and making rabbit meat accessible to consumers. 

With Muchira’s agribusiness background and Chilson’s expertise in marketing and diplomacy, they combined knowledge and passion. 

“We complemented each other perfectly. Muchira understood the production side, and I knew how to connect with people and build trust,” Chilson notes.

Coming from agricultural families, they understood the potential of farming when done right. Confident in their shared vision, they positioned Ubunifu RabbitPreneurs as a social enterprise to minimize financial risk while building community confidence. 

Chilson notes that they began by organizing paid workshops across Nakuru County, sharing their model with local farmers. 

“We invested more in people than equipment at first. We knew that trust was our greatest currency,” Chilson explains. 

He says that six farmers took a chance on them, each investing around Sh 50,000 to start rabbit farms under Ubunifu’s guidance.

Muchira however highlights that the journey wasn’t smooth. Past failed ventures had eroded public trust, and operating across the vast Nakuru County presented logistical challenges. 

“Some farmers still remembered losing money during the quail boom. We had to rebuild faith in small livestock farming one conversation at a time,” says Muchira. 

Understanding each other’s strengths helped them delegate roles effectively, Muchira serves as CEO overseeing finance, while Chilson manages operations and marketing as COO. 

Chilson notes that over time, the business diversified into apiculture, launching Ubunifu Honey to support rural beekeepers.

Cultural barriers

He says that breaking cultural barriers around rabbit consumption remains one of their biggest wins. 

“We teach people about its nutritional value and even make rabbit sandwiches to normalize it,” says Chilson. 

He adds their commitment to quality, quantity, and sustainability guides every step, from using proper breeds and ensuring vaccination to maintaining welfare standards and reliable supply through outgrower farmers.

Ubunifu RabbitPreneurs primarily serves households, retailing rabbit meat at Sh 800 per kilogram. Demand continues to rise, especially in Nairobi, where they deliver over 100 kilograms monthly. 

“We were surprised by how open the Gen Z market has been. They’re curious, health-conscious, and eager to try something new,” notes Muchira. 

He notes that some partnerships have been very impactful especially with the Ministry of Agriculture in Nakuru County, the Kenya Livestock Commercialisation Project, and the CoElib Centre have boosted their credibility and visibility. 

“These partnerships gave us mentorship, exposure, and a platform to scale,” says Muchira.

Reflecting on their journey, Chilson notes, “Entrepreneurship has taught me that whatever the mind can envision, it can create. Failure carries rich lessons, but you’ll never know what’s possible until you try.” 

For Muchira, the biggest joy is seeing their vision take shape. “Our proudest moment was turning an idea into a reality,” he says.

Through Ubunifu RabbitPreneurs, the duo continues to inspire other young people, proving that friendship, trust, and shared vision can transform even the smallest idea into a successful business.