Bedroq × Tropical Heat Group
Confidential - For Review Only

Turning assumptions into evidence.

A proposal for verified trade integrity across Tropical Heat's Kenyan and East African market footprint.
Platform
Bedroq
Prospect
Tropical Heat Group
Date
February 2026
01 / 12
Prospect Context

Tropical Heat - 50 years of premium.

Heritage
Founded 1973 in Thika, Kenya as Deepa Industries. Now one of East Africa's most recognised premium FMCG brands - spices, snacks, cereals, and seasonings across 20+ countries.
Products
Potato crisps · Kenyan Chevda · Peanuts · Extruded snacks · Rice cakes · Spices & masalas · Breakfast cereals
Quality Credentials
ISO 22000 certified. KEBS Diamond Mark. Premium-first philosophy - "We don't compete on price."
50+
Years in market
20+
Export countries
Distribution Reach
  • All major Kenyan supermarkets (Carrefour, Naivas, Quickmart, etc.)
  • General trade across Kenya and East Africa
  • Institutional channel
  • Export: UK, USA, Germany, Australia, UAE, South Africa and beyond
"At times we have to import raw materials due to shortages - supply chain is our biggest challenge."
Sawan Shah, CEO - Tropical Heat Group
02 / 12
The Challenge

Premium brand. Invisible execution.

Tropical Heat has built 50 years of brand equity on quality and consistency. But as distribution scales across Kenya's modern trade, general trade, and 20+ export markets - execution moves beyond direct sight.

Trade data is controlled by distributors. Retail visits are self-reported. The brand cannot independently verify what is actually happening at shelf - at any moment, in any channel.

"The current FMCG market is awash with many players fighting for limited space."
Sawan Shah, CEO - Tropical Heat Group
Questions Tropical Heat cannot answer with certainty:
  • Is the Chevda range physically on shelf in the agreed outlets - or just listed?
  • Is the premium pricing architecture holding at general trade, or silently eroding?
  • Are branded POS materials and signage deployed and intact across 1,000s of outlets?
  • Does distributor-reported coverage match reality in Nairobi, Mombasa, and upcountry?
  • Are NPD launches - new variants, new SKUs - actually reaching shelf at launch?
  • Is competitor encroachment happening on Tropical Heat's shelf space undetected?
03 / 12
The Solution

Bedroq is a Trade Integrity Platform built for premium brands in emerging markets.

Bedroq provides real-time, independently verified visibility of trade execution - replacing distributor assumptions with brand-owned evidence.

97
KPIs across 8 verified
perspectives
6
Integrity Pillars for
decision-grade clarity
1
Verified source of truth.
Owned by the brand.
Integrity is not trust. Integrity is proof.
04 / 12
The Framework

The 8P Brand Reality Check

8 verified perspectives on what is actually happening at shelf. Not a one-size-fits-all audit - Tropical Heat selects the KPIs that matter to its strategy. A typical pilot activates 20–30 KPIs across 3–4 Ps.

P
Proposition
Is brand messaging visible and consistent at shelf?
P
Product
What SKUs are actually on shelf, in what condition?
P
Price
Is the premium pricing architecture holding at outlet?
P
Place
Verified distribution and route-to-market coverage
P
Promotion
Are promotions actually executing at shelf level?
P
Property
Are branded assets deployed and maintained?
P
People
Field team and store staff execution quality
P
Proof
The integrity of the integrity system itself
For Tropical Heat, the most critical starting Ps: Product (SKU reality vs. distributor reports), Price (premium architecture protection), Place (verified coverage in modern and general trade), and Proposition (brand consistency at shelf across Nairobi and upcountry).
05 / 12
Outputs

From shelf data to decision-grade clarity.

The 8Ps capture reality at shelf. The 6 Integrity Pillars organise that reality into outputs that answer the questions Tropical Heat leadership actually needs answered.

Pillar 1
Distribution Integrity
Verified route-to-market coverage - not what the distributor reports.
Pillar 2
Outlet Integrity
Confirmed universe of real, active outlets - not inflated lists.
Pillar 3
Availability Integrity
Proof of product on shelf - not inferred from shipment data.
Pillar 4
Pricing Integrity
Premium price architecture protected and verified at point of sale.
Pillar 5
Execution Integrity
Brand standards delivered - verified in-store, not claimed in reports.
Pillar 6
Asset Integrity
Branded fridges, displays, and signage - governed capital, not field losses.
+ Proof - the meta-pillar that ensures the integrity of the integrity system itself.
06 / 12
Technology

AI-Native by design.

Bedroq is not a legacy tool with AI bolted on. AI is embedded in every layer of the verification process - reducing manual workload while increasing the quality and speed of insight.

Image Intelligence
Shelf photos become structured data - SKU detection, facing counts, brand block analysis, POS material recognition.
Price Extraction
AI reads shelf labels and price tags - turning photographic evidence into verified pricing data across general trade.
Anomaly Detection
Patterns across visits and outlets surface exceptions automatically - before they become brand integrity risks.
On the Roadmap
Predictive Signals
Out-of-stock prediction, price erosion early warning, distribution churn forecasting - built from the verified Country Dataset.
Automated Compliance Scoring
AI-generated compliance scores against uploaded brand guidelines, promotion briefs, and planograms.
Natural Language Reporting
Verified data converted into executive-ready insight - without manual analysis at HQ.
AI is not a feature. It is the architecture.
07 / 12
Proof of Concept

Verified trade integrity in East Africa.

Context
A premium beverage brand operating in East Africa engaged Bedroq to establish trade integrity across a priority market. The findings are directly applicable to Tropical Heat's operating context.
inventory_2
Distribution Reality vs. Reported
Verified outlet universe diverged significantly from distributor-reported coverage. Active selling outlets were different from those assumed.
payments
Silent Price Erosion
Pricing erosion identified in specific outlet tiers - invisible to brand health trackers but directly impacting margin.
signpost
Asset Deployment Gaps
Branded fridges and signage reported as deployed were missing or damaged in a significant percentage of outlets.
Relevance for Tropical Heat
  • Operating across the same East African trade environment - same distributor dynamics, same general trade opacity
  • Premium positioning equally exposed to silent price erosion in general trade channels
  • Multi-SKU range (Chevda variants, crisps, seasonings) means distribution gaps compound across the portfolio
  • Branded asset investment in a wide outlet network creates identical capital leakage risk
  • ISO / KEBS quality standards mean execution integrity is a brand-critical requirement
All evidence captured at shelf.
Verifiable, auditable, and owned by Tropical Heat - not by the distributor.
08 / 12
Competitive Positioning

The market has productivity. It needs integrity.

Existing tools in emerging markets were built to manage field team activity - scheduling, routing, task completion. Bedroq is built for a fundamentally different purpose: independent verification.

Dimension Traditional Platforms Bedroq
Primary Purpose Manage field team productivity and task completion Independent trade integrity verification
Data Ownership Platform / distributor retains data Brand owns 100% of the Country Dataset
Verification Self-reported by the executing team Independent, GPS-validated, evidence-based
AI Capability Bolted on to legacy architecture AI-native - embedded at every layer
Market Design Adapted from developed-market tools Built from first principles for East Africa
Executive Output Operational dashboards and rep reports Decision-grade clarity across 6 Pillars
09 / 12
The Transformation

What changes when integrity is established.

Before Bedroq
  • Distribution decisions made on distributor-reported data - unverified and incentive-driven
  • Premium pricing silently eroding in general trade with no early warning signal
  • NPD launches assumed to hit shelf - no proof of first-available date per outlet
  • Branded asset investment disappears into the field - no audit trail, no accountability
  • Promotional spend executed against a brief, with no confirmation it reached shelf
  • Export market execution entirely invisible beyond sales-out figures
After Bedroq
  • Distributor performance challenged with evidence, not assertions - at every review
  • Price erosion detected at outlet level before it compounds into a structural problem
  • Every new Chevda variant or SKU tracked from shipment to shelf, verified by GPS
  • Branded asset lifecycle governed - deployed, maintained, and replaced with audit trail
  • Promotional ROI validated against actual shelf execution, not reported compliance
  • Country Dataset compounds over time - Tropical Heat's most valuable trade asset
10 / 12
Getting Started

A three-phase journey to trade clarity.

Most brands begin with a focused pilot that establishes clarity quickly - then scale with evidence. For Tropical Heat, a Nairobi pilot across modern trade and priority general trade outlets is the natural starting point.

Phase 1
Market Activation
8–12 weeks · Nairobi pilot
Establish the verified outlet universe. Configure KPI selection bespoke to Tropical Heat's priorities. Train field team on verification standards. Begin generating verified trade data.
Outcome: Verified truth for the first time.
Phase 2
Integrity Coverage
Ongoing · National scale
Coverage extends to Mombasa, Kisumu, upcountry Kenya. 8P categories deepen. Distributor accountability becomes evidence-based. The Country Dataset begins to compound.
Outcome: Integrity embedded in oversight.
Phase 3
Clarity Layer
Ongoing · Export markets
Verified data feeds leadership reporting. Export markets - UK, UAE, South Africa - brought into the standard. AI capabilities layer in to accelerate insight.
Outcome: Capital directed with certainty.
Bedroq supports three execution models: Internal Team (Tropical Heat's own reps), Dedicated Agents (Bedroq-managed), or Independent Partners. The verification standard is identical in all three.
11 / 12
Next Steps

Replace hope with clarity.
Replace assumptions with evidence.

Tropical Heat has built 50 years of brand value on quality and no compromise. Bedroq ensures that standard is verifiable - at every shelf, in every outlet, across every market.

target
Define Pilot Scope
Agree priority markets, channel focus, and KPI selection for a Nairobi pilot
settings
Configure Platform
Bespoke KPI configuration against Tropical Heat's brand guidelines and priorities
bar_chart
See Verified Truth
First verified trade data within 8–12 weeks. Evidence, not estimates.
12 / 12