Mama Doing Good is a consolidation of five core programs that catalyze socio-economic transformation in communities to achieve a quality holistic life through spirituality, collective agency, voice and influence.

Mama is a Swahili word meaning “mother”. Motherhood is a complex mosaic of love, discipline, warmth and nurturing but also hopes, dreams and concern for the future.

The MAMA Movement, as embodied by the three pillars of MAMA, is a representation of the multifaceted nature of motherhood. The three programs of Mama are, in a way, the journey of life and motherhood.

The three programs run projects under the following entities: 


Her Excellency Rachel Ruto is a thought leader on financial inclusion and women economic empowerment. She is the First Lady of the Republic of Kenya, Founder and Patron of the Mama organization.

Through her leadership, she has become a role model for women and a champion on Faith Diplomacy, Food Systems Innovation, Nutrition, Mental Health and Wellness, Inclusivity, Climate Change and Entrepreneurship.

Her Excellency founded the Joyful Women Organization, the first program of Mama in 2009 . It has grown to 110,000 women in 6,000 groups spanning 41 Counties in Kenya, revolving over $USD 20 Million. The initiative has now scaled up into the Mama Organization, organically responding to challenges of women through Mama Feeding, Mama Fresh, Mama Cycling, Carakana that empower women through creativity and Rear Guard that espouses values of leadership, mentoring and coaching through faith.

Prior to these public service roles, she was a successful business woman and entrepreneur in Travel, Hospitality and Agricultural industries.

Over the years Her Excellency has won various awards of excellence, notably the State Commendation Award on the Elder of the Golden Heart (EGH). In 2014, she received the Honorary Fellowship Award on Women’s Empowerment at the Binary University of Malaysia.

In 2021, Her Excellency was appointed by the African Union Commission (AUC) and the World Economic Forum (WEF) as one of the high level Champions on the AU Decade on Women Economic Empowerment and Financial Inclusion.
Her Excellency holds a Bachelor in Education (B.Ed) and a Masters of Arts (MA) in Development Studies. Her Excellency is a humanitarian and passionate about mentoring of young people, education and avid cyclist.


“We are an agent of transformation for a quality,  holistic life in the Society”


“An equitable society where every person lives a happy, fulfilled and transformed life.”


“To catalyze socio-economic transformation in communities through spirituality, collective agency, voice and influence.”



Mama Meet Woman Without Shoes

August 2009

Joyful Women is Founded


Tuombeni Kenya is founded


Cross Stitch International is founded


Mama Fresh Begins Operations


MAMA Feeding is founded


Destiny Women Capital is Founded


MAMA cycling is founded

Our MAMA programmes are contributing to the realization of the following global Sustainable Development Goals (SDGs)

Your support helps us reach and transform communities all over Kenya


Philip Thigo

Senior Director, Africa – Thunderbird School for Global Management
Senior Consultant – UNDP Regional Bureau for Africa
Member of the World Economic Forum Global futures Council
Advisory Board Member – Mercy Corps, Agrifin Initiative
Chair of the Board – Mtoto News

Dr Korir Sing’oei

Constitutional and Human Rights Law Expert
Legal Advisor,
Executive Office of the Deputy President,
Senior Partner, SMS Advocates LLP
Focal Point for Open Governance Partnership
Adjunct Lecturer – Kenyatta University School of Law

Mary Wambugu

Finance, Management and Procurement Specialist
Non-Executive Director – Family

Janet Kabereri

Head of Gender and Social safeguards Unit
Senior Gender Adviser

Dr. Josephine Odera

Independent Consultant and Researcher on Conflict Management & Peacebuilding,
Women’s Empowerment and Strategy Development
Mediation Advisor and Mediator for the Compliance Advisor Ombudsman (CAO) of the International Finance Corporation & Multilateral Investment Guarantee Agency

Dawson Mudenyo

Humanitarian and Trainer
Director, Dawson Company Limited
Director, Covenant Ministry
Director, FPC,
Director, HH Drill
Director, Brothers on 4 Wheels
Co-founder, BintiCare Foundation
Coordinator, Covenant Mission

Peter Kibet Biwott

Development Economist,
Public Policy and Advocacy specialist in both Public and Private sectors
World Bank Scholar
Former CEO, Export Promotion Council

Jan van der Does de Willebois

Investment Banker
Jan has over the last 20 years worked as an investment banker with Credit Suisse, standard bank (UK and Nigeria) and Dyer & Blair (Kenya).

Hellen Soimo

Private Secretary of the First Lady,

Board Member, Joyful Women Organization

Loise Sang

Co-founder – Lablink East Africa Co. Ltd
Chairperson, Kenyatta University female Students in Science and Technology