About us

About Us

Vision and Mission

The youth is the future. Youthure Foundation is motivated to tackle youth unemployment in rural areas by teaching youth skills and supporting them in setting up a business. This way their livelihoods will improve, local economies/markets will be supported and there will be less migration/urbanization. Our projects are sustainable investments that will create a snowball effect. On the long-term, it contributes to an increase in GDP and decrease in poverty and crime, not only on a local scale but also an a regional and even national scale.

Our aim is to develop projects with a high chance of continuation, resulting in long-term positive effects. How?

  • Building on and linking already existing resources
  • Working with a small, passionate and energetic team
  • Focusing on opportunities: an optimistic mindset
  • Learning by doing
  • Using an integrated approach
  • Starting small-scale and create a snowball effect
  • Making use of innovative and SMART technologies/tools

Currently, our work focusses on projects in Kenya en Malawi. We are working together with local organisations and NGO’s in both countries who know the culture and are experts on local farming practices. In the future we aim to expand our projects to other countries as well.


Loes van der Pluijm

Founder and Managing Director

Loes has a background in integrated water resource management and worked on projects related to water, agrofood and international development together with many different stakeholders in different countries (a.o. Kenya, Mexico, Ethiopia and Malawi). “I got these experiences because I had access to a student loan which gave me the opportunity to follow my passion. Many youth don’t have that opportunity and struggle to survive. I believe youth is the future and I am passionate to work with and for the youth to make their future and the environment more sustainable and contribute to positive change.”

Eva van Dijk

Program Manager

Eva recently graduated with a Master’s degree in International land and water management. “Over the years, I have grown a strong passion for sustainable and resilient agricultural practices that safeguard food security and enhance ecosystem services. With the climate changing drastically, I am very concerned about environmental problems and food security. It is the youth of today that will face the worst effects of climate change. Therefore, I want to help the youth and give them access to resources to be able to create a sustainable future for themselves and for the environment.”

Ephraim Kahenya

Farming Expert

Kahenya has 15 years of experience in community water resources management regarding water allocation and water conflict management. He is a trainer in smart water use including water storage, conveyance and application. “I am passionate to work with Youthure Foundation and develop test farms for youth to help them with an agricultural business.” Currently, Kahenya is the director for Kiahuko green farm where demonstrations on modern technology are displayed to the local community.

Justin Munene

WRM Specialist

Justin is a dedicated water specialist with 4 years of experience in water resource management and conflict resolutions on matters concerning the use and allocation of water as a resource at community level. Justin is active as Executive Officer for the Naromoru water resources users association, Kenya. He is currently championing in multi-stakeholders involvement on matters of water conservation technology, management and climate-smart farming. ‘’I believe it is important to actively involve the community in each and every project. As a youth leader of my community I see how the youth plays an important role in the community and I advocate for their involvement in projects.’’


Joyce Wambui Njuguna

Water Management Expert

Joyce recently graduated with a Master’s degree in Land and Water Management. She is a Kenyan youth driven by a profound passion for sustainable land and water management practices that ensure adaptation and resilience in the face of climate change. “Coming from a farming community I have experienced first-hand the effects climate change has on agricultural productivity and I have become dedicated to championing for sustainable agricultural practices that ensure climate change resilience, environmental sustainability, increased production, and food security. I believe that investing in youth, providing training, and technological support can unlock the potential of agriculture, creating jobs, and building resilient food systems for the future”.

Emiel Woudenberg

Audio-Visual Expert

Emiel is a young ambitious filmmaker, with the aim of making powerful and convincing productions. “For me, passionate people are the most important thing, so that together we can translate an interesting story into a high-end film.”

Joyce Karimi


Joyce has a degree in horticulture and over 15 years of experience in horticultural farming. She has worked at the management level in horticultural farms such as Greenland Agriproducers LTD and Flamingo Horticulture Kenya LTD. She also worked with and trained farmers, particularly focusing on women and youth empowerment in agriculture. This was part of her role as a local capacity builder in two projects funded by SNVKenya, which were carried out in Laikipia and Meru counties. ” It came to my realization that youth have an untapped potential in spearheading sustainable agriculture for food security. Therefore, I am motivated to guide and give them the required enlightenment so that they can be equipped to improve their farming skills for a sustainable agriculture and food security.”

James Kagiri

Water Engineer

With a background of construction of Water Works, Kagiri has 26 years of experience in management of construction and operation of water works. He has worked with Caritas Nyeri for 26 years as a Water Programme Coordinator implementing community water projects in the Counties of Nyeri, Nyandarua and Laikipia. He also holds a Degree in Environmental Planning and Management and is a registered Environment Impact Assessment (EIA) lead expert since 2006.

Currently Kagiri is a Private Consultant in Construction and Environment Management. “ I look forward to impart technical knowledge I have acquired over time to the youth.”


Legal Advisor

Financial Advisor