Kenya’s Avocado Industry Leaders Convene to Strengthen Exporters’ Negotiation Power with China Importers

On Tuesday, May 20, 2025, key stakeholders in Kenya’s avocado sector gathered at Strathmore University Business School for a strategic forum organized by the Strathmore Agri-Food Innovation Center (SAFIC) in collaboration with the Horticultural Crops Directorate of the Agriculture and Food Authority (HCD/AFA). The meeting aimed to address critical challenges in the China avocado export market and explore collaborative strategies to enhance growth and competitiveness. The event brought together influential players from the public and private sectors and development partners.

The forum was graced by senior officials from the Agriculture and Food Authority, led by Dr. Jacqueline Oseko, Acting Deputy Director of Marketing Research and Product Development at HCD. Dr. Oseko shared insights on AFA’s strategic priorities, including food security, boosting exports, and reducing imports. She clarified that regulatory frameworks governing avocado exports are designed to meet international standards and sustain Kenya’s position as the world’s fifth-largest avocado exporter.

Highlighting systemic challenges such as limited financing, inadequate infrastructure, lack of market intelligence, and pest and disease outbreaks, Dr. Oseko underscored the need for comprehensive capacity building across the value chain. She detailed government interventions, including strategic partnerships with international entities like the Committee Linking Entrepreneurship-Agriculture-Development (COLEAD), TradeMark Africa (TMA), and New Zealand Plant & Food Research (NZ-PFR). Additionally, she emphasized market diversification, value addition, and the inclusion of youth and women as critical drivers for sector growth.

Prof. Simon Ndiritu, Director of SAFIC, outlined the center’s role as a research and innovation hub providing market intelligence, business advisory services, and data-driven insights to support agricultural transformation. He stressed the importance of promoting Kenyan avocados and ensuring consistent year-round production to stabilize supply and meet global demand.

Dr. Denis Mujibi, Principal Lead for Data Insights & Market Intelligence at SAFIC, advocated for deliberate market diversification and the development of a stronger value proposition for Kenyan avocados in international markets. He highlighted the transformative potential of Artificial Intelligence (AI) in the supply chain—enabling exporters to monitor crop maturity, optimize harvesting schedules, reduce postharvest losses, and improve product quality during air and sea transport.

Mr. Joseph Wagurah, CEO of the Avocado Exporters Association of Kenya, addressed challenges facing farmers, including limited access to certified seedlings and weak extension services. He reported that postharvest losses account for nearly 30% of avocado produce and pointed to the detrimental impact of aggregators who often fail to meet industry standards, thereby undermining farmers’ efforts. Mr. Wagurah called for expansion into new production zones and the establishment of producer cooperatives to facilitate access to business advisory services.

Mr. Stephen M. Githiga, Managing Director of Fresh Products EPZ, shared the company’s impressive growth trajectory since its founding in 2013, noting its recent expansion into the Chinese market. Operating four packhouses and exporting over 200 containers annually, Fresh Products EPZ partners with more than 5,000 smallholder farmers. While China currently accounts for 10% of Kenya’s avocado exports, Mr. Githiga emphasized the market’s high potential, citing faster shipping times and less saturation. He acknowledged challenges such as Red Sea shipping disruptions, pest outbreaks, and global competition, stressing that success in China requires adherence to stringent quality, logistics, and compliance standards.

The meeting concluded with a dynamic panel discussion focusing on strengthening Kenya’s avocado export ecosystem. Key recommendations included enhancing public-private partnerships, expanding bilateral trade agreements via government consulates, and investing in research to support evidence-based strategic decision-making.

The Strathmore Agri-Food Innovation Centre (SAFIC) is a premier center of excellence within Strathmore University Business School, dedicated to transforming Africa’s agri-food systems through data-driven solutions and strategic partnerships. SAFIC’s initiatives aim to enhance visibility throughout the entire agricultural value chain, from production to market distribution, addressing challenges such as business management, market access, capital acquisition, and scaling. By leveraging data insights, SAFIC empowers farmers, SMEs, and pastoralists with the knowledge and networks needed to thrive in a rapidly evolving agricultural landscape. Learn more about SAFIC here

Article by Goldin Ochieng