On May 20, 2025, key stakeholders in Kenya’s Avocado sector convened at Strathmore University Business School organized by Strathmore Agri-Food Innovation Center (SAFIC) in collaboration with Horticultural Crops Directorate of Agriculture and Food Authority (AFA-HCD), to deliberate on pressing issues affecting the China Avocado export market and explore avenues for growth. The meeting brought together influential industry players, representing the public, and private sectors as well as development partners.
The event was graced by officials from the Agriculture and Food Authority (AFA), led by Dr. Jacqueline Oseko, Acting Deputy Director, Marketing Research and Product Development at HCD. Dr. Oseko shared valuable insights on AFA’s strategic focus areas, including food security, increasing exports, and reducing imports. She addressed concerns about regulatory barriers in Avocado exports, clarifying that AFA’s regulations are designed to uphold international standards and ensure Kenya remains competitive as the world’s fifth-largest Avocado exporter.
Dr. Oseko emphasized the need for capacity building across the value chain, citing challenges such as inadequate financing, poor infrastructure, lack of market information, and pests and disease infestations. She outlined government interventions aimed at addressing these issues, including strategic partnerships with international organizations like Committee Linking Entrepreneurship-Agriculture-Development (COLEAD), TradeMark Africa (TMA) and New Zealand Plant & Food Research (NZ-PFR). She also highlighted the importance of market diversification, value addition, and inclusivity of youth and women in the sector.
Prof. Simon Ndiritu, Director of the Strathmore Agri-Food Innovation Center (SAFIC), discussed SAFIC’s role as a research and knowledge hub focused on market intelligence,business advisory, research and innovation and data and insights towards agricultural transformation. He highlighted the need to promote Kenyan Avocados and ensure year-round production to stabilize supply and meet global demand.
Dr. Denis Mujibi, Principal Lead for Data Insights & Market Intelligence at SAFIC, advocated for market diversification, building a more deliberate value proposition for Kenyan Avocado in the global markets and the integration of Artificial Intelligence (AI) in Avocado supply chain. He explained that AI can help exporters to monitor crop maturity and optimize harvesting schedules, thereby reducing postharvest losses and improving product quality during air and sea transportation.
Mr. Joseph Wagurah, CEO of the Avocado Exporters Association of Kenya, shed light on the challenges faced by farmers, notably limited access to certified seedlings and weak extension services. He noted that postharvest losses accounted for nearly 30% of avocado produce. He also raised concerns about aggregators who often fail to meet industry standards, undermining farmers’ efforts. Mr. Wagurah called for expansion into new production zones to meet the ever rising demand and formation of producer cooperatives through which farmers can receive business advisory services.
Mr. Stephen M. Githiga, Managing Director of Fresh Products EPZ, shared the company’s growth since its 2013 founding, highlighting their recent expansion into China. With four packhouses and exports exceeding 200 containers of avocados annually, the firm works with over 5,000 smallholder farmers. While China currently represents 10% of Kenya’s avocado exports, Mr. Githiga sees high potential due to faster shipping and less market saturation. He noted challenges like Red Sea disruptions, pest outbreaks, and global competition, stressing that success in China depends on strict quality, logistics, and compliance standards.
The meeting concluded with a panel discussion focused on enhancing the Avocado export ecosystem. Key recommendations included strengthening public-private collaboration, expanding bilateral trade agreements through government consulates, and investing in research to inform strategic decision-making.
