Avocado is a wonder crop that has many benefits ranging from health, environment and economy. The avocado crop thrives well in subtropical climates making Kenya an ideal location for avocado growth. There is a great potential for avocado production in Kenya because of the impressive climatic conditions for its production. In Kenya the crop will do well in most parts of the country apart from the coastal region due to saline soils. Most of the Kenyan avocado farmers are found in Muranga, Nyeri, Kiambu, Kisii, Meru and Mt. Kenya region. The other regions that avocado farming is taking shape include Nandi, Uasin Gishu, Trans Nzoia, Bungoma and Siaya counties. Kenya and South Africa are the major exporters of avocados in Africa. The leading export varieties from Kenya are hass, fuerte and pinkerton. Avocados demand is growing both locally and internationally. Kenya has comparative advantage; favorable climatic condition for avocado production to meet this demand. Kenya enjoys a competitive advantage over other exporting countries because the hass variety harvesting season extends later in the year granting the country a window of opportunity in the export market. Initiatives by Kenyan Government through various agencies have been a boost to Kenyan avocado industry to access the international market by fully complying with global standards and regulations. Avocado is a foreign exchange earner and Kenya is ranked as one of the largest avocado exporters in the world. The industry has employed many Kenyans right from the farm to the processing plants.
Avocado market in Europe
The avocado’s nutritional health benefit is a factor that is boosting its demand. Consumers in Europe have knowledge of its health benefits and a wide range of its uses. The supply of avocados is increasing, and the European market can still take on higher volumes. France is the leading end market for avocados, while Scandinavian countries have the highest consumption per capita. In the coming years there is potential growth in Germany, Italy and Eastern European countries. Many of these countries receive their avocados through traders in the Netherlands which is the main trade hub for avocados in Europe with several major avocado importers where avocados are ripened and distributed to several European destinations. Dutch traders have become specialists in avocado ripening, packing, logistics and are experienced with working with different sustainability requirements of European retail chains. Due to the leading role in avocado trade, the Dutch market is familiar with avocados and has a large consumer market. Dutch retailers offer a variety of avocados from pre-packaged, ready-to-eat avocados to small-size avocados in a net for home ripening. Over time, its function may become more logistical and less commercial as other avocado specialists emerge throughout Europe. There is also growth in direct trade with major markets, such as Germany and France. In the coming years, the Netherlands will remain a main trade hub for avocados.
Spain is Europe’s largest avocado-producing country and has also commenced to fulfil the role of international distributor. The country is also the largest non-producing exporter of avocados in the world. Large volumes are re-exported to Germany, France and Scandinavian countries.
Avocado consumption is boosted by its reputation as a healthy fruit, product promotion and ripening innovations. Due to the increased attention, sustainability has become an important factor in the avocado trade. The consumption of avocados has been supported by developments such as ‘ready to eat’. Ripening helps provide convenience and quality at the same time. Consumers are prepared to pay a premium price for high-quality ‘ready to eat’ avocados. It is a safe and easy choice.
The ‘ready to eat’ trend started in the United Kingdom and the Netherlands. It has become a common product in most European countries. It will continue to develop further and help boost consumption. Consumers in Europe are becoming more aware of health issues and pay more attention to their diet. Avocado fits well in this trend due to the appropriate fats, fibre, vitamins and minerals. It also serves specific consumer groups that prefer a plant-based diet, such as vegans, vegetarians and flexitarians. All these aspects are used in the promotion of avocados and contribute to the increasing consumption throughout Europe.
Kenya avocado producers and exporters are encouraged to comply with the mandatory requirements to market avocadoes in Europe. Pesticide residues are crucial issues for fruit and vegetable suppliers. To avoid health and environmental risks, the European Union (EU) has set maximum residue levels (MRLs) for pesticides and other contaminants, such as heavy metals, in and on food products. Products exceeding the MRLs are intercepted on arrival. It is therefore pertinent to work with the regulatory institutions being the Ministry of Agriculture and Livestock Development, Agriculture Food Authority – Horticulture Crops Directorate, Kenya Plant Health Inspectorate Services, Pest Control Products Board and Port Health. Branding and promoting can contribute to consumers’ experience and quality perception.