Avocado and banana digital marketing strategy campaign launched
Horticulture is the country’s main foreign exchange earner, earning over Ksh 153 billion in 2021. Fruit accounted for over Ksh 17 billion. These gains ranked Kenya 6e and 112e in the world for avocado and banana exports respectively.
Despite this tremendous success, Kenya has not exploited its full potential since we only export around 10% of the avocados we produce and even less for bananas.
It is evident that the avocado and banana value chains have undoubtedly become very important economic fruit crops that need to be prioritized and given due attention to production, marketing and promotion as they go. deserve, backed by budgetary support from all stakeholders, both government and the private sector.
Fresh Produce of Kenya Consortium (FPC Kenya) with support from USAID through RTI’s Kenya Crops and Dairy Market Systems (KCDMS) has developed a digital marketing strategy to boost the visibility of Kenyan avocados and bananas on the local and international market. The strategy aims to harness digital tools to better connect to the global market, improve information dissemination, change consumer attitudes and improve access to Kenyan avocados and bananas through the global market.
With the launch of this digital marketing strategy and campaign, we are focused and determined to grow Kenya’s market share in European Union countries, UK, Middle East, Korea, India and China.
To grow the market and achieve our ambitious and desired plan, we must increase the production of good quality avocados and bananas, and develop and maintain high quality post-harvest handling facilities and processes. We must market our Avocado with the correct Dry Matter (DM) of 24% and more.
High profile branding, leveling, demonstrating and maintaining a watertight traceability system, and talking about our fastest time coupled with delivering our products/products to market quickly are some of the efforts /practices that we need to coordinate efficiently and effectively for the benefit of these value chains.
The new dynamic and unique demands established by our existing and new markets present new challenges and opportunities to the same extent for Kenyan farmers and exporters, we must embrace the use of new technologies for harvesting and handling and execution post-harvest to ensure we retain and satisfy our local and international consumers.
Following the many challenges these two values face, Fresh Produce Consortium of Kenya (FPC Kenya) has engaged in partnerships and collaborations with our Kenyan foreign missions and embassies in Belgium, France, Italy, Germany, Netherlands , UK, Korea, UAE, India and China most of which are represented in this launch this morning to triple our exports over the next four years.
We have also partnered with Kenya Airways to deliver our products/products to market in record time
I want to especially thank USAID through RTI for this partnership and for supporting us in the development of this strategy which we believe will go a long way in unlocking our potential to increase and grow our domestic market and export as we seek to find lasting solutions. solutions that will benefit all actors in these value chains.
Finally, I would like to call on other partners and stakeholders to collaborate and partner with us to develop these value chains, as I thank the Center for Business Innovation and Training (CBiT) for helping us to develop this strategy.
FPC Kenya assessed the need to promote and boost the production and export of these value chains by embracing technology and designing a campaign that will enable the world to indulge/enjoy the unique benefits of avocado and bananas from Kenya.