Kakuzi has called for Kenya to reduce its reliance on European markets and focus on exploring the United States as a new destination for avocado exports.
The company’s Managing Director, Chris Flowers, addressed delegates at the Perishable Logistics Africa 2025 conference held in Nairobi, where he underscored the importance of diversifying into the North American market for perishable goods like avocados.
Kakuzi is already preparing for a possible entry into the North American market, with Flowers noting that the company is ensuring its production, processing, and logistical systems are ready, should market access rights be secured.
"As the largest consumer of avocados globally, the North American region must be considered a future target for Kenya’s exports," Flowers stated.
"By working together, public and private sector stakeholders can ensure that Kenyan avocados reach new heights in the global market."
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The U.S. is a particularly promising market.
In 2024, the country consumed 1.3 million metric tonnes of avocados, significantly outpacing Europe, which consumed 0.9 million metric tonnes.
Over 80 per cent of U.S. avocados were sourced from Mexico, indicating a substantial opportunity for Kenyan exports.
Flowers also highlighted the need for collaboration between commercial companies and government agencies in Kenya.
He stressed that a collective strategy, focusing on compliance with regulations, market research, and strategic partnerships, would be crucial for successful entry into the North American market.
“As Kenyan avocado production continues to grow, commercial companies must collaborate with Kenyan Government agencies to gain access to this lucrative market. A common strategy, focusing on compliance with regulations, market research, and strategic partnerships, will pave the way for successful market entry,” he said.
To facilitate this, Flowers called on government and regulatory agencies, including the Kenya Plant Health Inspectorate Service (KEPHIS), to focus on sustaining agribusiness trade diplomacy and securing the necessary phytosanitary and trade access rights for the North American market.
Alongside its avocado strategy, Kakuzi has seen growth in other markets, particularly in the United States for its edible macadamia kernels.
The U.S., along with Japan and European markets, is a leading destination for Kakuzi's macadamia exports.
The company reported a significant increase in sales of edible macadamia kernels in 2024, rising from 563 tonnes in 2023 to 971 tonnes, following a recovery in the macadamia market.
