Superfoods producer and exporter Kakuzi Plc has called for a strategic shift in Kenya’s agribusiness trade, urging reduced reliance on European markets by expanding avocado exports to the high-return United States market.

Speaking at the Perishable Logistics Africa 2025 conference in Nairobi, Kakuzi PLC Managing Director Chris Flowers challenged policymakers, regulators, and trade partners to prioritize market diversification—particularly into high-value destinations like North America for Kenya's perishable goods, including avocados.

Flowers highlighted that unlocking new markets is critical for long-term sustainability and higher returns, requiring collaboration between Kenya’s public and private avocado sector stakeholders.

As part of this push, Kakuzi PLC is proactively preparing its production, processing, and logistics systems for entry into the lucrative North American market—pending the finalization of trade access agreements.

“While China and India hold a latent potential, their current demand is still relatively low compared to the European market. As the largest consumer of avocados globally, the North American region must be considered a future target for Kenya’s exports. By working together, public and private sector stakeholders can ensure that Kenyan avocados reach new heights in the global market,” he said. 

He noted that in 2024, the USA consumed 1.3 million metric tonnes of avocados, compared to 0.9 million metric tonnes in Europe. Over 80 percent of its avocados were sourced from Mexico. Therefore, he said, the North American market presents a significant opportunity for Kenya.

Mr Flowers said, “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.” 

Government and regulatory agencies such as the Kenya Plant Health inspectorate Service (KEPHIS), he said, will need to sustain their agribusiness trade diplomacy focus to gain the necessary phytosanitary and related trade market access rights in North America.

 The USA is already one of Kakuzi’s leading market destinations for edible macadamia kernels, alongside Japan and European markets. The recovery of the macadamia markets last year allowed Kakuzi to increase its sales in the USA, Japan and Europe markets to 971 tonnes of edible kernel, up from 563 tonnes in 2023.