Kakuzi target Malaysian market in Avocado diversification strategy

Kakuzi Plc has commenced plans to explore the Malaysian market as part of its market diversification strategy, guided by its inaugural Hass Avocado export cargo to China which was sold out.


According to Kakuzi PLC Managing Director Mr. Christopher Flowers, the success of the inaugural export cargo to China has paved the way for the pre-export planning for a second load to be delivered in October.


“The first Kakuzi Hass Avocado export load to China was sold-out some weeks ago, and we currently don’t have any stocks in the market. We, however, hope to deliver another quality load of Hass Avocados in October, and the necessary orchard preparations are currently underway as per the specific Chinese protocols,” Flowers said.


He added that Kenya has a very bright market future in China, which they believe will absorb larger volumes like other traditional European markets. However, to achieve this Kenyans must strive to maintain quality standards and strict adherence to the specific Chinese protocols to market a competitive edge against other countries eyeing the lucrative market opportunity or already exporting to China.


Under a tree-to-shelf marketing strategy, the firm, he assured, is strictly adhering to the Chinese protocols coupled with the renowned Kakuzi quality consistency.


While commenting on the firm’s China market experience, Flowers noted that Chinese consumers and fruit marketing agents have proved to be highly discerning and quality conscious.


“The China fruit market is very advanced as far as consumption of agricultural commodities including superfoods such as Avocado is concerned. The regulatory entry process is stringent, and the consumers are extremely discerning and quality conscious. However, we are up to the task and commit to maintaining the Kakuzi quality consistency for all our exports to China, among other markets,” he assured.


Early this month, Kenya-grown fresh avocado fruits sourced from Kakuzi were placed on sale at the largest fresh fruit wholesale market in East China. The premium quality fruits which had arrived in Shanghai, China, in late July were stocked at the Shanghai Huizhan Fruit and Vegetable Wholesale Market.


With the stocking in a Chinese retail outlet, Kakuzi became the first African firm to undertake commercial sales of Avocados on Chinese soil officially. The stocking followed a stringent phytosanitary check by the Chinese National Plant Protection Organisation (NPPO) at the Shanghai International Airport and customs clearance by the General Administration of Customs of the People’s Republic of China (GACC).


The export of fresh Avocados to China from Kenya follows the early January (2022) signing of two commercial protocols to facilitate bilateral trade, mainly the export of avocados and aquatic products from Kenya to China. Kenya’s Ministry of Agriculture Cabinet Secretary, Hon. Peter Munya and the Chinese Ambassador to Kenya, Mr. Zhou Pingjian, signed the protocols in the Indian Ocean island city of Mombasa, Kenya.


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