The avocado market has been thriving over the past few years
as the fruit’s popularity soared worldwide, and the Kenyan avocado has a special niche in the global market. According to Juan Escorcia, from
Avocados Aguirre the demand is almost impossible to satiate.
“Right now the
issue with avocados is not selling them – they sell themselves. The issue we
have right now is providing a continuous supply because the demand is so high.
The demand has been climbing exponentially this past decade which has brought a
lot of new production around the world.
Ten years ago, Mexico produced around
90% of the world’s avocados, but today new markets are arising in other Latin American
countries, in Africa - Kenya topping the list, New Zealand and Australia. There has even been production
in China. From our experience, however, there is still not enough production to
meet the demand.” Juan says.
Kenyan Avocado |
Retail sales of avocados
increasing by 72% each year in China
In
the next three years, China could pass the United States and become the number
one avocado consumer country in the world, according to major retail company
Pagoda. This expanding market is great news to hass avocado farmers in Kenya as the country has started exporting frozen avocado to China.
General
Manager Peter Zhu told the World Avocado Congress in Columbia that for a young
avocado country, demand in China is increasing so fast, retail sales of the
fruit are increasing by 72 per cent each year. He recalled that back in 2016,
the company formed a joint partnership with Lantao International and Mission
Produce to form the Mr Avocado brand. Since then the product being offered to
consumers has transformed dramatically.
"In
2016, the only avocados selling in Pagoda were green and hard," Mr Zhu
said. "In early April 2017, we started to sell ready to eat avocados in
all our stores, and by 2018, 89 per cent of the stock in Pagoda stores were
ready to eat. Now in 2019, all 4,000 Pagoda stores only sell ready to eat
avocados. No more green fruits."
With
high quality fruits, you have an unlimited market
In 2018, the largest avocado distributor in the world, Pagoda, had 4,000 fresh fruit
retail stores, and in five years that is expected to grow to 10,000 stores in
China – in 20 provinces and 80 cities across China. Mr Zhu explained that
quality and taste are the main focus areas for his company, and admitted
avocados are a new experience for many Chinese consumers.
"For
fresh fruit, there are two different types; one is the 'sweet-tasting' fruit,
and the other is avocados," Mr Zhu said. "There are so many sweet
fruits, but the only unsweet fruit (sold at Pagoda) is avocado. It is a healthy
fruit that we want to promote big time in our Chinese stores. We want to do a
lot of promotions with all our members and general customers to let them know
what an avocado is and how to eat it. We want to give them the best experience
with an avocado, but we need the education."
Mr
Wang estimates that by 2021, China will be importing 70 container loads per
week, and believes there is potential to grow that number to 700 loads per week
in 15 years’ time, making the country the largest importer in the world. He
says it has been a main objective for Mr Avocado to promote the ready to eat
avocados, by using professional chefs to form local recipes, and create new
interest.
"We
have even hired people from Mexico to do tours of China," he said.
"We have done some on-site supermarket promotions, and we have created a
very popular video for Everything Fresh, which is the best home fresh delivery
in China. So, Mr Avocado ready to eat will be sold in about 80 per cent of the
top retailers across China."
Pagoda
also has a number of value-added products, including Mr Avocado soy sauce, and
soy sauce with wasabi, which is under a registered trademark.
We have compiled this comprehensive Hass avocado farming guide for Kenya with step by step information from planting through to harvesting and marketing. It also contains budget estimates. It is now available on PDF so you can even read it from your phone while at the farm. You can request for your copy through our Resources Page.
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