Kenya is wooing Japan as a market option for its avocados as it pitches trade opportunities during the ongoing Japan Expo 2025 in Osaka.
A slice of the Japanese market would be a boost to Kenyan avocado producers, hit by shipping delays and plummeting European demand in 2024, as the country actively pursues new markets for its avocado exports, including China, India, Malaysia, and South Korea.
“One of the key elements during the Japan Expo 2025 is to look out for the Japanese market for our avocados and flowers,” said Floice Mukabana, chief executive officer of Kenya Exports Promotion and Branding Agency.
“We realised there is an opportunity when it comes to flowers and avocados. However, we have a market access issue which we want to address. That is one of the things that we are going to do in Japan.”
These efforts to open new markets are driven by a projected 5 percent growth in exports and a four percent increase in production, fueled by expanded farmland and improved yield.
“Japan sources their avocados from Mexico and they are trying to source other markets to ensure a full supply throughout the seasons,” said Ms Mukabana.
The official said Kenya is yet to sign a protocol with Japan that would lay the ground for a bilateral agreement to export avocados and horticultural products to Tokyo and other major Japanese cities.
“We want to take advantage of the Japan Expo and the number of countries participating to showcase Kenya’s horticultural products, tourism, and our culture including sports,” said Ms Mukabana.
Bolstered by government incentives such as the provision of high-quality seedlings, farmer training programmes, access to subsidised inputs, and planted area for avocados is projected to increase by 6 percent in 2025 to reach 34,000 hectares.
The values of avocado exports in 2024 are estimated to have surged by 11 percent to reach $159 million(Sh20.51billion). The increase in value was driven by an increase in demand for Kenyan avocado and that boosted its competitiveness globally.
Domestic consumption accounts for 47 percent of production, with 2025 projections at 280 thousand metric tons.
"The outlook for Kenyan avocados in 2025 is promising, with sustained international demand and strategic market diversification. We expect to export approximately 140,000 tonnes, which is a growth of slightly over 5 percent. There is also a strong demand locally,” says Muchui Maingi, director of Kenyan avocado exporter Tomu Ltd.
Kenya’s main varieties of avocado are Fuerte, Jumbo, and Hass. Hass is the common fruit that is exported.
The country now wants to double its avocado exports from Sh15 billion to Sh30 billion annually in the next five years after expanding its target markets globally.
Kenya successfully resumed Hass avocado exports to China in March 2025, following inspections and controls facilitated by Kephis.
India, Malaysia, and South Korea are also being targeted as new export destinations, with inspections and controls completed in early 2025.
In June last year, the country achieved its China market access and its initial shipments took place in July and August.
