
Kenya Launches Digital Marketing Strategy for Avocados and Bananas
By Abdi Ali
Published June 3, 2022
Fresh Produce Consortium of Kenya (FPC Kenya) has launched a digital marketing strategy and campaign to promote avocados and bananas in the local and international market.
Okisegere Ojepat, Chief Executive Officer of FPC Kenya says the strategy, that has been developed in collaboration with United States Aid for International Development (USAid), seeks to exploit digital tools to better connect with the global market, improve information dissemination, change consumer attitudes and improve access to Kenyan avocados and bananas.
Of the more than Sh153 Billion earnings Kenya got from from horticulture in 2021, it is reported that Sh14.4 Billion and Sh3.6 Million came from avocados and bananas, respectively.
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“With the launch of this Digital Marketing Strategy and Campaign, we are focused and determined to grow Kenya’s market share in European Union Countries, the UK, the Middle East, Korea, India and China,” Ojepat says.”We must increase production of good quality avocados and bananas and develop and maintain high-quality post-harvest handling facilities and processes.”
Ojepat says FPC Kenya has partnered with Kenya’s Foreign Missions in Belgium, France, Italy, Germany, Netherlands, United Kingdom, South Korea, United Arab Emirates (UAE), India, and China to triple Kenyan exports over the next four years.
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“We have also partnered with Kenya Airways to deliver our products/produce to the market in record time,” Ojepat said at a media briefing in the Kenyan capital, Nairobi, on May 30, 2022.