From 5th to 10th November 2025, the Strathmore Agri-Food Innovation Centre (SAFIC) participated in the 8th China International Import Expo (CIIE), held at the National Exhibition and Convention Centre, in Shanghai. The expo is a global platform that promotes trade liberalisation and economic cooperation by opening up the Chinese market to international companies showcasing their products and services.
Strathmore’s Horticultural Accelerator Programme for Export (SHAPe), which works with Kenyan avocado exporters, used the opportunity to explore market prospects and promote Kenyan avocados in China. A delegation from Mavuno Organics, KTL Farming Limited, and The Fresh Products (EPZ) Ltd accompanied the SAFIC team. Following the expo, from 10th to 14th November 2025, the delegation visited key markets including the Shanghai Huizhan Fruit and Vegetable Market, major supermarkets, Jiaxing Fruit Wholesale Market, and the headquarters of Joy Wing Mauz(JWM), China’s leading fruits importer. The trip concluded with a visit to the Jiangnan Fruit Wholesale Market in Guangzhou.
The visit was significant in dispelling the misconception that Kenyan avocados are of inferior quality and therefore fetch lower prices in international markets compared to competitors, despite Kenya being a leading producer.
“There’s a strong opportunity for African products in the Chinese market. However, we need to produce high-quality products that consumers prefer and ensure full traceability of our supply chains,” said Anthony Kinyanjui, Director of Mavuno Organics.
Stephen Githiga, Director of The Fresh Products (EPZ) Ltd, emphasised, “We need to work closely with importers like Joy Wing Mau to grow the market and change perceptions about Kenyan avocados. To achieve this, our focus must be on quality rather than volume.”
Mr. Simiyu, Director of KTL Farming Limited, added, “To penetrate the Chinese market, we must offer a high-quality product and a unique value proposition. We need to shift from traditional local practices and embrace more competitive standards.”
CIIE and similar expos remain among the biggest avenues to create demand, shift perceptions, and secure deals, as evidenced by the success of other exporting countries present. It became evident that EXPO platforms presented major commercial avenues. Other countries and exporters exhibiting secured deals and orders, reinforcing that with a stronger presence, Kenya could achieve the same. The trip highlighted the importance of unity among Kenyan companies to deliver consistently high-quality fruit.
One of the strongest opportunities is the co-creation of a Kenyan Avocado Brand in collaboration with JWM. This would help overcome information deficits, build trust, and differentiate Kenyan fruit. The market requires: a clear brand story, unified messaging across companies, education materials tailored to China and a strong design and packaging comparable to established exporters like New Zealand.
The mission concluded with a clear commitment to rebuild trust in the Chinese market by improving the consistency and quality of Kenyan avocados, beginning with the coordinated dispatch of high-quality samples early next year. Exporters agreed to work together as one unified front, standardising dry matter levels, aligning pricing, and strengthening engagement with senior decision-makers such as those at JWM. They recognised the urgent need for customer education through platforms like China International Import Expo (CIIE), where compelling storytelling, demonstrations, and tailored messaging can reshape perceptions. The team also resolved to diversify importer partnerships, strengthen information flow through structured intelligence channels, and enhance future missions through better coordination, translation support, and improved fruit quality. With a consolidated strategy document underway, the group reaffirmed its shared purpose: to elevate the Kenyan avocado brand and secure a stronger, more trusted position in the Chinese market.
Article By SAFIC Communications