Kenya targets Japanese market for avocados at Japan Expo 2025

By Newsflash Writer

Kenya is actively courting Japan as a potential market for its avocado exports as it showcases trade opportunities at the ongoing Japan Expo 2025 in Osaka.

Tapping into the Japanese market would provide a much-needed boost for Kenyan avocado producers, who faced shipping disruptions and a sharp decline in European demand in 2024. The country is now intensifying efforts to diversify its export destinations, with a focus on China, India, Malaysia, South Korea—and now Japan.

“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, CEO of the 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.”

The push to penetrate new markets is underpinned by projections of a 5 percent increase in exports and a 4 percent rise in avocado production, driven by expanded farmland and enhanced crop yields.

“Japan sources their avocados from Mexico and they are trying to source other markets to ensure a full supply throughout the seasons,” Ms Mukabana noted.

Formal protocol

She added that Kenya has not yet signed a formal protocol with Japan that would enable the export of avocados and other horticultural produce 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,” she added.

Government incentives have also bolstered the avocado sector, with farmers benefiting from improved seedlings, subsidised inputs, and training programmes. As a result, the area under avocado cultivation is expected to expand by 6 percent in 2025, reaching 34,000 hectares.

Kenya’s avocado export value in 2024 rose by 11 percent, hitting $159 million (Sh20.51 billion). The growth was attributed to increased demand for Kenyan avocados, enhancing their global competitiveness.