Kenyan avocado farmers have earned substantial foreign exchange from selling their produce overseas. This has especially been made possible through collective marketing of the fruits by smallholders.
Collective action in avocado production and marketing comprises of farmers forming a group and pooling resources such as savings. It enables them to increase the price negotiation power, incomes, and access to inputs and technologies. Collective marketing of avocados has assumed importance in the context of agri-food system transformation; inadequate information on price, demand, and market trends; contractual and procurement systems; and as a response to safety standards of food exports.
