MRTA’s Trade Fair Insights: Fruit and Nuts
Markets Readiness Technical Assistance (MRTA) is one of Regeneration’s core facilities, supporting regenerative agribusinesses (otherwise known as “Restoration Champions” or “RCs”) to scale commercially. Whilst Regeneration has extensive experience in cocoa and coffee through its other programs like Partnerships for Forests and Rebuild, it is now expanding its engagement in fruit and nut value-chains. Recent trade fair participation has provided valuable insights into these markets, shaping strategy for improved programme implementation.
Peeling Back the Layers: Insights into the Avocado Value-Chain
At Fruit Attraction 2024, one of Europe’s largest fruit trade fairs, MRTA represented its portfolio of Kenyan avocado suppliers. Despite Kenya’s many competitive advantages for avocado farming, unfortunately, its reputation in European markets remains weak. Approximately 70% of buyers engaged were reluctant to source from Kenya due to long transit times via the Red Sea and quality concerns. Air freight is an option, but is generally considered costly and unsustainable.
Peru is often cited as a supplier with lower costs, larger scale, and better consistency, which enables packaging pre-export. However, Kenya has notable strengths such as low reliance on irrigation and high suitability for organic farming. Some buyers, especially large European ones, acknowledge Kenya's competitive advantage in organic farming, showing a greater willingness to source from Kenya and support growers to address systemic supply chain issues. MRTA has been prioritising these types of off-takers when conducting matchmaking. By carefully targeting off-takers that share values (e.g., a commitment to sustainable and fair value-chains), MRTA creates opportunities for long-term, mutually beneficial partnerships.
As well as strategically targeting more favourable buyer segments, value-added products like avocado oil offer an opportunity for better market capture. Converting second-grade avocados into oil not only addresses quality concerns but also enhances circular business models and secures higher premiums in the growing health-conscious markets of the USA and Europe. Building on these insights, MRTA is helping its RCs develop strategies to upcycle waste (e.g., peels, stones) into value-added products, and connect them with aligned off-takers.
Cracking the Market: Insights into the Macadamia Value-Chain
Monica Kinyua, MRTA’s Business Associate for the Great Rift Valley at MEWA India 2025. Monica and team were representing four organic/conventional macadamia suppliers in MRTA’s portfolio.
At Biofach (Germany) – Europe’s leading organic trade fair – and MEWA (India) – a large dried fruit and nut trade fair – MRTA explored opportunities for macadamia suppliers. Despite rising demand, macadamia remains a niche luxury product. European and Indian buyers purchase in small volumes via traders, making end-market warehousing a strategic move. Despite the World Macadamia Organisations’ attempts to open up the Indian market, demand remains low due to low consumer awareness and high costs, with macadamia costing three times the price of substitutes.
Of those buying macadamia in India, Australian and South African suppliers typically dominate due to favourable trade agreements and established relationships. Additionally, despite a 13% price advantage, many buyers were unaware of Kenya’s macadamia exports. Those familiar cited concerns over high fat content and oxidation, exacerbated by slow movement in the supply chain. Whilst Kenyan macadamia was better known in Europe, buyers still experience value-chain issues, namely due to insufficient supply as a result of global competition (especially from China) and ongoing regulatory challenges with in-shell exports.
To this end, MRTA has a key role in promoting the benefits of Kenya’s macadamia industry and encouraging off-takers to buy more from Kenya. Whilst India’s market is still emerging and likely to take time to grow, there is an opportunity in Europe. When targeting off-takers, MRTA will showcase how its RCs ensure a sustainable supply despite value-chain challenges, for example by securing farmer contracts and offering financial incentives for long-term commitments.
Similar to avocado, value addition presents a significant opportunity. Products such as roasted and flavoured macadamia nuts, along with macadamia oil, offer a more stable market and greater differentiation. At SIAL Paris, an international food exhibition, buyers also highlighted the benefits of value addition at origin to create unique products. Leveraging on these insights, MRTA is supporting its RCs to secure CAPEX for machinery and working capital for raw material purchase, enabling them to expand value-addition lines and better capture this growing market.
Green for Gold: Leveraging Organic Certification and Value-Addition to Unlock Premium Markets
Maurice Njoroge, MRTA’s East Africa Portfolio Manager, at Biofach in Nuremberg, Germany. Maurice and team were representing several organic RCs in MRTA’s portfolio.
Overarchingly, MRTA’s attendance at trade fairs has underscored significant differences in how fruit and nut markets operate. While sustainability drives demand for cocoa and coffee, fruit and nut buyers prioritise price and volume. In this respect, MRTA will ensure that its fruit and nut RCs are well-prepared to discuss commercial factors upfront and provide any supporting documentation.
However, organic certification can still command high premiums and enable direct trade in the fruit and nut sectors. In Europe and the US, interest in organic and sustainable supply chains is growing, offering opportunities for certified suppliers to scale. MRTA plays a key role in demonstrating the business benefits of certification (e.g., higher premiums, expanding markets) to its RCs, encouraging them to pursue this where useful, and helping secure the needed resources/financing to do so.