Flashback 2003: “Working with small producers in Kenya”

Flashback 2003: “Working with small producers in Kenya”

“We are at a crossroads” says Charles Muchiri, the Managing Director of Avenue Fresh Produce. 

Source : PIP magazine, September 2003

“We are at a crossroads,” says Charles Muchiri, the Managing Director of Avenue Fresh Produce. “The outgrowers we work with are not well trained and we don’t know whether to continue working with them. If somebody helped us to train them and sensitise them on the requirements of our consumers I would really love it.”

Avenue Fresh Produce Ltd. is a producer and exporter of fresh fruits and vegetables based in Kenya. Avenue Fresh Produce exports about 600 000 kilos of fresh produce to the European Union (EU) every year, mainly loose and pre-packed fine beans and mange-touts and some passion fruit. Avenue Fresh has farms of its own spanning some 155 acres (62 hectares), but it also relies on the many outgrowers it has working for them.

The 230 growers it works with, which are in different regions across the country, have small to medium sized plots with the ability to plant anywhere from one kilo to fifty kilos of seeds. “230 outgrowers is a lot of people to deal with,” states Mr. Muchiri. “I have an agronomist which works with them to guide them in ways of growing a crop.” Despite having the expertise of a specialist in agriculture to help farmers in the production process, Avenue Fresh is having a hard time to co-ordinate all their activities. Even if he is planning to set up technical teams to provide them with further support, Muchiri has been wondering whether he should continue working with them or find another solution.

Avenue Fresh applied for PIP support in February 2002 and signed a protocol in January 2003. Its primary concern is to have the assistance of PIP in setting up a training programme for its outgrowers so that they may better understand the requirements of their customers and be aware of the safety risks in the different steps of the food production process. Having outgrowers versed in such topics as traceability and food safety is important for Avenue Fresh as it will facilitate its endeavour to develop a foot safety system and perhaps even lead to certification. Beyond helping his company to build up its capacity, Charles Muchiri considers that the PIP can also play an important role in other respects.

“I feel that it’s better to work from a results-oriented approach,” he says. “PIP understands EU regulations, they understand what the growers and the consumers need. If we know exactly where we’re going, then it should be easy to put everything in place.” PIP understands EU regulations, they understand what the growers and the consumers need. If we know exactly where we’re going, then it should be easy to put everything in place.” Avenue Fresh wants to continue to export to the EU beyond the critical date of January 2005 when traceability requirements will become mandatory. Mr. Muchiri is confident that working with PIP can be helpful in achieving that goal if initiatives are implemented in a timely manner.”

The Pesticides Initiative Programme (PIP) was financed by the European Development Fund. The ACP Group of States and the European Commission entrusted responsibility for its implementation to COLEACP (today COLEAD).