Professionalising commercial strategy: the example of TADESSE in Ethiopia’s avocado market

In Sodo, Ethiopia, Tadesse Agricultural Products Wholesale is taking a new step in structuring its business model by supporting more than 1,300 farmers towards a more commercial and profitable approach.

Under the EU-funded MAHEBER programme, seven of the company’s agronomists and supervisors recently completed in-depth training on COQUA tools. This approach aims to bridge the gap between agricultural production and commercial performance by providing practical tools to manage costs, pricing and volumes.

Based on real data from avocado orchards in Sodo, the training highlighted a key issue: while farmers have strong production skills, economic management remains a challenge. In particular, detailed cost analysis is essential to ensure profitability.

From opportunistic selling to a structured offer

One of the main challenges identified is “side-selling”, where farmers prioritise quick sales to intermediaries. The support therefore focused on developing a reliable and attractive commercial service to build farmer loyalty.

Several key levers were activated:

• Improved production planning, enabling coordination of 220 cooperatives to ensure a steady supply to the Addis Ababa market
• Pricing structured around real production costs
• Strengthened internal capacities, with teams now able to train farmers themselves

Towards a more sustainable model

The training resulted in a concrete action plan, including the translation of tools into Amharic, the introduction of simple digital tracking systems, and the strengthening of contractual frameworks with farmers.

Beyond the tools, a new way of doing business is emerging. By structuring relationships with producers and integrating the economic realities of production, Tadesse is better positioned to secure its supply and improve value chain profitability. This is a key step towards strengthening the position of Ethiopian avocados in competitive markets.

This activity is implemented by COLEAD and supported by the MAHEBER Program (Mobilizing Actors in Horticulture for Entrepreneurship and Boosting Ethiopian Resilience), funded by the European Union through the EU Delegation in Ethiopia. This communication has been produced with the financial support of the EU. Its contents are the sole responsibility of COLEAD and can in no way be taken to reflect the views of the EU.