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African Journal of Agricultural Marketing ISSN 2375-1061 Vol. 7 (2), pp. 001-006, February, 2019. Available online at 
www.internationalscholarsjournals.org © International Scholars Journals 

 

Author(s)                                           Author(s) retain the copyright of this article. 
 
 

 

Full Length Research Paper 

 

Analysis of avocado marketing in Trans-Nzoia 
district, Kenya 

 
Paul Omolo1*, Tana P.1, Mutebi C.1, Okwach E.1 , Onyango H.2  and Okach K. O.2 

 
1
Kenya Agricultural Research Institute, P. O. Box 1490-40100, Kisumu, Kenya. 

2
Schools of Agriculture and Biotechnology, Moi University, P. O. Box 1125, Eldoret, Kenya. 

 
Accepted 21 September, 2018 

 
The ability of small holder farmers to plant trees or expand traditional tree based system is limited to a number of 
factors. These factors are scarcity of resources, inadequate technical capacity and experience and market 
disincentives. Marketing of agro forestry produce is crucial for increasing the available money in the farming sector. 
Unfortunately, there is little information and experience on the dynamics of smallholder marketing in Kenya. The 
study was carried out in Sitatunga and Kaplamai locations of Kaplamai division, Trans Nzoia district to study the 
market dynamics and production challenges of avocado. Primary and secondary data was used; primary data was 
collected using questionnaires and observation. Published and unpublished materials formed sources of secondary 
data. Different players in avocado marketing were considered for study. The sample consisted of 30 farmers, 10 
retailers and 10 consumers, selected using simple random sampling method. Data was analyzed using SPSS 
statistical package. The results indicated that middlemen plays a vital role in marketing of avocado for small holder 
producers and that a lot of marketing challenges such as transportation facilities, low prices and lack of market 
information existed for marketing agents. From the results, recommendations were made to the SCC- Vi-Agro 
forestry Project Management to train farmers on market dynamics, record keeping, planting of improved avocado 
seedlings, networking, value addition, market information generation and dissemination. 

 
Key words: Avocado, marketing, price determination. 

 
INTRODUCTION 

 
Avocado 

 
Avocado is grown in small scale by most of small scale 
farmers in Kaplamai division. It serves as food, animal 
feed, and source of income, firewood and timber. Main 
varieties grown were Hass and Fuerte, harvested twice in 
a year. The cost of producing avocado fruits is negligible 
since most farmers do not use fertilizers, but use 
domestic manure alone which is generated locally. 
Spraying is also not done since many farmers do not 
know that the trees require spraying.  

Farmers  harvested  fruits  by  use  of poor  traditional  
 
 
 
*Corresponding author. E-mail: paul_omolo1963@yahoo.com 

 
 
 

 
 
 
methods, which contributed to the fruits’ damage when 
ripening (Betser et al., 1999). The fruits is mainly detached 
by means of a forked stick and allowed to fall leading to 
damage of the fruits. Nowadays, harvesters use clippers for 
low hanging fruits and for those higher up a long picking pole 
with a sharp "V" on the metal rim to cut the stem and a 
strong cloth bag to catch the fruit. Gloves are worn to avoid 
fingernail scratches on the fruit. In California, studies have 
been done on the effects of hand clipping (leaving stem on), 
hand snapping (which removes the stem), tree-shaking and 
limb shaking (which removes the stem from some of the 
fruits) (Koch, 1983; Tom, 1990). Rice et al. (1986) found out 
that all methods are acceptable if the stem scar is waxed on 
stem less fruits to avoid weight loss before ripening at which 
time the stem detaches naturally. In Australia, some growers 

file:///C:\Users\user\Documents\REPUBLICATION\AGRICULTURAL%20SCIENCES\AppData\Local\Temp\www.internationalscholarsjournals.org


  
 
 

 
Ksh 708 a bag  

 
Farmers Retailers  

17% 
 
 
 

 
Ksh 603 / bag 60% 33%  
 

 

 
 

 

Middlemen/ Brokers 

 

 
 

Ksh 900 /  44% Ksh 1200 / bag 
 

bag  

  
 

  
 

    
  

Urban Consumers 
 
 

 
Ksh 1300 / bag    

  Ksh 600 / bag 
 17%  
    

Outside markets    

E.g. Lodwar, Mombassa  Local consumers  
    

    

 

 Arrows points to the buyer 
 

Figure 1. Summary of market channels for avocado fruits. 
 
 

 

use hydraulic lifts to facilitate hand-picking. After 
harvesting, the fruits must be handled with care, packed 
and padded in single or double-layer boxes or cartons for 
shipment. The fruits may also be held in position in 
molded trays (Stachys, 2001)  

Marketing of avocados is mainly done in the local 
markets within Sitatunga and Kaplamai villages in 
Kaplamai Division. The fruits were also sold in Kitale 
Municipal Market. The study was therefore conducted to 
analyze the existing market situation, its impact on 
production, distribution and pricing of avocado products. 
The study highlighted marketing problems experienced 
by farmers and marketing agents. 
 
 
MATERIALS AND METHODS 

 
The study was carried out in Sitatunga and Kaplamai locations of 
Kaplamai division Trans- Nzoia district in the year 2006. Primary 
and secondary data was used in this study. Primary data was 
collected using questionnaires and observations. Published and 
unpublished materials formed sources of secondary data. Different 
players in avocado marketing were considered for study. It is from 
these players that the study selected 30 farmers, 10 retailers and 
10 consumers as the sample. The sample was selected using the 
simple random sampling method. The questionnaires were 
administered to collect primary data. Data were analyzed using 

 
 
 

 
SPSS statistical packages and results presented in the forms of 
descriptive statistics and figures. 
 

 

RESULTS AND DISCUSSIONS 

 

Majority of farmers (94%) sold to the various market 
agents (Figure 1). However, about 6% of farmers sold to 
other outlets like local kiosks and schools, which were 
outside the above model. For farmers, prices per bag 
varied with retailers buying at Ksh 708, middlemen Ksh 
603 and local consumers at Ksh 600 a bag (Figure 1).  

Local consumers bought the fruits in small quantities. 
On average, farmers sold a fruit for Ksh 2 to consumers. 
The middlemen on the other hand bought in large  
quantities (in bags). By buying from the farms, middlemen 
had an upper hand in convincing farmers to charge low 
prices. Not all retailers sold to the market agents studied. 
About 77% of retailers sold to urban consumers and 
middlemen. The remaining 23% of retailers sold to other 
agencies like supermarkets and fellow retailers. Retail 
price for middlemen was lower than that charged to urban 
consumers. When selling to middlemen, who bought in 
bulk, retailers recognized the fact that middlemen do sell 
for profit. Retailers therefore 



 
 
 

 

 60 
 

 50 
 

 40 
 %

 30 
 

  

 20 
 

 10 
 

 0 
   

Damages No support Low prices No Price taking Lack of 

when in marketing and lack of problems  transport and 

ripening  market   unreliable 

  information   market 
 

Challenges 
 

        Figure 2. Marketing challenges facing farmers. 
 
 

 

charged middlemen relatively lower prices. Urban 
consumers bought the fruits in small quantities. On 
average, retailers sold a fruit for Ksh 5 to these 
consumers. This was mostly the ripe ones of the 
improved Hass variety. Middlemen mostly sold to outside 
markets in towns like Mombasa and Lodwar. The 
average price per bag of avocado was Ksh 1300. 
 

 

Marketing challenges experienced by farmers 

 

Low prices and lack of market information were the major 
marketing problems experienced by most farmers (Figure 
2). Other marketing problems facing farmers during 
marketing of avocado included damages when ripening, 
unreliable market, lack of transport facilities and lack of 
support in marketing by the government. Damages when 
ripening originated from the poor harvesting methods 
used by farmers. Farmers prick the fruits which then fall 
of the hard ground. During ripening, the fruits begin to rot 
from the side in which they fall on the ground. Despite all 
these problems, slightly over 10% of farmers did not 
experience any marketing problems (Figure 2).  

In most cases, middlemen used pick-ups to carry the 
fruits in bags, which they sold in markets far a way like in 
Lodwar and Mombasa. Those farmers who sold directly 
to the market took their fruits to the village/local markets 
during market days only. This was mainly on small-scale 
as farmers placed the fruits in small bags, which they 
carry on their heads or backs. 
 

 

Marketing challenges experienced by retailers 

 

When marketing avocado, most retailers cited lack of 
transport facilities and fruit damage. When ripening the 
fruits, major challenges they faced were rotting, 
perishability of fruits, low prices and low demand. 

 
 
 

 

Avocado fruits are perishable and are easily damaged 
during handling (transportation and storing) by retailers. 
However, any damage during handling was shared by 
farmers or middlemen, depending on who supplied the 
fruits to the retailers. This was noted especially in Kitale 
municipal market, where most retailers were large-scale 
sellers of the fruits. It helped these retailers to reduce 
losses associated with damages of the fruits. 
 
 

FARMERS’ SOURCES OF  MARKET  INFORMATION 

 

Most of the farmers obtained marketing information for 
avocado (prices, varieties available and the volumes) 
from middlemen (Figure 3). Neighbors and retailers also 
formed relatively larger sources of market information for 
the farmers.  

Other sources of market information were the markets 
and schools. Other farmers however did not have 
marketing information for avocado at all, since they did 
not cite any source of the market information (Figure 3). 
 
 

 

Market price determination by farmers 

 

In determining prices for their fruits, farmers made 
several considerations. A larger percentage of farmers 
interviewed (46%) considered the size and quality of fruits 
produced (Figure 4). Other considerations made by 
farmers in determining their prices were market forces 
(relating to demand and supply), prices of other farmers 
and type of the buyer. Other aspects were bargaining and 
market visits to obtain prices. A relatively large number of 
farmers were price takers. This means that they accepted 
what the buyers offered. In most cases, these farmers did 
not have market information concerning price levels of 
the fruits. 



 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 

 %
 

 
 

 
40  
35 

% 30 
25 
20 
15 
10 

5    

 

                    
 

                        

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M
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b
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in
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at

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S
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          Sources of market information  

N o
 

   
 

 
Figure 3. Sources of market information for farmers. 

 
 

 
50  
45  
40  
35 
30  
25 
20 
15 
10  

5 
0 

 
Bargain Market Price taker Prices of Size and Size of the Visit 
 forces  other quality of fruit and the market to 
   farmers and fruit type of get prices 
   size of the  buyer  

   fruit    
 

Methods used to determine market prices 
 

Figure 4. Market price determination by farmers. 
 
 

 

Though most farmers considered size and quality in 
setting up avocado fruit prices, their fruit quality are poor. 
In most cases, farmers ignored the management of the 
trees and only low quality organic manure is used at 
planting.  

Most farmers did not use fertilizers, which are beneficial 
for the trees especially in early stages of growth. 
Spraying was also not done despite the pest and disease 
incidences since most farmers were unaware that the 
trees could be sprayed. It was from these observations 
that the study concluded that the fruits were generally of 
low quality and therefore could not attract better prices. 
This also explains the low farmer prices. 
 

 

Market price determination by retailers 

 

Most retailers considered profit margin expected in 
setting up the retail prices for the avocado (Figure 4). 
Retailers also bargained, considered market prices, 
season, size and quality of fruits and the type of the 

 
 
 

 

customer in setting up retail prices.  
In the market, the researcher observed that most 

retailers sold improved varieties of avocado fruits. They 
cited high demand and better prices fetched by such 
fruits. Contrary to this, farmers did not have such 
information and sold even their improved varieties at 
lower prices. 
 

 

Market agents involved in setting up retail prices by 
retailers 

 

Retailers mostly involved themselves when determining 
retail prices of avocado fruits (Figure 5). It is shown by 
34%. Other market agents involved by retailers when 
setting up retail prices of avocado were middlemen and 
consumers. This shows that farmers were involved 
passively in retail price determination. We had seen that 
retailers considered profit margin expected when they set 
up their prices. This was where farmers came in 
passively as some retailers bought fruits from farmers. 



 
 
 
 

 

%
 

 
 
 

 
50   
40 
 
30 
 
20 
 
10 
 

0  
Type of fruit Consider Profit 

margin Profit margin Size of fruit  
market prices expected expected and and type of  

season customer  
Guidelines in retail price determination 

 
Figure 5. Setting up retail prices of avocado. 

 
 
 
 
 

No body  
22%  

 
 

 
Middlemen and  

consumer  
11% 

 
 

Middlemen  
22% 

 
 
 
 
 

 
Consumers and  

retailers  
11% 

 
 
 

 
Fellow retailers  

34% 

 

 
Figure 6. Market agents involved in setting up retail prices. 

 

 

However, 22% of the retailers interviewed did not involve 
anybody when setting up their retail prices for the fruits. 
 
 
Farmers and retailers avocado price trends 

 

Between 2004 and 2006, there was a steady rise in the 
unit prices of avocado for both farmers and retailers 
(Figure 6). Retailers however, charged about twice the 
unit price charged by farmers. Over the years, the 
difference between unit prices was Ksh 460 in 2004, Ksh. 
503 in 2005 and Ksh. 535 in 2006. This means that 
although the unit prices for avocado increased for both 
farmers and retailers, that of retailers increased by a 
larger proportion than that of farmers. This may be 
attributed to the considerations made when setting up 
prices by farmers and retailers as had been stated 
previously. Retailers also sold in established markets 
where they easily enjoyed better prices. In contrast, 
farmers sold to local consumers, middlemen and schools 
where only low prices were offered. Retailers also 
observed that at the end of the month, most consumers 
consumed a lot of avocado, thereby increasing demand 
for the fruits. It is at such times that retailers raised their 
prices. Retailers also sold more of the improved avocado 
varieties, which had a higher demand with higher prices. 

 
 

 

In contrast, most farmers sold their fruits including the 
improved varieties at low prices, since most of them did 
not have market information concerning prices and 
demand for such fruits. 
 
 
Value addition by farmers 

 

Most farmers ripen the fruits before they sell. It was the 
most common form of value addition employed by 
farmers. Other forms of value addition, though done in 
small scale were sorting, grading and transportation. 
Other farmers however, did not add any value to their 
avocado fruits (Figure 7). For avocado to attract better 
prices, farmers need to consider other value addition 
forms like packaging and transporting the fruits to the 
market. Others may include avocado oil extraction which 
can be sold to cosmetics manufacturers or local 
consumers. 
 

 

Production and sales trends for farmers 

 

Farmers’ production and sales were on the rise. During 
2005, both production and sales levels declined. 
Production however, declined by a larger margin than the 



  
 
 
 
 
 
 %

 

 
 

 
80   
70  
60  
50  
40  
30  
20  
10  

0  
No value Ripen Ripen and Ripen, 

sort Sort and  
addition transport and grade grade  

Type of value added 
 

Figure 7. Value addition by farmers. 
 
 
 
 
 

 

B
a

g
s
 

 
 
 

 
14   
12  
10 
 

8 
 

6 
 

4 
 

2 
 

0  
2004 2005 2006 

 

   Year     
 

        
 

   

Production level (bags) 
   

Sales level (bags)  

    

 

  

      

      
 

          
 

Figure 8. Avocado production and sales trends for farmers. 
 
 

 

decline in sales (Figure 8). This is an indication of the 
high demand for the avocado fruits. From the year 2005, 
there was a steady increase in both production and sales 
levels, with farmers selling all they produced in the year 
2006 (Figure 8). Avocado production would then be 
beneficial to farmers if current marketing challenges are 
addressed, as there is a steady demand for avocado 
fruits. 
 

 

Conclusion 

 
1. Common marketing channels followed by farmers and 
retailers were middlemen and consumers;  
2. Major challenges noted were lack of transport facilities, 
low prices, lack of market information and 
damages/rotting when ripening;  
3. The major sources of market information noted were 
middlemen, neighbours and retailers. Market information 
is lacking or distorted resulting to exploitation of farmers;  
4. In determining avocado prices, farmers in most cases 
considered the size and quality of the fruits. Retailers on 
the other hand considered their profit margin; 

 
 
 

 

5. Ripening the fruits was the major form of value addition 
done by farmers. 
 

 

ACKNOWLEDGMENTS 

 
We thank all the market agents involved in the study, 
KARI and VI Agro forestry for funding the study. 
 

 
REFERENCES 
 
Betser L, Mugwe J, Muriuki J (1999). Of-farm Production and Marketing 

of High Value Tree Products in the Central Highlands of Kenya. 
Proceedings of a Workshop on Off-Forest Tree Resources of Africa 
held in Arusha, Tanzania 12-16 July 1999, pp. 227-241.  

Koch  DF  (1983).  Avocado  Growers  Handbook,  Housall  Publications: 
California.  

Stachys NM (2001). Marketing of Smallholder Produce: A Synthesis of 
Case Studies in the Highlands of Central Kenya, Regional Land 
Management Unit: Nairobi.  

Tom WE (1990). Kenyan Avocado Industry in the California Avocado 
Society 1990 Yearbook, 74: 187-189. 


