KENYAN AVOCADO AND BANANA DIGITAL MARKETING CAMPAIGN STRATEGY
As Kenya takes pride in being ranked 1st in Africa when it comes to avocado export, it is equally essential that we expand this pride from continental to global pride by coming up with strategies and methods to boost our export capabilities in the world. As FPC Kenya, we could not let the opportunity to help and see our country’s reputation get the praise it deserves regarding its fresh produce.
Having this in mind, with the support of USAID through RTI’S Kenya Crops and Dairy Marketing Systems (KCDMS) initiative, we have launched a Digital communication and marketing strategy that will be helpful to us as a country in helping us achieve these goals.
The strategy is anchored on three fundamental pillars, i.e. Market Development, Establishing Digital Communities and increasing awareness of Kenyan Avocados and Bananas. It will be vital in helping us boost the two value chains’ visibility by exploiting digital tools to better connect with the global market, improve information dissemination, change consumer attitudes and improve access to Kenyan Avocados and bananas in the worldwide market.
With the digital space growing at a rampant rate, we saw it fit to take advantage of the ever-growing digital community to connect to everyone interested in the two value chains and fresh produce.
Information can reach a great magnitude of people through social media within the shortest time possible, and this, according to us, is the perfect candidate to help us educate Kenya and the world at large about the quality of Kenya’s fruits which are the best with Our C.E.O, Mr Okisegere Ojepat confirming that 99.9% of our avocado and banana is produced organically.
The digital marketing strategy will be critical in Kenya’s further penetration of the global market, targeting more markets in Kenya itself, Europe, the Middle East, and Seoul, Korea. It aims at increasing the percentage of local consumption and that of the export market since, at the moment, Kenya only exports 10% of its avocados which is a small number compared to the percentage that remains in the country.
With effective communication and amplification of our produce, we can increase the export percentage and generate more revenue while improving our global rankings as we target to be the number one country supplying high-quality fresh produce by 2027.
Our pages on social media for the campaign are
Facebook @AvocadosfromKenya and @BananasfromKenya.