ITC started an international market study on each of the three fruits (passion fruit, mango, avocado). Each of the studies will assess the competitive environment of the Kenyan products, perceptions and reputation from the point of view of importers and the positioning of avocado, mango and passion fruit in particular in Europrean markets. They will undertake a market and segment attractiveness study and analyse the market size and market share, market segments, to better understand demand and supply and trade opportunities for the Kenyan products.
The study will also develop options, agree on priority actions and elaborate recommendations on short and mid-term actions and capacity building interventions required for Kenyan exporters to benefit from the identified market opportunities and enhance the international competitiveness of their products.