GOVERNMENT SEES TO GAIN A PIECE OF THE $171.8 BILLION GLOBAL SUPERFOODS MARKET THROUGH COOPERATION: CS CHELUGUI
Chelugui stated that the government is concentrating on sustainable agricultural value chain reforms, including global market access for Kenyan avocado, macadamia, and blueberry farmers, by utilizing the latent power of co-op societies and MSMEs as the world's enthusiasm and demand for superfoods continue to grow. He made this statement during a fact-finding tour of listed agribusiness and superfoods producer Kakuzi Plc orchards and Packhouse in Murang'a County.
The government has made good on its intentions to establish Kenya as a major producer and exporter of superfoods by leveraging the network of local cooperatives.
As part of the agricultural transformation deliverables under the Bottom-Up Economic Transformation Agenda (BETA), the government is focusing on the US$ 171.8 billion global superfoods market, according to Simon Chelugui, Cabinet Secretary for Cooperatives and Micro, Small, and Medium-Sized Enterprises.
Chelugui stated that the government is concentrating on sustainable agricultural value chain reforms, including global market access for Kenyan avocado, macadamia, and blueberry farmers, by utilizing the latent power of co-op societies and MSMEs as the world's enthusiasm and demand for superfoods continue to grow. He made this statement during a fact-finding tour of listed agribusiness and superfoods producer Kakuzi Plc orchards and Packhouse in Murang'a County.
Superfoods have become more and more popular around the world as people try to diversify their diets and eat more dietary fiber, vitamins, minerals, phytochemicals, and complex carbs. In addition to their nutritional advantages, superfoods help with inflammation reduction, blood cholesterol lowering, blood glucose regulation, better digestion, and the prevention of chronic illnesses like obesity, diabetes, and heart disease.
Global superfood sales are expected to reach US$ 171.8 billion by 2023, according to research firm IMARC Group. Assuming a growth rate (CAGR) of 4.6% from 2024 to 2032, the IMARC Group projects the market to reach US$ 262.3 billion by that time. The industry is being driven by several factors, including the increasing popularity of vegan and vegetarianism, the need for superfood-infused snacks, and increased awareness of preventative healthcare measures.
Given the expanding market opportunity, the government will, according to Chelugui, form a public-private collaboration with top producers like Kakuzi to give small farmers participating in the cooperative movement much-needed technical capacity building.
“Superfoods like avocado, macadamia, and blueberries, which are also starting to feature, are already being produced in Kenya with great success.
We may easily go up to the top spot in avocado exports—we are currently ranked fifth—but only if we uphold international norms for crop husbandry, traceability, and sustainability. After all, every fruit that is exported represents Kenya, according to Chelugui.
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