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Giyora Marom, CEO Granot Fresh:

“Our commitment to the Kenyan avocado industry is unwavering”

The Israeli avocado grower, packer and exporter Granot Fresh is eager to see their newly planted trees in Kenya come into full production over the next few years. They are confident in Kenya's avocado production and are looking to expand their initial investment by adding even more hectares later this year to fully plant around 450 hectares on the farm. A state of the art pack house is also being planned to be built in the next two years.

"Backed by 70 years of experience, our commitment to the Kenyan avocado industry is unwavering. We are enthusiastic about establishing more plantations. We're committed to supporting local Kenyan growers and improving their agricultural practices, while additionally investing in local communities. Our vision is clear: to grow and deliver fresh, high-quality avocados every day, everywhere," says Giyora Marom, CEO of Granot Fresh. He goes further by saying the feedback from the Kenyan agriculture industry and communities is overwhelming, "as they already see and feel the effects and the potential of Granot's presence."

He says this follows their commitment to provide fresh avocados all year round, by partnering with Agris and specialist investor AgDevCo to grow high-quality avocados in eastern Africa. "We've already planted 200 hectares in our project in Kenya at the Naivasha region farm, and we're on track to expand to approximately 450 hectares in the coming months. Our first fruits will be exported by the end of next year and we've already set a location for the packing house that will be built to the highest standards in the coming two years."

Granot will use their marketing expertise with the efforts from Kenya, while maintaining their focus on quality and careful packaging, that contribute to all stages of the value chain. "This begins with the improvement and promotion of the Kenyan fruit reputation, through ensuring maximum profit for local growers, and ends with continuously supplying our customers fresh fruit to every continent, every season," states Marom.

Exports from their new venture in Kenya will be aimed to all markets. Europe will be the main market, but also the Asian markets, that have opened for the Kenyan avocado industry, more than it was in the past.

"While working on the project in Naivasha, we've also partnered with one of the strongest and solid growers in Kenya, East African Growers (EAG). We found the EAG vision on agriculture and the way of working similar to ours in Granot, beginning in the plantations, along with the post-harvest treatment in the packing house and throughout the whole supply chain until the goods are delivered to our clients. During the last three years, together with EAG we proved that the Kenyan avocado could perform at the highest levels and reach all EU retailers' standards," states Marom.

Granot cultivates more than 3,200 hectares of avocado, and operates the largest avocado packing house in Israel that produces 25% of Israel's total avocado yield. With an annual revenue of more than USD 1.5 billion, it is one of the largest agriculture cooperatives in the world, including 20 factories and corporations, focused on agriculture and the needs of the Kibbutzim, their communities, and members. They are adding and sharing this experience and knowledge with Kenyan avocado producers.

For more information:
Yonatan Meron
Granot Fresh
Tel: +972 52 680880