As the popularity of avocados keeps on growing, there are concerns on a social level with questions about whether the farmers and workers who are responsible for nurturing and delivering the fruit we all love reap the fruit of their labour by being fairly compensated for their work.
In 2023, Mavuno Organics was requested by its long-time importer for organic avocados, Eosta BV of the Netherlands, a leading importer and distributor of Fairtrade and organic fruits and vegetables, to consider having its producers have a Fairtrade certification.
Our journey to Fairtrade systems
We began a journey to build Fairtrade systems amongst the farmers who, foremost, had to form an official organisation similar to a cooperative. The small producer organisations (SPOs) had to be trained on Fairtrade working modalities, including establishing a proper governance structure, adopting rules and regulations, and implementing Fairtrade principles such as the prohibition of child labour, environmental protection, accountability, and transparency, among others.
The journey has not been easy, as smallholder farmers are often not used to the new way of doing things and especially in the avocado supply chain. With spirited efforts, we have seen the realisation of two community-based organisations (CBOs) located in Kenya’s Muranga and Nakuru counties successfully certified for Fairtrade standards in the first quarter of 2025. The group of farmers has been supplying organic certified avocados to Mavuno for eight years now.
Mavuno, with its field agronomist and a consultant, imparted the farmers with the requisite Fairtrade knowledge and skills, modulated the organizational structure, and helped in laying the appropriate governance structure, which are key pillars towards Fairtrade certification. We are the products of Bio-Fair due to the combination of Fairtrade and organic certification.
Organic-Bio products that are grown free from harmful synthetic chemicals, enriched soils through natural means like composts, green manures, non-tillage, and on-farm crop diversity.
Our avocado farms are organic and rain-grown, thus having a near-zero water footprint.
So, by consuming organic-grown avocados from Mavuno Organics, you are not only assured of a healthy, tasty fruit, but you are invariably contributing towards environmental custodianship by the hundreds of smallholder farmers.
What it means to be a fairtrader farmer
Our story:
Many of our farmers have a story to tell of the journey, but all have a common narration of persistence and hope:
“We were not used to working together as a group, and for us to leave our usual farm activities to congregate and be trained on how we could form a farm-led organisation, learn basic ideas on governance, leadership, and bookkeeping was unusually strange. We were anxious and excited at the same time. It was a big sacrifice. The journey was daunting and sometimes uncertain. To begin with, we didn’t have the financial resources to support our activities, run the office. to even come up with a cup of tea during the numerous meetings we had (A cup of tea and mandazi is a big deal not to miss in a typical Kenyan meeting). However, with support from Mavuno for our budget, we managed to pull things together.
We can now run a farmer-led organisation, build capacities, and economies of scale that an individual smallholder farmer cannot achieve; the more we are, the better things become.” – Nakuru Fresh Avocado Growers- CBO
Why fairtrade is a big deal
It’s uncommon to find farmers adequately compensated for their effort to produce food we love. Fairtrade provides a demonstrable framework to ensure farmers get a fair price, referred to as the Fairtrade minimum price, transparency, and predictable terms of engagement. With Mavuno Organics, farmers ’ organisations taking the Fairtrade ticket are assured of better market prices and improved market opportunities, especially in months when the Kenyan avocados to Europe are in low demand.
“Farmers are very happy because prices are stable, higher than conventional, and predictable, thus I can plan myself and return for my labour have significantly improved. – Cyrus Mburu, Mavuno avocado Farmer from Murang’a County.
The premiums: As per the Fairtrade guidelines, in addition to the Fairtrade minimum price paid at the farm gate, they are assured to get an additional payment referred to as premiums.
A big fraction of about 80% of the premiums is to be used to initiate or support community projects that would support wider communities—examples: clean water provision, health clinics, re-afforestation, beekeeping, etc. The farmers would take pride in knowing that their avocado business would also benefit their communities through various projects.
“Through the premium, we plan to have a tree nursery that would help in afforestation efforts in our area.” – Regina Wangui – Farmer from Murang’a County
Fair for Workers: Employees are a very important resource in organizations, and Fairtrade looks at labour practices in organisations enlisting for a Fairtrade certification to see that the workers’ interests within working contexts are safeguarded.
Mavuno continues to demonstrate its commitment to providing its workers with safe and healthy working environments, fair wages, freedom of association, and collective bargaining. Our living wages are a true testament, as the factory workers are receiving a wage well above the minimum wage, thus providing them with a wage that would significantly help them lead a decent life.
Good for you, the consumer
By purchasing and consuming our Bio-Fair avocados, you are making an informed choice about a product produced fairly and sustainably.
For businesses, promoting Fairtrade products is beneficial, as it can contribute to social corporate responsibility.
We are pleased to inform you that currently, through Eosta BV see that our Fairtrade Hass variety avocados available at Biocoop shops in France.
Interested in our Bio-Fair, Fairtrade, or organic certified avocados?
We’d love to hear from you. Let’s explore how we can partner in your region — or how you can support passionate producers in ours who are committed to growing Fairtrade-certified avocados with care for people and the planet. Get in touch here.
We are Mavuno Organics, pioneers in Kenya’s organic food industry and producers of some of our beautiful country’s finest harvests. Our vision is to bring value to people and the planet by providing our bountiful crops just as nature intended – organically, sustainably, and ethically. Join us on our journey of delicious exotic delights nurtured with the utmost care.
