Amiran MD talks about agribusiness

Amiran Kenya Managing Director Aviv Levi. [PHOTO:WILBERFORCE OKWIRI]

NAIROBI: AVIV LEVI is the managing director at Amiran Kenya, an agro-input supplier that also operates in the horticulture and floriculture sectors. Before coming to Kenya in 2003, Mr Levi served in the Israeli army and later worked for Hishtil, a vegetable seedling company in Israel. He spoke to Business Beat about his company’s challenges and triumphs in agribusiness.

Your company has made quite a name for itself in agribusiness. What do you think is behind this?

Apart from our quality products, as Amiran, our employees are the cornerstone of excellence and are the company’s best-kept secret. Their zeal, service delivery and passion in their areas of focus are what continue to build the Amiran brand.

You’ve introduced Amiran training centres in Kenya. What are their benefits?

The aim is to make modern technology, knowledge and know-how accessible to all by bringing the innovations right to the farmer’s doorstep.

Our team’s goal as regards the training module is aligned to the quote: Give a man a fish and you have fed him for a day. Teach him how to fish, and you have fed him for a lifetime.

How do you monitor the progress of the farmers you work with?

We have more than 40 agronomists spread throughout Kenya to provide extension service to our farmers. They visit and offer advice throughout the growth processes of crops, from transplanting to post-harvest.

Recently, we launched the Amiran On-Call Support System that allows us to provide farmers with fast responses through phone calls, WhatsApp and emails.

For walk-in consultative services, the Amiran Shop in Nairobi allows farmers to sit down with experts to discuss any agricultural concerns they may have.

What challenges have you faced in this market?

The main challenge is that we know how to help smallholder farmers become bigger and more profitable, but many times, access to financing blocks their success.

In a way, challenges in the agricultural field have been a blessing in disguise, helping us to put a lot of effort in research so as to find solutions that our clients can afford comfortably to have an easier farming experience.

What legacy do you want to leave in the agribusiness sector?

Ninety per cent of Kenyans are involved in agriculture in one way or another, whether on a large scale for export, small scale to commercialise, for subsistence or just a little garden for fun. My biggest goal is to tap into all these levels of farmers by understanding their needs, and providing them with top-quality products to make them successful.

Any new projects coming up?

We have several, among them the Galana Kulalu project, and Kwale International Sugar Company and Kenya Red Cross Society food security projects, in addition to other projects with different partners. We are also in the final stages on signing more partnerships with micro-finance institutions and Saccos to help farmers access financing to purchase our range of products. Through partnerships, Amiran is keen to increase support to farmers to ensure they have a great time in their farms.

What specific community projects are you involved in?

We are involved in numerous projects across the country with a number of partners, including the Health African Resource Team, Red Cross, county governments, Rotary and women and youth groups. The agenda is to provide beneficiaries with agricultural inputs and to teach them modern farming techniques to help them grow quality produce that they can sell at favourable market prices.

Amiran has received several awards, what do they mean to the company?

Through the joint efforts of our employees and partners, the company in 2013 won the MDG Champion of the year; in 2011 the MDG on Youth Empowerment, together with the Ministry of Sports and Youth Affairs; and in 2010, the MDG on the Eradication of Extreme Poverty and Hunger, together with the Kenya Red Cross, among other awards. Our awards are a reminder of how far we have come and what is expected of us.

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