Middle class to push fruit consumption to new high

By Patrick Githinji

Consumption of processed and fresh fruit is expected to grow by six and four per cent by the end of the year, a survey says.

The survey, conducted by TechnoServe and Bill & Melinda Gates Foundation, said soaring demand from the growing middle class would propel the boom.

"Market demand for fresh and processed fruits has created attractive long term opportunity for small scale holder’s farmers," the survey said in part.

The survey also noted while local farmers could meet the demand, many multinational firms have opted import juice concentration to blend their products.

But the two firms announced a Sh1.03 billion grant to assist small fruit farmers in Kenya and Uganda double their production by 2014.

The four-year partnership will allow mango and passion farmers supply their yields to Coca-Cola, boosting their income and getting access to the firm’s network.

"This partnership is a great example of sustainability. By partnering with farmers, we can help increase their incomes while meeting our needs," says Nathan Kalumbu, Coca-Cola’s East and Central Africa business unit president.

Coca-Cola hopes the partnership will be replicated as it grows its juice business in other markets globally.

"This partnership is the type of innovative approach needed to foster economic empowerment across the globe and we are proud to be a part of this effort in East Africa," says Muhtar Kent, Chairman and CEO of the Coca-Cola Company

President of the Global Development Programme of the Bill & Melinda Gates Foundation, Sylvia Mathews Burwell, said helping farmers increase productivity, improve crop quality and access reliable markets is crucial if the world is to address global hunger and poverty.