Wilson Mwangi, a 30-year-old entrepreneur from Murang’a County, is redefining the avocado industry by adding value to the fruit and creating employment opportunities for local youths. His journey began as a broker and transporter of avocados from farms to processing plants. However, when production slumped in 2023, Mwangi struggled with losses, as he could not fill his vehicle with enough fruits to remain profitable.
Faced with these challenges, he pivoted towards value addition. Drawing on his background in plant operations, Mwangi researched oil extraction from avocados and designed a manual pressing plant with the help of local artisans. Operating under his enterprise, Ewims Farm Enterprises, based in Kiria-ini town, Mathioya subcounty, he introduced avocado oil as a beauty product for skin and hair.
Breaking into the market was not easy, as many locals were unfamiliar with avocado oil’s benefits. Mwangi hired and trained local youth to engage in intensive marketing, gradually changing public perception. Today, his enterprise employs over 40 people, with 20 sourcing avocados from farmers and another 20 processing the fruits.
The processing involves ripening the avocados, sorting, cleaning, kneading the pulp, sun-drying, and finally pressing the oil. The extracted oil is packaged in 65ml and 120ml bottles, retailing at Sh250 and Sh500, respectively. The business currently produces about 20 litres of avocado oil weekly, catering primarily to the local market while expanding into neighboring counties.
Mwangi also works with farmers to ensure the avocados are organic, aligning with Murang’a County’s push for agroecology to combat rising cases of noncommunicable diseases. The county, Kenya’s largest avocado producer, has over 96,000 farmers producing about 500 metric tonnes annually.
Despite his success, Mwangi faces the challenge of scaling production to meet international demand, particularly in China. He plans to acquire an automatic pressing machine to increase output. Encouraging youth to explore small and medium enterprises, Mwangi’s initiative highlights the potential of agribusiness in transforming livelihoods. His story is a testament to resilience, innovation, and the vast opportunities within Kenya’s avocado value chain.
