This is the Frutta Agro Ventures Ltd presentation pitch to potential investors for the establishment of a fruit Processing plant in Kenya.

1. By: Frutta Agro Ventures Ltd
February 2024

2. TABLE OF CONTENT
*The Problem
*Our Proposal
*Our Products
*The Market
*Our Competitors
*How it Works
*Our Funding Needs
*Marketing Channels
*The Risks
*The Impact
*Expansion and Growth

3. The Problem
Kenya is one Africa`s largest producer of tropical fruits such as
mangoes, pineapples, bananas, papayas and coconuts ;unfortunately,
approximately 40% of production is lost at the post-harvest stage due
to; poor transport infrastructure in the growing areas, an inadequate
domestic market and processing capacity in the country to absorb all
production. This situation is further worsened by the fact that most of
these fruits are produced by small holder farmers who operate
individually and don`t belong to any cooperative.
0
500000
1000000
1500000
(metric ton)
Africa Top Mango Producers
Egypt Nigeria Sudan Kenya
0
500000
1000000
1500000
2000000
(metric ton)
Africa Pineapple Producers
Nigeria Ghana Tanzania Kenya
0
100000
200000
300000
400000
500000
(metric ton)
Africa Coconut Producers
Nigeria Tanzania Kenya Mozambique

4. Our Proposal
Our proposal calls for the setting up of a commercial
scale dried tropical fruits processing plant in Kenya.
The proposed processing plant will process value
added dried mangoes, pineapples and coconuts. This
plant will go a long way towards minimizing the
problem of food loss in the fruits subsector.
The main players in fruit processing in Kenya are; Kevian ltd, Makueni County Plant, Coca-Cola, Milly
fruits Ltd – these are concentrate and juice producers; The Delmonte pineapple canning plant;
Kentaste Ltd, Malindi Coconuts Oil Ltd these are coconut processors ;Olivado Kenya, Origen Group
Ltd – these are avocado oil processors and numerous avocado exporters.

5. What are Dried Fruits
Dried fruits are fruits that have almost all of the water content removed
through drying methods

6. Our Products
The plant will produce
premium quality organic,
natural dried mangoes,
pineapple and coconuts.
Our natural products will not
contain preservatives
(sulphites), artificial coloring
or added sugar.

7. The Market
The global dried fruit and nuts market is estimated
to reach an all-time high of US$ 2.7 billion by 2026.
Raisins, figs, almonds, walnuts, prunes, dates,
cashewnut, macadamia are the most traded in
this market.
The annual traded value for dried tropical fruits
such as mangoes, pineapples, bananas,
papayas and coconut is estimated to be worth
US$ 250-350 million.
The growth in this market is fueled by changes in diet,
food tastes and a rise in health consciousness among
consumers in the key markets of Europe, Japan, China
and United States.

8. Our Competitors
The major competitors within the industry are processors from
Tanzania, West Africa, South Africa, Mexico, Philippines and Thailand.
 Elven Agri Company, Tanzania
www.elvenagri.com
 HPW, Ghana &Ivory Coast
www.hpwag.com
 Gebana Afrique, Burkina Faso
www.gebana.com
 Fruit Gems Agricultural Corporation, Philippines
www.fruitgems.com.ph
 Unity Food, Thailand
www.unityfood.com
 Levubu Dried Fruit, South Africa
www.ldfruit.co.za

9. Our Competitive Advantage
a. Extensive domestic production of mangoes, pineapples and coconut.
b. Focusing on the niche organic market as most fruit production in Kenya is
low intensity; making it suitable for organic certification.
c. Being of an ecological responsible brand thus making our products an
attractive option for environmentally conscious consumers.
d. Mangoes are available in Kenya during the off-season period of other major
producing countries.
MANGO SEASON JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC
KENYA XXX XXX XXX XXX XXX XXX XXX
PHILLIPINES XXX XXX XXX XXX
THAILAND XXX XXX XXX XXX XXX
MEXICO XXX XXX XXX XXX XXX
GHANA/IVORY XXX XXX XXX XXX XXX

10. Business Model
Farmers
Outgrowers
Scheme
• Farmers organized into an
outgrowers scheme are
trained for GlobalGap
compliance and are
contracted by the
processing plant to supply
fruits
GlobalGap
/FSSC22000
Cert.
Bodies
• The GlobalGap and
FSSC22000 certification
bodies: oversee the
certification of growers and
plant and adherence to
these standards
Dried Fruits
Distributors and
Buyers
• They contract the plant
and/or purchase dried
products from the plant
The Farmers and Plant relationship will be managed
by an Innovative govt approved monitoring app.

11. The Proposed Plant
o To Be Established in The Export
Processing Zone.
o Will be established in Malindi town,
Kenya.
o Will have a 23 Ton fresh fruits/ Day
processing capacity.
o Will contract over 2,000 growers
mostly in the coastal counties of
Kilifi, Lamu and Tana River.
o Will target local cultivars; Ngowe
mangoes, East African Tall Coconut
and Cayenne pineapple.
o Directly create over 200 permanent
and seasonal job opportunities.

12. Funding
The total project costs will be US$ 6.8 million.
Sources of the funds: Equity and loan facilities
Use of Funds
CAPEX Amount Percentage
Self Propelling Machines $46,536 0.7%
Building $1,600,342 23.7%
Computers and Software $26,500 0.4%
Furniture and Fittings $25,000 0.4%
Motor Vehicles $104,180 1.5%
Plant and Machinery $4,260,418 63.0%
Land $50,000 0.7%
Working Capital $644,703 9.5%
Total $6,757,679
The startup has a pre-approval for a US$1.5m
loan facility from the Landscape Resilient Fund
(UK) that will be negotiated with investors who
onboard.
$5.97m
$9.57m
$10.86m
$12.29m $12.67m
$1.38m
$3.32m
$3.97m
$4.71m $4.7m
28% 41% 43% 44% 44%
$0.00
$2.00
$4.00
$6.00
$8.00
$10.00
$12.00
$14.00
$16.00
Year 1 Year 2 Year 3 Year 4 Year 5
Revenues and Net Profit
Revenues Net Profit Net Profit Margin

13. Marketing
Channels
Channels to bring our Dried Fruits to the
Marketplace.
1. The engagement of dried fruits distributors
in the European Union, USA and Japan to
distribute to their existing and potentially
new buyers.
2. In the 2nd phase, the business will enter the
B2C market by retailing branded small fruit
packs directly to consumers through E-
retailers such as Amazon and Ocado.
The company has two written contracts from; i)a German dried fruits distributor, ii)a
Japanese eco-trading company for the purchase of all production.

14. Risks & Mitigation
Risk Mitigation
Seasonality of fruits (raw material) Maximizing production during peak fruits harvesting and
diversifying the types of fruit we process to avoid raw material
constraints
Supplier Risk Engaging growers in mutually agreed contractual arrangements
and having those arrangements followed through.
Varied weather events. i.e. Alternate
Bearing
Diversification of fruit sourcing areas.
Major importing country imposing
restrictions on trade or agro-practices
Market diversification – targeting different export markets i.e. EU,
Asia and North America.
Equipment downtime Implement scheduled preventative equipment maintenance.
Political instability, insecurity,
elections
Adhere to ethical and sustainable business practices within the
community.
Energy crisis (supply & cost) Implementation of biogas and solar energy generation projects
to supply low cost energy

15. Project Impact
 Mitigates post-harvest produce losses in the fruits subsector.
 Improvement of contracted growers’ income by 80%.
 Increase of value captured from harvested fruits; and
 Generation of jobs and economic opportunities in rural
Kenya.
 Promotion of excellence in post-harvest processing through
training.
 Promotion of agroforestry through growth of new orchards.
 Promotion of green energy through the utilization of solar
power and biogas generated from fruit peels.

16. Growth Plans
The Expansion and Grow strategy of the business
will be 1) scaling existing dry fruits processing
operations 2) adding fruits like banana, papaya,
jack fruit and pepper. 3) product diversification by
adding an IQF (individual quick freezing)
production line.

17. Climate Adaptation Aspects
 The establishment of the processing plant, will not only
address post-harvest losses but will also contribute
significantly to the promotion of agroforestry among
small holder farmers.
 The focus on indigenous varieties like the "Ngowe
Mango" and the "East African Tall Coconut," will promote
biodiversity conservation by encouraging the cultivation
and preservation of these unique regional species.
 The focus on organic products which use no agro
chemicals will reduce the processing plants impact on
the environment.
 The business embrace of eco-friendly energy sources,
such as solar energy and biogas generated from fruit
peels will underscore our dedication to mitigating
climate change.

18. Tasks to
materialize this
investment
Securing the targeted funding of approx.
US$6.76m
Finalize the land purchase and Export
Processing Zone(EPZ) registration
Construct the processing plant and
acquisition of equipment
Recruit employees
Obtaining the necessary quality
certifications: FSSC22000 and GlobalGap
Train farmers to GlobalGap Standards
and contract them.
 The Processing Plant Building
 The Fruit Dryers
 The Ripening Chambers
 The Fruit Peeling Machines
 The Cold-room
Key Equipment Required

19. Project Team
TEAM BIO
Victoria Muthusi,
Managing
Director
She has over 20 years’ management and operations experience in the food
manufacturing, fresh produce, value added products and FMCG. She holds a Bachelor
of Science Food Manufacture
Michael Kamau,
Head of Finance
He has a background in finance , business , project development, strategy and
operations across East Africa. He is a CPA and holds a MBA in Accounting.
Alfred Muriungi,
Head of
Operations
He has a background in food manufacturing, pack house management, quality
assurance and food safety. He has over 15 years’ experience in food manufacturing in
Kenya. He holds a Bachelor of Science in Food Science and Technology
Onesmus Njatha,
Head of Sales
He has a background in agricultural commodities trading, warehouse management,
grain quality control and sourcing. He is a Grains and Feeds Trade Association (GAFTA)
trained trader, grader and trade arbiter.
Joseph Kinga,
Head of
Agronomy
He has a background in horticulture, and experience in managing pack houses,
development and maintenance of food safety, quality management systems, out grower
development and trade standards. He holds a Diplomain Food Technology.
Mary Wanjiku,
Head of
Administration
She has a background in social economics. She has experience in farmers affairs, Public
Relation& Communications. She holds a Bachelor of Arts Economics and Sociology.

20. Market Brands

21. Frutta Agro Ventures Ltd
E: project@tsavomunch.com
E: barichofruits@yahoo.com
Url: www.tsavomunch.com
Nairobi, Kenya