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Nut Processors
    Association of Kenya
Promotions for Prosperity session presentation
          Macadamia Symposium
             Brisbane, Australia.
                 By Charles Muigai

            www.nutpak.or.ke
Kenyan Macadamia
 Organic by default
Traceability and
Quality Benchmarks
            • Licensing of all Macadamia handlers
    1         from farmers, transporters,
              processors and Exporters



           • Development of standard quality
    2        parameters to be upheld by all
             Macadamia processors including opening
             and closing dates of the crop seasons.
Macadamia Revitalization and
Expansion Program

                           Ministry of
                           Agriculture
                                                                      Key Highlights
                                                                 1. Grow the industry by
                                                                    providing       one      Million
                                                                    seedlings in the next five years
                           Macadamia                             2. Uphold local processing and
   Nut Processors                            Horticultural Crops
Association of Kenya      Revitalization       Development          sustain ban on export of in-
                          and Expansion          Authority          shell Macadamia
                            program.                             3. Streamline the industry and
                                                                    position Macadamia as a prime
                          Macadadamia                               nut
                       Growers Association                       4. Brand Kenyan Macadamia and
                            of Kenya                                create brand recognition
                                                                    internationally
NutPAK Strategy: From
Farm-gate, National to
Global Engagements
                                                        Invest in
 1                   Reach out to      Leverage
                                                        ancillary
                                                      infrastructur
                                                                            Set up a
                                                                          national Nuts
Establish National   smallholder          local
                                                          e and              Quality
    Platform           farmers        partnerships
                                                        enabling            Standard
                                                          Policy


    2                 Reach out to
                      regional Nut
                                          Integrate national
                                           Association with
                                                                      Build trading
                                                                      capacity with
  Integrate into       Processing        regional Integration          continuous
Regional Platform     Associations        platforms/Agenda             cooperation

                                                                     Achieve
     3                  Use new
                       capacity to
                                           Receive new
                                           international
                                         investments and
                                                                 sustainable and
                                                                 competitive nuts
    Compete            enter global        technologies          industry growth
    Globally             market
Looking into the future
with confidence :
Kenya’s Potential

    Brand      • Embed with Kenya's heritage.
   Essence     • Sports and best of Kenya


   Unique      • Crunchy and Crispiness
   Selling     • Great taste can easily blend
    Point        other macadamias
Export of In-shell is
        illegal
•Quality from farm level
assured
•Days of premature
harvesting
•HCDA now licensing all
handlers and processors.
Promotional and Marketing
            Activities
 Promote quality Macadamias from farm-level
 Improve processing and making NutPAK
    members to be HACCP and ISO certified.
   All NutPAK members to Comply with FDA
    & USDA requirements
   Linking our Macadamia products with               www.brandkenya.co.ke
    Embassies in Key markets including making
    Macadamia part of Governments promotion
    of Kenyan products internationally under
    ‘Brand Kenya’.
   Advertising to promote and grow local
    consumption.
   Direct sales of finished brands to supermarket
    stores abroad                                U.S Food And Drug Administration



                                                Buy Kenyan, Build Kenya
Prospects: International
       Markets
   Looking into making tangible forward contracts
    (forward sales)
   Enter our brands in the supermarket chains across
    Europe, America, China and Japan.
   We have a positive outlook owing to heatlthy eating
    habits that the world population is embracing. Need
    to amplify the nutritional and healthy benefits.
Great Origin attributes!                                  Lake Turkana
                                                              Cradle of
        Thank You.                                            Mankind
 Maasai              Home to World's Best
   Mara                    Coffee
  Eighth
wonder of
the World
                                            Home to            Great Runners
                                            Big Five           The Mecca of
                                                               Athletics!

 Great Taste
 Macadamia       The First ever
  grown on       Mobile phone
Volcanic soils   money transfer
  along the
   Equator                                     Great Rift
                                                Valley


                                                         Snow
                                                        Capped
                                                       Mt. Kenya

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What’s driving demand around the globe china - charles muigai

  • 1. Nut Processors Association of Kenya Promotions for Prosperity session presentation Macadamia Symposium Brisbane, Australia. By Charles Muigai www.nutpak.or.ke
  • 3. Traceability and Quality Benchmarks • Licensing of all Macadamia handlers 1 from farmers, transporters, processors and Exporters • Development of standard quality 2 parameters to be upheld by all Macadamia processors including opening and closing dates of the crop seasons.
  • 4. Macadamia Revitalization and Expansion Program Ministry of Agriculture Key Highlights 1. Grow the industry by providing one Million seedlings in the next five years Macadamia 2. Uphold local processing and Nut Processors Horticultural Crops Association of Kenya Revitalization Development sustain ban on export of in- and Expansion Authority shell Macadamia program. 3. Streamline the industry and position Macadamia as a prime Macadadamia nut Growers Association 4. Brand Kenyan Macadamia and of Kenya create brand recognition internationally
  • 5. NutPAK Strategy: From Farm-gate, National to Global Engagements Invest in 1 Reach out to Leverage ancillary infrastructur Set up a national Nuts Establish National smallholder local e and Quality Platform farmers partnerships enabling Standard Policy 2 Reach out to regional Nut Integrate national Association with Build trading capacity with Integrate into Processing regional Integration continuous Regional Platform Associations platforms/Agenda cooperation Achieve 3 Use new capacity to Receive new international investments and sustainable and competitive nuts Compete enter global technologies industry growth Globally market
  • 6. Looking into the future with confidence : Kenya’s Potential Brand • Embed with Kenya's heritage. Essence • Sports and best of Kenya Unique • Crunchy and Crispiness Selling • Great taste can easily blend Point other macadamias
  • 7. Export of In-shell is illegal •Quality from farm level assured •Days of premature harvesting •HCDA now licensing all handlers and processors.
  • 8. Promotional and Marketing Activities  Promote quality Macadamias from farm-level  Improve processing and making NutPAK members to be HACCP and ISO certified.  All NutPAK members to Comply with FDA & USDA requirements  Linking our Macadamia products with www.brandkenya.co.ke Embassies in Key markets including making Macadamia part of Governments promotion of Kenyan products internationally under ‘Brand Kenya’.  Advertising to promote and grow local consumption.  Direct sales of finished brands to supermarket stores abroad U.S Food And Drug Administration Buy Kenyan, Build Kenya
  • 9. Prospects: International Markets  Looking into making tangible forward contracts (forward sales)  Enter our brands in the supermarket chains across Europe, America, China and Japan.  We have a positive outlook owing to heatlthy eating habits that the world population is embracing. Need to amplify the nutritional and healthy benefits.
  • 10. Great Origin attributes! Lake Turkana Cradle of Thank You. Mankind Maasai Home to World's Best Mara Coffee Eighth wonder of the World Home to Great Runners Big Five The Mecca of Athletics! Great Taste Macadamia The First ever grown on Mobile phone Volcanic soils money transfer along the Equator Great Rift Valley Snow Capped Mt. Kenya