On September 2, 2021, avocados will be center stage as the Global Avocado Congress kicks off its international forum for growers and marketers. Where industry leaders gather to exchange the latest in technology, supply sourcing knowledge, marketing strategy, and ideas for development in a changing climate, one very special group will make an appearance to plant the seed of gender equity in the fresh food industry and avocado sector.

Global Women Fresh (GWF) is an international philanthropic organization that dedicates its work to closing the gender gap from field to firm within our global food system. Since its conception in 2018, GWF has been hosting career-centered webinars, publishing resources, and building strategic international partnerships with women, experts, and expert women in the fresh food industry. 

One of GWF’s most critical partnerships is with the United Nations SheTrades program under the International Trade Center (ITC). In 2015, the ITC launched the SheTrades Initiative aimed at providing women entrepreneurs and women-led SMEs around the world with a unique network and platform to connect to markets.   

GWF and SheTrades have strengthened one another’s missions by providing individual mentorship and capacity building to over 300 women in Kenya’s horticulture sector, many of which are providing the world with its new favorite toast topping — avocado. 

Rachel Muturi is the co-founder of produce growing/exporting company Kranian Farms, and a participating member of the GWF/SheTrades partnership based in Nairobi Kenya. Kranian Farms has roughly 20 contracted, small-scale farmers that grow summer flowers, mango, passion fruit, pineapple, tomatillo, and most importantly for this story, avocado. 

“Working with Global Women Fresh, more than anything, trained me to know my worth,” Muturi said as a comment on the GWF/SheTrades mentorship program. As a result of the individualized mentorship and networking in foreign markets, Muturi connected with her biggest and most reliable avocado client, the Jupiter Group, at the beginning of June. 

Muturi’s experience has been that, “Being from Africa, people, especially from the West, want to push their low rates down on you. They think, ‘Oh these people in Africa, they’re so desperate, we can just give them a dollar or two.’ But if you stand your ground and know your worth, they will come around and actually appreciate you more.” 

GWF challenges these norms and empowers women to demand just pay, equal opportunity and access to resources in every corner of the globe. In terms of GWF’s presence and impact in the fresh food industry, this is only the beginning. Be sure to join us at the Global Avocado Congress to hear more about our philanthropic work and how you can help us change the status quo for women in produce.