Who is Hosea Machuki (Personal, educational and professional background)?
Hosea Machuki is the Chief Executive Officer Fresh Produce Exporters Association of Kenya (FPEAK). He has served the agriculture sector for the past 22 years in research, horticulture, natural resources management, biodiversity conservation, food security, irrigation technology, agronomy, agricultural extension and extensive value chains development.
Hosea has extensive knowledge and experience in organisational management and administration and he has an excellent understanding of the horticulture industry in Kenya and within the region having vast experience working with private sector both in Kenya and within the East and Southern Africa region. He holds a Master of Science in Agricultural Extension from Egerton University and a Bachelor of Science in Agriculture from the University of Nairobi.
Other than FPEAK have you worked in an agriculture related organisation before?
Hosea started his career in 1997 as an Agricultural Extension Officer with the Ministry of Agriculture. He has since served as a Project Coordinator – Agriculture for Self Help Africa, Programme Manager – Horticulture for Solidaridad Network and Regional Manager East and Southern Africa for Rainforest Alliance. Hosea has implemented and managed sustainable agriculture projects in Burundi, Eritrea, Ethiopia, Kenya, Malawi, Rwanda,Eritrea, Ethiopia, Kenya, Malawi, Rwanda, South Africa, Tanzania, Uganda, and Zimbabwe, and a consultant for various international organizations.
With so many great organizations to work with why FPEAK?
FPEAK became a natural fit given my skills, knowledge and experience horned over the years as its one organization in which one interacts with and serves smallholder farmers, private sector companies, key government agencies, international clients, development partners, academia, media just to name a few.
How would you describe your time as the CEO-FPEAK? Are you passionate about what you do?
I joined FPEAK on 15th May 2017 at a time when there was a lot on the plate for a new CEO. It has been both exciting and challenging to steer the organization to date. The road ahead appears very promising as the industry grows, and incomes to FPEAK members and the supplying farmers continues to grow. I am always passionate not only for the work I do at FPEAK, its my work ethic. Excellence, delivery and rigour.
What is FPEAK’s vision for the sector?
FPEAK’s vision is to Make Kenyan horticulture the Global choice. This vision will continue to facilitate the diversification and expansion of horticultural exports through systematic and related growth in innovations, product range and market segments. It will also continue to identify income streams that offer competitiveness while assuring profitability for FPEAK members and their suppliers
What are your top priorities?
At FPEAK my priorities are; Ensuring that we represent our members interests to government to continue creating an enabling environment for business; Provide specific services to our members including capacity building, compliance to standards and marketing; Ensuring that FPEAK becomes a sustainable entity with respect to income in the coming years. This way, we can be assured that we can provide world class services to our members and clients.
In a nutshell describe FPEAK products and services to the farmers
FPEAK services and products are based on our four key strategic objectives which are; to undertake advocacy aimed at improving the business environment both locally and abroad; to undertake capacity building at all levels; to undertake measures that will ensure compliance in response to quality and food standards, environmental and social Concerns and; to promote and brand Kenyan fresh produce globally
Briefly discuss the FPEAK Management and team
FPEAK has a board of 9 directors elected by the members during an annual general meeting. The current directors have a term of 6 years and they retire on rotation. The board appoints a CEO who heads the secretariat composed of 6 staff. We employ more staff as and when we have more work to do especially if we get specific projects.
What’s the biggest challenge YOU feel your farmer faces, and how do you inspire the rest of the team to meet it head on?
The Kenyan horticulture export sub-sector continues to experience challenges that include; Emerging market issues like new regulations from the marketplace, Limited diversification of Agricultural production: Narrow base of agricultural products, especially exports leads to high vulnerability of incomes to the international market trends. Non-compliance to international market standards, Retrogressive regulatory environment that continue to undermine trade, Stringent food safety market requirements in the EU market, Lack of public-private engagement geared towards investment and market development, Increased cost of production discouraging new investment in the sector, poor infrastructure, Lack of crops diversification in the making, Lack of coordinated marketing approach; climate change among others. We continue to strengthen our skills and knowledge in these matter through trainings and partnerships with our partners in order to provide solutions to these issues.
Where do you see the horticulture sector globally in the next 5 and 10 years from now? How are you prepared for this change in the industry?
Currently in Kenya only 4% of total annual fresh fruits and vegetables ( FFV) output is exported. In 2016 for example, the fruits and vegetables exports earned Kenya over US$ 1 billion. Kenya is a major supplier of high-value produce, such as green beans, snow peas (mange-touts), runner beans, okra, chillies, avocados, and mangoes and also a major exporter of flowers especially roses and carnations. In terms of markets, Europe is the main market for Kenyan FFVs and flowers, with the UK, Germany, France, Switzerland, Belgium, Holland and Italy leading. Other importing countries include Saudi Arabia, UAE, South Africa, India, Pakistan, Ireland, and Uganda. Colombia, Peru and Guatemala are Kenya’s main competitors on the global scale. Major export markets for Kenya vegetables include the UK, the Netherlands, France, India, Pakistan, Germany, Ireland, Belgium, Uganda and South Africa, while the USA, the Netherlands, France, Germany, United Kingdom, Hong Kong, Japan, Spain, Belgium, and Bahrain are the leading importers of Kenya fruits. FPEAK has 17 member companies that export flowers mainly to Holland and the UK. Over dependence on traditional markets is turning into a disadvantage owing to changes in legislations due to increase in food safety concerns. There is need for promotional activities in emerging markets in the Far East, Middle East, SADC, and USA, among others. We are currently working with the various government agents and other development partners to expand our market share especially into new and emerging markets including China and India.
What is your personal work ethic, and how does this affect the organisation culture?
I believe in a collegiate working environment where people can bring out their best skills and expertise. I ensure that staff are able to meet deadlines, deliver quality work and be proactive. This creates the tempo for results delivery within the organization.
Describe your ordinary day? Do you have enough personal time? Is there a particular moment or memory that stands out
Given the nature of my duties, I do not have a routine. Each day presents a different procedure. However, normally, I will check mails and respond to issues, attend meetings, plan for days ahead, consult with colleagues and my board members on particular issues. Most evenings and weekends is my personal time. I go to church on Saturdays with family and unless I am out of town, always takes my family out for lunch every Sunday.
Who are the most important people in the industry today?
Our members. They provide employment to hundreds of thousands of Kenyans, provide ready markets for smallholder farmers and contribute to foreign exchange earnings.
What do you think other people should know about holding such a high esteem position you hold at Fpeak?
Any hard working person can be a CEO. What is different is how much one delivers once there and the strategic decisions and actions that one makes. This is what separates the average CEO for an excellent performer.
Is there anything else you would like to share with me?
I encourage every kenyan to enter the fresh produce sector, learn from the best in the business and lets all make Kenya horticulture the global choice now and in the future.
