Fintech Firm Avenews Partners with Fresh Produce Consortium to Unlock Billions for Farmers and Traders

By BRIAN MUSYOKA 

At the heart of the partnership is an Agri-Supplier Financing solution that allows suppliers to convert verified invoices into immediate cash. This invoice discounting model will enable farmers, aggregators, distributors, and exporters to restock quickly, fulfil orders on time, and maintain consistent supply without financial strain.

Avenews Group CEO Jonathan Tseelon said the initiative is tailored to the realities of the fresh produce sector, where perishability and speed are critical. He emphasized that immediate and flexible capital is essential to keep the value chain functioning efficiently. According to him, the company is committed to developing financing solutions that move at the pace of trade rather than traditional banking timelines.

The partnership also aims to reduce reliance on informal and high-cost borrowing, which many small and medium agribusinesses turn to when faced with delayed payments. By aligning financing with real trade flows, businesses will be able to operate continuously and strengthen supply cycles.

Fresh Produce Consortium of Kenya CEO Okisegere Ojepat noted that delayed financing often disrupts shipments, damages supplier relationships, and leads to losses due to spoilage. He highlighted that limited access to timely funding has long been a barrier to entry, especially for youth and women entrepreneurs.

Ojepat said the new financing model is expected to open doors for more players to participate in the sector while strengthening existing businesses. He added that the fresh produce industry already supports more than three million people directly and indirectly, and the partnership aims to expand this impact to over ten million livelihoods nationwide. 

Avenews Managing Director Nancy Kinyanjui described the initiative as part of a broader shift toward embedded financing models where capital is structured around real economic activity. She explained that the company is working to fix long-standing structural gaps in agribusiness by unlocking capital through practical, time-based solutions that support the movement of goods.

The partnership was officially launched during a joint dinner workshop held at Crowne Plaza JKIA, bringing together more than 100 members of the Fresh Produce Consortium of Kenya and key stakeholders across the value chain.

With the collaboration industry players say it could transform how agribusiness operates in Kenya  making the sector more resilient, inclusive, and economically impactful.