Growth in a Globalized Industry: The Case of Hillside Green Growers & Exporters Ltd.

In 1998, Nairobi-based Hillside Green Growers & Exporters Ltd. began with a single shipment of mangoes to Dubai. Today, Hillside has blossomed into a steady exporter with a broad product line of fresh fruits and vegetables sold to buyers in the Middle East and Europe. Attainment of key quality certifications and a recent partnership with an NGO supporting SMEs to provide contracted growers with agricultural inputs has allowed Hillside’s CEO, Eunice Mwongera, to scale up and establish new, bigger contracts with customers in Europe. The Middle East market offers smaller volumes but year-round opportunities, while orders for European markets are larger but are concentrated during certain months. Much bigger players in the horticultural export industry already serve the European markets—the question is whether Hillside can contend at the same level among those competitors. Eunice also is giving thought to Kenya’s own domestic market. With increasing urbanization, Nairobi could be a viable opportunity.

Issue Date:
Jul 01 2014
Publication Type:
Journal Article
DOI and Other Identifiers:
ISSN #: 1559-2448 (Other)
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Published in:
International Food and Agribusiness Management Review, Volume 17, Special Issue B
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The IFAMR is published quarterly by the International Food and Agribusiness Management Association. For complete library visit:
Series Statement:
Volume 17
Special Issue B

 Record created 2017-04-01, last modified 2018-01-22

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