In today’s increasingly interconnected world, visionary leadership in agribusiness has become vital to both local communities and global markets. Leaders who blend innovation, sustainable practices, and a deep commitment to empowering stakeholders play a transformative role in shaping industries and fostering inclusive growth. Such leadership goes beyond mere business success—it champions ethical standards, nurtures collaboration, and creates enduring value that impacts people, economies, and the environment.
Mr. Nathan Loyd stands out as one such transformative leader. As the CEO and Chairman of Avoveg Health Kenya Ltd, he has dedicated over three decades to advancing Kenya’s horticultural export industry, establishing the company as one of the nation’s top avocado exporters to Europe and the Middle East. Under his stewardship, Avoveg Health has grown through innovative approaches, strict quality controls, and a focus on farmer empowerment and sustainable supply chains. Nathan’s visionary leadership not only propels business growth but also fosters ethical trade practices and social impact, positioning him as a key figure driving Kenya’s agri-export sector on the global stage.
Fighting Food Waste with Innovation and Value Addition
Nathan Loyd believes that the solution to a problem often lies within the problem itself. This perspective became evident when he observed the challenges facing Kenya, particularly the large amounts of food wasted due to spoilage. While Avoveg’s head office is located in the USA, the processing plant for its beverages remains in Kenya. Recognizing the issue of food waste, Nathan, as an entrepreneur, identified an opportunity to develop a solution. For 2025, one of the company’s key initiatives is value addition, with plans to introduce both avocado oil and guacamole into the US market.
At Avoveg, there is a strong belief in the saying, “we are what we eat.” Kenya’s advantage lies in its organic and healthy food, especially its avocados. What people consume directly affects their health and well-being, demonstrating the important link between agriculture and healthcare. Observing a lack of dynamic entrepreneurs focused on value addition in Kenya, Avoveg is taking the lead as the first company from Kenya—and Africa—to import high-quality guacamole and avocado oil into the USA, starting in Q1 2026.
Premium Kenyan Produce with a Global Vision
Avoveg Health Kenya Ltd is a leading exporter and processor of fresh fruits and vegetables, specializing in high-quality, organic produce sourced from various regions across Kenya. The company prides itself on strict adherence to international standards of food safety, traceability, and sustainability, ensuring that every product—from fresh avocados to a wide range of vegetables—is cultivated, packed, and shipped with transparency and care. With a deep commitment to ethical farming and environmental responsibility, Avoveg delivers farm-to-table freshness while maintaining strong ties with local communities and global markets.
Operating with a global vision, Avoveg has successfully expanded its footprint beyond Kenya, establishing its head office and processing facilities that bridge African agricultural excellence with international demand. The company’s U.S.-based arm, AvoVeg LLC in Michigan, leads efforts to introduce premium avocado products—such as cold-pressed oils and freshly frozen guacamole made with advanced High Pressure Processing technology—to the North American market starting in 2026. Driven by a passionate team and visionary leadership, Avoveg continues to grow as a trusted brand dedicated to delivering health, quality, and sustainability to consumers worldwide.
The processing plant for Fresh Avocados & Guacamole Processing in bulk & Avocado Oil in bulk will be done at ‘AvoVeg Health’ Kenya. This is the first step on the value addition that will take place in Kenya at ‘AvoVeg’. Meanwhile, the final packaging of the Guacamole and Avocado oil bottling will take place at the new coming soon plant in Michigan.
Avoveg Health Kenya Ltd – Produce at a Glance
Fruits:
- Hass avocado, mango, passion fruit
- Fairtrade-certified Kenyan farms
- Processed in certified, state-of-the-art packhouses
- Exported by air and sea with controlled atmosphere packaging
Vegetables:
- Sourced from GLOBAL G.A.P farms across diverse Kenyan climates
- Includes French beans, sugar snaps, snow peas
- Strict hygiene and cold chain management
- Daily fresh supply to local and export markets
Produce & Quality:
- Over 20 crop varieties grown and packed on company-owned farms
- Fully organic, packed in sustainable materials
- Committed to HACCP and BRC standards
- Advanced cold chain systems and Modified Atmosphere Packing technology
The Role of Food in Preventive Healthcare
Nathan Loyd emphasizes that “food plays a crucial role in preventive healthcare because, as the saying goes, ‘we are what we eat.’” He highlights avocados as an example, noting that they are cholesterol-free and can help reduce cholesterol levels, thereby contributing to better overall health. Avocado is regarded as a major superfruit with a wide range of uses, including in chocolate, milkshakes, beauty, and cosmetics.
He stresses the importance of eating healthy, natural, and minimally processed foods—much like the diets of our ancestors—to maintain good health. Avoveg’s guacamole and avocado oil products are completely organic, reflecting the company’s strong commitment to natural nutrition and its positive role in preventive healthcare across Africa and beyond.
Overcoming Financial and Geopolitical Challenges
One of the major challenges faced in Kenya has been the lack of understanding by banks regarding the specific dynamics of their business. As a company with both Kenyan and American roots, Avoveg required patience and time to stabilize operations and import essential machinery. However, many bank CEOs and owners do not adopt an entrepreneurial mindset and tend to focus mainly on providing loans without fully appreciating the unique challenges in the agricultural sector. This short-term perspective often leads to business failures within the first year.
Another recent challenge in 2024 has been the geopolitical conflict in the Red Sea, which disrupted transit routes. As a result, shipping times for fresh avocados have increased from 20-25 days to 45 days, as shipments must be rerouted around South Africa to reach Europe. Given that the shelf life of avocados is approximately 45 days, this delay significantly impacts the quality of the products.
Supporting Farmers Through Sustainable Practices
At Avoveg, sustainability is a core part of its farming, production, and distribution processes. The company works closely with over 2,000 farmers across Kenya, supported by agronomists who provide training on the best practices for growing avocados organically and maintaining healthy trees.
Avoveg also involves farmers by inviting them to visit the processing plant, where they learn how packing and processing are done to guarantee high-quality avocados. A major sustainability challenge is that about 30% of Kenyan avocados do not meet export standards due to cosmetic defects like sunburn or scars, despite the fruit being of good quality.
This issue causes an estimated $60 million loss annually for Kenya. To tackle this, Avoveg adds value by using this 30% of avocados in their avocado oil and guacamole production. The company aims to reduce waste from 30% to less than 1% by maximizing the use of all avocados. This strategy allows Avoveg to make the best use of available resources, support farmers, and uphold sustainable practices throughout the supply chain.
Building Strong Partnerships for Global Growth
Avoveg is actively collaborating with dynamic partners and investors, which led to the strategic establishment of its head office in the United States in 2024. The company’s focus extends beyond capital to finding investors who have a deep understanding of the business and share its global mission.
It prioritizes partnerships with those who align with its vision to build a strong ecosystem that includes farmers, healthcare providers, and policymakers. Avoveg leads by example, putting plans into action rather than merely discussing them. For instance, its value-added products, such as guacamole and avocado oil, are scheduled for importation into the US market beginning in early 2026. Nathan Loyd states, “I believe in taking action without waiting for perfection: we execute consistently, learn as we go, and build momentum to scale our impact globally.”
A Leadership Lesson in Finding the Right Partners
A defining moment in Nathan Loyd’s leadership journey was recognizing the difficulties of working with Kenyan banks that did not fully understand their business. This insight led Avoveg to stop borrowing locally and instead seek funding from the United States. Starting a business with the wrong financial partner can lead to failure, making it essential to shift focus toward finding the right collaborators.
This experience helped shape Nathan’s vision for Avoveg and strengthened his belief in the importance of partnering with supportive and knowledgeable stakeholders to successfully advance the company’s mission.
Insights on Nutrition, Healthcare, and Agriculture from Nathan Loyd
1. Most Underrated Superfood Grown in Africa
“Avocado is the most underrated superfruit in Africa,” Nathan Loyd states. “During the recent epidemic, avocado proved to be one of the best fruits for health. It helped balance the pH in our stomachs and supported our immune systems, helping us fight COVID-19 more effectively. Avocados truly are the new apple.”
2. Biggest Misconception About Nutrition and Healthcare
The biggest misconception is thinking that the effects of poor nutrition won’t catch up with us immediately. Many believe they can eat processed foods occasionally without consequence, but unhealthy habits accumulate over time. The truth is, we are what we eat, and healthy eating is essential because we only have one life—there’s no second chance.
3. Sector Where Agriculture and Healthcare Must Collaborate Urgently
Agriculture and healthcare must work hand in hand to better understand the connection between nutrition and health. Entrepreneurs venturing into value addition need to bridge the science behind nutrition with practical agricultural solutions to create a strong, collaborative ecosystem.
4. Kenyan Startup to Watch in Healthcare and Agriculture
One Kenyan startup to watch is Avoveg, which is going big in agriculture, especially avocado farming. With increasing demand and population growth, expanding farm sizes—from one acre to ten, or ten to thirty—is essential to meet health-focused market needs.
5. Source of Faster Growth in the Next Five Years: Plant-Based Nutrition or Biotech Supplements?
Plant-based nutrition will drive faster growth in the next five years. It offers natural, sustainable solutions aligned with global health trends.
6. Biggest Barrier to Making Healthy Food Accessible to Everyone
“The biggest barrier is the perception that healthy food is expensive.” Nathan Loyd acknowledges. “We make it more affordable by minimizing waste and maximizing efficiency. For example, 30% of avocados are usually rejected due to cosmetic defects, not quality. By processing what was previously wasted—including plans for avocado powder—we can reduce costs and increase accessibility. Our goal is to reduce waste from 30% to 1% by 2026.”
7. One Health Challenge in Africa to Solve with Nutrition Innovation
“If I could solve one health challenge in Africa with nutrition innovation, it would be obesity.” Nathan Loyd says.
The Future of Healthy, Natural Avocado Products
Looking ahead to 2025 and beyond, a significant development will be the growth of value-added products made using natural processing methods. For example, Avoveg is producing guacamole using high-pressure processing, a technique that avoids heat or freezing. This method helps preserve the natural quality and nutrients of avocados—from the fertile soils of Kenya directly to the tables of their American customers—ensuring healthy and natural products throughout the supply chain.
Role in Shaping a Healthier, Sustainable Future
Avoveg Health Kenya Ltd will continue to lead by example, focusing on actions rather than words. The company plans to provide guidance, engage in ongoing research, and pursue continuous growth and learning. Guided by the belief that the solution lies within the problem, Avoveg will encourage conversations and partnerships that support a healthier and more sustainable future. This commitment positions the company as a leader and benchmark in Kenya’s avocado industry and beyond.
Open Letter for Young Professionals
Dear Young Professionals,
My key piece of advice to those building impactful businesses at the intersection of health, nutrition, and sustainability is simple: never give up. Failure is a valuable and necessary part of the journey. As the author of My Successful Failures (https://www.mysuccessfulfailures.com/ ), I have learned that failure offers important lessons—if we are willing to learn from them. I have faced failure thousands of times, and I believe true growth comes from embracing these experiences.
It is also crucial to be careful about who you seek advice from. Look for mentors who have real entrepreneurial experience. For example, turning to someone without relevant business knowledge, such as a pastor, may not provide the guidance you need in your professional journey. In the end, remember that the solution lies within the problem. Stay persistent, and learn wisely from every setback.
Sincerely,
Mr. Nathan Loyd
5 Key Takeaways from Nathan’s Inspiring Story
- Innovation Solves Problems. Nathan Loyd believes in finding solutions within problems. He tackled food waste by turning avocados with cosmetic flaws into valuable products like oil and guacamole, which not only reduced waste but also created new business opportunities.
- Add Value to Your Product. Avoveg’s success comes from its focus on value addition. Instead of just exporting raw avocados, the company is creating high-quality, processed goods for the global market, boosting its profitability and market reach.
- Choose the Right Partners. Nathan learned the hard way that a business needs strategic partners who understand its unique needs. He shifted from local banks that didn’t get his business model to US-based partners who shared his global vision, proving that the right support is crucial for success.
- Sustainability Drives Profit. Avoveg’s commitment to sustainability is both ethical and smart. By working with over 2,000 farmers and finding a use for rejected fruit, the company reduces waste and builds a more efficient and resilient business model.
- Food is a Form of Medicine. Nathan Loyd champions the idea that healthy food is preventive healthcare. He sees his company’s natural avocado products as a way to improve consumer health, bridging the gap between agriculture and wellness.
