By Monica Nashon
A new embedded financing model is promising faster cash flow, stronger supply chains, and growth from 3 million to 10 million livelihoods.
Avenews and the Fresh Produce Consortium of Kenya have formalised a strategic partnership to strengthen liquidity across the fresh produce value chain, marking a shift toward financing models that move at the speed of trade.
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Through this collaboration, Avenews is unlocking capital through practical, time-based financial solutions, building a more resilient and efficient ecosystem where businesses are no longer constrained by payment delays but enabled by financing structured around real trade flows.
The agri-fintech firm and FPCK say the partnership addresses a critical cash flow constraint within Kenya’s fresh produce sector.
The collaboration introduces a financing solution that enables produce suppliers to access working capital within hours of delivery, reducing reliance on extended payment cycles of up to 90 days.
At the centre of the partnership is Agri-Supplier Financing, an invoice discounting solution that converts verified receivables into immediate cash.
This enables fresh produce suppliers, distributors, aggregators, and exporters to restock, fulfil orders, and maintain consistent supply without waiting for delayed payments.
“At Avenews, we understand that the fresh produce value chain operates as a just-in-time, perishable business where every hour counts,” said Jonathan Tselon, an official.
“Access to immediate, flexible capital is not a luxury; it is what keeps the entire value chain alive.”
Smart Financing
He added that the company continues to innovate smart financing solutions for agribusinesses that move at the speed of trade, not the convenience of traditional financial systems.
By aligning financing with the pace of trade, the solution enables businesses to operate continuously, maintain supply cycles, and reduce dependence on informal or high-cost credit—addressing a key structural constraint in the sector.
Okisegere Ojepat noted that in a sector defined by perishability and tight timelines, delays in financing can disrupt shipments, strain supply relationships, and result in product loss.
“One of the biggest barriers to entry is access to timely, tailored financing. Through our partnership with Avenews, we are addressing this gap, opening the door for more entrepreneurs, especially youth and women, to participate and grow within the fresh produce value chain,” he said.
“Our industry already supports over 3 million people directly and indirectly, and with these solutions in place, we are looking at scaling that impact to over 10 million livelihoods across the country.”
Nancy Kinyanjui said the partnership reflects a broader shift toward embedded financing models, where capital is structured around real economic activity and trade flows rather than traditional lending timelines.
“At Avenews, we are working one value chain at a time to fix long-standing structural gaps in agribusiness, unlocking capital through practical, time-based financial solutions that support, rather than slow, the movement of goods,” she said.
The initiative was launched during a joint dinner workshop held at the Crowne Plaza Nairobi, bringing together more than 100 FPCK members and key stakeholders across the value chain.
