Hortifreshffv

What Hortifreshffv does

HortiFresh Association Uganda is a non-profit Business Membership Organisation (BMO) that serves as the apex coordinating body for Uganda's fresh fruits and vegetables (FFV) sub-sector. Founded with the opening of its Secretariat in July 2021 and headquartered at Plot 669 Balintuma Road, Mengo, Kampala, it unifies 280+ members across the value chain — exporters, producers, input dealers, post-harvest solution providers, associations and community-based organisations — and reaches over 1,000 export farmers and 1,500+ smallholders under the NU-HortiMAP programme in eight Lango and Acholi districts. Its members include VANEX, AVOCOP, One Acre Fund, Tropical Dynasty, Shaga Greens, Avotein, Agricado and Butikiro Eco Farms, and it operates a Centre of Excellence at Entebbe Airport inside the UFZEPA Free Zones Export Facility.

The organisation's core products and technology revolve around coordination, certification and traceability rather than commercial software sales. Its flagship technology is the CICS/RUSH (Crop Inspection and Certification Systems / Reengineering Uganda's SPS Inspection for Horticulture Exports) digital platform, developed with ThinkIT and backed by SwissContact and MAAIF, which provides real-time inspection and traceability data from harvest through airlifting. HortiFresh also operates a blockchain traceability proof-of-concept with Professor Nenad Stajanovic, runs the Uganda Avocado Roadmap 2025-2028 interactive value-chain mapping tool, and delivers GlobalGAP and SPS training programmes in partnership with Control Union, COLEAD and PACEID.

HortiFresh's business model is membership-based: recurring membership dues from exporters, producers, input dealers and service providers are supplemented by grant-funded programme income (notably €8M from the EU for a four-year SPS compliance project with MAAIF/CABI/COLEAD, and €4M for the NU-HortiMAP and Centre of Excellence initiatives) and proposed business development services. Pricing is not publicly disclosed. Its go-to-market is sales-led, with direct membership recruitment across Kampala and the regions, supported by digital channels (website, LinkedIn, Facebook, X, YouTube), industry events (TechnoServe FFV Symposium, GlobalGAP trainings, Macfrut 2025 in Rimini), and government and donor partnerships.

Name

Hortifreshffv

Legal name

HortiFresh Association Uganda

Website

https://hortifreshffv.org

Company type

Private

Founded year

2021

Operating status

Operating

Headcount range

1–10 employees

Short description

HortiFresh Association Uganda is a non-profit Business Membership Organisation that serves as the apex coordinating body for Uganda's fresh fruits and vegetables sub-sector, uniting 280+ exporters, producers, input dealers and smallholder farmers and delivering SPS compliance, GlobalGAP training and digital traceability services.

Ownership category

akta.pro rank

Product category

Agricultural Industry Association

NAICS

Business Associations (813910)

SIC

Services-Membership Organizations (8600)

akta.pro primary industry

Food Safety, Quality Standards & Regulatory Capacity Building (BPADAJAJ)

akta.pro secondary industries

Global Supply Chain, Procurement & Market-Shaping Partnerships (Medicines/Diagnostics/Vaccines) (HLAJAOAK), Sanitary & Phytosanitary (SPS) & Food Safety Regulatory Cooperation (BPADANAF), Technical Committees, Working Groups & Expert Panels (BPADANAB)

Keywords

• Fresh fruits vegetables association
• Agricultural export coordination
• SPS compliance support
• Horticulture capacity building
• GlobalGAP certification training

Headquarters

HQ city

Kampala

HQ country

Uganda

HQ region

Africa

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure, Others

Revenue model

1. Membership Fees: HortiFresh generates revenue through membership fees from exporters, producers, input dealers, service providers, and CBOs in the fresh fruits and vegetables sector. Membership provides access to training, market information, stakeholder representation, lobbying and advocacy, and business financing connections.
2. Business Development Services: Proposed BDS services including Business Management Skills Training, Provision of Market Information, Value Chain Development, Corporate Governance, Market Linkages Facilitation, Access to Markets, Access to Financial Services, Digital Innovations for Service Delivery, and Business Modelling.

Go-to-market motion1 record

Distribution channels3 records

Marketing channels9 records

Core offering

HortiFresh Association Uganda operates as the national apex Business Membership Organisation (BMO) for Uganda's Fresh Fruits and Vegetables (FFV) sector, uniting 280+ members including exporters, producers, input dealers, service providers and CBOs. It delivers membership services such as training and capacity building, market information, stakeholder representation, lobbying and advocacy, financial access facilitation, SPS/GlobalGAP compliance support, and operates digital traceability systems (CICS/RUSH) and a Centre of Excellence training facility at Entebbe Airport.

Product overview

HortiFresh is Uganda's apex Business Membership Organisation for the Fresh Fruits and Vegetables (FFV) sector, operating as an all-inclusive umbrella association rather than a software product company. The organization offers a portfolio of membership services including training and capacity building, market information dissemination, stakeholder representation, lobbying and advocacy, access to business financing, and regulatory compliance support. Key offerings include the CICS/RUSH digital platform (developed with government partners for export traceability), the Uganda Avocado Roadmap interactive platform, and the Center of Excellence training facility at Entebbe Airport. The membership base of 280+ includes exporters, producers, input dealers, post-harvest solution providers, associations and CBOs working across Uganda's FFV value chain.

Differentiator

Problem solved

Functional benefit

Products and services

• HortiFresh Membership Organization All-inclusive Business Membership Organisation for Uganda's Fresh Fruits and Vegetables sector, uniting 280+ members and offering services including training, market information, stakeholder representation, lobbying and advocacy, financial access facilitation, and compliance support.
• CICS/RUSH Digital Platform Advanced digital platform for managing product quality from harvest to export, offering real-time data tracking and verification for traceability and compliance with international standards. Developed with ThinkIT and supported by SwissContact and MAAIF.
• Uganda Avocado Roadmap 2025-2028 Interactive platform mapping Uganda's avocado value chain from production and aggregation to export markets, investment opportunities, and sector growth pathways.
• HortiFresh Centre of Excellence Training facility at Entebbe Airport providing hands-on GlobalGAP standards and certification training for agronomists, quality controllers and industry professionals.
• GlobalGAP Certification Training Program Structured training program for members to obtain GlobalGAP certification, led by Control Union, supporting compliance with international food safety standards for export markets.

Quantifiable outcome

• 280+ members unified under one apex body
• +4 more outcomes

Named customers8 records

Segments5 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

20 partnerships are on record, tiered core, minor and flagship.

• GIZcoreStrategic or Co-development Partner · 1 January 2024GIZ partners with HortiFresh on multiple initiatives including the SEAMPEC Project for reducing interceptions and boosting food safety, and support for Central Corridor Green Economic Development Corridor (GEDC) initiatives. GIZ provides funding and technical assistance for capacity building programs.
• USAIDcoreStrategic or Co-development Partner · 1 January 2024USAID supports Uganda's FFV sector development through partnerships with HortiFresh, contributing to market access and capacity building initiatives.
• TechnoServecoreStrategic or Co-development PartnerTechnoServe collaborates with HortiFresh on sector transformation initiatives including hosting FFV symposiums addressing food safety, taxation, packaging regulations, and market growth. Active partnership in driving sector development.
• COLEADcoreStrategic or Co-development PartnerCOLEAD supports HortiFresh with GlobalGAP certification initiatives, facilitating establishment of National Technical Working Group to increase certified companies. COLEAD organized airfreight debate discussions for sector stakeholders.
• PACEIDcoreStrategic or Co-development PartnerPresidential Advisory Committee on Exports and Industrial Development collaborates with HortiFresh on avocado exports, custom-free storage discussions, and blockchain traceability system workshops. Odrek Rwabwogo chairs PACEID.
• Control UnioncoreStrategic or Co-development PartnerControl Union provides GlobalGAP training and certification support. James Mureithi, Regional Coordinator, emphasizes food safety standards. Control Union has supported GlobalGAP training programs at HortiFresh Centre of Excellence.
• SwissContactcoreStrategic or Co-development PartnerSwissContact funds and supports the CICS/RUSH system through Global Alliance for Trade Facilitation. Collaborated on Uganda Trade Portal updates for first-time exporters. Provided RUSH Online system training support.
• TradeMark AfricaminorStrategic or Co-development PartnerTradeMark Africa collaborates with HortiFresh on co-creation initiatives for trade facilitation and export competitiveness improvements.
• CABIcoreStrategic or Co-development PartnerCABI leads implementation of EU-funded €8M SPS compliance project with HortiFresh as key partner. Dr. Joselin Gbemenou revealed that fixing pest interceptions could unlock $150 million in lost revenue.
• MAAIFflagshipStrategic or Co-development PartnerMinistry of Agriculture, Animal Industry and Fisheries is HortiFresh's primary government partner. HortiFresh is designated as COMESA-EAC Uganda FFV Market Accelerator Secretariat under MAAIF. MAAIF Commissioner Dr. Mwambu and Dr. Nankinga actively collaborate on CICS/RUSH rollout and sector initiatives.
• UNBScoreStrategic or Co-development PartnerUganda National Bureau of Standards collaborates on food safety standards, GlobalGAP compliance, and regulatory frameworks. Representatives including Brenda Kisingiri and Edward Kizza participate in TechnoServe symposiums.
• UFZEPAcoreStrategic or Co-development PartnerUganda Free Zones and Export Promotion Authority hosts HortiFresh Centre of Excellence at Entebbe Airport. Partnership facilitated President Museveni's inauguration of Free Zones Export Facility in December 2024.
• ThinkITcoreTechnology or IntegrationThinkIT developed the CICS/RUSH digital platform for Uganda's FFV export sector. Collaborates with MAAIF, SwissContact, and HortiFresh on system development and implementation.
• MAERSKcoreChannel Partner/ Reseller/ DistributorMAERSK handles avocado sea freight logistics for Uganda's first-ever avocado container shipments to Spain, Dubai, Germany, and Italy. Kyomuhendo Flavia represents MAERSK in these pioneering shipments.
• COMESAflagshipStrategic or Co-development PartnerCOMESA, through ACTESA, established the COMESA-EAC Horticulture Accelerator (CEHA). Uganda Chapter is hosted by HortiFresh. Focus countries include Ethiopia, Kenya, Rwanda, Tanzania, and Uganda.
• EACflagshipStrategic or Co-development PartnerEast African Community partners with HortiFresh through CEHA, with the EAC Fruit and Vegetable Strategy 2021-2031 recognizing horticulture potential across member states.
• International Trade Centre (ITC)coreStrategic or Co-development PartnerITC collaborated on Uganda Avocado Roadmap 2025-2028 under EU-funded MARKUP II program, alongside MAAIF and private sector stakeholders.
• Van Beek Biologics LtdminorStrategic or Co-development PartnerVan Beek Biologics Ltd led field demonstrations at Butikiro Eco Farms on biopesticides, biofungicides, and eco-friendly pest management solutions.
• Makerere UniversityminorStrategic or Co-development PartnerMakerere University College of Agricultural and Environmental Sciences partners with HortiFresh, GIZ, and MAAIF on SPS training for over 100 agriculture students.
• AGRAcoreStrategic or Co-development PartnerAlliance for a Green Revolution in Africa (AGRA) partnered with COMESA to enhance regional agricultural commodity trade, supporting CEHA initiative.

Scale indicators10 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• NAEB (National Agricultural Export Development Board, Rwanda): NAEB is Rwanda's statutory body coordinating horticultural and agricultural export development and a fellow CEHA focus-country counterpart — directly comparable in its export-promotion, standards, and farmer-support mandate.
• COLEAD (Committee Linking Entrepreneurship-Agriculture-Development): COLEAD is a Brussels-based international network supporting horticultural value chains across ACP countries — it works as a direct implementer of GlobalGAP and capacity-building programs alongside HortiFresh under the €8M EU SPS project.
• FPEAK (Fresh Produce Exporters Association of Kenya): FPEAK is Kenya's apex Business Membership Organisation for the FFV sector — the closest functional analogue to HortiFresh, operating one country over with the same export-coordination, SPS-compliance, and GlobalGAP-promotion mandate.
• TAHA (Tanzania Horticultural Association / Tanzania Association of Horticulturists): TAHA is the umbrella body for Tanzania's horticulture industry, providing training, market access, and standards advocacy — a directly comparable CEHA partner alongside HortiFresh within the COMESA-EAC horticulture platform.
• EHPEA (Ethiopian Horticulture Producer Exporters Association): EHPEA is Ethiopia's horticultural trade association representing flower, fruit and vegetable producers and exporters — a directly comparable apex body serving the same sector mandate, donor ecosystem, and EU-export orientation as HortiFresh.

Others

• TechnoServe: TechnoServe is a global economic development NGO active in Uganda FFV sector transformation, co-hosting symposiums with HortiFresh — comparable as an adjacent development/thematic actor in the same donor and capacity-building ecosystem.
• TradeMark Africa: TradeMark Africa is a trade-facilitation organization focused on East African trade competitiveness — a regional thematically comparable partner working on co-creation initiatives with HortiFresh across borders and corridors.
• AGRA (Alliance for a Green Revolution in Africa): AGRA is a pan-African agricultural development partner supporting CEHA and regional commodity trade — an adjacent ecosystem actor sharing donors, regional scope, and smallholder-farmer focus with HortiFresh.

Broad incumbents

• Horticultural Crops Directorate (HCD Kenya, under AFA): HCD is the Kenyan government directorate for horticulture policy and development — a regional incumbent performing an analogous standards/coordination function but as a state agency rather than a private BMO.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/hortifreshffv
• YouTubeyoutube.com/@HortifreshAssociationUganda
• Facebookfacebook.com/Hortifreshffv
• LinkedInlinkedin.com/company/hortifreshffv

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

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M&A

Investments

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Frequently asked questions about Hortifreshffv