ANALYSIS OF METHODS OF MACADAMIA INFORMATION RECEPTION ALONG THE VALUE CHAIN IN KENYA

Abstract

Macadamia (M. integrifolia and M. tetraphylla) is a world finest desert nut that accounts for 1% of global tree nut production. It’s highly valued with a high market demand due to its nutrition content and high poverty reduction potential. However, the production of macadamia nuts in Kenya is low due to limited access to information and unreliable methods of information reception along the value chain. These challenges limit decision making on value chain activities. Therefore, this study was carried out to analyse the methods of information reception along the macadamia value chain. The study was carried out in Embu, Nyeri, Murang’a and Kiambu counties due to high participation of macadamia actors.  A multistage sampling technique was used to select a sample size of 246 actors including; 30 input suppliers, 175 farmers, 20 middlemen, 6 processors and 15 retailers along the macadamia value chain. Data was collected using a semi-structured questionnaire. Data was analysed using SPSS version 20. The results showed that verbal and written methods of information reception were used by all macadamia actors along the value chain. Also, the results indicated that the methods of information reception were significant for farmers and input suppliers (p < 0.01). Therefore the study concluded that verbal and written methods of information reception are critical in dissemination of macadamia information along the value chain. In addition, creation of awareness on the importance of audio, visual and audio-visual as methods of sharing knowledge should be done to enhance information sharing.