Analysis of access to and utilization of Macadamia nut Information along the value chain in Central Kenya

Abstract

Macadamia nut (M. integrifolia and M. tetraphylla) is a world finest desert nut that accounts for 1% of global tree nut production. It is a highly valued crop with a high market demand due to its nutrition content and poverty reduction potential. The demand for macadamia nut in the global and local markets is high despite low production in Kenya. This is attributed to access to content unspecific and inconsistent macadamia nut information and unreliable methods of information presentation used by value chain actors and mass media channels. These challenges limits decision making by actors in production and marketing. Therefore, this study was carried out to analyze access and utilization of macadamia nut information along the value chain in Central Kenya. The objectives of the study were; i) to determine the types of information available to macadamia value chain actors; ii) to find out how information is presented along macadamia value chain; iii) to determine the factors influencing macadamia farmers’ use of information sources. The study adopted multistage sampling technique with a sample size of 237 actors randomly selected along the macadamia value chain. Pre-tested questionnaires were administered to the value chain actors who included; input suppliers, farmers, middlemen, processors, and retailers from Embu, Nyeri, Kiambu and Murang’a Counties. Data was analyzed using SPSS and STATA software. The results showed that information on market prices was accessed by all macadamia actors in the value chain. In addition, the input suppliers accessed further information about pest and diseases challenging macadamia farmers. The results also showed that verbal and written methods of information reception were used along the value chain compared to audio, visual and audio-visual methods. Further, use of tarmac road, market distance, macadamia nut yield and the number of macadamia trees had a significant influence on the use of macadamia information sources by farmers. The study concluded that market information is vital and necessary to all value chain actors for decision making. In addition, verbal method of interpersonal communication is important and utilized in macadamia nut information dissemination. This is because it allows provision of immediate feedback and persuasion in decision making between communicating parties. Therefore, to realize an improvement in production of quality macadamia nuts, mass media and value chain actors should provide access to updated, timely and content specific macadamia nut information along the value chain.