The staff of International Economics participated in the first phase of the project, led by the International Trade Centre (ITC), to enhance the export competitiveness of the avocado sector in Kenya and generate new export revenue. During this assignment, Paul Baker, International Economics’ Director, revised and updated the Commodity Business Plan (CBP) for avocado, including an action plan that provided a new vision for the industry to take advantage of market opportunities and increase the export capacity of SMEs and farmer groups. The Action Plan delineated specific tasks to be accomplished in terms of market entry, product quality management, distribution and promotion and define a feasible implementation timeframe.