Influence of Logistics Management on Export Performance of Avocado Fruit in Meru County, Kenya

Purpose: This research explored the influence of logistics management on the export performance of avocado fruit in Meru County, Kenya. Methodology: The research adopted a descriptive survey design for this work. Data were collected from 18 cooperative leaders and 640 farmers belonging to two major avocado cooperatives. From this pool, 326 farmers were selected through stratified random sampling, while cooperative leaders were selected purposively. The data collection relied on questionnaires and interview guides, and their reliability was verified through pilot testing. For quantitative analysis, SPSS version 26 helped run descriptive statistics, correlation tests, and multiple regression. Qualitative data were handled through thematic analysis. Findings: The evidence shows that logistics management exerts a significant positive influence on export performance. Nonetheless, ongoing logistical shortcomings, especially poor infrastructure and insufficient cold storage, continue to restrict export volumes, compromise fruit quality, and limit market penetration. Unique Contribution to Theory, Policy and Practice: This study provides the first empirical evidence from Meru County quantifying the relationship between logistics management and export performance (β = 0.322, p < 0.001), demonstrating that while cooperatives recognize logistics as critical, current practices, particularly in cold chain management and digital integration, remain severely underdeveloped. Unlike previous studies focused on large-scale exporters, this research reveals that smallholder cooperatives face distinctive constraints requiring collective solutions rather than individual investments.