Pineapple farmers from Central Kenya are counting their losses as traders and buyers prefer cheap fruit imports from neighbouring countries. This is causing farmers' pineapples to rot on the farms due to lack of profitable market access. This has forced farmers to resort to roadside selling, which is causing them to sell their pineapples at a loss. In W12, a pineapple trades between USD 0.23-0.38 depending on the size, as opposed to the USD 0.61-0.76 offered in the last harvest season.