Horticulture farming, particularly passion fruit cultivation, is on the rise in the North Rift region of Kenya due to high production costs, with the sub-sector seeing a significant increase in production value from Sh8.6 billion to Sh13.6 billion in the last year. This shift is supported by USAid and the Kenya Horticulture Competitiveness Project (KHCP), as farmers seek alternative crops with better returns and aim to mitigate losses from diseases and pests through diversification. However, challenges such as lack of steady market and poor infrastructure, as well as increased fuel prices, continue to pose challenges for farmers. Efforts are being made to boost the horticulture sector through the establishment of fruit processing plants and by promoting exports through underutilized airport facilities.