The Kenya Export Promotion and Branding Agency (KEPROBA) plan to increase the country’s coffee exports by sourcing of new markets and developing a unified brand.
The marketing will be done through a partnership with Agriculture and Food Authority (AFA)-Coffee Directorate.
This partnership aims to strengthen Kenya's presence in both emerging and established coffee markets by coordinating marketing efforts and promoting the country's coffee globally.
The agreement builds on on-going efforts to expand and diversify Kenya's coffee exports, which have fluctuated since 2016 due to declining productivity.
Factors such as reduced coffee-growing areas; increased production costs, fluctuating coffee prices, and unpredictable weather have contributed to this decline.
Historically, 97 per cent of Kenya’s coffee exports have been raw green beans, and the heavy reliance on traditional markets has limited revenue growth.
Despite these challenges, the sector has shown signs of recovery. Coffee production increased from 34,511 metric tonnes in 2020/21 to 51,853 metric tonnes in 2021/22, with a notable rise in direct sales to international buyers and market expansion into regions like Korea and Japan.
Government reforms, including the Direct Settlement System (DSS) through the Nairobi Coffee Exchange, have also bolstered the industry.
KEPROBA CEO Floice Mukabana said that capacity building, expanding Kenya’s export range and improving market access
“Kenya’s coffee is a symbol of our nation’s rich heritage and exceptional quality,” she said, noting that the partnership will help local producers thrive in the global market.
AFA Director General Bruno Linyiru said that promoting local coffee consumption, should involve encouraging Kenyans to embrace coffee as part of daily life, which could further boost the industry.
The collaboration will focus on key areas such as market research, capacity building, and the development of a unified Kenyan coffee brand.
The two agencies plan to engage stakeholders in joint marketing initiatives, including trade fairs and international missions, aimed at creating new opportunities for Kenyan coffee producers and exporters.
This partnership is expected to enhance Kenya's coffee value chain, contributing to national economic growth and development.
The parties agreed to work closely with coffee industry stakeholders to organise and participate in joint integrated marketing and communications initiatives including expos, trade fairs, buyer-seller meetings, origin trips or trade missions both locally and internationally with the intention of creating market linkage for Kenyan producers and exporters.
Key areas of collaboration include market research and intelligence where both parties will share data to guide producers in shaping effective export strategies, capacity building to empower coffee producers to meet international market standards and integrate into the export trade.
The agencies will work together to create and promote a single, recognisable brand for Kenyan coffee.
