KENYA – The Kenya Export Promotion and Branding Agency (KEPROBA) has unveiled plans to boost the country’s coffee exports by exploring new markets and creating a unified coffee brand.
The initiative is part of a partnership with the Agriculture and Food Authority (AFA)-Coffee Directorate aimed at enhancing Kenya’s presence in both emerging and established coffee markets.
This collaboration seeks to improve Kenya’s global coffee footprint by coordinating marketing efforts and promoting the nation’s coffee worldwide. It builds on ongoing efforts to diversify and expand Kenya’s coffee exports, which have faced challenges in recent years due to declining productivity.
Contributing factors include shrinking coffee-growing areas, rising production costs, fluctuating coffee prices, and unpredictable weather conditions.
Historically, 97 percent of Kenya’s coffee exports have consisted of raw green beans, with a heavy reliance on traditional markets, which has limited revenue growth.
Despite these challenges, the sector has shown signs of recovery, with coffee production rising from 34,511 metric tonnes in the 2020/21 season 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 introduction of the Direct Settlement System (DSS) through the Nairobi Coffee Exchange, have also contributed to the industry’s growth.
KEPROBA CEO Floice Mukabana emphasized the importance of the partnership, stating, “Kenya’s coffee is a symbol of our nation’s rich heritage and exceptional quality.”
AFA Director General Bruno Linyiru highlighted the potential of promoting local coffee consumption to further boost the sector.
The collaboration will focus on market research, capacity building, and the creation 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.
The parties have agreed to work closely with coffee industry stakeholders to organise and participate in joint integrated marketing and communications initiatives to strengthen Kenya’s coffee value chain.
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