A Publication by the Kenya Export Promotion and Branding Agency DECEMBER 2024
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Contributors
KENYA’S
Mariam Maina - Editor
Gertrude Mirobi
Janet Apiyo
Lilian Moraa
Molly Wambui
Jonah Karanja
Walter Kelvin Otieno- Layout
KEPROBA Chief Executive Officer Floice Mukabana makes a presentation at the launch of Kenya’s participation in Expo Osaka. KEPROBA is the Responsible National Authority that is coordinating the Country’s participation in the global exposition.
KEPROBA was present during the flag-off event for goods from Kenya destined for other parts of Africa under the African Continental Free Trade Area (AfCFTA). The goods were exported by Real sources Africa, a b2b company that facilitates seamless trade within the AfCFTA.
KEPROBA participated in the seventh edition of the Changamka Shopping Festival and Kenya Industrialization Week. The Agency hosted 14 enterprises within its stand, all of whom are part of the Made in Kenya initiative.
CONTAINER FLAG-OFF
CHANGAMKA FESTIVAL AND KENYA INDUSTRIALIZATION WEEK 2024
KEPROBA partnered with E4Impact to train local producers of speciality coffee on export procedures and the use of e-commerce to reach the global market.
As part of the Mashujaa Day celebrations, the Kenya Export Promotion and Branding Agency hosted Made in Kenya adoptees involved in the building and construction sector at the Affordable Housing and Urbanization Week under the Theme Boma Yangu: Housing The Nation Empowering the Future held in Kwale County.
KEPROBA CEO Floice Mukabana speaks during the 2024 Meat Expo that was held in Nairobi.
The Agency provided insights on a unified brand positioning for Kenyan meat products for export.
KWALE COUNTY ENGAGEMENT
MEAT EXPO
STRATEGIC PLAN LAUNCH
KEPROBA Board Chairman, Jas Bedi (2nd right) with board members Director Michael Mafaka (extreme left), CEO Floice Mukabana and Director Dr. Grace Muriithi at the launch of the Agency’s Strategic Plan 2023-2027. The Plan aims to increase exports by 10 percent annually and a top global brand.
KEPROBA partnered with the University of Nairobi to plant trees at the University’s Kabete Station. This initiative aligns with the government’s goal of increasing Kenya’s tree cover to 30% by 2032. The Agency planted over 2500 trees. www.makeitkenya.go.ke
KEPROBA partnered with TFO Canada to host a Buyers Mission. Kenyan exporters in the horticulture sector held structured B2B meetings with buyers from Canada.
CANADA BUYERS MISSION
KEPROBA was on the ground during the 2024 World Rally Championship. The Annual event provides a platform for the agency to position Kenya as a sporting and tourism destination.
MOBILE PHONES AS GAME-CHANGERS TO BOOST YOUR BUSINESS
By Mariam Maina I mmaina@brand.ke
Kenya has solidified its reputation as a technological powerhouse in Africa, with mobile phones serving as a cornerstone of its socio-economic progress. The rapid adoption of mobile technology has propelled the nation into a leadership position in mobile connectivity on the continent, opening up immense opportunities for businesses.
According to the Communications Authority of Kenya, as of early 2024, the country boasted approximately 66.04 million cellular mobile connections, representing 118.7% of the population. The number of smartphones surpassed feature phones between July and September 2023, with 32.63 million smartphones compared to 32.04 million feature phones. Market projections indicate that Kenya’s smartphone industry will grow by 7.80% from 2025 to 2029, reaching an estimated market volume of $3.1 billion, according to Statista.
This burgeoning mobile landscape provides businesses with unique opportunities to connect with diverse audiences, enhance visibility, and accelerate growth. Kenya’s mobile ecosystem is
accessible across urban and rural areas, driven by affordable smartphones and competitive data plans from providers such as Safaricom, Airtel, and Telkom.
Additionally, Kenya’s innovation in mobile money services has been a game changer. M-Pesa, a globally acclaimed platform, has revolutionized cashless transactions, providing businesses with a reliable and trusted payment solution. Social media platforms like Facebook, Instagram, TikTok, and WhatsApp are also thriving, with over 12 million Kenyans actively engaging daily. These platforms have become indispensable tools for businesses seeking to expand their reach and engage with their target markets.
Leverage mobile communication for business growth
Optimize Your Online Presence for Mobile
Ensure your website is mobile-friendly and responsive. A seamless browsing experience is essential for retaining customers and encouraging purchases.
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This burgeoning mobile landscape provides businesses with unique opportunities to connect with diverse audiences, enhance visibility, and accelerate growth.
Engage on Social Media
Use platforms that resonate with your audience. For instance, TikTok is ideal for younger demographics, while LinkedIn suits B2B connections. Post visually appealing and interactive content like videos and polls to boost engagement.
Leverage WhatsApp Business
Create a professional profile on WhatsApp with your business name, address, and catalog. Utilize features such as automated responses and quick replies to streamline communication.
Adopt SMS marketing
Use SMS to send personalized and time-sensitive offers to customers. For example, a restaurant could notify patrons about daily specials or flash discounts via text messages.
Invest in mobile advertising
Launch targeted ads on platforms like Facebook, Instagram, and Google, focusing on mobile users. Employ geotargeting to reach specific locations effectively.
Incorporate mobile payment systems
Offer secure payment options such as M-Pesa, Airtel Money, and T-Kash to simplify transactions for customers and build trust.
Build a community via mobile platforms
Create group chats or forums on platforms like WhatsApp or Telegram to foster interactions and keep customers informed. Encourage user-generated content to build authenticity and loyalty.
Thrive in the digital age
The integration of mobile communication strategies can significantly enhance a business’s ability to connect with wider audiences, foster customer relationships, and achieve sustainable growth. Kenya’s robust mobile infrastructure, coupled with the innovative use of apps and platforms, ensures that businesses are well-positioned to thrive in the digital age. By capitalizing on these tools and trends, Kenyan businesses can maintain their competitive edge in a rapidly evolving market. Whether it’s a small startup or an established enterprise, the mobile revolution in Kenya offers a pathway to unparalleled success.
JINSI YA KUJENGA UTAMADUNI WA SHIRIKA
Utamaduni wa shirika ni baadhi ya maadili, imani, tabia na taratibu zinazofafanua mazingira ya kazi. Ni jinsi wafanyikazi wanavyotangamana moja kwa moja na wadau, wateja na jamii kwa ujumla. Utamaduni wa shirika ni kama thamani kwani utamaduni mzuri hukuza matunda mazuri katika shirika.Kila shirika huwa na tamaduni ainati za kuendeleza shughuli zao. Tamaduni hizi huleta taswira ya haraka sana mtu anapotaja jina la shirika husika. Katika shirika la utamaduni mzuri kuna ushirikiano, uwazi na msada mkubwa wa kutambua na kuthamini mchango wa kila mmoja ndani na nje ya shirika.
Kujenga utamaduni wa shirika ni mchakato wa muda mrefu ambao unahitaji ushirikiano wa kila mmoja katika shirika. Udugu siku zote ni hazina, udugu ni nguzo muhimu sana ya kila mja chini ya jua.Makala haya yanaangazia jinsi/hatua ya kujenga utamaduni mzuri wa shirika.
Ni muhimu sana kujenga utamaduni wa ushirikiano ambapo kila mfanyikazi anajihisi huru na kuwa sehemu ya timu. Hii inaweza kufanywa kwa kuhamasisha mawasiliano ya wazi, kuunda vikundi vya kazi na kuhimiza miradi ya pamoja kama vile ujenzi wa timu. Kila mmoja anapaswa kuyaona mazingira kuwa huru hivyo basi, kumhimiza kutoa maoni bila woga wowote. Kuhamasisha ushirikiano wa shirika kunaweza kufanywa kwa kujenga mazingira ya kuaminiana, kuweka malengo ya pamoja, kutoa mafunzo ya ushirikiano na kuthamini mchango wa kila mtu.
Kusherehekea Mafanikio
Ni muhimu sana kusherehekea mafanikio ya shirika na kila mfanyikazi wa shirika hilo. Mafanikio yanaweza kuwa ya mtu binafsi au hata shirika kwa ujumla.Kule kusherehekea huleta utangamano
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Kuhamasisha Ushirikiano
Na Janet Opiyo I interncomm2@brand.ke
pamoja na ushirikiano na mtu huhisi kuthaminiwa na wenzake. Vilevile, hujenga motisha ya wafanyikazi. Hii inaweza kufanywa kwa njia ya hafla za kutuza wafanyikazi bora, kutoa zawadi ndogo kwa timu, jenga utamaduni wa kusherehekea mafanikio mara kwa mara na pia kupanga mikutano ya sherehe.
Kutoa mafunzo na maendeleo
Shirika linapaswa kutoa mafunzo ya mara kwa mara na fursa ya maendeleo kwa wafanyikazi. Hii hujumuisha semina, warsha na programu za maendeleo ya kitaaluma. Wafanyikazi wanapojifunza na kujiendeleza, wanajenga uhusiano mzuri.
Kufafanua thamani za shirika
Thamani za shirika ni kanuni na maadili ambayo yanaongoza shughuli za shirika hilo. Kufafanua thamani hizi ni muhimu kwa sababu zinasaidia kuunda ule utamaduni wa shirika na kuelekeza maamuzi. Baadhi ya thamani za kawaida ya shirika ni uaminifu, kushirikiana,ubunifu, heshima na ufanisi. Hizi thamani zinapaswa kutolewa kwa njia ya mawasiliano ya mara kwa mara ili wafanyikazi waweze kuelewa na kuishi kwa mujibu wa maadili.
Kujenga mazingira ya Kazi bora
Mazingira ya kazi yanapaswa kuwa rafiki, yanayohamasisha ubunifu na kukuza talanta ya wafanyikazi wake. Kujenga mazingira bora ni muhimu kwa ufanisi wa wafanyikazi. Shirika linaweza kuboresha mazingira ya kazi kwa kuwapa wafanyikazi uhuru wa kufanya maamuzi, kutoa mafunzo na fursa ya maendeleo, kujenga utamaduni wa ushirikianona kuhakikisha usawa na usalama katika kazi.
Hatua hizi zinaweza kuauni shirika kujenga utamaduni mzuri ambao utaimarisha ufanisi wa kazi na kuridhika kwa wafanyikazi. Utamaduni mzuri unachangia katika kuongeza uzalishaji na kusaidia shirika kufikia malengo yake.
Kenya’s Untapped Treasure : Orchids
By Lilian Moraa I Interncomm1@brand.ke
Kenya is renowned globally for its vibrant flower exports, exporting to destinations like the Netherlands, United Kingdom, Saudi Arabia, Germany, and the United Arab Emirates. In 2023, Kenya exported 116,270 tons of cut flowers, with roses, carnations, lilies and alstroemerias dominating the country’s exports.
Despite this success, an opportunity lies dormant in the orchid sector, which remains underutilized. Orchids are the biggest flowering family in the world, with over 25,000 species that occur naturally and more than 100,000 hybrids.
Regarded as Kenya’s ‘unofficial’ flower, orchids are an ecological treasure. Kenya boasts more than 250 native orchid species, which thrive due to the country’s favorable tropical climate.
These conditions make Kenya ideal for cultivating diverse orchid varieties, from phalaenopsis and epidendrums to dendrobiums and cymbidiums. It is therefore surprising that Kenya ranks 38th globally in orchid exports, dwarfed by leaders like the Netherlands, Thailand, Chinese Taipei, Malaysia and Vietnam.
The global orchid market is poised for significant growth, with projections estimating that its value will grow to $1.18 billion by 2032, from $751.9 million in 2023, growing at 5.1% annually. This demand is being fueled by the cultural affinity for orchids in Asia and the increasing popularity of exotic varieties across developing economies.
Kenya’s strategic location and established floriculture infrastructure position it to capitalize on this growing demand.
Opportunities for Kenya in the orchid industry
1. Commercial cultivation
Kenya’s existing expertise in large-scale floriculture makes expanding into orchids a logical next step. Modern cultivation technologies like greenhouse farming and drip irrigation can be repurposed to support orchid production.
2. Ornamental horticulture
Orchids’ diverse colors, shapes, and symbolism make them coveted decorative plants and gifts. Rare and exotic orchid species could also attract collectors, creating niche export markets.
To thrive in the burgeoning orchid market though, Kenya will need to overcome some hurdles, including logistical constraints, and investing in advanced cold-chain storage to bolster exports.
In addition, investing in training for orchid farmers at a larger scale would help a great deal in encouraging more to enter this space. With a robust floriculture sector and a favorable climate, Kenya is primed to lead in the orchid market.
By investing in modern cultivation methods, enhancing trade agreements, and targeting niche markets, Kenya would not only meet growing global demand for orchids but also unlock a new avenue for economic growth, cementing its status as a floral powerhouse.
Kenya’s exploitation of the Africa Continental Free Trade Area
By: Jonah Karanja I Jkaranja@brand.ke
Kenya is leveraging on the African Continental Free Trade Area to diversify her export products to the African market including various Regional Economic Communities namely: Common Market for Eastern and Southern Africa (COMESA), East African Community (EAC), Economic Community of Central African States (ECCAS), Economic Community of West African States (ECOWAS), Intergovernmental Authority on Development (IGAD) and Southern African Development Community (SADC).
Kenya’s Africa Continental Free Trade Area (AfCFTA) Strategic Plan 2022-2027 offers a thorough industrialization strategy by utilizing the AfCFTA’s trade expansion prospects. Through tariff liberalization and specific government interventions, the strategic plan seeks to raise the value added of the manufacturing sector by 5% annually from 7.8%. The approach encourages inclusivity by making it easier for MSMEs, women, youth, and people with disabilities to participate, while giving priority to important industries like textile, leather, pharmaceuticals, and light engineering.
As the flagship project of the African Union (AU), the Africa Continental Free Trade Area unites 55 member states and 8 Regional Economic Communities (RECs) to open the continent for trade and industrialization. The agreement is a comprehensive legal document that includes protocols on trade in goods and services, dispute settlement, investment, intellectual property rights, and competition policy. It also includes protocols on digital trade and women and youth in trade.
The estimated US$3 trillion borderless market offered by the African Continental Free Trade Area (AfCFTA) serves as a magnet for international investors by
providing access to a vast and growing customer base. Key industries driving this economic integration include automobiles, pharmaceuticals, transportation and logistics, and agribusiness, showcasing the continent’s diverse and dynamic investment opportunities.
How is Kenya leveraging on Africa Continental Free Trade Area
Kenya has benefited from an Africa Continental Free Trade Area pilot initiative that aims to promote and streamline trade throughout the continent.
Twenty-one months after the AfCFTA agreement was signed, the East African nation sent its first shipments of tea and car batteries made in the country to Ghana in October 2022. The nations are one of eight participating in this experimental stage, others including Cameroon, Egypt, Ghana, Mauritius, Rwanda, Tanzania and Tunisia.
Confectionery, leather bags, incinerators, beaded goods, car filters, textiles, sisal fiber, avocados, and fresh vegetables are among the
additional goods that Kenya has designated for trade under the AfCFTA.
Kenya’s Micro, Small, and Medium Enterprises (MSMEs) have reached a significant milestone in November 2024 by shipping their first batch of assorted products to South Sudan, Zambia, and the Democratic Republic of Congo under the African Continental Free Trade Area (AfCFTA) framework. This bold step is part of the TradeConnect initiative, which aims to mobilize and transport 1,000 containers of diverse goods worth $1.2 million across the continent over the next year.
The initiative, a collaboration between key stakeholders such as the AfCFTA Secretariat, KNCCI, MSEA, UBA Bank, TradeMark Africa, Kenya Export Promotion and Branding Agency (KEPROBA) and Kenya’s Ministry of Cooperatives and MSME Development, seeks to enhance the country’s export performance. It is projected to increase Kenya’s exports by 10% annually while reducing logistics challenges for exporters by 30%.
‘Kenya has benefited from an Africa Continental Free Trade Area pilot initiative that aims to promote and streamline trade throughout the continent.
Speaking during the flag-off ceremony, Cabinet Secretary Wycliffe Oparanya, on behalf of Deputy President Kithure Kindiki, emphasized the initiative’s transformative potential. “As we strive to produce what we can consume and consume what we can produce, the TradeConnect initiative will empower Kenyan businesses to become more competitive and self-sustaining, fostering growth and innovation,” he stated. This groundbreaking effort symbolizes Kenya’s ambition to become a key player in Africa’s integrated market, unlocking unprecedented opportunities for local entrepreneurs.
Kenya Export Promotion and Branding Agency (KEPROBA) through its Made In Kenya initiative is liasing with key stakeholders to reach out to SMEs across the various value chains with the aim of helping them in capacity building and value addition to enable higher export incomes for local entrepreneurs. Additionally, KEPROBA is leveraging on international events in the country to position various products and to help link potential buyers with ready entrepreneurs for business.
How Mastering Communication Can Transform SMEs into Global Powerhouses
By Gertrude Mirobi I gmirobi@brand.ke
Small and Medium Enterprises (SMEs) are the backbone of Kenya’s economy, contributing significantly to employment, innovation, and economic growth. However, as global markets become increasingly interconnected, SMEs face the dual challenge of intense competition and the need to stand out on a global stage. The Kenya Export Promotion and Branding Agency (KEPROBA) underscores the importance of effective communication as a pivotal strategy for SMEs to scale up and achieve global recognition.
The power of strategic communication
Effective communication is about crafting compelling narratives that resonate with diverse audiences. SMEs often operate with limited resources, making strategic communication essential to maximizing impact. By clearly articulating their unique value propositions, Kenyan SMEs can position themselves as credible players in international markets.
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Key communication strategies for SMEs
Define your brand story:
Every SME has a story that differentiates it from competitors. Whether it is a commitment to sustainability, innovative solutions, or cultural heritage, highlighting these aspects can create an emotional connection with customers and partners.
Leverage digital platforms:
The digital landscape offers cost-effective tools to reach a global audience. Social media, email marketing, and e-commerce platforms provide SMEs with avenues to showcase their products and services, interact with customers, and build lasting relationships.
Embrace multilingual communication:
Engaging with international markets often requires overcoming language barriers. Translating marketing materials and tailoring messages to local cultures can enhance accessibility and appeal. Invest in professional Public Relations (PR): PR can help SMEs build credibility through media coverage, thought leadership, and partnerships. Establishing a positive public image is critical in gaining the trust of global stakeholders.
Insights from KEPROBA
KEPROBA has been empowering Kenyan SMEs through its training and capacity-building programmes designed to equip businesses with the tools and knowledge needed to navigate international markets effectively. Recognizing that strong branding is essential for standing out in highly competitive global markets, KEPROBA has made building brand identity a central pillar of its support.
By focusing on market intelligence and export readiness, KEPROBA provides tailored sessions that empower SMEs to craft impactful, internationally aligned messaging. These sessions help businesses articulate their unique value propositions, identify target audiences, and design compelling brand elements, including logos, packaging, and marketing materials that resonate across diverse markets.
KEPROBA also provides guidance to help businesses maximize their presence at international trade fairs and expos. This includes strategies for designing eye-catching booths, curating engaging product
displays, and delivering persuasive pitches that leave lasting impressions on potential buyers and partners.
In today’s digital age, the Agency places strong emphasis on digital branding to help businesses establish a robust online presence. This includes creating e-commerce-ready websites, utilizing social media platforms for global engagement, and adopting advanced digital marketing techniques such as search engine optimization (SEO), content marketing, and email campaigns.
Additionally, KEPROBA equips SMEs with actionable insights into global consumer trends and cultural nuances, enabling them to tailor their communication strategies to specific markets. This ensures Kenyan products not only stand out for their quality but also establish emotional connections with international consumers, further elevating the Made in Kenya brand.
The road ahead
As the world becomes increasingly connected, the ability to communicate effectively will continue to define the success of SMEs in global markets. By adopting strategic communication practices, Kenyan SMEs can not only enhance their visibility but also position themselves as global powerhouses.
KEPROBA remains dedicated to empowering SMEs by offering resources and guidance to ensure they are wellequipped to share their stories, build meaningful relationships, and achieve sustainable growth. For more insights and support, visit the Kenya Export Promotion and Branding Agency website at www.makeitkenya.go.ke or email us at enquiries@brand.ke.
“KEPROBA has been empowering Kenyan SMEs through its training and capacity-building programmes
KEY FEATURES OF EXPO 2025:
Theme: “Designing Future Society for Our Lives”
Focus: The Expo will explore the challenges and opportunities facing humanity in the 21st century, emphasizing themes like health, sustainability, and technology.
Participants: Hundreds of countries, organizations, and corporations will participate, showcasing their innovations and contributions to global progress.
Exhibits: Visitors can expect to see a wide range of exhibits, including interactive displays, demonstrations, and cultural performances. A full Expo Map 2025 is available on their official site.
Experiences: The Expo will offer unique experiences, such as virtual reality simulations, educational workshops, and cultural events.
WHAT TO EXPECT IN 2025?
Cutting-edge Technology: Discover the latest advancements in fields like artificial intelligence, robotics, and renewable energy.
Innovative Solutions: Explore solutions to global challenges, such as climate change, poverty, and healthcare.
Cultural Diversity: Experience the rich cultural heritage of Japan and other participating countries through art, music, and cuisine.
Networking Opportunities: Connect with people from around the world and foster international collaboration.
Website: www.makeitkenya.go.ke We are social! - MakeItKenya : Kenya Export Promotion and Branding Agency
