Kenya to develop coffee brand to boost exports

A unified brand for Kenyan coffees is the country’s strategy to increase the country’s coffee exports. With the involvement of Keproba (the country’s export promotion and branding agency) and Afa (the government agency that regulates and promotes the development of the agricultural sector), the proposal primarily aims to strengthen Kenya’s presence in emerging markets by bringing together global marketing and promotion of the country’s coffee. Exports have been fluctuating since 2016 due to declining productivity. Factors such as shrinking cultivation areas, rising production costs, price fluctuations and unpredictable weather conditions have contributed to this decline. Historically, 97% of Kenya’s coffee exports have been raw coffees, and the country has been heavily dependent on traditional markets, which has limited its revenue growth. Despite these challenges, the sector is showing signs of recovery, driven mainly by direct sales to international buyers and market expansion ...