Kenya to develop coffee brand to boost exports

Published 2024년 9월 19일

Tridge summary

Kenya is strategically reinforcing its coffee brand to boost exports, involving Keproba and Afa to enhance global marketing and presence in emerging markets. This initiative aims to address the fluctuations in exports since 2016 due to various factors such as declining productivity, rising costs, and unpredictable weather. The country aims to diversify its revenue by moving away from raw coffee exports and expanding into new markets like Korea and Japan. The collaboration will focus on market research, capacity building, and developing a unified Kenyan coffee brand, supported by joint promotional activities at international events.

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Original content

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 ...

Source: Cafepoint