KEPROBA Hosts Exporters Roundtable in Uasin Gishu County to Boost Trade, Value Addition, and Nation Branding

 The Kenya Export Promotion and Branding Agency (KEPROBA) convened an extensive Exporters Roundtable in Uasin Gishu County, bringing together exporters, manufacturers, county and national government representatives, logistics operators, and industry stakeholders to strengthen Kenya’s export competitiveness, improve market access, and promote county and national branding.

The roundtable, held over the course of the week, provided a platform for exporters to discuss challenges, share best practices, and collaborate on practical solutions aimed at enhancing Kenya’s export ecosystem. It focused on identifying regulatory, logistical, and market access barriers while facilitating dialogue between experienced and new exporters to promote knowledge-sharing and collaboration.

“Today’s forum is not just about identifying barriers to trade,” said Floice Mukabana, KEPROBA CEO. “It is about implementing specific interventions to increase export volumes, value, and competitiveness while establishing ongoing communication channels between businesses and government. Kenya’s total exports grew by 10.4% in 2024, reaching KSh 1.1 trillion, up from KSh 1.0 trillion in 2023. This growth was largely driven by a 77.3% surge in re-exports and a 2.9% increase in domestic exports, and initiatives like this are critical to sustain this momentum.”

Mukabana highlighted KEPROBA’s dual mandate of export promotion and nation branding, emphasizing the role of media engagement in raising awareness of Kenya’s image and reputation both locally and internationally. She explained that part of the engagement involved working with county media teams to strengthen the Uasin Gishu county brand, showcasing the county’s unique products, resources, and business potential.

“The media plays a critical role in promoting Kenya’s and Uasin Gishu’s image to the world. By reporting accurately and positively about our country’s products, culture, and investment opportunities, the media can support both national and county-level branding initiatives,” Mukabana said.

A significant portion of the discussion focused on value addition and branding of Kenyan products, particularly tea, coffee, flowers, and nuts. Traditionally exported in bulk, these products now have the potential to achieve higher value through branding and market positioning. “Through our Product Adaptation and Product Development Program, we have supported tea producers in the North Rift to brand and market their tea as ‘Made in Kenya.’ This approach has increased both the value and visibility of their products internationally,” Mukabana said.

She further emphasized the need for product diversification. “Currently, 80% of Kenya’s export value is derived from just 20% of the products. This over-reliance creates vulnerability, especially in a volatile global trade environment. Our strategy is twofold: value-add existing products to maximize revenue and introduce new products for export. This includes moving into meat and meat products, diversifying flower varieties beyond roses, and exploring other untapped agricultural and manufacturing opportunities.”

Korir Edwin, Assistant Director of Trade representing the County Executive Committee for Trade, lauded KEPROBA’s initiative, noting that Uasin Gishu is transforming into an industrial and export-driven economy. “The nearly complete County Aggregation and Industrial Park in Moiben links farmers to exporters through processing, packaging, storage, and light manufacturing, ensuring agricultural produce meets global standards. The Export Processing Zone is nearing completion, and the planned Special Economic Zone will attract investment in manufacturing, agro-processing, logistics, and technology, creating jobs, boosting industrialization, and increasing exports,” he said.

Edwin also highlighted that Uasin Gishu’s economy is not only agricultural but also renowned for its athletes, a reputation the county can leverage for sports tourism and brand promotion. “Nation branding extends beyond products; it includes leveraging unique county assets such as athletics to attract tourism, trade, and investment. Hosting sports events and associating local products with champions can enhance Uasin Gishu’s visibility internationally,” he said.

Kenya’s top export products include tea, petroleum oils, cut flowers, coffee, fruits, medicaments, cement, meat, iron and steel, and palm oil. The country’s top ten export destinations in 2024 were Uganda, United Arab Emirates, USA, Pakistan, Netherlands, Tanzania, UK, Rwanda, DR Congo, and South Sudan, accounting for 62.7% of total exports. Regionally, Africa remains Kenya’s largest market, contributing 38% of export earnings, while exports to Asia rose 22.3%, mainly due to growth in the UAE and India.

The Government continues to implement strategic measures under the Bottom-Up Economic Transformation Agenda (BETA), promoting value-added exports, expanding market access, and supporting Micro, Small, and Medium Enterprises (MSMEs). KEPROBA has set an ambitious target of growing Kenya’s exports to KSh 1.5 trillion by 2028, aiming to further diversify products, increase value addition, and expand international market presence.

The Uasin Gishu Exporters Roundtable also prepared participants for the upcoming Annual Exporters Convention 2026, which will serve as a national platform to advance Kenya’s global trade ambitions. Stakeholders in the initiative include the Ministry of Investments, Trade and Industry, county governments of Uasin Gishu, Nandi, and Trans Nzoia, Kenya Revenue Authority, KENTRADE, Kenya Association of Manufacturers, Kenya National Chamber of Commerce and Industry, KCB, DHL, Agriculture and Food Authority, and exporters across various sectors.

Mukabana concluded: “Exports are a team sport. Success depends on collaboration between government agencies, the private sector, and exporters themselves. By aligning efforts, promoting value addition, diversifying products, and leveraging county strengths, Uasin Gishu and Kenya can increase export volumes, enhance global competitiveness, and elevate the county and nation’s brand internationally.”