New strategy to market Kenya’s horticulture products

Kenya has come up with a new marketing strategy expected to grow its horticultural products exports by ten percent in the next one year.

Its mains export markets targets include the European Union, United Kingdom, Australia, United Arab Emirates, Russia China and the US.

Already Kenya Export Promotion Branding Agency in collaboration with the Kenya Flower Council (KFC), Fresh Produce Consortium of Kenya (FPC – Kenya), Kenya Airways and the Fresh Produce Exporters Association of Kenya (FPEAK) are spearheading the campaign.

Kathleen Kihanya, chair of strategy, marketing, communication and quality assurance at the Integrated Marketing Communication Strategy (IMC) says Kenya is well-positioned to grow its export volumes, with the close proximity to the Equator, allowing production of high-quality horticulture products.

“An integrated marketing strategy will ensure that the story of our unique, good quality products is effectively communicated globally,” she said.

According to Kenya’s Export Promotion and Branding Agency CEO Wilfred Marube, the multi-sectoral collaboration will ensure all producers in the horticultural industry are holistically engaged in maximizing results.

“As an agency, we can only rely on the producers since our role is to facilitate export growth in the targeted and emerging markets,” he said.

By Malachi Motano