A Publication by the Kenya Export Promotion and Branding Agency
KEPROBA and DHL Sign Strategic MoU to Empower SMEs for Global Growth
By Irene Van De Graaf I gmirobi@brand.ke
The Kenya Export Promotion and Branding Agency recently entered into a landmark partnership with DHL Group through the signing of a Memorandum of Understanding. The moment marked an important step in the Agency’s ongoing mission to support Kenyan businesses, particularly small and medium sized enterprises, to access international markets and grow into competitive global players.
Small and medium sized enterprises have been recognized as the heartbeat of Kenya’s economy. They create jobs, drive innovation, and spark entrepreneurship. However, their contribution to the country’s exports has remained modest, accounting for less than 15 percent of the total exports. Many business owners struggle with compliance requirements, visibility in new markets, and access to
Newsletter Highlights
“MADE IN KENYA” AT DEVOLUTION CONFERENCE
PROMOTING CONTINETAL TRADE AT IATF 2025
KENYA MEAT EXPO 2025: CUTTING THROUGH THE MEAT SECTOR
KENYA SHINES BRIGHT IN JAPAN: ATHLETICS GLORY AND PAVILION
SHOWCASE LIGHT UP THE NATION’S BRAND
Editorial
Maureen Mambo - Editor-in-Chief
Mariam Maina - Editor
Contributors
Gertrude Mirobi
Irene Van De Graaf
Jonah Karanja
Molly Wambui
Walter Kelvin Otieno- Layout
reliable logistics solutions that can take their products beyond our borders. It is this gap that the new partnership between KEPROBA and DHL seeks to bridge.
Through this collaboration, DHL will bring its vast experience in global logistics to the service of Kenyan enterprises by offering training programs tailored to their needs. The training will focus on practical areas such as how to navigate export processes, understand compliance standards, and develop strategies to access international markets. It will also address last mile delivery solutions, warehousing, and fulfilment centers abroad for businesses looking to export their products.
visibility, and market access. This agreement will help address issues such as last mile delivery solutions, warehousing, and fulfilment centers abroad which are critical for scaling cross border trade. Empowering our enterprises to go global is at the heart of our mandate, and this partnership with DHL aligns with our vision to make Kenyan products visible, competitive, and accessible in international markets,” she said.
Speaking during the signing ceremony, KEPROBA Chief Executive Officer Ms Floice Mukabana reflected on the impact the agreement is expected to have. “Despite their potential, small and medium sized enterprises contribute less than 15 percent of the total exports, mainly due to challenges in compliance,
DHL leaders also shared their excitement about the collaboration. Paul Makolosi, the Managing Director of DHL Express Kenya, emphasized that the initiative goes beyond training. “We are thrilled to partner with KEPROBA to empower small and medium sized enterprises in Kenya. This initiative is not just about training. By empowering SMEs to participate in the global marketplace, not only are we supporting economic growth in the countries where we operate, but we are also ensuring that societies prosper and that there is sustainable growth and worldwide prosperity,” he remarked.
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Other DHL executives echoed this sentiment, underscoring the transformative power of small businesses.
They noted that across Africa, SMEs account for more than 60 percent of employment and up to 40 percent of GDP. With an estimated 90 million SMEs across the continent, most of them informal, their ability to innovate and create jobs makes them vital to regional economic stability and global competitiveness.
This partnership also ties neatly into Kenya’s national priorities. It complements the government’s focus on entrepreneurship, job creation, and sustainable development, while also resonating with continental efforts under the African Continental Free Trade Area. By combining KEPROBA’s expertise with the global reach of DHL, the collaboration will
open pathways for Kenyan enterprises to trade not only within Africa but also in Europe, Asia, and the Americas.
For KEPROBA, the signing of this agreement is a demonstration of what can be achieved through meaningful alliances. It gives the Agency a practical tool to address the needs of exporters while reinforcing its vision of making Kenyan products trusted and competitive worldwide. For staff, it is also a reminder that the work we do every day contributes directly to creating opportunities for local businesses to thrive beyond our borders.
Looking ahead, the Agency will play a central role in turning the promises of this partnership into reality. This will involve mobilizing enterprises to take part in the training programs, supporting
them through their export journey, and telling the stories of those who succeed as a result. In doing so, KEPROBA will continue to serve as a bridge between local ambition and international opportunity.
The signing of the MoU with DHL marks the beginning of a journey that has the potential to redefine how Kenyan small and medium sized enterprises approach the global marketplace. It offers a chance for them to dream bigger, scale further, and step into international trade with confidence. For KEPROBA, it is another step forward in fulfilling our promise to position Kenya as a source of high-quality goods and services in every corner of the world.
Empowering our enterprises to go global is at the heart of our mandate, and this partnership with DHL aligns with our vision to make Kenyan products visible, competitive, and accessible in international markets.”
- Floice Mukabana, CEO KEPROBA
Kenya Export Promotion and Branding Agency Champions
“Made In Kenya” At Devolution Conference
By Gertrude Mirobi gmirobi@brand.ke
The Kenya Export Promotion and Branding Agency (KEPROBA) demonstrated its commitment to its core mandate by actively participating in the Devolution Conference 2025, held in Homa Bay County from August 12th to 15th. The agency leveraged the event to showcase Kenyan-made goods and services, aligning with its vision to “Brand Kenya, Export Kenyan, Build Kenya.” The conference, themed “For the People, For Prosperity: Devolution as a Catalyst for Equity, Inclusion, and Social Justice,” brought together over 5,000 delegates including national leadership, county representatives, private sector players, and development partners.
KEPROBA fielded a strong delegation led by Chief Executive Officer, Ms. Floice Mukabana, supported by Director of Stakeholder Management, Mr. David Yamina, among others. The agency’s stand became a vibrant hub where delegates learned about its role in facilitating trade and strengthening the national brand.
The exhibition showcased quality products from three companies that reflect Kenya’s diversity in value-added goods:
Nea by Nature, a handcrafted cosmetic line centred around the indegenous Croton megalocarpus tree;
Ndhiwa Peanut Butter and Honey, a communitybased enterprise offering authentic honey and high-quality peanut butter with traceability and organic positioning
Elgon Nuts, a premium exporter of macadamia nuts. Through such efforts, KEPROBA amplified Kenya’s story while advancing its mission to expand market opportunities for local enterprises.
Beyond showcasing products, the conference offered a platform to highlight the crucial role county governments play in Kenya’s export growth and diversification. Under the 2010 Constitution, counties are responsible for agriculture, livestock development, trade, and industrialization—functions that directly support the production of exportable goods such as tea, coffee, horticulture, and textiles. By prioritizing value chains and partnering with KEPROBA, counties can strengthen local industries and align with the national agenda to grow exports. Initiatives such as the County Aggregation and Industrial Parks (CAIPs) are particularly transformative, as they integrate local production with processing and packaging, creating valueadded goods that meet international standards.
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Counties are also well-positioned to facilitate value addition and branding of county-specific products. For example, horticultural processing in Machakos and Taita Taveta counties has enabled goods to comply with global market requirements. Similarly, each county’s unique resources can diversify the national export basket, with KEPROBA supporting the branding and promotion of these products under the Made in Kenya mark.
Capacity building is another key area where counties can collaborate with KEPROBA. Through its Export Readiness Awareness Program (ERA), the agency trains exporters to improve product quality, market access, and competitiveness. Counties can complement this effort by organizing cooperatives and SMEs into groups for skill development in product innovation, packaging, and trade standards. These partnerships will ensure producers are better equipped to access international markets.
Infrastructure and logistics, largely managed at the county level, are equally critical. County governments oversee roads, markets, and facilities that connect local producers to export hubs such as the Port of Mombasa. Moreover, counties with Special Economic Zones and Industrial Parks can attract both local and foreign investors in export-oriented manufacturing, working closely with KEPROBA to position themselves as global trade destinations.
Already, counties are seeing the benefits of such collaborations. For instance, during Expo Osaka in Japan, businesses from the tea, coffee, horticulture, and nuts sectors gained international exposure through KEPROBA’s facilitation. Meru County showcased investment opportunities and attracted interest in a green city development model. These examples highlight how county-level initiatives, when integrated with national branding and trade promotion, can unlock Kenya’s export potential.
KEPROBA’s participation in a side event hosted by the Ministry of Investments, Trade and Industry, titled “Unlocking County Trade Potential by Strengthening Local Value Chains,” further reinforced this point. Speaking at the event, Mr. David Yamina underscored the agency’s role in driving brand-led trade and championing the Made in Kenya mark. County governments, therefore, remain central to the agency’s mandate. By fostering local production, facilitating value addition, improving infrastructure, and branding regional comparative advantages, they contribute significantly to export-led growth. When these devolved functions are coordinated with national efforts, Kenya is better positioned to achieve the 10% annual export growth outlined in KEPROBA’s 2023–2027 Strategic Plan. Together, counties and KEPROBA can transform Kenya into a globally competitive brand, unlocking new opportunities for prosperity across the nation.
PROMOTING CONTINETAL TRADE AT IATF 2025
By Molly Wambui MWambui@brand.ke
African Export-Import Bank, in collaboration with African Union Commission and AfCFTA Secretariat, organized the fourth Intra-African Trade Fair (IATF2025) in Algiers. IATF2025 provided a platform for businesses to access an integrated African market size of 1.4 billion people with a GDP of over US$3.5 trillion. The theme of this year’s exhibition was “IATF25: A Gateway to New Opportunities
The fair was first held in Cairo, Egypt, in 2018 as a flagship platform to boost trade and investment across Africa. It was created to bring together buyers, sellers, investors, and governments to
Kenya Export Promotion & Branding Agency (KEPROBA), in collaboration with the Ministry of Foreign and Diaspora Affairs and the State Department for Trade, coordinated Kenya’s participation at IATF 2025
unlock opportunities presented by the African Continental Free Trade Area (AfCFTA). Since its inception, the IATF has grown into Africa’s premier trade and investment marketplace:
IATF 2025 focused on priority areas that were aligned with Africa’s development priorities, including innovation and technology, value addition and manufacturing and sustainability. The event attracted over 112,000 attendees 2,148 exhibitors, participants from 132 countries, and 958 buyers. This broad participation reflects the fair’s growing importance as a platform for economic diplomacy and business networking
112,000 Attendees
2,148 exhibitors
132 Countries 958 Buyers
Hon Lee Kinyanjui, Cabinet Secretary for Ministry of Investments, Trade and Industry, visited the Kenya
Kenya’s overall goal of participating in this trade fair was to provide Kenyan exporters an opportunity to increase their market share and presence in the African market. A total of 10 Kenyan enterprises from key sectors of the economy namely the food and beverages (milk, tea, and coffee), dairy, leather & leather accessories, flowers, textile and manufacturing, participated in this event.
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Pavilion at IATF25, where he interacted with exhibitors.
The Kenya Pavilion served as a vibrant hub for business discussions, linking Kenyan exporters with African buyers, distributors, and potential investors. It also provided a platform for sharing knowledge on trade policies, market access, and regional integration. There was also coffee cupping and tea tasting taking place for visitors to sample.
A key success for Kenya during the IATF was the signing of a Memorandum of Understanding between The National Oil Corporation of Kenya and Sonatrach Petroleum Corporation of Algeria to explore joint oil and gas projects in the country. The partnership will open doors for technology transfer, skills development, investment opportunities, and job creation, positioning Kenya as a competitive player in the regional energy market while ensur-
$48.3 Billion Deals Secured
ing mutual growth and shared value.
Kenya’s participation at IATF 2025 significantly enhanced Kenya’s trade presence, generated actionable market insights, and opened new channels for bilateral cooperation. Strategic follow-up will be essential to deepen market penetration and sustain momentum.
The Intra-African Trade Fair 2025 was a resounding success, securing $48.3 billion worth of deals, alongside the identification of 987 professional buyers, exceeding the set target of 750. These figures position IATF 2025 as a watershed moment for intra-African trade, marking Africa’s growing appeal across strategic sectors such as agriculture, energy, infrastructure, health, mobility, finance, and digital innovation (AFRICA NEWS Agency).
One of the most symbolic outcomes of the IATG was the launch of a Special Fund for the Financing of African Startups, an initiative of President Tebboune of Algeria. The fund was created mobilize the continent’s youth to create their own opportunities while providing solutions to Africa’s challenges.
The fund, to be implemented through the Algerian Agency for International Cooperation for Solidarity and Development (AACISD), will provide critical support to innovative African startups in fields such as robotics, digital technologies, renewable energy, nanotechnologies, and artificial intelligence.
“This initiative recognizes Africa’s youth as the true engine of the continent’s renaissance,” Attaf stated, highlighting the alignment of the fund with global technological revolutions that Africa cannot afford to miss. (Dzair Tube Media Group).
Signing of a Memorandum of Understanding between The National Oil Corporation of Kenya and Sonatrach Petroleum Corporation of Algeria to explore joint oil and gas projects in the country. The partnership will open doors for technology transfer, skills development, investment opportunities, and job creation, positioning Kenya as a competitive player in the regional energy market while ensuring mutual growth and shared value.
KEY SUCCESS FOR KENYA DURING THE IATF
The Kenyatta International Convention Centre in Nairobi was abuzz with activity as it hosted the Kenya Meat Expo 2025. The three-day event, held from August 6th to 8th, brought together a powerful convergence of stakeholders, from pastoralists and small-scale farmers to large-scale processors, investors, and government bodies, notably the Directorate of Veterinary Services. It was an occasion that not only showcased the latest innovations in the livestock sector but also cemented the industry’s critical role as a cornerstone of Kenya’s economic development and food security.
The expo, organized by the Ministry of Agriculture and Livestock Development, was officially opened by Cabinet Secretary for Agriculture and Livestock Development, Hon. Mutahi Kagwe. He underscored the government’s unwavering commitment to repositioning the livestock sector, stating that “The Meat Expo is not just an exhibition. It is a call to action, a collaborative platform uniting stakeholder to transform agriculture into an innovative, commercially viable, and newsworthy sector.” This statement urged a shift in mindset to adopt modern practices that are commercially oriented.
Highlights of this year’s expo included the introduction of the first-ever dedicated Fodder Zone. This groundbreaking addition, facilitated by the Resilient African Feed and Fodder Systems (RAFFS) Project, drew significant attention to the vital, upstream influence of feed and fodder on the entire meat value chain, from the quality of the final product to the cost efficiency of production. The Fodder Zone showcased innovative approaches to animal nutrition, including climate smart farming techniques and silage production.
This year’s meat expo featured a diverse range of masterclasses covering various aspects of the meat value chain. These sessions were designed to provide practical, in-depth knowledge and highlight innovative strategies for stakeholders. In addition, panel discussions that were held served as a platform for high-level dialogue and strategic deliberation, moving the conversation from a showcase of products and services to a strategic dialogue on how to build a more competitive, sustainable, and inclusive meat industry.
KEPROBA had one on one sessions that provided guidance to meat and meat products entrepreneurs keen on trading beyond the national borders with topics like export regulations and quality standards for different markets. KEPROBA’s presence helped to position Kenya’s meat as a high quality, competitive product on the global market by drawing the attention of investors and international players to the event.
Beyond the formal engagements, the expo also featured a sizzling experience where expert pitmasters from different butcheries and restaurants brought out their grills and cook-
ing equipment and showcased various ways to prepare beef, lamb and camel meats. Kenyan Nyama Choma , gourmet dishes like slow-cooked beef brisket and spiced lamb kebabs sizzled on the grill. Visitors were able to sample various cuts of meat such as lamb chops, steak, chicken wings, sausages, hotdogs and burgers. The heavenly aroma from the sauces, marinades and condiments paired with the meat wafted in the air, transforming the event space into a vibrant and enticing environment for the crowd.
The expo’s multifaceted approach showcased Kenya’s culinary skills while the conversations set it into far more than just what’s on your plate. The meat value chain is a dynamic and intricate process where value is meticulously added at every stage, from the essential inputs of feed and veterinary care to the precision of processing and the final point of sale. What makes this sector fascinating is its no waste philosophy, where valuable co-products and by-products like hides for leather or fats for soap are salvaged and utilized, revealing an economic engine that is as profitable as it is sustainable.
Kenya Shines Bright in Japan: Athletics Glory and Pavilion Showcase Light Up the Nation’s Brand
By: Jonah Karanja I jkaranja@brand.ke
In the heart of Japan, where the World Athletics Championships captivated millions, Kenya stood tall not just on the track, but in the hearts and minds of those who experienced the vibrant spirit of the nation. While Kenyan athletes once again affirmed their dominance with breathtaking performances, another powerful narrative unfolded beside the stadiums and finish lines: the story of Kenya’s cultural richness, entrepreneurial excellence, and unmatched natural beauty, brought to life through the Kenya Pavilion that is spearheaded by the Kenya Export Promotion and Branding Agency (KEPROBA).
Set against the backdrop of roaring stadiums and flagwaving fans in Tokyo, Kenya’s pavilion in Osaka spearheaded by KEPROBA has become a magnet for international visitors. With over 2 million guests passing through its colorful displays of culture, coffee, tea and macadamia, the pavilion is more than just a booth; it is a living, breathing experience of Kenya’s soul.
“The success of our athletes has given the world a reason to cheer for Kenya, but the pavilion is giving them a reason to fall in love with Kenya. We’ve shown that our excellence goes beyond the track, we are a nation of culture, innovation, and world-class products.”
In a bid to deepen the cultural exchange and showcase the depth of Kenyan talent, KEPROBA had organized a mini marathon in Osaka, an energetic event that saw locals and visitors alike don Kenyan colors in solidarity with the nation’s running legends. The event not only promoted physical wellness but also served as a bridge between peoples and cultures running together, dreaming together. The Triumphant of Kenyan athletes in Tokyo has further cemented our nation’s status as a global athletics power house.
We are a brand rooted in excellence
From the bold aroma of freshly brewed Kenyan coffee and the delicate notes of hand-picked teas to the creamy crunch of macadamia nuts and the unrivaled elegance of Kenyan roses, the pavilion has offered visitors a multisensory journey through the country’s finest exports. Each product told a story of heritage, hard work, and heart.
Floice Mukabana, CEO of KEPROBA, described the moment with pride:
“Kenya is not just a land of champions,” Mukabana remarked. “We are a brand rooted in excellence whether on the track, in the fields of our floriculture, coffee, tea or macadamia farms, or in the hearts of those who experience our culture. Japan and the world have seen a glimpse of who we are and we’re just getting started. Kenya is ready to take its place on the global stage not just as a land of champions, but as a brand of excellence “
The twin success of the athletic triumphs and the showcase in the Kenya Pavilion has cast a spotlight on Kenya’s national brand in a way rarely seen on such a global stage. In both speed and spirit, Kenya captivated the world.
