KEPROBA MAY 2026 NEWSLETTER

MAY

Newsletter FY 2025 / 2026

Kenya’s Hosting of the Africa Forward Summit Signals Rising Global Influence >>> Continue on page 3

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Newsletter Highlights

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Kenya’s Hosting of the Africa Forward Summit Signals Rising Global Influence

07 Kenya–Kazakhstan Trade Relations

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Kenya Deepens Trade and Commercial Diplomacy Footprint in Brazil

14 One Government, One Brand; PUBLIC SERVICE BRANDING

Government Visual Identity System and Guidelines

PUBLIC SERVICE BRANDING

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KEPROBA Hosts Strategic Exporters Roundtable to Advance Kenya’s Trade Competitiveness

EDITORIAL Maureen Mambo - Editor-in-Chief Mariam Maina - Editor

CONTRIBUTORS Gertrude Mirobi Molly Wambui Irene Van De Graaf Jonah Karanja Nixon Mutai Walter Kelvin Otieno- Layout

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A Publication by the Kenya Export Promotion and Branding Agency ©2026

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Kenya’s Hosting of the Africa Forward Summit Signals Rising Global Influence

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enya’s selection as the host of the Africa Forward Summit is more than just a diplomatic milestone it is a powerful affirmation of the country’s growing stature as a regional economic powerhouse, investment destination, and strategic gateway to Africa.

The high-level event brought together over 30 Heads of State, senior policymakers, global investors, business leaders, innovators, and development partners at the Kenyatta International Convention Centre (KICC) in Nairobi, thus positioning Kenya at the centre of conversations shaping Africa’s economic future.

At a time when countries are increasingly competing for global capital, trade partnerships, and geopolitical influence, hosting a high-level continental summit of this magnitude significantly strengthened Kenya’s international profile and reinforces confidence in her economic and diplomatic leadership.

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By: Jonah Karanja Jkaranja@brand.ke

Positioning Kenya as Africa’s Investment Gateway For years, Kenya has steadily built its reputation as one of Africa’s most dynamic economies. her strategic location, robust financial sector, expanding digital economy, vibrant entrepreneurial ecosystem, and strong connectivity infrastructure have made Nairobi a preferred entry point for multinational companies seeking access to Eastern and Central Africa.

By hosting over 1,500 global and African leaders, Kenya gained a unique opportunity to showcase her investment potential across key sectors including manufacturing, technology, tourism, agribusiness, renewable energy, infrastructure, logistics, healthcare, and the creative economy.

Beyond formal discussions, the summit created an environment for investment matchmaking, business networking, policy engagement, and strategic partnerships that can translate into long-term capital inflows and job creation.

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The event also offered Kenya a platform to communicate her ongoing economic reforms, innovation agenda, and commitment to improving the ease of doing business factors that remain critical in attracting foreign direct investment.

Strengthening Kenya’s Diplomatic Standing

It also strengthened Kenya’s soft power by projecting an image of political stability, institutional capacity, and openness to global partnerships. In global diplomacy, perception matters, and international events of this scale contribute significantly to nation branding and investor confidence.

Boosting Kenya’s Nation Brand

Hosting a summit of continental significance elevated Kenya’s diplomatic visibility and influence within Africa and globally.

Kenya has increasingly positioned herself as a stabilizing force in regional peace, diplomacy, trade integration, and multilateral cooperation.

The country continues to play a prominent role within the East African Community (EAC), the African Union (AU), and broader international engagements on climate action, peacekeeping, trade, and sustainable development.

Global summits are not only about policy conversations; they are also branding opportunities.

The Africa Forward Summit reinforced Nairobi’s role as a diplomatic hub where major continental conversations can take place.

This visibility from such events directly contribute to strengthening the “Make It Kenya” nation brand by positioning Kenya as modern, innovative,

As delegates, investors, and international media converged in Nairobi, Kenya gained unprecedented visibility on the international stage. The country had an opportunity to showcase her culture, innovation ecosystem, tourism attractions, hospitality sector, and youthful talent to a global audience.

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CEO’s Quote

Kenya’s hosting of the Africa Forward Summit was a strong affirmation of the country’s growing stature as a regional economic powerhouse and trusted diplomatic partner. It presented a unique opportunity to showcase Kenya’s investment potential, innovation ecosystem, and strategic position as the gateway to Eastern and Central Africa. The summit was as a critical platform for strengthening the Make It Kenya nation brand, attract global partnerships, and position Kenyan enterprises, products, and talent on the international stage

Ms. Floice Mukabana, CEO, Kenya Export Promotion and Branding Agency (KEPROBA) business-friendly, and globally connected.

Institutions such as the Kenya Export Promotion and Branding Agency (KEPROBA) stand to play a critical role in leveraging the summit to promote Kenyan products, investment opportunities, export potential, and cultural identity.

The summit is generated discussions around industrialization, digital transformation, climate resilience, intra-African trade, infrastructure financing, youth employment, and innovationdriven growth, areas that are central to Africa’s long-term competitiveness.

Through strategic branding, exhibitions, media engagement, and investment promotion activities, the summit became a catalyst for deeper international partnerships and market expansion for Kenyan enterprises.

Growing confidence in Kenya

A Platform for Africa’s Future Conversations

It signaled growing confidence in Kenya’s role as a regional leader, investment hub, and strategic partner in shaping Africa’s future. More importantly, it offered an opportunity to convert diplomatic visibility into tangible economic outcomes through investment attraction, trade partnerships, tourism promotion, and enhanced global confidence in the Kenyan economy.

Beyond Kenya’s national interests, the summit reflected Africa’s growing importance in global economic and geopolitical discussions.

With Africa projected to have one of the world’s youngest populations and fastestgrowing consumer markets, global attention is increasingly shifting toward the continent’s economic potential. Kenya’s hosting of the summit therefore symbolizes confidence in the country’s ability to convene meaningful conversations around Africa’s future development trajectory.

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Kenya’s hosting of the Africa Forward Summit was a defining moment for the country’s economic diplomacy and international positioning.

As Nairobi prepared to welcome the continent and the world, the summit stood out as a testament to Kenya’s rising influence and its ambition to remain at the forefront of Africa’s transformation journey. >>> Continue on page 6

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France President Emmanuel Macron follows the Africa Forward proceedings

Kenya’s President Dr. William Ruto and France’s President Emmanuel Macron receive delegates questions during the panel session

President Dr. William Ruto poses for a picture with France President Emmanuel Macron and UN Sec Gen Antonio Guterres.

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Kenya–Kazakhstan Trade Relations

By Gertrude Mirobi gmirobi@brand.ke

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he Kenya Export Promotion and Branding Agency (KEPROBA) participated in the Kenya–Kazakhstan Business Forum held on 20th May 2026 in Astana, Kazakhstan, as part of the State Visit by H.E. President William Ruto . The engagement marked a significant milestone in Kenya’s efforts to expand its export footprint into Eurasia and deepen economic cooperation with one of the region’s fastest-growing economies.

Organised under the framework of the Presidential State Visit, the Forum brought together Kazakh companies alongside Kenyan exporters, investors, business leaders, and government representatives. It provided a strategic platform to strengthen bilateral trade and investment relations while exploring opportunities across agriculture, agro-processing, digital trade, logistics, infrastructure, energy, innovation, finance, and tourism. Participants highlighted the potential for stronger collaboration in areas such as technology transfer, value addition, digital commerce, and industrial partnerships.

Kazakhstan GDP USD 300 billion

Kazakhstan has emerged as an increasingly important trading partner for Kenya. With a GDP of approximately USD 300 billion and its strategic position as a gateway to

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the Eurasian Economic Union (EAEU), which serves more than 180 million consumers, the country presents significant opportunities for Kenyan exporters seeking to diversify beyond traditional markets. Kenya, in turn, offers Kazakhstan a gateway to East Africa and the broader African continent, making the two economies highly complementary.

Kenya’s exports to Kazakhstan reached USD 60.3 million in 2024, growing at an average annual rate of 11 per cent over the past decade and maintaining a favourable trade balance in Kenya’s favour. Against this backdrop, the Forum sought to convert growing political goodwill into tangible commercial opportunities by connecting Kenyan exporters directly with Kazakh buyers, investors, and strategic partners.

Kenya’s digital transformation journey featured prominently during the Forum, with discussions highlighting the country’s leadership in fintech innovation, digital payments, artificial intelligence, and ICT infrastructure development. Delegates discussed pportunities to strengthen digital trade cooperation and leverage technology to facilitate cross-border commerce, positioning Kenya as a technology-enabled trade and investment destination.

Transport and logistics also emerged as central themes throughout the Forum. The Kenya Ports Authority showcased the strategic role of Lamu Port and the LAPSSET Corridor in connecting East Africa to global markets and positioning Kenya as an efficient gateway for trade between Africa and the Eurasian region. Discussions explored ways of strengthening logistics connectivity between the two countries to facilitate the smooth movement of goods and improve market access for exporters.

These discussions gained further momentum through announcements made by President William Ruto, including plans to initiate a Bilateral Air Services Agreement (BASA) that will facilitate direct cargo and commercial flights between Kenya and Kazakhstan. The proposed air connectivity is expected to significantly reduce transportation costs and transit times while improving the competitiveness of Kenyan exports entering the Kazakh market.

President Ruto also announced plans to establish a Kenyan Consulate in Astana in the immediate term, with a fully-fledged Embassy to follow. These diplomatic developments will provide critical institutional support for Kenyan exporters and investors while facilitating >>> Continue on page 9

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The Kenya–Kazakhstan Business Forum demonstrated the value of strategic economic diplomacy in unlocking new opportunities for Kenyan enterprises. the implementation of bilateral trade and investment initiatives. In addition, the President announced plans to establish a Kenya Trade Hub in Astana, which will serve as a strategic marketentry platform for Kenyan businesses seeking a permanent presence in Eurasia. The Trade Hub is expected to support product promotion, buyer engagement, market intelligence, and business matchmaking activities.

On his part, President Kassym-Jomart Tokayev reaffirmed Kazakhstan’s commitment to strengthening economic relations with Kenya and outlined several initiatives aimed at deepening bilateral cooperation. These included the establishment of a Kenya–Kazakhstan Business Council, regular trade missions, enhanced logistics connectivity, and increased collaboration in agriculture, mining, digital technology, education, and tourism. He also expressed Kazakhstan’s readiness to strengthen transport links between the Middle Corridor and the ports of Mombasa and Lamu, further enhancing trade connectivity between the two countries.

Beyond the Forum, KEPROBA also participated in follow-up engagements with the Chamber of International Commerce of Kazakhstan and attended the Ulttyq Ónim National Products Exhibition, where direct interactions with Kazakh businesses generated valuable market intelligence. These engagements revealed strong demand for premium Kenyan coffee, high-quality cut flowers, fresh produce, and other value-added agricultural products, reaffirming the opportunities identified during the Forum.

KEPROBA advanced bilateral trade promotion efforts through direct engagements with QazTrade, Kazakhstan’s national trade promotion organisation. A key outcome was the signing of a Memorandum of Understanding (MoU) between KEPROBA and QazTrade, establishing a framework for cooperation in trade promotion, export development, market intelligence sharing, business matchmaking, and the promotion of

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bilateral trade.

The agreement built on discussions held between KEPROBA Director of Corporate Strategy Ms. Celestine Rono and QazTrade Managing Director Ms. Ainur Amirbekova on practical mechanisms for supporting exporters and facilitating market access in both countries. During the engagements, significant opportunities were identified for Kenyan products, particularly tea, coffee, flowers, nuts, avocados, and other horticultural products. Both organisations agreed to organise targeted virtual business-to-business engagements connecting Kazakh importers with Kenyan exporters while exploring avenues to increase the visibility of Kenyan products in Kazakhstan. Emphasis was placed on branding and storytelling as tools for positioning Kenyan coffee and tea in the increasingly competitive Eurasian market.

As Kenya continues to diversify its export destinations and strengthen its global trade footprint, the Kenya–Kazakhstan Business Forum demonstrated the value of strategic economic diplomacy in unlocking new opportunities for Kenyan enterprises. Through partnerships such as the KEPROBA–QazTrade collaboration, targeted trade promotion initiatives, and improved market access mechanisms, Kenya is well-positioned to increase exports, attract investment, and build lasting commercial relationships across the wider Eurasian region.

Going forward, KEPROBA will work closely with public and private sector partners to implement the Forum’s key outcomes, including virtual business matchmaking sessions, reciprocal trade missions, sector-specific promotion programmes, and the establishment of stronger market representation in Kazakhstan. These efforts will help translate the momentum generated in Astana into tangible commercial gains for Kenyan exporters while advancing Kenya’s export growth and market diversification agenda.

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By Irene Van De Graaf (Irenev@brand.ke)

Kenya Deepens Trade and Commercial Diplomacy Footprint in Brazil Kenya exported approximately USD 1.2 million worth of goods to Brazil in 2024, compared to imports valued at approximately USD 168.3 million

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enya is steadily strengthening its commercial diplomacy footprint in Latin America, with Brazil emerging as one of the country’s most promising frontier markets for export diversification, investment cooperation, and long-term trade partnerships.

In May 2026, the Kenya Export Promotion and Branding Agency (KEPROBA), in collaboration with the State Department for Trade and the Embassy of Kenya in Brasília, undertook a strategic trade and commercial diplomacy mission to Brazil aimed at advancing Kenya’s economic interests within the Latin American region.

The mission coincided with APAS Show 2026, the largest food and retail exhibition in Latin America, which brought together thousands of buyers, distributors, retailers, investors, and international trade stakeholders from across the region.

Against the backdrop of growing global demand

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for premium, healthy, and traceable products, the mission provided Kenya with a timely opportunity to position its export potential within one of the world’s largest emerging economies.

As the largest economy in Latin America and a leading member of the MERCOSUR trading bloc, Brazil continues to present significant opportunities for Kenyan exporters seeking entry into the wider South American market. While trade between Kenya and Brazil remains relatively modest, the engagements reflected growing commitment by both countries to deepen economic cooperation and unlock untapped trade and investment potential.

According to recent trade data, Kenya exported approximately USD 1.2 million worth of goods to Brazil in 2024, compared to imports valued at approximately USD 168.3 million. The imbalance

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underscores the need for Kenya to strengthen its export presence within the Brazilian market, particularly in high-value agricultural and value-added products where the country holds competitive advantage.

institutional presence in Brazil to support Kenyan businesses seeking entry into Latin American markets. Agreements in principle were reached to pursue cooperation frameworks and possible Memoranda of Understanding with SPCC, CORE-SP, and

Led by KEPROBA Chief Executive Officer Ms. Floice Mukabana, the Kenyan delegation undertook a series of institutional and commercial engagements in São Paulo and Brasília focused on expanding market access opportunities, strengthening institutional cooperation, facilitating business linkages and positioning Kenya as a strategic trade and investment partner in Africa.

One of the key highlights of the mission was the engagement with the São Paulo Chamber of Commerce (SPCC) and the Brazilian Council of Importing and Exporting Commercial Companies (CECIEx), institutions that play a central role in Brazil’s international trade ecosystem.

The engagement provided the Kenyan delegation with deeper insight into Brazil’s commercial landscape, market intelligence systems, and institutional trade support structures. SPCC, which serves as the Foreign Trade and International Affairs Department of the São Paulo Commerce Association, represents more than 2,300 commerce associations and over two million companies operating across agribusiness, manufacturing, services, and trade sectors in Brazil.

The interactions also opened discussions around expanding market access opportunities for Kenyan products such as premium teas, specialty Arabica coffee, macadamia nuts, natural extracts, textiles, and other value-added exports that continue to attract growing interest among Brazilian consumers seeking premium and healthconscious products.

Importantly, the mission signalled growing momentum towards establishing stronger commercial representation and sustained

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Brazil continues to present significant opportunities for Kenyan exporters seeking entry into the wider South American market.

São Paulo Negócios, significantly expanding Kenya’s institutional access to Brazilian business networks.

Further engagements with the Municipal City of São Paulo reinforced the importance of sub-national partnerships in advancing trade and investment diplomacy. Dr. Angela Gandra, Municipal Secretary of International Affairs, hosted the Kenyan delegation for consultations focused on strengthening cooperation in trade, innovation, tourism, academia, and institutional partnerships between Kenya and the City of São Paulo.

Also present during the engagement was Mr. André Aleotti, International Business and Privatization Manager of São Paulo Negócios, the investment and export promotion agency of the City of São Paulo.

During the meeting, Ms. Floice Mukabana underscored the importance of strengthening collaboration with the City of São Paulo to expand Kenya’s exports to

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Brazil, strengthen market linkages between Kenyan exporters and Brazilian importers, and advance foreign trade in agricultural and value-added products.

The engagements further explored opportunities for establishing a Kenya Commercial Representation Office in São Paulo to support long-term trade promotion, business matchmaking, and commercial engagement between Kenyan and Brazilian companies. The proposal reflects growing recognition that sustained commercial presence and structured buyer engagement will be essential for Kenya to successfully penetrate the Brazilian market.

Beyond institutional engagements, the mission also targeted Brazil’s premium retail and specialty foods sector through direct meetings with importers, distributors, gourmet supermarket chains, and commercial representatives.

Among the notable engagements was a visit to Casa Santa Luzia Empório, a renowned gourmet supermarket chain in São Paulo specializing in imported premium products and health-focused consumer brands. The engagement highlighted strong potential for Kenyan specialty teas, roasted specialty coffee, and macadamia nuts within Brazil’s growing gourmet and health-conscious consumer market.

Additional consultations with CORE-SP focused on strengthening market-entry support for Kenyan exporters through Brazil’s network of specialized commercial representatives, who play a critical role in connecting producers, importers, distributors, and retailers within the Brazilian market.

The mission also enabled Kenya to showcase its export potential at the APAS Show International Trade Fair, where Kenyan products gained exposure among regional and international buyers, retailers, distributors, and investors. The exhibition served as a strategic platform for promoting Brand Kenya, strengthening business linkages, and exploring new commercial opportunities within the wider Latin American market.

Kenya’s visibility during the mission was further amplified through sports diplomacy when Kenyan athlete Wilson Maina won the inaugural APAS Run 2026, generating positive publicity for Brand Kenya and reinforcing the country’s strong international identity beyond trade and investment.

The climax of the mission came during the Seminário Brasil–África 2026: Parcerias em Movimento – Novas Frentes de Ação held

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at the Palácio Itamaraty in Brasília as part of Africa Day commemorations, where KEPROBA signed a Memorandum of Understanding (MOU) with ApexBrasil, Brazil’s trade and investment promotion agency.

The signing marked a major milestone in advancing Kenya–Brazil trade relations and establishing a framework for long-term cooperation in trade promotion, investment attraction, market intelligence sharing, SME development, buyer-seller matchmaking, and technology exchange.

The engagement was graced by H.E. Dr. Andrew Karanja, Ambassador of Kenya to Brazil, led

by KEPROBA CEO Ms. Floice Mukabana, and hosted by Mr. Laudemir André, President of ApexBrasil.

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As Kenya continues to diversify its export destinations and strengthen economic partnerships beyond traditional markets, the Brazil mission demonstrated the growing role of commercial diplomacy in advancing the country’s trade, investment, and branding agenda on the global stage.

Through the partnership, both institutions committed to developing joint workplans and implementation frameworks aimed at deepening bilateral trade and investment cooperation while positioning Kenya as a strategic gateway to Eastern and Central Africa.

Areas identified for collaboration include agricultural technology and agribusiness development, export promotion and market access initiatives, investor engagement, SME development, technology transfer, and capacity building to enhance exporter competitiveness.

The mission ultimately reaffirmed Brazil’s position as one of Kenya’s most promising untapped export markets and highlighted the importance of sustained commercial diplomacy, institutional partnerships, and strategic market engagement in expanding Kenya’s global trade footprint.

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PUBLIC SERVICE BRANDING

Government Visual Identity System and Guidelines

PUBLIC SERVICE BRANDING

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ONE GOVERNMENT, ONE BRAND; KEPROBA CONDUCTS PUBLIC SERVICE BRANDING SENSITIZATION

By Molly Wambui I MWambui@brand.ke

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ublic service branding (PSB) can be defined as the strategic management of a government or public sector entity’s reputation. KEPROBA is the lead government agency that is implementing Public Service Branding for the Government of Kenya.

and agencies. The usage of these identities across various touchpoints was also discussed using practical examples.

Brand colours and how they shape first impressions and emotional responses was covered during the training. The participants also learned how to The Agency held a two-day sensitization on the choose colour combinations that align with their Public Service Branding Initiative for Ministries, core mandate. They were also given an opportunity Departments and Agencies in government in to present their employers logos for review by the Naivasha. The PSB initiative seeks to replace participants and design experts from KEPOROBA. fragmented and uncoordinated representation across government institutions with a strong, The attendees were also taken through the public coordinated brand. service branding guidelines, a comprehensive manual that covers all the branding aspects By harmonizing communication and aligning of a government entity. These guidelines can representation, the initiative will not only increase be customized for the MDAs to align with their public confidence but also reinforce the credibility distinct corporate colours. They also went through of government institutions. case studies of Countries that have successfully achieved a one government branding system, The Agency’s Chief Executive Officer, Floice such as the United Kingdom and Australia.

Mukabana, underscored the importance of Public Service Branding (PSB) as a framework for The sensitization was a resounding success that strengthening government–citizen touchpoints. equipped the participants with the necessary She expressed gratitude to the team of government knowledge to begin the implementation of the communicators and emphasized the need for PSB guidelines within their individual entities. unified and aligned engagement.

They gained new insights on the importance of consistency in branding across all touchpoints. The One of the subjects covered during the session Agency expressed its willingness to partner with was visual identity, a significant component of MDAs in the implementation of the PSB guidelines. public service branding. It ensures consistency in The Agency intends to hold training sessions on a logos, colour schemes, typography, and flag usage continuous basis to achieve full implementation of across all government ministries, departments, the Public Service Branding Guidelines.

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KEPROBA Hosts Strategic Exporters Roundtable to Advance Kenya’s Trade Competitiveness

By Nixon Mutai I interncomm2@brand.ke

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EPROBA held the fourth Exporters’ Roundtable Forum of the year at Safari Park Hotel. The roundtable forums are preliminary activities building up to the exporters convention to be held later in the year. C.E.O Floice Mukabana opened the forum by reiterating the agency’s commitment towards supporting exporters access market linkages, export readiness programmes, branding and packaging support, and timely market intelligence to ensure Kenyan products remain competitive in global markets.

The high-level event convened exporters of agricultural and manufactured goods, industry giants, and critical government agencies to resolve operational pain points and map out strategies to bolster Kenya’s global trade footprints. Delegates discussed means of getting into new markets, accessing export loans, smoothing out trade processes, getting goods where they need to go, and figuring out how to make Kenyan products stand out and add more value.

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Exporters were urged to focus on innovation, good quality, and smart partnerships to unlock new trade opportunities. The roundtable also pointed at how crucial working together is between the government and the private sector. This teamwork, they say, is key to breaking down the walls that stop exports from growing. Representatives from banks and trade groups presented on the different ways they can support smaller companies and those just starting out in the export business.

This forum is part of a bigger push by KEPROBA to position Kenya’s exports, strengthen collaboration with exporters and industry stakeholders as they work towards expanding Kenya’s export footprint and unlock new trade opportunities.

It’s not just about the big picture; they’re giving businesses the smarts, the market know-how, and the connections they need to make it happen internationally.

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