Commodities

Fresh produce exporters launch marketing drive

banana

Workers packing bananas for export. FILE PHOTO | NMG

geraldandae

Summary

  • Fresh produce exporters are set to roll out a year-long marketing offensive targeting key markets to prop up sales following a 5.2 percent fall in half-year exports to Sh57.9 billion.
  • FPEAK chief executive Hosea Michuki said joint marketing would enable Kenya to approach buyers as a single unit thereby enhancing their bargaining power in the targeted markets.

Fresh produce exporters are set to roll out a year-long marketing offensive targeting key markets to prop up sales following a 5.2 percent fall in half-year exports to Sh57.9 billion.

Kenya Export Promotion and Branding Agency (Keproba) chief executive Wilfred Marube said the joint marketing drive will target the United Kingdom, Australia, United Arab Emirates, Russia, China and the United States where exporters will be assisted to fly produce to their destinations by the national carrier.

Dr Marube spoke after a three-day meeting for stakeholders from the Kenya Flower Council (KFC), Fresh Produce Consortium of Kenya (FPC – Kenya), Kenya Airways, the Fresh Produce Exporters Association of Kenya (FPEAK).

“Our (role) is to restore the disrupted logistic chains for fresh cut flowers, vegetables and fruits via prompt deliveries and in good quality. We target to enhance exports by 10 percent within the next one year,” he said.

The labour-intensive horticultural sector took a beating from the Covid-19 pandemic leading to mass closures, job losses and loss of investments witnessed in the second quarter where Sh23.9 billion was realised compared to Sh33.9 billion earned during the first quarter. Dr Marube said the associations agreed to conduct joint marketing missions abroad, on social media with their information also channelled via Keproba.

FPEAK chief executive Hosea Michuki said joint marketing would enable Kenya to approach buyers as a single unit thereby enhancing their bargaining power in the targeted markets.