How premium beef can redefine agribusiness as demand grows

Kenya’s red meat industry stands on the edge of change as consumer preferences evolve. Urban households and high-end hotels are no longer satisfied with ordinary supply.

They want beef that is lean, grass- and grain-fed, ethically raised, and traceable from farm to plate. Yet the sector that supplies this demand remains 96 percent informal, with little grading, weak cold chains, and almost no reliable traceability.