Kenya is making strategic moves to expand its horticultural export footprint in Europe, with a particular focus on increasing its market share in Italy. The Agriculture and Food Authority (AFA) has confirmed plans to deepen Kenya’s engagement in the European Union (EU) market by securing key partnerships with global trade and marketing agencies. With a reputation for producing high-quality horticultural goods, Kenya is positioning itself to capitalize on unexploited opportunities within the Italian market, reinforcing its role as a major horticultural supplier to Europe.
Kenya has long maintained a strong presence in the EU horticultural sector, supplying fresh fruits, flowers, herbs, and vegetables. However, in recent years, the nation has experienced a decline in export volumes to the EU, dropping from 213,170 metric tonnes valued at Sh80.3 billion in 2023 to 188,956 metric tonnes worth Sh71.8 billion in 2024. To counteract this downturn, the AFA is spearheading efforts to boost exports, with a targeted increase of three percent in the Italian market over the next five years.
Speaking at the signing of a Memorandum of Understanding (MOU) between AFA and MACFRUT, an Italy-based international fresh produce trade fair, AFA Director General Dr. Bruno Linyiru emphasized Kenya’s commitment to deepening trade ties. The goal is to increase Kenya’s exports to Italy to approximately Sh3.6 billion by 2030. Italy remains a vital trading partner for Kenya’s horticultural sector, ranking as the 11th largest global importer of Kenyan horticultural products and contributing three percent of Kenya’s total EU export volume.
Kenya’s horticultural exports to the EU are diverse, led by fruits at 55 percent, followed by flowers at 36 percent, herbs and spices at 18 percent, and vegetables at one percent. Within Italy, Kenya’s exports primarily consist of fresh Hass avocados and avocado oil, which together make up over 90 percent of horticultural shipments to the country.
Dr. Linyiru highlighted the importance of maintaining high-quality standards through Kenya’s Horticultural Code of Practice, ensuring compliance with EU regulations. To this end, Kenya has implemented traceability systems that monitor products from farm to final destination, guaranteeing quality control and enhancing market confidence.
Expanding Market Access Through Strategic Initiatives
Kenya’s plan to increase its market share in Italy involves a multi-faceted approach:
- Quality Assurance and Compliance: Kenya continues to enhance its phytosanitary standards, addressing key export challenges such as the false codling moth (FCM). With over 70 percent of Kenyan farmers already on track to comply with new EU regulations, full compliance is expected by April 2025.
- Leveraging Trade Fairs and Partnerships: The MACFRUT trade fair presents an invaluable platform for Kenyan exporters to showcase their products and engage with potential buyers.
- Exploring Unexploited Market Segments: While Kenya is a leading supplier to the EU, there remains significant room for growth, particularly in emerging demand areas within Italy.
- Technology-Driven Agricultural Management: Advanced solutions such as blockchain-based traceability and AI-powered farm monitoring are being leveraged to enhance Kenya’s export readiness.
While Kenya’s horticultural exports remain robust, the sector faces challenges related to regulatory compliance and market competition. Efforts are being made to mitigate interception risks at EU entry points, particularly for flowers and vegetables. In 2024, Kenya recorded around 50 interceptions, prompting the Horticultural Crops Directorate (HCD) to intensify compliance measures.
Despite these hurdles, Kenya’s competitive advantages in the EU market remain strong. The nation benefits from a strategic geographical location, ensuring timely shipments, and has built long-standing trade relations with European buyers. Furthermore, its reputation for producing premium-quality horticultural goods places it in a favorable position for continued expansion.
Kenya’s strategic push to expand its Italian market share reflects a broader commitment to strengthening its horticultural trade with the EU. By maintaining high standards, leveraging strategic partnerships, and exploring new opportunities, the country is poised to increase its exports and reinforce its standing as a top horticultural supplier. With the MACFRUT trade fair and enhanced compliance efforts underway, Kenya’s horticultural sector is on track to achieve sustainable growth and long-term success in European markets.
