Kenyan agro experts have developed a one-year marketing strategy for its horticulture products with a 10 per cent exports growth target in 2020/2021. Export markets include the European Union, United Kingdom, Australia, United Arab Emirates, Russia China and the US.
The campaign is being spearheaded by the Kenya Export Promotion Branding Agency in collaboration with the Kenya Flower Council (KFC), Fresh Produce Consortium of Kenya (FPC – Kenya), Kenya Airways and the Fresh Produce Exporters Association of Kenya (FPEAK).
The Integrated Marketing Communication Strategy (IMC) between the Agency and the horticultural sector is the first of its kind and will work towards achieving a coordinated communication programme.
The agency’s board committee chair of Strategy, Marketing, Communication and Quality Assurance, Kathleen Kihanya, said has stated that Kenya is well-positioned to grow its export volumes, allowing production of high-quality horticulture products. This gives Kenya a competitive edge, she said.
“An integrated marketing strategy will ensure that the story of our unique, good quality products is effectively communicated globally,” she told the-star.co.ke.
The horticultural sector is among the top four foreign exchange earners for the country. In 2019, the sector accounted for 19 per cent of the Kenya’s total exports. This was made up of floriculture at 11 per cent and fruits and vegetables at four per cent each.
Key export destinations included the Netherlands, the UK, the United Arab Emirates, the US and Germany.