Kenya is aiming to significantly increase its horticulture exports to Italy, with the goal of boosting its share from 2% to 5% of total European horticulture exports. Over the last five years, Kenya has exported 23,217 tons of horticultural products to Italy, valued at Kshs 10.14 billion (approximately $75.8 million), accounting for 3% of Kenya’s total exports to the European Union, which are worth Kshs 375 billion. Despite this modest contribution, Italy remains one of the top five export destinations for Kenyan horticultural products.
Dr. Bruno Linyiru, Director General of the Agriculture and Food Authority (AFA), emphasized that the favorable tariffs on horticultural exports to Italy provide an opportunity for Kenya to increase its market presence and diversify its product offerings. One key area of focus is expanding the export of Hass avocados, a variety in high demand in the Italian market. In addition to avocados, Kenya plans to explore other horticultural products to enhance its standing in the European market, taking advantage of the EU’s Economic Partnership Agreement (EPA), which facilitates better market access.
Kenya’s horticultural exports to the EU largely consist of flowers, fruits, and vegetables. According to Christine Chesaro, the Acting Director of the Horticultural Crops Directorate, 80% of Kenya’s horticultural exports to Europe are flowers, while 30% are fruits and 20% are vegetables. This export profile highlights the importance of diversifying Kenya’s offerings, particularly as Italy presents significant opportunities for growth.
In a strategic move to strengthen bilateral ties and enhance market access, AFA has signed a Memorandum of Understanding (MOU) with MACFRUT, an Italian company known for organizing major exhibitions in Europe, particularly in Italy. The MOU aims to facilitate the promotion of Kenyan horticultural products at these exhibitions, starting with a fruit and vegetable exhibition scheduled from May 6th to 8th at the Rimini Exhibition Centre in Italy. The event will serve as a platform for Kenyan exporters to showcase their products to Italian importers and industry stakeholders.
Dr. Linyiru explained that the collaboration with MACFRUT would not only expose Kenyan exporters to Italian buyers but also allow them to expand their network within the European market. The MOU also includes the establishment of a dedicated Kenyan stand at the exhibition, where local exporters will have the opportunity to showcase a wide range of horticultural products. This exposure is expected to open doors to new market opportunities, potentially increasing Kenya’s share of horticultural exports to Italy and other European countries.
In addition to expanding exports of fresh products, Kenya is also keen to explore value-added products. For example, avocado oil is gaining popularity in Italy and other European markets. Dr. Linyiru highlighted that exporting value-added products could significantly increase revenue and create new business opportunities, as processed products such as avocado oil have applications in cooking and beauty industries.
Renzo Piraccini, the President of MACFRUT, reiterated that the MOU with AFA would strengthen the relationship between Kenyan and Italian companies in the horticulture supply chain. He emphasized that Macfrut is an international exhibition, attracting not only Italian buyers but also companies from countries like Saudi Arabia and Eastern Europe. This global participation offers Kenyan companies valuable insights into the international market, creating business and networking opportunities beyond Italy.
The Italian Trade Agency’s Director in Nairobi, Giuseppe Maneti, added that they have been working closely with MACFRUT to ensure Kenya is fully informed about the exhibition and the opportunities it presents. He noted that the collaboration would help improve the quality, networking, and technology aspects of Kenya’s horticultural exports, enabling the country to meet international standards and expand its presence in global markets.
Overall, the MOU between AFA and MACFRUT is a key step in positioning Kenya as a significant player in the European horticultural market, with Italy serving as a critical gateway for the country’s high-potential exports.
