KEPROBA NEWSLETTER - APRIL 2026

APRIL 2026

KEPROBA Strengthens Trade and Investment Partnerships in Italy During Presidential Visit

By Peris Isaboke (PIsaboke@brand.ke )

Italy, officially the Italian Republic, remains one of Europe’s most influential economies and cultural destinations. With a population of approximately 59 million people and ranked as the third-largest economy in Europe after Germany and France, Italy continues to play a strategic role in global trade, tourism, manufacturing, fashion, and agri-food industries. Tourism is among the country’s leading

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economic sectors, attracting millions of visitors annually to historic cities such as Rome, Venice, Milan, and Florence, celebrated for their rich cultural heritage, architecture, cuisine, and business vitality.

It was against this backdrop that a delegation from the Kenya Export Promotion and Branding Agency (KEPROBA), led by the Chairman of the Board, Dennis

IN THIS ISSUE

KEPROBA Strengthens Trade and Investment Partnerships in Italy During Presidential Visit

Kenya advances global mining ambition at MICE 2026

Government pushes value addition as Kenya seeks cashew industry revival

Positioning Kenya’s Creative Economy for Global Growth

Why Kenya must start telling its sustainability story

When seconds matter: Sawe’s world record triumph

EDITORIAL

Maureen Mambo- Editor -in-Chief

Mariam Maina - Editor CONTRIBUTORS

Mariam Maina

Peris Isaboke

Molly Wambui

Irene Van De Graaf

Gertrude Mirobi

Nixon Mutai

Samuel Njaaga - Layout

manufactured products. Mr. Mwirigi highlighted Kenya’s globally recognized strengths in tea, coffee, horticulture, leather products, and textiles, emphasizing the country’s commitment to quality, value addition, and sustainability.

Italy presents significant opportunities for Kenyan exporters, particularly in coffee, avocados, fresh horticultural produce, herbs, spices, and value-added agricultural products. Kenya’s high-altitude Arabica coffee continues to earn strong recognition among Italian buyers for its rich flavour and premium quality. In addition, the rising demand for avocados and fresh produce in Italy and the broader European market positions Kenya as a reliable and competitive supplier.

However, the mission also noted that Kenyan tea remains an underexplored opportunity in the Italian market. While Italy has a deep-rooted coffee culture, the rising interest in health, wellness, and premium beverages presents a promising entry point for Kenyan tea. KEPROBA underscored the need for market education initiatives, including tasting campaigns, in-store activations, and targeted promotional events, to raise consumer awareness of Kenya’s distinctive tea varieties.

Kenya’s participation in Macfrut 2026, under the coordination of the Agriculture and Food Authority (AFA),

In his engagements, Mr. Mwirigi emphasized the need for sustained trade promotion activities in Italy, including business missions, buyer-seller forums, product showcases, and joint trade fairs. Expanding Kenya’s footprint in this market will be key to boosting exports, attracting investment, and solidifying Kenya’s position as a trusted source of quality agricultural and manufactured goods.

The mission also complemented broader bilateral agreements signed during the Italy–Kenya Business Forum, which involved over 200 Italian companies and focused on areas such as infrastructure, agri-food, leather, innovation, and finance. New deals included a €30 million credit facility from Cassa Depositi e Prestiti to Equity Bank Kenya and an agreement between SACE, SIMEST, and Assomac supporting the internationalization of Kenya’s leather industry.

The visit marked an important milestone in the ongoing efforts to deepen Kenya–Italy trade and investment partnerships. It reaffirmed KEPROBA’s commitment to advancing Kenya’s export agenda, enhancing product competitiveness, and building long-term relationships with European partners under Kenya’s Strategy for Export Growth and Nation Branding.

Kenya advances global mining ambition at MICE 2026

By Mariam Maina

Kenya strengthened its position as an emerging global mining hub during the Kenya Mining Investment Conference & Expo (MICE) 2026, which brought together over 500 delegates, including investors, industry leaders, and development partners.

processing and manufacturing of its mineral resources to drive industrial growth and maximize economic returns.

“After more than 60 years of independence, few African countries have fully benefited from their mineral resources. For far too long, the abundant African mineral wealth has generated prosperity for others while our citizens have held the short end of the stick. The decisions we make now and, in the days, ahead will determine whether these valuable resources are tapped to build African industries, create African jobs, and drive African prosperity or whether they continue to benefit others beyond our shores. Africa’s mineral wealth must become a strategic lever that we learn to deploy collectively, deliberately, and purposefully,” he said.

promotes sustainable mining while delivering benefits to local communities.

Presiding over the conference, President William Ruto emphasized the country’s shift toward value addition, noting that Kenya is prioritizing local

The Cabinet Secretary for Mining, Blue Economy and Maritime Affairs, Hassan Ali Joho reaffirmed the Government’s commitment to creating a transparent, investor-friendly environment that

“I am confident that this two-day engagement has been as impactful as it has been insightful. Over the past two days, our discussions have not only highlighted Kenya’s vast and viable mining opportunities but have also catalyzed meaningful investor engagement, strengthened strategic partnerships and advanced our shared commitment to sustainable and responsible mining,” he said. “We have underscored the importance of value addition and mineral beneficiation while fostering knowledge exchange and innovation across the sector. It is our mission, our aspiration and our ambition to unlock mining in the country. And the interactions we have had mark a significant step in our collective journey to position Kenya’s mining sector as a reliable and dynamic economic frontier.”

The conference showcased Kenya’s diverse mineral wealth, including

titanium, gold, gemstones, and critical minerals, while facilitating strategic partnerships and investment opportunities anchored on sustainability and innovation.

Mineral value chain

As a strategic partner and member of the organizing committee, Kenya Export Promotion and Branding Agency (KEPROBA) played a central role in delivering the event’s branding and communication. The Agency developed the event logo, booth design, branding and programme materials, and updated key publications such as the Mining Investment Handbook and Critical Minerals Catalogue.

The conference outcomes align with KEPROBA’s mandate to integrate mining into the Made in Kenya initiative by promoting value-added mineral exports, strengthening linkages with global markets, and positioning Kenya competitively under frameworks such as the African Continental Free Trade Area.

MICE 2026 underscores Kenya’s growing role in the global mineral value chain and highlights the importance of strategic partnerships in unlocking the sector’s full export potential.

Government pushes value addition as Kenya seeks cashew industry revival

By Molly Wambui | Mwambui@brand.ke

“This nut,” she began, “is our poverty. Hard, bitter, and barely sellable. But inside this shell is the kernel of our future. For too long, we have sold this shell to India and Vietnam for pennies, only to buy back roasted, flavoured, and packaged nuts for a hundred times the price.

Dr. Flora Mwamure, Director Cashew Nuts Directorate.

The humid coastal air of Kwale County was thick with the rich, buttery aroma of roasting nuts during the inaugural National Cashew Conference 2026. The event, organized by the Agriculture and Food Authority (AFA), was held to bring together the stakeholders in the Cashew sector to find ways of igniting growth and competitiveness. The three-day conference was held at the Diamond Leisure Beach and Golf Resort under the theme “Revive and Thrive: Unleashing Kenya’s Cashew Potential.” The message was clear: Kenya’s cashew sector could no longer afford to export raw nuts at rock-bottom prices while international markets reaped the profits.

The keynote address was delivered by Dr. Paul Ronoh, the Principal Secretary for Agriculture. Dr. Ronoh emphasized that food security is directly linked to national stability, stating: “If there is no food, there is no peace.” He stressed that the government has prioritized agriculture as central to its agenda. He called for the conference to produce tangible results, insisting that the recommendations must translate into “real change for farmers on the ground” rather than remaining academic discussions. He addressed the sharp decline of the cashew sector. As part of the recovery plan, he announced the distribution of two million improved cashew seedlings to farmers across coastal, Eastern, and Western regions. The goal is to boost production significantly, from approximately 9,000 metric tons annually to over one million metric

tons within five years, growing the sector’s value from Sh520 million to about Sh60 billion.

The conference was electrified on day two by the keynote address from Dr. Flora Mwamure, the newly appointed Director of the Cashew Nuts Directorate. Walking onto the stage with a cracked raw cashew nut in her hand, she held it up to the silent crowd of farmers.

“This nut,” she began, “is our poverty. Hard, bitter, and barely sellable. But inside this shell is the kernel of our future. For too long, we have sold this shell to India and Vietnam for pennies, only to buy back roasted, flavoured, and packaged nuts for a hundred times the price.”

In 2025, Kenya produced 45,000 metric tons of raw cashews, but only 12% was processed locally. Her address highlighted three radical shifts. One was a 5% value-addition tax incentive for any processor who shells nuts within a 50km radius of the farm, a KSh. 2 billion fund to train millennial “agri-preneurs” in mechanical shelling and CNSL (Cashew Nut Shell Liquid) extraction for industrial resin and a new geographical indicator (GI) status for “Pwani Gold” cashews, set to rival Tanzania’s premium grade.

The main cashew growers who attended the event included the Shimba Hills Cooperative and the Mijikenda Women’s Collective who presented a petition for a minimum farmgate price of Sh. 120 per kilo. Also in attendance was the Lamu Old Growers Association, which was represented by Mzee Hamisi Bwanaheri. He showcased a giant

“elephant nut” variety, nearly extinct, which yields three times the flesh of modern hybrids.

Notable exhibitors during the conference included Kericho Engineering Works, who unveiled the “Jiko Smart Roaster,” a solar-cashew hybrid kiln that halves processing time. Export Trading Group, an agribusiness giant, offered forward contracts for 2027, promising to buy 100% of certified organic nuts from smallholders. Twiga Foods, also part of the exhibition, launched a “Cashew Cash” digital wallet, allowing farmers to receive instant mobile money upon delivery of dry nuts to aggregation centres. The CNSL Pavilion showcased the use of cashew shell oil used to make brake linings, marine varnish, and

industrial lubricants. “The shell is not waste,” a chemist explained. “It is the future of bio-resin.”

As the sun set over the Diani beach on the final day, the conference adopted a binding resolution known as “The Kwale Declaration 2026”- the way forward for the Kenyan cashew sector. According to the declaration, no raw cashew nut may leave Mombasa port unless 30% of the consignment’s value has been processed (shelled, dried, or graded) within Kenya’s borders. The national government, in partnership with the county governments of Kilifi, Kwale, Lamu, and Tana River, will establish four mega-processing hubs equipped with Italian shelling lines. Also included in the declaration is a KSh. 500 million

program to graft high-yielding varieties onto the aging, low-yield trees currently occupying 60% of the coastal belt. A task force was formed to combat the rising threat of powdery mildew, which wiped out 20% of the 2025 crop due to unseasonal rains.

The conference ended not with a cashew-themed dinner where delegates were served a seven-course meal where every dish featured cashew nuts, from cashew butter chapati, spiced roasted kernels, cashew-milk coconut curry, and even cashew-apple juice.

For the cashew nut growers of Kwale, the future could only get brighter.

Positioning Kenya’s Creative Economy for Global Growth

By Irene Van De Graaf (irenev@brand.ke)

Kenya’s creative economy is increasingly emerging as a key driver of economic growth, innovation, youth employment, and global cultural influence. Once largely viewed as an informal entertainment space, the sector is steadily evolving into a dynamic economic ecosystem encompassing music, film, fashion, design, gaming, animation, digital content creation, crafts, performing arts, sports, and cultural tourism.

The growing significance of the sector was highlighted during the CreatiFi Creative Economy Forum for Jobs and Investments held in Nairobi and convened by the World Bank Group in partnership with the European Commission, the Competitiveness for Jobs and Economic Transformation (C-JET) initiative, Finance for Development (F4D), and other partners. The forum brought together policymakers, investors, creatives, development partners, and industry leaders from across Africa to explore strategies for unlocking the full potential of the creative economy.

Globally, the creative economy is increasingly being recognized as a key driver of economic growth, exports, innovation, and job creation, particularly among women and youth. In Kenya, the sector continues to gain momentum, supported by a youthful and digitally connected population, expanding internet penetration, and

growing global demand for African creative content and experiences.

Contributing over 5 percent to Kenya’s GDP and estimated to be worth approximately USD 3.8 billion, the creative economy is steadily positioning itself as an important pillar of national growth, innovation, and enterprise development. The rise of digital platforms such as YouTube, Spotify, TikTok, Netflix, and other online marketplaces has further created opportunities for Kenyan creatives to reach international audiences and monetize their work beyond traditional markets.

Discussions during the CreatiFi forum focused on critical areas shaping the future of Africa’s creative industries, including intellectual property monetization, creative financing, entrepreneurship support, policy development, digital transformation, and investment readiness for creative enterprises. Stakeholders also emphasized the need for stronger intellectual property systems, improved access to finance, and supportive policies that enable creatives to commercialize and scale their businesses effectively.

The forum underscored a growing shift in perception around the creative economy, with creatives increasingly being recognized not only as artists, but also as entrepreneurs, innovators,

exporters, and digital business owners contributing significantly to national economies.

In Kenya, this transformation is becoming increasingly visible through the growth of sectors such as film production, music, fashion, sports, gaming, and digital content creation. Kenyan creatives continue to gain international visibility through innovative storytelling, fashion, music productions, sports excellence, and cultural experiences that showcase the country’s creativity and talent to global audiences.

The Kenya Export Promotion and Branding Agency (KEPROBA) is increasingly positioning the creative economy as one of its strategic priority sectors under export promotion and national branding initiatives. Recognizing the sector’s immense potential to contribute to export diversification, enterprise growth, and job creation, the Agency is actively exploring interventions aimed at supporting the growth and internationalization of Kenya’s creative industries.

KEPROBA’s participation in the CreatiFi forum aligns with the Agency’s broader commitment to promoting Kenyan creative products and services in regional and international markets. The Agency recognizes that the creative economy presents an important

opportunity to position Kenya not only as a producer of goods, but also as a global exporter of culture, talent, innovation, and experiences.

As part of its strategic focus, the Agency is exploring initiatives aimed at supporting market access opportunities for creatives through international trade fairs, exhibitions,

business forums, cultural exchange platforms, and investment promotion engagements. The Agency is also seeking to strengthen branding and market positioning strategies that elevate Kenyan creative products and services under the broader national brand identity.

Additionally, KEPROBA is exploring

Kenya’s creative economy is increasingly emerging as a powerful driver of jobs, innovation, exports, and global cultural influence.

Why Kenya must start telling its sustainability story

By Mariam Maina : mmaina@brand.ke

Across Kenya’s corporate landscape, a quiet but powerful story is unfolding. From renewable energy adoption and waste reduction initiatives to community empowerment programmes and ethical sourcing, many organisations are already embedding sustainability into their day-to-day operations. Yet, despite these efforts, a significant gap remains, not in practice, but in understanding, alignment, and communication.

In my recent studies on sustainability communication, I came across a compelling reality: many Kenyan companies are “doing sustainability” without fully recognising or articulating it as such. Their initiatives often align with Environmental, Social, and Governance (ESG) principles, but they are rarely framed within a coherent sustainability strategy. As a result, these efforts remain fragmented, under-communicated, and, in some cases, undervalued.

Sustainability without the story

Take a moment to consider common corporate actions in Kenya, e.g. investing in solar energy to reduce power costs, supporting local farmers to strengthen supply chains, empowering youth through skills development, or implementing employee wellness programmes. These are not isolated acts, they are, in fact, deeply rooted in sustainability principles.

However, because many organisations lack a structured sustainability framework, these initiatives are often viewed as standalone Corporate Social Responsibility (CSR) activities rather than integral components of long-term business strategy. Without a clear narrative, companies miss the opportunity to connect the dots for their stakeholders, to demonstrate how these actions contribute to resilience, competitiveness, and shared value.

The challenge is not a lack of commitment; it is a lack of clarity.

The knowledge gap

One of the key reasons behind this disconnect is the limited understanding of sustainability in practice.

Sustainability is often perceived as a complex, global concept tied to reporting standards, certifications, or environmental activism. For many businesses, especially in emerging markets, it can feel distant or resource intensive. Yet, in reality, sustainability is already present in how Kenyan businesses operate, through innovation, efficiency, and community engagement.

What is missing is the strategic lens; the ability to align these efforts with internationally recognised frameworks such as ESG, the Sustainable Development Goals (SDGs), or integrated reporting models, and to communicate them effectively.

This gap in understanding leads to missed opportunities; opportunities to attract investment, build brand trust, and position Kenyan enterprises as leaders in responsible business.

Why communication matters

Sustainability communication is not merely about publishing reports or meeting compliance requirements. It is about storytelling - authentic, transparent storytelling that reflects a company’s values, impact, and vision for the future.

When sustainability efforts are clearly articulated, they become powerful tools for differentiation. Investors are increasingly looking at ESG performance. Consumers are more conscious of where and how products are made. Employees want to be part of organisations that stand for something meaningful. For Kenyan companies, communicating sustainability effectively means shifting from “we are doing good things” to “this is how our actions drive sustainable growth and national development.”

Made in Kenya: A sustainability opportunity

This is where Keny Export Promotion and Branding Agency’s Made in Kenya narrative becomes particularly relevant. The initiative is not just about promoting locally manufactured products, it is about building pride, trust, and competitiveness in Kenyan enterprises. Embedding sustainability

into the Made in Kenya story offers a unique opportunity to elevate the brand globally. Imagine a Kenyan product that is not only locally made but also ethically produced, environmentally responsible, and socially impactful. That is a story that resonates both at home and in international markets.

By aligning sustainability communication with the Made in Kenya agenda, businesses can showcase the true value of Kenyan innovation: resilient, responsible, and rooted in community.

Where to start

From my newly acquired knowledge and interest in sustainability, to bridge the gap between practice and communication, Kenyan companies can take a few practical steps:

 Identify ongoing activities that align with ESG principles or SDGs. Many organisations will find they are already doing more than they realise.

 Develop a sustainability framework by creating a simple, strategic structure that connects these efforts to business goals.

 Build internal understanding by equiping leadership and

teams with knowledge on what sustainability means in practice.

 Tell the story by communicating consistently through reports, websites, and campaigns, highlighting impact and progress.

 Collaborate and learn by engaginging with institutions like KEPROBA and industry peers to share best practices and build collective momentum.

A call to reframe the narrative

Kenya is not starting from zero. In many ways, it is already ahead, driven by innovation, necessity, and a deep connection to community. What is needed now is a shift in perspective; from seeing sustainability as an additional obligation to recognising it as an inherent strength.

For KEPROBA and its partners, this presents a powerful opportunity to guide and amplify this transition to help Kenyan businesses not only do sustainability, but to own it, align it, and communicate it with confidence. Because when we tell our sustainability story well, we do more than inform. We inspire, we compete, and we proudly affirm what it means to be Made in Kenya.

1:59:30 WORLD RECORD

When seconds matter: Sawe’s world record triumph

By Nixon Mutai: interncomm2@brand.ke | Nmutai939@gmail.com

What a venue! Yes, London, the city that hosted the 1908 Olympic marathon at the official distance of 42.195 Kilometres. Sunday 26th April 2026. Race start time 11:35 am Kenyan time. At the start line were a host of elite marathoners ready to sweat it out for glory. Sabastian Sawe of Kenya and Jacob Kiplimo of Uganda were among the favourites, alongside Yomif Kejelcha of Ethiopia and Amos Kipruto of Kenya. Raised in the highlands of the Rift Valley in Kenya, Sawe had

U.S.A in 2023, breaking the world record meant chopping just 1 second off that mark. But was it humanly possible to run an official marathon under 2 hours without any pacemakers? At the halfway distance of the marathon, Sawe was in the lead at 60 minutes 29 seconds. That time was faster than the half time of the 2025 edition of 1 hour 1 minute and 30 seconds (1:01:30) by a whooping 1 minute 11 seconds. At this point in the race most commentators covering the event were beginning to get excited. Eliud Kipchoge’s time of 1:59:40 set in 2019 as an exhibition event in Vienna was in danger of being broken, they thought.

On the home stretch of the race, he was in the lead, and he won at a new world record time of 1 hour 59 minutes and 30 seconds, becoming the first person ever to break the 2-hour barrier in an official marathon. He erased 65 seconds off Kiptum’s record of 2023. He was followed home by Yomif Kejelcha of Ethiopia in 1hr 59 minutes and 41 seconds. Compare that with the official record set in London in 1908 of 2 hours 55minutes and 18.4 seconds set by Johnny Hopes of the United States of America. As Kenyans of all walks of life and especially his parents and people of Barsombe Village where Sabastian Sawe was born, celebrate his achievement, it must be remembered that with determination and focus, everything is possible under the sun. Indeed, seconds