By Cynthia Masibo and Aoma Keziah,
The Kenya Export Promotion and Branding Agency (KEPROBA) has unveiled its ambitious 2023-2027 Strategic Plan, targeting a 10 percent annual increase in exports. This plan aligns with the guidelines for the preparation of fifth generation strategic plans issued by the National Treasury’s State Department for Economic Planning and aims to propel Kenya towards becoming an export-led economy and a prominent global brand.
“This Strategic Plan is an ambitious plan to increase Kenya’s exports by 10 percent annually from Ksh. 873.1 billion in 2022 to Ksh. 1.6 trillion in 2028,” stated Jas Bedi, the Agency’s Board Chairman. Bedi highlighted that Kenya’s export value has reached Ksh. 1 trillion for the first time in history, according to 2023 data released by the Kenya National Bureau of Statistics (KNBS). The notable performance was largely driven by a 15.4% growth in tea exports from 2022 to 2023. Global projections by Statista estimate that the tea market will rise to $160 billion by 2028.
Acting Trade Secretary Michel Mandu, representing the Cabinet Secretary, emphasized the government’s commitment to fostering a conducive environment for trade, investment, and industrial development. “My Ministry is committed to supporting local manufacturing by increasing its contribution to GDP from the current 7% to 15% by 2027 and 20% by 2030, and promoting export development by growing our exports from the current annual growth rate of 6% to more than 25%, as targeted by the National Trade Policy,” Mandu noted.
The Strategic Plan builds on the previous 2019-2022 plan, focusing on four key areas: export product development and compliance, export market development, nation branding, and corporate governance. These areas cover aspects of production, marketing, and the visibility of Kenya and its products in regional and international markets. “Notable strategies in the plan include market deepening and diversification initiatives, facilitation of value addition, and prioritizing value chains to position Kenya as a source of high-quality goods and services,” Bedi added.
In 2023, Kenya saw a significant increase in export performance, with total exports surpassing Ksh. 1 trillion (up from Ksh. 873.1 billion in 2022 to Ksh. 1.064 trillion). The trade deficit narrowed slightly from Ksh. 1,617.6 billion in 2022 to Ksh. 1,604.04 billion in 2023. Key markets such as Uganda, Pakistan, and the Netherlands saw substantial growth in imports of Kenyan products, particularly tea, horticulture, and cement.
KEPROBA’s 2023-2027 Strategic Plan also aims to diversify Kenya’s export basket by introducing innovative products to the global market. A significant aspect of this strategy is leveraging the African Continental Free Trade Area (AfCFTA) agreement, which unites all 55 member states of the African Union, covering a market of over 1.4 billion people with a combined GDP of USD 3.4 trillion in 2022. “AfCFTA presents a huge opportunity for Kenya’s trade sector,” Bedi remarked, noting that up to 90% of goods will gradually phase out tariffs by 2030.
Floice Mukabana, Chief Executive Officer of KEPROBA, reiterated the agency’s commitment to the Strategic Plan’s execution, emphasizing that it will form the basis for annual work plans and performance contracting. “This plan will ensure the growth of exports and the improvement of the country’s brand,” Mukabana concluded.
The Plan is a review of the lapsed Strategic Plan 2019 to 2022. The four strategic issues that the Agency will focus on over the next five years are export product development and compliance (supply side issues), export market development (demand side issues), nation branding issues and corporate governance covering aspects of production, marketing and visibility of Kenya and Kenyan products in the regional and international markets.
As Kenya stands on the brink of implementing this strategic plan, the commitment from both the government and KEPROBA underscores a promising future for Kenya’s position in global trade.
John Kamau 
Mt Kenya Times