Trading partnerships with Kenya

Trade partnerships with Kenya

Direct and sustainable

Kenya is known worldwide as an exporter of roses, but the potential for exporting agricultural products from this East African country is far greater. There is demand in the European market for many Kenyan products. Thanks to well-organised companies and high production standards, Kenya is an attractive trading partner - its geographical proximity to Europe also plays a decisive role.

This is why, since 2022, the Import Promotion Desk has been supporting Kenyan producers of cut flowers and fresh produce to export their high-quality products directly to Europe. The aim is to facilitate market access for companies and build long-term trade relations between Kenya and Europe.

The results speak for themselves: within just a few years, IPD has succeeded in connecting numerous Kenyan companies with European buyers, strengthening direct trade and significantly increasing export volumes.

This successful start was just the beginning. Building on this experience, IPD has expanded its involvement in Kenya and now also promotes Kenyan producers in the natural ingredients sector and - since 2024 - providers of digital services & products who want to take advantage of new opportunities on the European market.

Great export potential

Cut flowers and fresh produce

The great potential of the East African country is particularly evident in the areas of cut flowers and fresh produce. The IPD is currently working with 23 Kenyan companies in these two sectors.

Two particularly successful examples are Benev Flora and Chalar Farms. With targeted support from the IPD, these companies have succeeded in tapping into the European market directly - without any intermediaries. They are representative of many other companies that have gained new prospects and growth opportunities through the expansion of direct trade.

Benev Flora - The new generation of flower farms

The Benev Flora flower farm specialises in the Hypericum variety and is part of the new generation of flower farms in Kenya.

In addition to the traditional large farms, which are financed and run by foreigners, a second generation has emerged in recent years. These are locally founded, medium-sized companies that offer a diverse range of products.

Near Lake Naivasha, Benev Flora grows colourful "Summer flowers" for export.

"We were in the process of repositioning ourselves as a company when we got to know the IPD. We had a lot of plans, including the desire to trade directly with European buyers. PD was the right partner at the right time. Although the preparations for the IFTF were intensive, they proved to be worthwhile. We connected with business partners that we would not have encountered without IPD"

Eunice Nduta
Sales Manager of Benev Flora, Kenya

Chalar Farms - Fresh herbs for the European market

Kenya has made a name for itself as a "new" avocado producer in the fruit and vegetable sector. Accordingly, many avocado producers are also in the IPD programme. However, the country has much more to offer: thanks to its many hours of sunshine, varied altitudes, and proximity to the equator, numerous high-quality products flourish here. Kenya also has a well-developed agricultural infrastructure and logistics, which have been optimized by the established cut flower sector.

One company that benefits from this is Chalar Farms. It offers a wide variety of fresh herbs, such as basil, thyme, and rosemary. European buyers, in particular, demand basil during the winter months to ensure a year-round supply.

Challenge in Kenya

Breaking with the tradition of the middleman.

Traditionally, cut flowers from Kenya reach the European market via auctions. Small and medium-sized enterprises in the IPD program have had little experience with direct exports in other sectors.

Before working with the IPD, the Benev Flora flower farm relied primarily on brokers and auctions. The situation was similar at Chalar Farms - the producer had no direct contacts with European buyers. For both companies, the move into direct trade meant leaving traditional structures behind and breaking new ground.

The IPD supported the producers in their preparations for a successful entry into the EU market. The aim was to gain new customers and long-term trading partners in order to improve value creation and enable sustainable growth.

„Our target was the EU market. We believed that we were offering a good product. However, we did not have proper insight into the dynamics of the European market and what buyers really wanted. Above all, we did not have the right contacts. The IPD gave us exactly the expertise we were missing and inroads to the EU market - it was the perfect match..“

Johnson Ngila
Co-owner of Chalar Farms, Kenya

Approach of IPD

Marketing and Matchmaking

As both companies lacked experience in addressing European customers, IPD worked with them to develop a customised marketing strategy. This included new sales materials and an optimised packaging design to make the products more attractive for the European market.

Once this preparatory work was complete, the matchmaking process began, including sales coaching by IPD experts: the first international trade fair was already a success for both companies. Benev Flora impressed at the IFTF (International Floriculture Trade Fair) and Chalar Farms won its first customers at Fruit Logistica in Berlin.

Impact

Growth, new products, increased exports

Both companies meet the EU's high market requirements for product quality, delivery quantities, logistics, and communication. The IPD measures for market preparation have clearly paid off.

Since their first trade fair appearance, Benev Flora and Chalar Farms have almost constantly been sold out. Most business deals have resulted in long-term supply relationships. Thanks to direct trade with their European partners, the companies are able to achieve good prices for their goods. This is reflected in the increased export volume.

The producers used the economic success to expand their business:

Benev Flora has expanded its cultivation area and now offers additional varieties, including Lysimachia Moonlight, Eryngium Blue Lagoon, and asters.
And Chalar Farms expanded its production.

In this context, the number of employees at both companies also grew significantly - both in terms of permanent and seasonal labour.

Results in numbers

(as of 2025)

IPD currently supports 23 Kenyan companies in the fruit & vegetable and cut flower sectors
209 business deals concluded with IPD support
EUR 36 million in exports
Around 46 per cent more employees since joining forces with IPD

The 23 IPD companies currently employ around 2,170 full-time employees and 1,270 seasonal workers.