21 Kenyan firms head to Germany to pursue export deals

Twenty-one Kenyan enterprises are set to enter the German market under a programme aimed at converting market access into long-term business partnerships and boosting exports.

The firms are participating in the first Kenyan cohort of the ‘Partnering in Business with Germany’ programme, which will involve training, business-to-business meetings and cooperation proposals with German companies in Mannheim from September 28 to October 16.

Industry Principal Secretary Dr. Juma Mukhwana challenged the exporters to take their products to international markets and build consumer trust.

“You can have a very good product, but does the market know the value? Does it trust the product that you have?” He posed.

PS Mukhwana said Kenya faces a gap between products and markets, noting that many innovations fail to reach commercial markets.

“You have the product, the market is looking for the product, but for some reason, these two things don't meet,” he said.

Kenya’s Ambassador to Germany Stella Mokaya Orina said the programme would showcase the quality and diversity of Kenyan products while strengthening commercial ties between the two countries.

“Your participation represents not only an opportunity for your individual enterprises, but also an important opportunity to showcase the capacity, diversity, and quality of Kenyan products in the German market,” she said.

The Ambassador urged the exporters to focus on building lasting relationships rather than pursuing immediate orders.

“Your objective should not only be to secure an immediate order. I encourage you to use your time in Germany to understand the market.”

State Department for Trade Principal Secretary Regina Obam said Germany offers significant opportunities for Kenyan exporters, with exports rising from about $2–3 million in 2021 to $3.52 million in 2025. Key exports include coffee, tea, cut flowers, avocados and macadamia.

Kenya Export Promotion and Branding Agency (KEPROBA) chief executive Floice Mukabana said market access must be supported by strong business relationships.

“What turns access into orders is relationships,” she said

The exporters, selected from more than 100 applicants, will undertake cluster-based training and B2B meetings with German firms.

The programme is expected to help Kenyan businesses turn preferential EU market access into sustainable export opportunities.