At the ongoing National Cashew Conference 2026 in Kwale County, the Kenya Export Promotion and Branding Agency (KEPROBA) continues to assert its leadership in shaping the future of Kenya’s export sector, with CEO Ms. Floice Mukabana taking center stage in a high-level panel discussion on Market Access and Competitiveness.
Speaking during the session, Ms. Mukabana underscored the urgent need for Kenya to move beyond competing solely on price in the global marketplace. She called for a deliberate shift toward building a strong, differentiated identity for Kenyan cashew products one firmly anchored on quality, sustainability, and authentic origin. According to her, this transition is critical in unlocking premium markets and securing long-term competitiveness for the sector.
She emphasized the importance of developing a unified Brand Kenya for cashew products, noting that consistency in standards, robust traceability systems, and strategic branding initiatives are essential in building trust with international buyers. By aligning stakeholders around a common brand narrative, Kenya can better communicate the unique value proposition of its cashew nuts on the global stage.
Ms. Mukabana further outlined KEPROBA’s targeted trade promotion strategy, which prioritizes key international markets including the United Arab Emirates, the United Kingdom, the United States, and France. She highlighted the growing role of digital platforms in connecting Kenyan exporters to global buyers, as well as the significance of the “Made in Kenya” mark in enhancing product recognition and credibility abroad. Strategic partnerships, she added, will remain central in expanding market access and driving sustained export growth.
The panel discussion brought together key industry players and policymakers, collectively reaffirming the importance of value addition, innovation, and coordinated stakeholder efforts. There was consensus that strengthening processing capacity, improving product quality, and investing in market intelligence will be instrumental in positioning Kenyan cashew products competitively in international markets.
As the conference continues, KEPROBA’s message is clear: Kenya’s cashew sector holds immense potential, but realizing it will require a unified, strategic approach that prioritizes branding, quality, and global market alignment.