KEPROBA Leverages Safari Rally to Spotlight Kenyan Coffee, Tea, and Nuts in Strategic Branding Push.

 In a bid to elevate Kenya’s global profile as a leading producer of premium agricultural goods, the Kenya Export Promotion and Branding Agency (KEPROBA) tapped into the international spotlight of the Safari Rally, celebrating rally drivers and teams with curated hampers featuring the nation’s world-renowned finest tea, coffee, and nuts. The campaign rolled out rolled out during the annual motorsport WRC Safari Rally held in Naivasha from March 23rd to 25th , aimed to boost brand visibility and position Kenya’s exports as world-class commodities.

Strategic Branding at a Global Event

The Safari Rally, a cornerstone of the World Rally Championship (WRC), draws thousands of spectators and millions of global viewers, offering a prime platform for showcasing Kenyan products. KEPROBA seized this opportunity, distributing bespoke gift baskets to drivers, navigators, and team crews. The hampers included specialty coffee from Kenya’s highland regions, including orthodox teas and roasted macadamia nuts a burgeoning export crop. Each item was packaged with branding highlighting Kenya’s heritage of quality and sustainability.

“The Safari Rally isn’t just about adrenaline; it’s a gateway to share Kenya’s treasures with the world,” said KEPROBA CEO Floice Mukabana. “By introducing these products to international personalities, we’re planting seeds for long-term trade partnerships and consumer demand, the obvious choice will be Kenya’s Tea, Coffee and nuts Positioning Kenyan tea and coffee as premium and high quality reinforces its status as luxury products”.

Celebrating Kenya’s product diversity

Kenya is the world’s third-largest tea exporter and renowned for its Arabica coffee, celebrated for its bright acidity and fruity notes. However, despite its agricultural prowess, the country has historically struggled to maximize global brand recognition for its value-added products. The nut sector, particularly macadamia and cashews, has seen growth, with farmers increasingly adopting climate-smart practices. KEPROBA’s rally campaign aligns with Kenya’s Vision 2030 economic goals to diversify exports and support agribusiness.

KEPROBA’s Branding and Marketing Manager Beatrice Wairimu gifted the rally drivers with the Make It Kenya gift bag comprising of coffee, tea and nuts.

Drivers Rally Behind Kenyan Flavors

Reactions from participants were overwhelmingly positive. Finnish driver Kalle Rovanperä, the 2024 WRC champion, praised Kenya’s products saying: “The coffee was exceptional—I’ll definitely be taking the bags home.”

Economic Ripple Effects

The campaign also underscores Kenya’s push to move beyond raw commodity exports. By promoting processed goods like packaged coffee and branded teas, KEPROBA aims to capture higher value in global markets. The agency collaborated with cooperatives and SMEs to source products, ensuring grassroots beneficiaries.

Made in Kenya to the world

KEPROBA plans to replicate this model at other high-profile events, including the COP30 climate summit and international trade fairs. “This is just the start,” Mukabana added. “We want ‘Made in Kenya’ to evoke excellence, sustainability, and authenticity worldwide.”

As engines roared across the Naivasha terrain, Kenya’s agricultural story found a new gear proving that even in the dust of rally racing, the aroma of premium coffee and the richness of homegrown nuts can leave a lasting impression.