The Nyeri Coffee Expo has attracted more than 20 international buyers a move that will open new markets and B2B linkages for Kenyan Coffee. The Nyeri Coffee Expo comes amidst the government’s bid to reform the coffee sector that for a long time has been plagued by middlemen who exploit the hardworking coffee farmers across the country.

International buyers will not only attend the Expo but will also conduct farm visits where they can personally observe the cultivation of Kenya's renowned coffee. Buyers from various countries, including the United Arab Emirates, Turkey, Egypt, South Africa, the UK, the United States of America, Germany, Singapore, and China, will also ink deals to make direct purchases at the coffee processing facilities. This signifies that intermediaries in the supply chain will be eliminated, essentially limiting their role to merely experiencing the coffee's aroma, with no involvement in the financial transactions.

This arrangement offers advantages to both Kenyan coffee farmers and international buyers. By bypassing middlemen, more money will find its way into the pockets of the buyers, ultimately resulting in increased profits for the farmers. The success of this model has already been demonstrated in Kenyan regions like Kericho, Nandi, and Bomet, where farmers substantially boosted their income by directly selling their coffee to a South Korean company last year.

The Kenya Export Promotion and Branding Agency in 2022 facilitated the Coffee Origin trips in Meru, Kisii, Murang’a and Kericho where Good Beans CEO met and witnessed the majestic work that Kenyan farmer have done in cultivating their coffee crop. Several cooperatives agreed on the direct sales of Coffee to the South Korean firm much to the joy of the farmers. The agency through the product market development directorate is exploring on ways of enhancing coffee value addition and conducting market intelligence to boost coffee export.

The Kenya Export Promotion and Branding Agency leveraged on the Expo 2020 Dubai to create market linkages in the Gulf Cooperation Council and is now targeting the Africa Continental Free Trade Area, which trade experts term as the world’s biggest free trade area since the formation of the World Trade Organization (WTO). The 55- member state trade area as a combined GDP of $3.4 trillion and a market estimate of more than 1.2 billion people.