Sourcing Fruits & Vegetables

The Embassy commissioned Match Maker Associates to carry out a study (2017) that provides an analysis of the performance and sourcing of fruits and vegetables from Kenya and Tanzania to various markets. The study maps the availability: what is produced where and when & what is available. It also gives a clear overview of the supply and demand cycles; estimates the demand within the East African Region and in the EU, and identifies (niche) products that are interesting for the Netherlands and EU market.

The report starts with the I. Mapping of EU Fresh Produce Market, followed by a clear overview of a potential match of key horticultural products from Kenya and Tanzania towards those markets. Thereafter potential investments areas are presented in order of priority and a way forward, that concluded this assignment, is highlighted.

The study presents a clear picture of the horticultural sector (fresh fruits and vegetables) in Kenya and Tanzania. II. Scoping Horticulture study in Kenya explains in detail the growth of the sector, which produce is available when and which obstacles Kenyan farmers still face when exporting to the European market. III. Scoping Horticulture study in Tanzania gives an overview of the different regions involved in the growth of fruits and vegetables and which regions show a clear potential. Although the sector is growing rapidly as well, many produce are first transported to Kenya to be exported from there to Europe. This means that the export figures of Tanzania do not reflect the true growth in export to Europe.

IV. Synthesis report  provides a summary of key findings, which is meant to lead the reader into the main country scoping reports and EU market study that provide detailed analysis. V. Business cases form the last phase. A total of eight business cases have been identified and elaborated. These cases are among the many business opportunities that were identified and presented in previous phases of this study and whose reports are available separately. The identified business cases have been developed in consultation with private sector companies who were eager to venture into new business lines or consolidate and expand current lines of their businesses.

The results and recommendations emanating from it hopefully provide Dutch traders of fruits and vegetables with an overview of opportunities to enter into strategic collaboration in the horticultural market in these two countries.

For more information about this sector or any other agricultural questions feel free to contact us via For the latest updates on activities, new articles and more follow us on twitter on @NLAgiKenya and subscribe to our newsletter by sending us an email. In case of any non-agriculture questions for the Netherlands Embassy in Nairobi see, this website for contact information.