Agriculture and Livestock Development Cabinet Secretary Senator Mutahi Kagwe. Photo/Courtesy
By Daisy Okiring
Kenya has intensified efforts to grow its agricultural exports to the United States, with Agriculture and Livestock Development Cabinet Secretary Senator Mutahi Kagwe leading a high-level trade mission aimed at opening direct market opportunities for farmers.
The week-long mission, which kicked off on Monday, will see the delegation engage with leading U.S. retailers, government agencies, and private sector players as Kenya seeks to secure better access for tea, macadamia nuts, and other farm products.
Walmart meetings offer fresh prospects
On the first day of the visit, CS Kagwe’s team met executives from Walmart, the world’s largest retailer with more than 40,000 outlets across the U.S. Discussions focused on placing Kenyan tea and macadamia directly on Walmart shelves, a move that would significantly increase visibility and sales for Kenyan farmers.
MACNUT CEO Jane Maigua showcased Kenya’s macadamia as a premium, chemical-free product grown by more than 200,000 smallholder farmers. She noted that Kenyan macadamia enjoys a 10 percent duty rate, compared to 30 percent for South African nuts, giving it a competitive edge in the U.S. market.
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“Kenya has the capacity to supply consistently, and our nuts are globally recognized for their rich, buttery taste,” Maigua said, adding that demand is rising among American consumers seeking healthy snacks.
Tea exporters pitch value-added varieties
Leaders from the Kenya Tea Development Agency (KTDA), including Geoffrey Kirundi and Wilson Muthaura, highlighted Kenya’s unique ability to package tea at source, ensuring freshness, traceability, and higher earnings for growers.
Kenya, already the world’s largest exporter of black tea, is seeking to diversify into higher-value varieties such as green tea, orthodox tea, and purple tea. Purple tea, a Kenyan innovation, has gained global recognition for its health benefits and premium pricing, positioning it as a unique product for health-conscious consumers in the U.S.
The delegation will also attend the North America Tea Conference, a major industry event that showcases sustainable practices and trade opportunities.
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Expanding U.S. market share
In South Carolina, CS Kagwe held talks with Milo’s Tea Company, the top iced tea producer in the U.S., accompanied by Phylis Kandie, Advisor to the President on Commodities Market Development, as well as representatives from KTDA, Ketepa, and Kipchimchim Tea.
The discussions centered on ways to increase Kenya’s share of the American tea market, which currently stands at just 2 percent despite the country’s global dominance in production. U.S. consumers largely rely on imports from Asia, but the delegation believes Kenya’s reputation for high-quality tea can help expand its footprint.
Direct-to-shelf strategy for farmers
According to CS Kagwe, the mission is part of the government’s strategy to move away from bulk commodity exports and instead pursue direct-to-shelf deals with international retailers. This approach cuts out multiple layers of middlemen, strengthens supply chain sustainability, and guarantees farmers higher returns.
“The future of Kenyan agriculture lies in value addition and direct access to consumers in key global markets. This mission is about creating those pathways,” Kagwe said.
Looking ahead
Beyond Walmart and Milo’s Tea, the Kenyan delegation is scheduled to hold meetings with the U.S. Departments of Commerce and Agriculture, the Governor of South Carolina, and private sector players interested in long-term partnerships.
If successful, the deals could significantly boost incomes for Kenyan farmers, enhance foreign exchange earnings, and solidify Kenya’s position as a supplier of premium agricultural products to the U.S.
For smallholder farmers across Kenya, the mission represents more than trade diplomacy—it could translate into tangible benefits in household incomes and community livelihoods.
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