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Why compliance is stifling Kenya’s fresh produce exports
Many rural households that relied on horticulture for income, food security, and education now face job losses, rising debt burdens, and a retreat from agricultural livelihoods
In 2024, Kenya’s fresh vegetable exports to the European Union (EU) declined sharply by 54.7 percent, from 164,100 tonnes to 74,300 tonnes. This reduction in volume led to a corresponding drop in export earnings from Sh50.9 billion to Sh23.4 billion.
The decline is largely attributable to the enforcement of stricter EU pesticide regulations, particularly following amendments to Regulation (EC) No. 396/2005 of the EU parliament, which delisted over 30 commonly used active substances, severely limiting farmers’ options for crop protection.
This downturn represents more than a market contraction; it has triggered significant socio-economic disruption.
Many rural households that relied on horticulture for income, food security, and education now face job losses, rising debt burdens, and a retreat from agricultural livelihoods. Nonetheless, Kenya’s horticultural sector retains vast potential if it can meet evolving global compliance demands.
From the fertile counties of Makueni and Machakos to the slopes of Murang’a, farmers are producing high-value crops including avocados, mangoes, snow peas and French beans.
Yet much of this produce never makes it to market. Instead, it perishes at farm level, rots in transit, or is turned away at ports of entry for failing to meet global sanitary and phytosanitary (SPS) standards.
In Makueni County alone, 30 to 40 percent of fresh produce is lost due to weak aggregation, inconsistent grading and inadequate storage. So, while volumes of production remain high, the system to deliver this product in high value global markets is lacking.
The regulatory landscape is evolving rapidly, especially in traditional markets like the EU. The European Green Deal and its Farm to Fork Strategy, aim to ensure all food imports align with the EU’s internal sustainability and safety benchmarks.
This shift necessitates enhanced systems for traceability, certification and strict pesticide residue management, to maintain market access.
Kenya’s capacity to respond to these regulatory shifts is constrained by systemic challenges. Extension officers often lack up-to-date training on EU compliance requirements.
Few counties possess ISO-accredited residue testing laboratories, and most samples must be sent to Nairobi or even abroad for analysis resulting in delays and high costs.
Furthermore, poor water quality, microbial hazards, and pest outbreaks such as the False Codling Moth are contributing to increasing rejections at EU entry points.
Notably, in 2022, over 500 African food shipments were rejected under the EU’s Rapid Alert System for Food and Feed, with Kenya among the flagged countries.
Structural reforms are imperative. One viable solution is the establishment of Export Supply Hubs.
These are integrated compliance centres that combine cold storage, pesticide residue testing, inspection units, certification desks and digital traceability infrastructure.
Such hubs have proven effective in countries like Ghana and South Africa.
When implemented correctly, they can lower compliance costs, accelerate inspections, and improve Kenya’s credibility in global horticultural markets.
While the model is currently being piloted in Makueni, its potential extends beyond county borders. Strategically implemented, these hubs could serve as regional compliance centres supporting producers across neighbouring counties, maximising impact and managing costs at scale.
Export Supply Hubs could offer farmers a shorter, more reliable route to high-value markets. For exporters, they would create predictable and cost-efficient compliance pathways. For regulators, they would generate traceable data to demonstrate adherence to international standards.
However, these hubs must be fully integrated into county-level governance. They cannot function effectively as top-down interventions. Counties, constitutionally mandated to oversee agriculture, must be resourced and trained to act as true partners.
This includes strengthening extension services, investing in mobile labs and deploying digital tools suited for rural, low-connectivity settings.
The private sector and development partners also have a critical role to play. Compliance must be viewed as a strategic investment rather than a sunk cost. Traceability systems, farmer training and shared infrastructure need to be embedded into agribusiness value chains.
Development partners such as the EU and TradeMark Africa, are already supporting this agenda, working alongside county governments like Makueni through the Business Environment and Export Enhancement Programme.
The programme seeks to strengthen Kenya’s trade systems by tackling compliance bottlenecks, upgrading infrastructure and expanding access to global markets for horticultural produce.
These reforms are equally critical for enhancing intra-African trade under the African Continental Free Trade Area (AfCFTA). Ongoing efforts to harmonise SPS protocols across member states present an opportunity for Kenya to lead.
By institutionalising science-based, verifiable compliance systems domestically, Kenya can become a continental model for fresh produce exports. Engagement with the AfCFTA SPS Committee will be key to shaping regional policies and scaling market access.
Edewa is the Director, Standards and SPS Measures while Mwai is the Country Director, Kenya at TradeMark Africa
