NAIROBI, Aug. 22 (Xinhua) — Kenya will embark on strategic marketing of key agricultural produce during the Mini World Expo from Aug. 28 to Sept. 1 in Astana, Kazakhstan, with the aim of growing its export footprint in the Central Asia region, a government official said Tuesday.
Trade Ministry Principal Secretary Chris Kiptoo said the East African nation plans to undertake market research in its efforts to diversify its international marketing opportunity, focusing mainly on increasing market penetration in Kazakhstan, Central Asia and Eastern Europe. “The market research will further explore the establishment of new distribution channels to ensure Kenyan products access Asia and Eastern Europe more effectively,” Kiptoo told reporters after announcing the country’s intended participation at this year’s Mini World Expo in Astana. The Expo kicked off in June 10 until Sept. 10, with at least 115 countries taking part, displaying mostly innovations in energy.
The East African nation plans to demonstrate its geothermal energy sector development during the expo. Kenya said it has 10,000 megawatts of geothermal energy potential to inject to its national grid.
Kenya is one of the world’s leading exporters of tea. In the Asian region, Afghanistan and Pakistan are some of the leading importers of Kenyan tea. Kiptoo said the trade between Kenya and Kazakhstan in 2016 was valued at 47 million U.S. dollars. The country considers this a critical emerging market which already enjoys a trade surplus. Kenya’s current export to Kazakhstan is tea, where it exports goods equivalent to 97 percent of the tea export value while horticulture takes up 2 percent of the export value. Kiptoo said the East African nation was expanding its commercial presence in the region to increase its share of the 25 billion worth of the Kazakhstan global imports.