Dynamics of Horticultural Export to European Union Market: Challenges and Opportunities in Sub-Saharan Africa

This paper discusses the dynamics of the growing trade in fresh horticultural produce between the Sub-Saharan African exporters and the European Union (EU) importers and consumers, focusing on the link between UK retailers and Kenyan producers, using the concept of the marketing chain. Two main chains are discussed namely wholesale and supermarkets chains. While having no direct investment in Kenya, it is the supermarkets in the EU who control production in Kenya and other Sub-Saharan African countries, through intermediaries who ensure that standards of quality and presentation are met. Importers play a crucial role in facilitating this trade, acting as vital links between farmers and exporters in Kenya and supermarkets in the UK and the EU. The need for quality, traceability, ethical agricultural practices and environmental sustainability dictates this market dynamics and presents challenges to African horticultural producers and exporters.