Since its establishment in 1975, the Fresh Produce Exporters Association of Kenya (FPEAK) has been the country’s premier trade association for horticultural growers, exporters, and service providers in one of Kenya’s most economically significant industries. Established at a time when Kenya’s export horticulture industry was still in its infancy, FPEAK was founded by individuals who recognized the great potential of Kenya’s favorable climate, fertile soils, and hardworking population to position the country as a horticulture hub. It had a clear mandate: to unify Kenya’s fresh produce exporters, advocate for better policies and fairer markets, and support its members in tapping into the great potential of international fresh produce trade. Five decades later, the Association represents an industry that has become vital to Kenya’s economic development.
When FPEAK was founded, according to its CEO, Hosea Machuki, there was not much to show for the industry’s efforts. Kenya exported just over 26,600 metric tons of fresh produce, with minimal infrastructure, almost non-existent cold storage at airports, and limited knowledge among smallholder farmers. The change that the sector needed was, therefore, planted by the small group of progressive horticultural businesses that sought to bring the country’s fresh produce exporters under a single coordination body. Now representing at least 200 active members involved in the production and export of fresh fruits, vegetables, and cut flowers, along with over 25 affiliate members providing various services to exporters in the horticulture sector, FPEAK provided the crucial coordination and advocacy needed.
FPEAK CEO, Mr. Hosea Machuki
Uniting, developing, and promoting Kenya’s horticulture
Ever since its establishment, FPEAK’s mission has been centered on developing, uniting, and promoting the Kenyan horticultural industry in the global market with due regard to safety, good agricultural practices, social, ethical, and environmental responsibilities. A such, the Association’s vision to make Kenyan horticulture the global choice continues to hinge on their provision of comprehensive services across some key areas. For starters, the Association’s advocacy and lobbying initiatives focus on improving the business environment for the horticultural industry both locally and internationally. Its approach emphasizes creating partnerships that promote win-win scenarios for all stakeholders rather than adopting contrary methods. This strategic method enables FPEAK to maintain positive relationships with government institutions, policymakers, and other institutions while effectively representing industry interests.
Capacity building is another prop of FPEAK’s operations, with the Association collaborating with development agencies and other stakeholders to enhance the capabilities of growers, exporters, and service providers along the entire horticulture value chain. Its compliance and standards support (including official and private standards) helps members meet national and international market requirements and conventions. Essentially, FPEAK collaborates with standard owners and implementers to bring compliance closer to Kenyan producers through participation in the analysis and coordination of these standards. This has yielded significant results in farmer training and certification programs.
For instance, through projects like the Kenya Horticulture Market Access Program (KHMAP), FPEAK has trained farmer representatives attached to different farmer groups on GlobalGAP, KS 1758 (part 1 for Flowers and Ornamentals), and the Kenya Flower Council’s Flowers and Ornamentals Sustainability Standard (KFC-FOSS). The trained farmer representatives subsequently train their fellow farmers. Also, through collaboration with organizations like COLEAD (under the NExT Kenya project), FPEAK trainers underwent training in crop protection, gaining necessary knowledge and skills to deliver training to members and the broader horticulture industry. Other recent training initiatives include comprehensive programs for smallholder pea farmers on GlobalGAP standards, which equipped them with essential skills to understand compliance requirements crucial for producing safe food and gaining market access.
Dr. Chagema KEDERA. – Kenya – NExT Kenya Programme Coordinator giving a speeech during the event
Marketing support constitutes another pillar of FPEAK’s services, with the organization linking growers and members to national and international markets through direct market linkages, supporting participation in national and international trade fairs, and providing timely market information.
Reflecting on the ups and downs of the Past 50 Years
The ensuing decades after FPEAK’s 1975 establishment chronicle the horticulture industry’s growth, innovation, and development. The 1980s saw the Association successfully open formal trade routes into European markets, introducing Kenyan vegetables and fruits to major supermarket chains, and laying the foundation for trade relationships. Recognizing the important roles of standards, the 1990s were for FPEAK, marked by dynamic advocacy for aligning Kenya’s plant health and phytosanitary regulations with global best practices. This strategic move also opened access to even more demanding international markets. Concurrently, significant investments flowed into greenhouses, irrigation systems, and cold-chain logistics, leading to Kenya becoming the leading exporter of flowers to the European Union (EU) by the decade’s end.
The 2000s brought a heightened focus on quality, compliance, and sustainability. In this setting, FPEAK led the training of thousands of farmers on international certification schemes like GlobalG.A.P., empowering smallholders and ensuring Kenyan produce met the most stringent global requirements; all the efforts positioning the East African country among the top when it comes to compliance. Kenya, then, boasted the highest number of certified smallholders in Africa, according to Mr. Machuki. By 2010, horticulture had firmly established itself as Kenya’s second-largest foreign exchange earner, trailing only tea. The same period also saw significant diversification. New products like avocados, mangoes, and passion fruit gained prominence, alongside a move towards value addition. Upgrades to JKIA and enhanced cold chain systems further grew the export volumes.
But the 2020s came with challenges. Global disruptions tested the resilience that FPEAK had helped build in the sector. Brexit and the expiry of key trade agreements created uncertainty. Devastating pests like Tuta absoluta and False Codling Moth (FCM) threatened key crops. The COVID-19 pandemic severely strained supply chains, forcing rapid adaptation but also accelerating digital transformation and highlighting the importance of local markets. Simultaneously, sustainability moved from a niche concern to a fundamental business prerequisite, demanding essentials like traceability, water efficiency, and low-carbon production. The search for sustainable logistics led to increased exploration of sea freight, though this route faced some hurdles.
Pushing through the challenges
Throughout the years, FPEAK remained firm, guiding its members through the challenges. The Association played an active role in navigating the complexities of securing critical trade agreements, notably the Kenya-UK Economic Partnership Agreement (EPA) and the Kenya-EU EPA, which safeguarded key market access. It pushed for adaptation strategies, including promoting sustainability initiatives, encouraging climate-smart farming practices, enhancing traceability systems, and optimizing sea freight logistics where feasible, even amid external geopolitical and logistical pressures like piracy and the Red Sea challenges. And, when the EU introduced stricter regulations for fresh-cut flowers due to FCM concerns, FPEAK worked with members to develop compliance strategies and supported the government in submitting appropriate protocols to maintain market access.
The Association, now, remains the key support system as the Kenyan horticultural sector continues to confront significant headwinds. It helps address most of the involved challenges. Think climate change manifesting through erratic rainfall patterns and worsening water scarcity, directly threatening productivity and farmer livelihoods. Or new pests emerging as persistent threats. Compliance costs, which continue to rise, often without corresponding increases in market prices and squeeze margins. An increasingly complex regulatory and tax environment adding to the operational burden. The persistent issue in the Red Sea, which drives up freight costs and extends delivery times, thus eroding competitiveness, and the global marketplace, which increasingly demands ethically produced, low-carbon products.
Sustained by FPEAK’s advocacy and support, Kenyan horticulture continues to show resilience as it pushes through these challenges. There have, for instance, been investments in accelerating digital systems for farm management and market access, low-carbon production technologies, and ethical labour practices to meet the ever-changing global expectations. Yet, still, FPEAK acknowledges the central role of the Government in enhancing sector growth, particularly through opening new preferential markets, including China, Japan, Korea, and the Gulf Cooperation Council countries, securing crucial trade deals through EPAs, UK Agreements, and AGOA, and firming collaborative structures with key agencies like the Kenya Plant Health Inspectorate Service (KEPHIS).
Equally important has been the support of development partners. Organizations like the United States Agency for International Development (USAID), EU, the Danish International Development Agency (DANIDA), Trademark Africa, German Agency for International Cooperation (GIZ), COLEAD, and the Government of the Netherlands have provided essential technical and financial support over the years, partnering with FPEAK and its members to build capacity, improve standards, and enhance market access. Such partnerships have been instrumental in shaping the sector and supporting different development initiatives.
Numerous economic impacts and more
The horticulture sector’s growth under FPEAK has produced substantial economic benefits for Kenya. The sector employs approximately 1.5 million people directly in production, processing, and marketing, and an additional up to 3 million people indirectly through related activities along the value chain. This employment creation goes past primary production to include packaging, storage, processing, distribution, and marketing segments. It shows the sector’s all-inclusive economic impact.
FPEAK’s efforts have also established Kenya’s fresh produce in markets across some 147 destinations, representing 77 percent of countries globally. This global footprint shows the Association’s success in facilitating market access and establishing trade relationships worldwide. The Netherlands and Britain remain the biggest horticultural produce markets in Europe for Kenya, while in Asia, China, India, and Kazakhstan lead as key destinations.
Still, yet another notable example of FPEAK’s international advocacy success was during negotiations for the Economic Partnership Agreement with the European Union. FPEAK led a comprehensive advocacy campaign that assembled a common, united position on horticulture on behalf of 17 East and Southern African countries. The Association’s intervention was deemed critical by Government officials, who inferred that the Government would likely not have reached the same favorable outcome without FPEAK’s input.
FPEAK’s prospects and strategic vision
FPEAK continues to envision a new horticultural front shaped by several key innovative approaches. Market diversification remains a priority, with efforts to tap more into Asia, the Gulf, and regional trade opportunities while reducing dependence on traditional European markets. The Association is also promoting diversification into new products and value addition. Climate-smart farming is also a key focus area, with emphasis on solar energy, drip irrigation systems, and agroecological practices. In this case, FPEAK backs the adoption of agricultural technology and innovation, including artificial intelligence-driven crop forecasting, drones for crop scouting, and precision farming systems appropriate and adaptable to local conditions.
Youth engagement constitutes another strategic priority. FPEAK strongly emphasizes the need to attract youth into the sector through tech-driven agribusiness models and e-commerce, which would transform horticulture into a dynamic, attractive career path for Kenya’s brightest young minds. The Association acknowledges that agriculture and horticulture should no longer be viewed as options for those lacking alternatives, but rather as attractive career paths for young, educated individuals who can apply technology to solve agricultural challenges.
FPEAK, equally, focuses on developing and owning intellectual property through breeding programmes for new varieties, crucial for long-term competitiveness. With a clear vision, the Association believes the sector could create even more jobs and push earnings even higher. As Mr. Machuki noted during the 50th anniversary gala, “Kenya is uniquely positioned to become Africa’s horticultural innovation hub. With the right investment in infrastructure, climate resilience, and value chains, our sector can create over 1 million jobs, push export earnings beyond USD 3 billion, and anchor Kenya’s green growth and food security strategies.”