The African continent possesses significant advantages in agribusiness, including ample arable land and favourable weather conditions for crop growth, with Kenya being a notable beneficiary. However, African firms often fail to fully capitalize on these opportunities, with many focusing on low value-added activities, while non-African firms dominate processing and branding, reaping higher returns.

To address this, there is need for African agribusiness firms to shift towards higher value-added activities and export branded goods.


Participants will learn key concepts in scaling, upgrading, and exporting agribusiness produce, gaining exposure to global best practices in production, technology, marketing, and branding.

Emphasis is placed on accessing international markets, meeting buyers and establishing personal relationships with them, and enhancing export performance, ultimately enabling African firms to compete successfully in regional and global markets.

Programme Objective

This programme is designed to equip participants with essential skills in scaling, upgrading, and exporting agribusiness produce, fostering global market access and enhancing competitiveness in regional and global markets.

Target Participants

The programme is designed for current and prospective exporters of agri-produce who seek to upgrade their operations and boost their export performance.
It addresses the needs of managers of agribusiness firms that seek to boost their existing export business as well of those who aspire to become exporters.

The programme is particularly suitable for managers keen on exploring global best practices in agribusiness production and processing technology, quality, branding, and packaging.

Programme  Benefits

  • Learn the tools for upgrading, scaling, and exporting of agribusiness and understanding the dynamics of moving to higher value-added activities in the agribusiness supply chain
  • Understand the critical success factors in global agribusiness markets and learn strategies, concepts, and techniques to develop successfully participate in these markets
  • Learn to identify opportunities in global markets for your company and evaluate your ability to exploit them in relation to global competitors
  • Explore state-of-the-art models and solutions in management, strategy, marketing, and decision sciences to the challenges of scaling, upgrading and exporting of agri-produce
  • Meet global buyers and develop business relationships with them and utilize them as a source of learning and upgrading
  • Gain understanding of managing global agribusiness supply chains sustainability and learn to manage the tension between sustainability and economic fundamentals
  • Learn to make sense of the complexity and uncertainty of exporting agri-produce in the context of Africa

Programme Content

The programme will address the following topics, each addresses a key issue in the scaling, upgrading and exporting of agribusiness produce.

1 The value chain in agribusiness and sources of competitive advantage
2 Technological skills for scaling and upgrading in the agribusiness supply chain
3 Innovation for upgrading in agribusiness
4 Branding practices for local and international markets
5 Financing growth and expansion via exporting
6 Identifying export opportunities in global markets
7 Managing relationships with global buyers
8 Managing agribusiness sustainably

Programme Delivery

The program consists of three modules:

Module I: Class Module (July 2024)

  • 3-day intensive sessions at Strathmore University Business School
  • Participants will learn strategic planning, scaling, upgrading, and exporting fundamentals
  • Topics include marketing, branding, financing, and establishing global buyer linkages
  • Lectures and discussions will facilitate learning and peer exchange

Module II, Part A: Exposure Visit to Europe (February 6–10, 2025)

  • International study trip to Germany
  • Visit to Fruit Logistica Expo, meeting with Kenyan Embassy, and tour of German agribusiness companies
  • Purpose: Engage with global stakeholders, understand European market, and explore advanced machinery

Module II, Part B: Closure and Way Forward (End of February 2025)

  • One-day intensive session for discussion of trip and course takeaways
  • Participants present plans for implementing lessons in their companies
  • Panel discussion featuring successful Kenyan agribusiness exporters

Agribusiness Management Programmes - Brochure Request Form

Developing Great African Leaders

Key Details


Module 1:  5 – 7 August 2024

Module 2: Early February 2025 (Exposure Visit to Berlin, Germany)


Module 1: Ksh.80,000

Module 2: To be confirmed


For more information, reach out to Mercy on

Image Credits: Image by freepik

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