Export Markets for Agribusiness Programme Overview

Agricultural production has always been considered a risky business yet one with high returns. Farmers or agripreneurs are faced with various challenges ranging from unpredictable climatic conditions, pests and diseases, lack external support services and markets for agricultural products. Access to finance remains one of the critical obstacles for economic development and growth, especially for farmers and small enterprises in developing countries.

Agricultural financing has always been difficult for a variety of reasons including high transaction costs, high risk, asymmetric information, unfavourable economic policies, lack of guarantees and poor infrastructure especially in rural areas where most production happens. Formal financial intermediaries feel more comfortable dealing with clients who have removed two major risks (secured marketing outlet and access to quality technical advice) and just have to confront production and operational risks. However, even with attendant risks, the agricultural food production and trade continues to rise as the market gets integrated into rapid supply chain integration and establishment of clear value chains in crop and livestock enterprises.

Agricultural value chains entail the various activities that are undertaken to ensure a food product moves from the farm to the fork or to a finished product. These activities include: input supply (like seeds, fertilizers and herbicides), production activities, packaging, processing, distribution, storage (warehousing), wholesaling, machinery and support and  advisory services. This chain of activities then presents opportunities to financiers to spread the risk across the value chains and also create more business opportunities along the value chains. Anchor firms in the value chain are also able to access finance and on-lent to those players within their chains.

Understanding the agricultural value chains financing can greatly improve the availability of credit to the agricultural enterprises and reduce the risks of lending. It also provides an opportunity to design tailor made financial products for various actors along the value chain.

Export Markets for Agribusiness Programme Objective

The African continent possesses significant advantages in agribusiness, including ample arable land and favorable 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, a program aims to empower 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.

Export Markets for Agribusiness Programme 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

Export Markets for Agribusiness 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.

Export Markets for Agribusiness Content and Structure

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

Topic 1. The value chain in agribusiness and sources of competitive advantage

Topic 2. Technological skills for scaling and upgrading in the agribusiness supply chain

Topic 3. Innovation for upgrading in agribusiness

Topic 4. Branding practices for local and international markets

Topic 5. Financing growth and expansion via exporting

Topic 6. Identifying export opportunities in global markets

Topic 7. Managing relationships with global buyers

Topic 8. Managing agribusiness sustainably

Export Markets for Agribusiness 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

Dates: Module 1 (5-7 August 2024)

Cost: Module 1 – Ksh.80,000


For more information, reach out to Mercy on

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