Kenya targets export market expansion, trade deals
As Africa embraces the promise of AfCFTA, the RTM Strategy also serves as Kenya’s gateway to intra-African trade
The Kenya Association of Manufacturers (KAM) has launched a blueprint to position Kenya as a globally competitive, digitally empowered exporter of high-quality goods.
Dubbed Route to Market (RTM), which will run between this year and 2027, the strategy aims at not only increasing the exports but reshaping how Kenyan products access and thrive in global markets.
Unveiled at a high-level event in Nairobi, the RTM Strategy marks a significant milestone in Kenya’s industrial journey.
According to KAM Chief Executive Officer Tobias Alando, RTM directly responds to the shifting dynamics of international trade.
“Trade is no longer just about what you sell, but how you move, measure, certify, and connect. This strategy ensures Kenya is not left reacting to the world; we are helping shape it,” he stated.
Alando observed that the RTM Strategy comes at a critical juncture, as countries grapple with various trade-related challenges, including an uncertain future on AGOA, pressure on global logistics, and tightening climate regulations across major markets.
“Therefore, Kenya needs to be proactive, not reactive. Readiness today means a digitally armed exporter, backed by a responsive state, empowered with real-time intelligence, and bold enough to compete on a global stage,” Alando added.
As Africa embraces the promise of AfCFTA, the RTM Strategy also serves as Kenya’s gateway to intra-African trade. But the challenge is clear.
“Africa has 17 Per cent of the world’s population yet contributes only 3 per cent of global manufactured goods. Intra-Africa trade stands at just 15 Per cent. We have a responsibility as Africans to remove non-tariff barriers and trade more among ourselves. This strategy begins to answer that call,” Principal Secretary, State Department for Industry Juma Mukhwana, says.
As the global trade landscape continues to evolve, Kenya is stepping forward with clarity and purpose.
The Route to Market Strategy 2025–2027 offers a forward-looking framework; bold yet grounded and anchored in the conviction that Kenya can thrive as a hub for high-value manufacturing and sustainable exports.
Over the next three years, the focus will shift to collaboration, innovation, and measurable progress guided by strong partnerships and a shared national commitment.
At the centre of the RTM Strategy are five interconnected pillars, all anchored by a strong digitization agenda.
The strategy calls for Market Diversification and Trade Agreement Utilization, calling Kenya to expand its export footprint beyond traditional destinations, leveraging instruments such as the African Continental Free Trade Area (AfCFTA), the EU-EPA, AGOA, and COMESA to unlock new and underutilized markets.
It also be championing the Digital Preparedness and Trade Intelligence.
This pillar focuses on launching a centralized digital platform that equips exporters with real-time data, market insights, and readiness tools.
It addresses Compliance, Sustainability, and Standards, strengthening Kenya’s ability to meet international benchmarks such as ISO and HACCP, while enhancing transparency and traceability to satisfy eco-conscious consumers.
RTM aims to improve access to trade finance, de-risk cross-border transactions, and support exporters in navigating global shocks.
