Kenya has enjoyed a big market share in selling the horticultural produce both locally and internationally. Locally, with its own citizens increased consumption being a result of improved livelihoods and change of lifestyle. In domestic markets, sales are done through supermarkets, open markets, green groceries and hawkers who vend on highways and city centers and also through retailers referred to as mama “mbogas.” External markets are reached through exporters to various destinations including Europe, China, Canada the Middle East and other many countries abroad.
Kenya has focused on enhancing production efficiency and diversifying to other non-traditional export markets such as the Middle East, China, Japan, Australia and New Zealand. It also seeks to maintain competitive advantage by focusing on products that have higher standards, Sanitary and Phytosanitary Standards (SPS) and others, by increasing variety and product differentiation and by shipping direct to the major supermarket chains.