MARKUP supports the Kenyan Government’s efforts to harmonise and develop selected regional standards and SPS measures and align them with requirements of international markets. The EAC Secretariat is supported to oversee the implementation of standards, the alignment of the testing procedures with international benchmarks, and the implementation of the SPS protocol. Key stakeholders, such as private sector associations and national standards bodies, are engaged in the process to ensure full implementation.

The programme supports Small and Medium Enterprises (SMEs) to reduce trade barriers, trading costs and time, and attract investment opportunities. The programme works to increase transparency on trade procedures and enhance private sector capacity to identify and advocate for the removal of trade barriers such as Non-Tariff Measures (NTMs).

Through increased awareness and compliance with destination market requirements, MARKUP supports the EAC to enhance SMEs’ export competitiveness in target value chains. This improving compliance with mandatory and voluntary standards, increasing value addition and improving access to finance.

MARKUP works to improve the capacity of enterprise and business support organisations, creating opportunities for business development in the target value chains. Therefore, trade and investment support institutions are strengthened and enabled to develop export and investment linkages.


MARKUP is working with key stakeholders during the implementation period to achieve its objectives. These include but are not limited to:

• European Union – The EU has funded MARKUP project under the the 11th European Development Fund Regional Indicative Programme (RIP) of the Eastern and Southern Africa and Indian Ocean (ESA-IO) region.

• East Africa Community – The EAC has received support under the EDF 11 to bolster and enhance competitiveness of EAC exports under the EU-EAC Market Access Upgrade Programme (MARKUP). EAC seeks to enhance integration and eliminate trade barriers among the East African countries. These countries include Kenya, Uganda, Tanzania, Rwanda and Burundi.

• Kenya Plant Health Inspectorate Service (KEPHIS) – Ensures the quality of agricultural inputs and produce to prevent adverse impacts on the economy, the environment, and human health.

• Kenya Bureau of Standards (KEBS) – Provides Standardization and Conformity Assessment services that consistently meet its customers ‘requirements and endeavour to exceed their expectations.

• Agriculture Food Authority (AFA) – Promotes the development and adoption of standards for labelling, packaging, grading, transporting, and storing horticultural produce in compliance with local regulations and international standards.

  • Fresh Producers Export Association of Kenya (FPEAK)The Fresh Produce Exporters Association of Kenya (FPEAK) is Kenya’s premier trade Association representing growers, exporters, and service providers in the horticulture industry.
  • Fresh Produce Consortium of Kenya (FPC Kenya)formerly known as Kenya Association of fruit and vegetable exporters (KEFE). FPC Kenya comprises Horticultural Exporters whose aim is to expand their businesses by mobilizing resources to address challenges and seek more markets and promote efficiency for a better business environment.