U.S. PEANUT INDUSTRY EYES KENYAN MARKET AMID GLOBAL TRADE SHIFTS

The American Peanut Council (APC) is exploring Kenya as a potential new market for U.S. peanuts and peanut products, aiming to expand export opportunities and mitigate the impact of global trade disruptions and tariff disputes that have persisted since the Trump administration. Last week, the APC issued a request for proposals, seeking a contractor to evaluate Kenya’s market potential for peanuts, peanut butter, peanut oil, and related products. Funded by the U.S. Department of Agriculture’s Regional Agricultural Promotion Program (RAPP), the project will involve a comprehensive analysis of Kenya’s food, retail, and business sectors to pinpoint high-potential regions and consumer segments. The final report will provide market-entry strategies and identify the most viable peanut-based products for export.

The study will assess key factors such as Kenya’s current peanut import sources, buyer preferences for quality and variety, consumption trends, and snacking habits. It will also analyze per capita consumption, shopping behaviours, income levels, and the domestic peanut industry. Additionally, the selected consultant will compile a Kenya-specific fact sheet covering import logistics, port facilities, certification requirements, compliance tests, and trade regulations to assist U.S. exporters. Further, the assessment will highlight potential trade partners, recommend local trade shows and promotional events, and provide historical and projected economic data to help the U.S. peanut industry navigate Kenya’s market.

“Kenya presents a promising opportunity for U.S. peanut exports, and this study will help us tailor our market approach,” the APC stated. The report is expected by mid-December 2025, with some flexibility on the deadline. Findings will be shared with U.S. exporters and stakeholders, and the contractor may present results in a webinar.

Similar studies are planned for other African markets, including Algeria and Morocco. Consultants with expertise across multiple African countries may submit combined proposals to optimize costs. Interested firms must submit proposals by August 25, 2025, including a work plan, budget, company profile, and client references. Experience in African agricultural trade research will be a key selection factor. The APC emphasized that the winning bid will be chosen based on expertise, cost-effectiveness, and adherence to timelines—not just the lowest price. This move aligns with broader efforts by U.S. agricultural exporters to diversify markets amid shifting global trade dynamics and new tariff policies.