Exporters should embrace virtual trade meetings and online sales to navigate travel challenges occasioned by the COVID-19 pandemic.

Kenya Export Promotion and Branding Agency CEO Dr. Wilfred Marube says the agency is seeking to upgrade its ICT infrastructure, in a bid to create virtual platforms that will help mor Kenyans to participate in international exhibitions.

KEPROBA is hosting 10 women exporters to a Virtual Macfrut Digital 2020 annual Trade Fair.

The trade fair that is in its 37th edition was to be held in Italy in May this year but was cancelled after the COVID-19 ravaged the West Europe nation.

However, the event was transferred to an online platform, where Kenya is seeking to expand its fresh produce shipments to Europe.

The export and branding agency plans to create multiple platforms especially those that target women exporters.

Kenya’s exports to Europe are valued at about 150 billion shillings accounting for 25.4 percent the total export value, a figure that the agency says could be increased by leveraging e-commerce and virtual trade meetings.

Macfrut Trade Fair, brings together global stakeholders including exporters, importers, technicians, experts and investors in value addition, showcasing current emerging business opportunities in the fruit and vegetable sectors.

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