Upmarket Agribazaar
A happy Kenyan farmer standing in front of a well-packed produce delivery van, using a smartphone app.

May 3, 2025

Where To Sell Farm Produce in Kenya.

The agricultural sector remains the backbone of Kenya’s economy, contributing significantly to the country’s GDP and providing livelihoods for millions of Kenyans. However, one of the biggest challenges farmers face is finding reliable and profitable markets for their produce. With technological advancements and changing consumer preferences, the agricultural marketplace in Kenya has evolved significantly in 2025.

This comprehensive guide by Upmarket Agribazaar explores the various channels available for Kenyan farmers to sell their produce profitably, from traditional physical markets to innovative digital platforms, export opportunities, and value addition strategies.

Online Agricultural Marketplaces

Digital platforms have revolutionized how farmers connect with buyers in Kenya. Here are the top online marketplaces where you can sell your farm produce in 2025:

1. Upmarket Agribazaar

Upmarket Agribazaar is Kenya’s premier agricultural e-commerce platform connecting farmers directly with buyers, eliminating middlemen and ensuring fair prices. The platform specializes in fruits, vegetables, cereals, and animal products.

Key Features:

  • One-time signup fee of Ksh. 1000.00
  • Zero listing fees for all farmers
  • Quality verification process
  • Real-time email market pricing information

2. Twiga Foods

Twiga Foods connects farmers with retailers, providing a guaranteed market for fresh produce.

Contact Information:

3. M-Farm

M-Farm offers price transparency and market linkage services for smallholder farmers.

Contact Information:

4. Selina Wamucii

Selina Wamucii connects smallholder farmers to export markets.

Contact Information:

5. Farmers Market Kenya

Farmers Market Kenya specializes in organic and premium produce.

Contact Information:

Physical Markets and Collection Centers

Traditional markets remain vital channels for selling farm produce in Kenya:

1. Wakulima Market (Marikiti)

Located in downtown Nairobi, this is Kenya’s largest wholesale market for fresh produce.

2. Kongowea Market, Mombasa

The largest fresh produce market in the coastal region.

3. Karatina Market, Nyeri

One of Central Kenya’s largest agricultural markets, especially for potatoes, cabbages, and other highland produce.

4. Eldoret Municipal Market

Major market serving the North Rift region.

5. Nakuru Wholesale Market

Central market serving the South Rift region.

Export Opportunities

Kenya’s strategic location and favorable climate make it ideal for producing export-quality agricultural products:

International buyers inspecting Kenyan farm produce at a trade expo.

1. Kenya Export Promotion and Branding Agency (KEPROBA)

KEPROBA provides support and information for farmers looking to export their produce.

Contact Information:

  • Email: info@brand.ke

2. Horticultural Crops Directorate (HCD)

Regulates and promotes the export of horticultural products from Kenya.

Contact Information:

3. Kenya Plant Health Inspectorate Service (KEPHIS)

Provides phytosanitary certification required for exporting agricultural products.

Contact Information:

4. Fresh Produce Exporters Association of Kenya (FPEAK)

Supports farmers in meeting international export standards.

Contact Information:

Direct-to-Consumer Sales

Cutting out intermediaries allows farmers to capture more value:

1. Farmers’ Markets

Regular markets where farmers sell directly to consumers:

  • Karengata Farmers Market Location: Karen, Nairobi Schedule: Every Saturday, 9 AM – 2 PM.
  • Organic Farmers Market Location: Bridges Organic Restaurant, Nairobi Schedule: Every Saturday, 10 AM – 3 PM
  • Limuru Farmers Market Location: Limuru Town Schedule: Tuesdays and Fridays, 7 AM – 4 PM.

2. Community Supported Agriculture (CSA)

Subscription-based model where consumers pay upfront for regular deliveries:

3. Farm Shops and Roadside Stands

Strategic locations where farmers can sell directly to passing customers:

  • Best locations include major highways (Nairobi-Nakuru, Mombasa Road, Thika Road)
  • Trading permits available from county governments
  • Contact your local county agricultural office for licensing requirements

Contract Farming

Secure your market before planting through contractual agreements:

1. Food Processing Companies

2. Supermarket Chains

3. Hotel and Restaurant Chains

Value Addition Opportunities

Transform raw produce into higher-value products:

1. Food Processing

  • Kenya Industrial Research and Development Institute (KIRDI) Offers training and facilities for food processing Website: https://www.kirdi.go.ke

2. Packaging and Branding

  • Kenya Bureau of Standards (KEBS) For standardization and certification Website: https://www.kebs.org

3. Cold Storage Solutions

Government Programs

Leverage government initiatives to access markets:

1. National Cereals and Produce Board (NCPB)

Purchases cereals from farmers at guaranteed prices.

Contact Information:

2. Kenya National Trading Corporation (KNTC)

Facilitates market access for various agricultural products.

Contact Information:

3. Agricultural Finance Corporation (AFC)

Provides financing for agricultural production and marketing.

Contact Information:

4. One County One Product (OCOP) Initiative

Supports specific agricultural products in each county.

Contact Information:

Tips for Maximizing Your Sales

1. Understand Market Requirements

Different markets have specific requirements for quality, quantity, and consistency. Research and understand these requirements before production.

2. Invest in Post-Harvest Handling

Proper sorting, grading, packaging, and storage significantly increase the value and shelf life of your produce.

3. Join Farmer Groups or Cooperatives

Collective marketing increases bargaining power and reduces individual transaction costs.

4. Embrace Digital Marketing

Use social media platforms to showcase your produce and reach more customers:

  • Create a business page on Facebook and Instagram
  • Join agricultural WhatsApp groups
  • List your products on local e-commerce platforms

5. Build Strong Relationships with Buyers

Reliability and consistency are key to establishing long-term relationships with buyers.

Kenyan farm growing French beans under drip irrigation

Conclusion

Kenya’s agricultural marketing landscape has evolved significantly in 2025, offering farmers more opportunities than ever before. The key to success lies in understanding the various marketing channels available and selecting those that best match your production capacity, location, and type of produce.

At Upmarket Agribazaar, we’re committed to helping Kenyan farmers navigate these opportunities and connect with the most profitable markets. Register on our platform today to access our comprehensive market linkage services, real-time price information, and logistical support.

FAQs

What types of produce are in highest demand in Kenya in 2025?

  • High-value horticultural crops (tomatoes, onions, capsicum), indigenous vegetables (amaranth, spider plant, African nightshade), and fruits (avocados, passion fruits, mangoes) continue to have strong demand in both local and export markets.

How can I ensure I receive fair prices for my produce?

  • Join farmer groups for collective bargaining, use price information services like M-Farm, and explore multiple marketing channels to compare offers.

What documentation do I need to sell my produce?

  • Basic requirements include business registration, tax compliance certificate, and for certain markets, certificates of origin and phytosanitary certificates for exports.

How can small-scale farmers compete with large commercial farms?

  • Focus on niche products, join cooperatives, embrace organic farming, and leverage direct-to-consumer sales channels.

What financing options are available for marketing agricultural produce?

  • Options include AFC loans, SACCO financing, mobile loan platforms like Digifarm, and agricultural grants from organizations like USAID and the World Bank.

 

Posted in Agriculture