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Market overview
Marine fisheries Kenya is categorized into two sub sectors the coastal artisanal fishery
also known as manual fishery and an Exclusive Economic Zone (EEZ) fishery. Artisanal
fishers are characterized by small vessels driven by wind sails while the EEZ is
characterized by Distant Water Fishing Nations (DWFNs) who use modern fishing
vessels (purse seining, long-lining). The foreigners are licensed to fish in the Kenyan
EEZ. The main species hunted by Distant Water Fishing Nations are the highly
migratory tunas including skipjack, yellow fin and bigeye tuna.
Lake Victoria produces the bulk (over 90 percent) of fish in Kenya. The dominant
species is Nile Perch which forms about 50 percent of the total catch by weight. This
species is used for filleting in fish processing factories.
The fisheries products consumed in Kenya consist of: Dried omena, Fresh, sun-dried
tilapia and by-products of Nile perch (artisanal processed). Generally, Kenya's capacity
to process canned fish for the export market is underexploited. The country imports
canned fish products such as tuna, Sardines and mackerels from the European Union
and Asia. Also, the country is currently inviting processors to establish a modern
factory.
Domestic production
There are about 25 fish processing factories in the country with a total processing
capacity of 25,000 tons of raw fish per year and total production of 13,500 tons per
year. These companies deal in different fish species including Nile Perch, prawns,
lobsters, octopus, cuttlefish and squids. Some of the large processors include Kenya Cold
Storage, Samaki Industries Ltd, Prisco/Midas, Wanainchi Marine Products, Victoria Nile
Perch, Trans Africa fisheries ltd, East African sea food, Sea Harvest, Crustacean
processors ltd, etc. Individual factory capacity varies from 200 Metric to 4,800 Metric
Tonnes per day. The fish is caught in Lake Victoria and transported to these factories for
filleting.
Kenya has only one major tuna factory called Wanainchi Marine Products Ltd which
undertakes processing of cooked frozen tuna loins on behalf of European fishing
vessels. The company receives over about 10,000 Metric Tonnes annually from off-
shore foreign fishers along the Kenyan coastal line. Tuna Species caught within the
coastal regions include 5 species of tuna namely skipjack tuna, yellow fin tuna, bigeye
tuna, albacore tuna and the southern Bluefin tuna. According to findings by a recent
marine fish subsector study (2007), Wanainchi Marine Products requires even more
raw Tuna and is willing to provide market outlet for the artisanal fishers for an amount
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equivalent to 36,000 Metric Tonnes per year to be able to process more for the
European market.
The Nile Perch accounts for 84% of the total fish exports followed by the tuna
accounting for 13% while the other species account for 3%. The catching and
processing of Nile Perch in Kenya has grown from a local activity into a major export
industry Kenya mainly exports Nile Perch to the European Union, Far East and Israel.
The tuna loins exported from Kenya are not fully processed. The EU (Netherlands,
Belgium, Germany, Portugal, Italy, France and Spain) account for about 62% of all fish
exported from Kenya. New markets have emerged, among them Israel, the Far East,
North America, the Middle East, and other African countries. Israel became the most
prominent single importer of Kenya’s fish, a position it has retained to date.
Opportunities
Canned fish product is still for the high end market and high middle class income
earners. Kenya is a developing country thus most of its population ranges from low
class to lower middle class social groups. Therefore, most people prefer to buy whole
fish in the market as it is much cheaper and readily available. However, there is also a
potential market in big hotels and restaurants who used canned fish and fish products
to prepare various kinds of foods on their menus.
Distribution channel
Most of the canned fish sold in the Kenya is handled by importers and
distributor/brokers for sale to the consumer via multiple outlets such as
supermarkets and food stores .The distribution of canned fish in Kenya can basically be
done through linking up with direct importers and conduct business to business trade.
Thailand interested parties may also form links with local Kenyan agents through
whom they can sell their products. In this case the agents act as
intermediaries/distributors on behalf of the exporter.
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Indonesia 50,000 68,000
Imported value in
Exporters Imported value in 2011(USD)
2010(USD)
Algeria 0 12,000
China 0 10,000
Agents are also a practical channel as they act as intermediaries between the exporter
and the Kenyan market. The agents then work on a commission basis.
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King Bell Pilchards in sunflower oil 190 425gms Thailand
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Kong
enquiries@nautilus-
foods.com
John west Sardines in tomato sauce 195 120gms Europe- United Kingdom
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Kenya does not have the capacity to process canned fish. The only company that a
process Tuna loins targets the export market therefore there is no local supplier of
canned fish. All canned fish brands in the Kenyan market are imported as seen from the
import statistics provided. The market for Tuna is quite favourable because all of hotel
still has high demand and more people are consuming the product in urban areas unlike
the scenario of Mackerel fish products and sardines. It would be advisable for Thailand
exporters to concentrate on the Tuna market. The target market will be from the middle
upper class to the high class.
Seafood Importers
Kenya
COMPANY Products Contacts and Physical Location Postal Address
Brand Imports Importer of Mr. Aku Shah P.O. Box 39833
Herring, Mackerel, kirit@brand.co.ke – 00623 Nairobi
Tuna, Sardines 254 (20) 820 408 Kenya
smoked mussels in
sunflower oil, Airport South Rd, Embakasi, Nairobi.
Dressed
crab/lobster and
assorted canned
fish
East Africa Sea Food Imports and Mr. Prakas (Quality Assurance Manager) P. O. Box 10271-
Ltd distributes seafood marine@alphakenya.com 00400
products like the easf.nairobi@ke.alphaafrica.com Nairobi, Kenya
Pacific Mackerel, pino.vinaccia@ke.alphaafrica.com
Jack Mackerel, www.alphaafrica.com
Herrings and Tel: 254 20 3513510
Sardines Tel: 254 20 3513502/3
Tel: 254 20 6533355
Tel: 254 20 6531610
Fax: 254 20 3513501
Fax: 254 20 6533750
Fax: 254 20 6532616
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Fax: 254 20-271 1701
Hurlingham Lenana Rd, Milimani,
Nairobi
Branded Fine foods Yeast, Fresh fruits, Anthony Muramba (Import Manager) P.O. Box 99403
Canned Fish, Iqbal Valli (MD) Zainul Iqbal Valli (CEO) Mombasa Kenya
Whipping Cream, finefoods@brandedfine.com
Sauces Tel: 254 41 249 1130
Fax: 254 41 490 093
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canned meat. www.benirinternational.com
Cookies and jams. Cell:254 722 269072
Pet food. Tel: 254 20 2015374
Fruit juice. Fax: 254 20 828895
References