Trump Eyes Kenya in New Deal Amid Fresh Tariffs

The American Peanut Council (APC) aims to access the Kenyan market as a new destination for U.S. peanuts and peanut products, a move intended to diversify export markets and reduce the effects of global trade disruptions and the tariff wars that have affected the country since President Donald Trump’s time in office.
In a request for proposals issued last week, the APC announced that it is seeking an outside contractor to assess Kenya’s market potential for peanuts, peanut butter, peanut oil, and other related products. The project will be funded under the U.S. Department of Agriculture’s Regional Agricultural Promotion Program (RAPP).
The selected contractor will be tasked with conducting a detailed assessment of Kenya’s food, retail, and business systems to identify regions and consumer segments that offer the best sales potential. The final recommendations will outline strategies for market entry and indicate the most promising peanut-based products for export.
According to APC, the study will examine key areas including current sources of peanut imports, the quality and variety preferences of major buyers, product usage trends, and consumer snacking habits. The research will also evaluate per capita consumption, shopping patterns, income levels, and the domestic peanut production industry in Kenya.
The consultant will be required to compile a Kenya-specific fact sheet detailing import logistics, port facilities, required certificates, compliance tests, and technical trade regulations. This will serve as aguide for U.S. exporters seeking to navigate Kenya’s import requirements.
In addition, the assessment will identify potential trade partners, recommend in-country trade shows and promotional events, and provide historical and forecasted economic data to help the US peanut industry understand Kenya’s market landscape.
“Kenya represents a promising opportunity for U.S. peanut exports, and this study will help us better understand how to position our products in the market,” APC stated in the request for proposals.
The report is expected to be completed by mid-December 2025, although APC indicated some flexibility on the timeline. Once finalised, the findings will be shared with US exporters and other industry stakeholders, and the contractor may be invited to present the results during a webinar.
Similar market studies are also planned for other African countries, including Algeria and Morocco. APC noted that consultants with expertise across multiple African markets can submit combined bids to reduce costs.
Interested applicants must submit proposals by August 25, 2025, including a detailed work plan, budget, company profile, and references from previous clients. Experience in African market research, particularly in agricultural trade, will be a key selection criterion.
APC said it will select the winning bid based on a combination of relevant expertise, cost-effectiveness, and the ability to meet project timelines, rather than on the lowest cost alone.
The push to enter the Kenyan market comes at a time when global agricultural exporters, including the U.S., are facing shifting trade dynamics and new tariff regimes, making market diversification a strategic priority.
Additionally, the developments also come at a time when Kenya is preparing to send a team of trade and investment experts to the US later this month to discuss the reduction of tariffs and trade barriers, as announced by Trade Cabinet Secretary Lee Kinyanjui.
Speaking during an interview on Capital FM on Tuesday last week, Kinyanjui said the delegation will travel to Washington, DC, to engage with their US counterparts at a time when Kenya and other African countries are also facing trade uncertainty following the pending expiry of the African Growth and Opportunity Act (AGOA) and the imposition of new tariffs.
On July 31, Trumpsigned an executive order imposing additional tariffsthat range from 10 to 41 per cent on several countries. The order listed a higher export duty on leading world economies such as Brazil, India, Japan, Israel, the United Kingdom, and Switzerland. However, Kenya was spared.