The potential of the meat industry in Kenya is huge and largely untapped. The meat industry provides a plausible pathway out of poverty, food and nutrition insecurity for many households, including those who do not own land. To harness this potential, it is important that all actors invest across all the meat value chains, nodes and segments.

The livestock sector accounts for about 12% of Kenya’s GDP, an estimated 40% of the agricultural GDP and employs about 50% of agricultural labor in the country with an estimated 10 million Kenyans largely deriving their livelihoods from the sector.

The Gulf Cooperation Council countries account for 86% of Kenya’s Exports in Meat and meat products and continue to offer immense opportunities to Kenyan producers in value added meat products.

To take advantage of these opportunities, meat products companies should focus on ready-to-eat meals, invest in robotics technology, increase the use of 3D imaging systems, focus extensively on emerging economies, expand in developed markets, offer competitively priced products, target local retail stores and supermarkets, focus on prime shelf positions in stores, leverage social media, focus on offering meat products through online channels and target health-conscious population.

The three inter-related environments are – industry environment in which the company operates in, the geographic market or country in which company operates, and wider socio economic / macro environment.