Imported consumer-ready food items are priced based on demand and supply forces. The distribution is through the local manufactures and wholesalers. Persistent marketing efforts from American exporters of consumer-ready products is Key to capturing this emerging market. A second avenue for consumer-ready food in Kenya lies in Joint ventures with well established local food distributors. Kenya enjoys a large network of stores ranging from established supermarkets to roadside kiosks.
Large supermarkets have the ability to import and distribute American food items.
Many of these food stores are owned by Asians who are willing to expand their business through joint ventures with American exporters. This avenue is particularly suitable for promotional and distribution purposes. Demand for imported food ingredients is rising in response to increasing consumer awareness of quality. Such ingredients are to be used in processing local food items like potato chips, baby food, breakfast cereals, cookies and biscuits, pasta products and candies. Compared to the U.S., Kenya's food processing sector is small, but sophisticated in the East African region.