The International Trade Centre (ITC) and Equity Group Holdings PLC have signed a strategic partnership aimed at accelerating growth in East Africa’s coffee, leather and creative industries through enhanced access to finance, trade expertise and global market opportunities.
The partnership, formalized through a Memorandum of Understanding (MoU), will initially be rolled out in Kenya before expanding to other East African countries from 2027. The initiative seeks to strengthen value chains, increase exports and support small and medium-sized enterprises (SMEs) to compete in regional and international markets.
The agreement combines ITC’s global trade development expertise with Equity Group’s extensive financial services network and its Africa Recovery and Resilience Plan (ARRP), a regional economic transformation strategy focused on agriculture, manufacturing, MSMEs, technology and social impact investments.
Speaking during the signing, ITC Executive Director Pamela Coke-Hamilton said the partnership would help bridge the gap between access to finance and business capacity development.
“Access to finance is critical for small businesses, but it must be complemented by the skills needed to use that financing effectively. Through this partnership, we will enable enterprises across East Africa to access both financing and trade expertise, helping them move up the value chain and compete in global markets,” she said.
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Equity Group Managing Director and Chief Executive Officer James Mwangi said the collaboration would unlock new opportunities for entrepreneurs and MSMEs by linking financing with market intelligence, capacity building and trade networks.
“This partnership reflects our shared commitment to unlocking Africa’s immense economic potential by connecting entrepreneurs, producers and creatives to regional and global markets. Our goal is to build competitive enterprises capable of driving innovation, creating jobs and expanding exports,” said Dr Mwangi.
The pilot phase, scheduled to run until December 2026, will focus on strengthening three sectors identified as having high growth potential.
In the coffee industry, ITC will provide training on export logistics, price-risk management, specialty coffee quality standards and processing techniques. The programme builds on the European Union-funded Market Access Upgrade Programme (MARKUP II), which supports increased trade between the East African Community and the European Union.
The partnership will also assist coffee and leather exporters in complying with the European Union Deforestation Regulation (EUDR), a key requirement for accessing EU markets.
Within the leather sector, the two organizations will support the review of the East African Community Leather and Leather Products Strategy 2020-2030.
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Planned interventions include product design coaching for footwear manufacturers, harmonization of standards across EAC member states and support for digital market access through global e-commerce platforms.
The creative industries programme will target sectors such as music, film, gaming, fashion, crafts, performing arts and digital media. Initial activities will include industry mapping and market assessments, followed by business development support, market access programmes and tailored financing solutions.
Businesses participating in the programme will also gain access to ITC’s trade intelligence platforms and SME Trade Academy, an online learning platform designed to enhance the competitiveness of small enterprises.
The partnership is expected to contribute to regional industrialization efforts, increase export earnings and strengthen the role of SMEs as key drivers of East Africa’s economic growth.
By Juma Ndigo
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