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Distribution Strategies for African Agricultural Products

Empowering African Farmers for Sustainable Farming Culture

Distribution Strategies for African Agricultural Products

Distribution Strategies for African Agricultural Products: Direct-to-Consumer, Wholesale, and Retail

From farm to market: A comprehensive guide to distributing African Agricultural Products.

Agriculture is an important sector in Kenya’s economy, employing roughly 75% of the population and accounting for 25% of the country’s GDP. Despite its significance, many farmers and agribusinesses struggle to find markets for their products. One of the most significant challenges is distribution. This article will look at the various distribution channels available to Kenyan farmers and agribusinesses, as well as the benefits and drawbacks of each. It will also offer advice on how to create a successful distribution strategy.

Direct-to-Consumer Sales for African Agricultural Products

Direct-to-consumer sales entail selling agricultural products to consumers directly. This distribution channel offers several advantages, including:

  1. Increased profits: By selling directly to consumers, farmers and agribusinesses can eliminate intermediaries and increase profits.
  2. Direct-to-consumer sales enable farmers and agribusinesses to develop personal relationships with their customers, which can lead to repeat business.
  3. Better pricing control: Farmers and agribusinesses can set their own prices, which can be advantageous when the market price is lower than the cost of production.

However, there are drawbacks to direct-to-consumer sales. These are some examples:

  1. Direct-to-consumer sales have a small market share when compared to other distribution channels.
  2. Direct-to-consumer sales require a significant amount of time and effort, including setting up stands and attending farmers’ markets.
  3. Farmers and agribusinesses must manage logistics, which includes product transportation and storage.

Wholesalers for African Agricultural Products

Wholesalers buy in bulk from farmers and agribusinesses and resell them to retailers or other businesses. Working with wholesalers has the following advantages:

  1. Wholesalers have a large network of retailers and other businesses with whom they collaborate, which can help farmers and agribusinesses reach a larger market.
  2. Working with wholesalers reduces the risk of losses due to spoilage or other issues because wholesalers buy products in bulk.
  3. More consistent revenue: Farmers and agribusinesses can rely on wholesalers for a consistent stream of revenue because wholesalers buy products on a regular basis.

Working with wholesalers presents the following challenges:

  1. Reduced profit margins: Farmers and agribusinesses must sell their products to wholesalers at a lower price, lowering their profit margins.
  2. Loss of control: When farmers and agribusinesses work with wholesalers, they lose control over pricing and branding.
  3. Quality control: Farmers and agribusinesses must ensure the quality of their products in order to keep their wholesaler relationships.

Retailers for African Agricultural Products

Retailers buy agricultural products from wholesalers or farmers and agribusinesses directly and sell them to consumers. Working with retailers has the following advantages:

  1. Retailers have a large network of stores, which makes it easier for farmers and agribusinesses to reach consumers.
  2. Farmers and agribusinesses no longer need to manage transportation and storage because retailers handle these logistics.
  3. Retailers can provide marketing assistance, such as advertising and promotions, to help increase sales.

Working with retailers presents the following challenges:

  1. Retailers force farmers and agribusinesses to sell their products at a lower price, reducing their profit margins.
  2. Farmers and agribusinesses lose control over pricing and branding when they work with retailers.
  3. Quality control: In order to keep their relationships with retailers, farmers and agribusinesses must ensure the quality of their products.

Tips for Developing a Successful Distribution Strategy for African Agricultural Products

Determine your target market: Knowing your target market is essential for developing a successful distribution strategy. Different distribution channels may be more appropriate for various markets.

Choose the best distribution channel: Think about the advantages and disadvantages of each distribution channel and select the one that best fits your company’s goals and resources.

  1. Build relationships: Building relationships with wholesalers, retailers, and consumers is critical to the success of any distribution strategy. Take the time to get to know your partners and customers and develop a reputation for quality and reliability.
  2. Invest in logistics: Regardless of the distribution channel, investing in logistics is critical to ensuring the timely delivery of your products. Consider partnering with logistics companies or investing in your own transportation and storage facilities.
  3. Maintain quality control: Ensuring the quality of your products is critical to maintaining your relationship with your partners and customers. Develop processes for quality control and invest in training for your staff.
  4. Price strategically: Pricing is critical to the success of any distribution strategy. Consider the cost of production, competition, and market demand when setting prices.
  5. Leverage technology: Technology can be a powerful tool for improving distribution efficiency and reaching new markets. Consider investing in e-commerce platforms, mobile apps, and other technologies that can help streamline your distribution processes.

Creating a successful distribution strategy is critical to the success of any African agricultural business. Direct-to-consumer sales, wholesalers, and retailers are all viable distribution channels with their own set of advantages and disadvantages. Farmers and agribusinesses can develop a distribution strategy that aligns with their business goals and resources, allowing them to reach new markets and achieve long-term success, by understanding these distribution channels and following the tips outlined in this article.


  1. Kenya National Bureau of Statistics. (2019). Economic Survey 2019.
  2. Ochieng’, R., Obare, G., Owuor, G., & Ndirangu, L. (2019). Factors influencing choice of marketing channels among smallholder farmers in Kenya: A multinomial probit approach. Journal of Agricultural and Resource Economics, 44(2), 230-249.
  3. USAID. (2021). Agricultural Value Chains in Kenya.
  4. Wanjiru, M., Muturi, W., & Mwangi, S. (2017). Factors influencing choice of distribution channels among smallholder farmers in Kenya: A case study of strawberry farmers in Thika Sub-County. International Journal of Business and Social Science, 8(3), 98-112.
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