Kenya : Canned Fish Market

Market overview

Marine fisheries Kenya is categorized into two sub sectors the coastal artisanal fishery
also known as manual fishery and an Exclusive Economic Zone (EEZ) fishery. Artisanal
fishers are characterized by small vessels driven by wind sails while the EEZ is
characterized by Distant Water Fishing Nations (DWFNs) who use modern fishing
vessels (purse seining, long-lining). The foreigners are licensed to fish in the Kenyan
EEZ. The main species hunted by Distant Water Fishing Nations are the highly
migratory tunas including skipjack, yellow fin and bigeye tuna.

Lake Victoria produces the bulk (over 90 percent) of fish in Kenya. The dominant
species is Nile Perch which forms about 50 percent of the total catch by weight. This
species is used for filleting in fish processing factories.

The fisheries products consumed in Kenya consist of: Dried omena, Fresh, sun-dried
tilapia and by-products of Nile perch (artisanal processed). Generally, Kenya's capacity
to process canned fish for the export market is underexploited. The country imports
canned fish products such as tuna, Sardines and mackerels from the European Union
and Asia. Also, the country is currently inviting processors to establish a modern
factory.

Domestic production

There are about 25 fish processing factories in the country with a total processing
capacity of 25,000 tons of raw fish per year and total production of 13,500 tons per
year. These companies deal in different fish species including Nile Perch, prawns,
lobsters, octopus, cuttlefish and squids. Some of the large processors include Kenya Cold
Storage, Samaki Industries Ltd, Prisco/Midas, Wanainchi Marine Products, Victoria Nile
Perch, Trans Africa fisheries ltd, East African sea food, Sea Harvest, Crustacean
processors ltd, etc. Individual factory capacity varies from 200 Metric to 4,800 Metric
Tonnes per day. The fish is caught in Lake Victoria and transported to these factories for
filleting.

Kenya has only one major tuna factory called Wanainchi Marine Products Ltd which
undertakes processing of cooked frozen tuna loins on behalf of European fishing
vessels. The company receives over about 10,000 Metric Tonnes annually from off-
shore foreign fishers along the Kenyan coastal line. Tuna Species caught within the
coastal regions include 5 species of tuna namely skipjack tuna, yellow fin tuna, bigeye
tuna, albacore tuna and the southern Bluefin tuna. According to findings by a recent
marine fish subsector study (2007), Wanainchi Marine Products requires even more
raw Tuna and is willing to provide market outlet for the artisanal fishers for an amount

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equivalent to 36,000 Metric Tonnes per year to be able to process more for the
European market.

Export market production

The Nile Perch accounts for 84% of the total fish exports followed by the tuna
accounting for 13% while the other species account for 3%. The catching and
processing of Nile Perch in Kenya has grown from a local activity into a major export
industry Kenya mainly exports Nile Perch to the European Union, Far East and Israel.

The tuna loins exported from Kenya are not fully processed. The EU (Netherlands,
Belgium, Germany, Portugal, Italy, France and Spain) account for about 62% of all fish
exported from Kenya. New markets have emerged, among them Israel, the Far East,
North America, the Middle East, and other African countries. Israel became the most
prominent single importer of Kenya’s fish, a position it has retained to date.

Opportunities
Canned fish product is still for the high end market and high middle class income
earners. Kenya is a developing country thus most of its population ranges from low
class to lower middle class social groups. Therefore, most people prefer to buy whole
fish in the market as it is much cheaper and readily available. However, there is also a
potential market in big hotels and restaurants who used canned fish and fish products
to prepare various kinds of foods on their menus.

Distribution channel
Most of the canned fish sold in the Kenya is handled by importers and
distributor/brokers for sale to the consumer via multiple outlets such as
supermarkets and food stores .The distribution of canned fish in Kenya can basically be
done through linking up with direct importers and conduct business to business trade.

Thailand interested parties may also form links with local Kenyan agents through
whom they can sell their products. In this case the agents act as
intermediaries/distributors on behalf of the exporter.

Import statistics of Canned Tuna: Product: 160414

Exporters Imported value in 2011 (USD)

Imported value 2010 (USD)

World 437,000 248,000

Thailand 309,000 161,000

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Indonesia 50,000 68,000

United Kingdom 46,000 8,000

Italy 14,000 7,000

China 6,000 3,000

Import statistics of Sardines- Preserved of frozen HS Code: 160413

Imported value in
Exporters Imported value in 2011(USD)
2010(USD)

World 63,000 57,000

Thailand 19,000 34,000

Algeria 0 12,000

China 0 10,000

United Kingdom 10,000 1,000

Distribution channels for exporters of canned pineapple to Kenya

Direct business to business importation: Using direct importing companies is a good

distribution channel as these companies that deal with importing have strong
relationships with their buyers and have extensive and up-to-date knowledge of the
quality demands and market trends.

Agents are also a practical channel as they act as intermediaries between the exporter
and the Kenyan market. The agents then work on a commission basis.

Sample of canned fish in the Kenyan market

BRAND PRICE (ksh) Quantity Manufacturer

Kareena Sardines in tomato sauce 95 125gms Thailand

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King Bell Pilchards in sunflower oil 190 425gms Thailand

Crown Tuna Chunk in Brine 175 185 gms United States

Tropical Jaan tuna in sunflower oil 180 200gms Thailand

Nautilus Seafood tuna in mixed 550 200gms Hong Kong

spices Produced by: Wanainchi
marine products ltd. P. O.
Box 81831, Mombasa,
Kenya. Packed for : Rubeco
International Ltd. Hong

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 Kong
enquiries@nautilus-
foods.com

Heinz Tuna flakes in Brine

190 185gms Europe-United Kingdom

John west Sardines in tomato sauce 195 120gms Europe- United Kingdom

Royal Umbrella Tuna chunks in 275 185gms Thailand

vegetable oil

Conclusion and recommendation

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Kenya does not have the capacity to process canned fish. The only company that a
process Tuna loins targets the export market therefore there is no local supplier of
canned fish. All canned fish brands in the Kenyan market are imported as seen from the
import statistics provided. The market for Tuna is quite favourable because all of hotel
still has high demand and more people are consuming the product in urban areas unlike
the scenario of Mackerel fish products and sardines. It would be advisable for Thailand
exporters to concentrate on the Tuna market. The target market will be from the middle
upper class to the high class.

Seafood Importers
Kenya
COMPANY Products Contacts and Physical Location Postal Address
Brand Imports Importer of Mr. Aku Shah P.O. Box 39833
Herring, Mackerel, kirit@brand.co.ke – 00623 Nairobi
Tuna, Sardines 254 (20) 820 408 Kenya
smoked mussels in
sunflower oil, Airport South Rd, Embakasi, Nairobi.
Dressed
crab/lobster and
assorted canned
fish
East Africa Sea Food Imports and Mr. Prakas (Quality Assurance Manager) P. O. Box 10271-
Ltd distributes seafood marine@alphakenya.com 00400
products like the easf.nairobi@ke.alphaafrica.com Nairobi, Kenya
Pacific Mackerel, pino.vinaccia@ke.alphaafrica.com
Jack Mackerel, www.alphaafrica.com
Herrings and Tel: 254 20 3513510
Sardines Tel: 254 20 3513502/3
Tel: 254 20 6533355
Tel: 254 20 6531610
Fax: 254 20 3513501
Fax: 254 20 6533750
Fax: 254 20 6532616

Road A off Enterprise Rd, Industrial

Area, Nairobi
Akaba Investments Canned juice, Geoffery Kinuthia (Sales and Marketing P.O. Box 4309 -
Ltd Canned fruit, Manager) Head Office 00506, Nairobi
confectionery, Kibuaja09@gmail.com
powder milk, Tel: 254 11 227 318
Canned tuna. Tel: 254 11 221 568
Fax: 254 11 229 349
Cell: 254 722 820 900

Dar-es-Salaam Rd, Shimanzi, Mombasa

Adamji Multi Importer of food - Mr. Murtaza P. O. Box 44605
Supplies Ltd All items adamji@adamji.co.ke - 00100 Nairobi
adamji@adamji.com Kenya.
www.adamji.com
Cell: 254 721 331 796
Tel: 254 20 821 784/773/806
Tel: 254 20 392 9000
Tel: 254 20 272 0793
Fax: 254 20 392 9001

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 Fax: 254 20-271 1701
Hurlingham Lenana Rd, Milimani,
Nairobi

Branded Fine foods Yeast, Fresh fruits, Anthony Muramba (Import Manager) P.O. Box 99403
Canned Fish, Iqbal Valli (MD) Zainul Iqbal Valli (CEO) Mombasa Kenya
Whipping Cream, finefoods@brandedfine.com
Sauces Tel: 254 41 249 1130
Fax: 254 41 490 093

Off Lumumba Rd, Near Kingsway Tyres,

Mombasa
Aryuv Agencies Canned Tuna Mr. Sanjay Chandrakant Kotecha P.O. Box 1662 –
importer sanjay@aryuv.com 80100,
aryuv@wananchi.com Mombasa,
info@aryuv.com Kenya
Tel: +254(41) 249 6011
Fax: +254(41) 249 6053

Habo Plz, 2nd Fl, Jomo Kenyatta Ave,

Mombasa
Kenroid Ltd Tuna and Sardine Mr. Bhiru Shah 39375 – 00606
Importer and local sales@kenroid.com Nairobi, Kenya
distributor sales@kenroidmsa.com
admin@kenroid.com
Cell: 254 722 511 278
Cell: 254 723 318 391
Tel: 254 20 559 761
Tel: 254 20 559 728
Tel: 254 20 200 1719

Imara Daima Est Rd off Mombasa Rd,

Nairobi.
Bizmania Ltd Canned tuna Mr. Edward P.O. Box 25727
importer info@freightcon.co.ke – 00603
Tel: 254 20 820983 Nairobi, Kenya
Fax: 254 20 820983
Cell: 254 733 735156

Off Airport north Road

Jambo Biscuits (K) Canned food Nitin P. Dawda P.O. Box 78681
Ltd importer nitin@britania.co.ke – 00507
info@britania.co.ke Nairobi, Kenya
Tel: 254 20 6533860/1
Tel: 254 20 650097
Fax: 254 20 652530

Kampala Road, Industrial Area, Nairobi.

Portcross Limited Canned fish, Kara Iqbal Dadani P.O. Box 46230
coconut products, Cell: 254 722 717 271 – 00100,
Canned Tuna, Email: info@portcross.com Nairobi Kenya
Isotonic Beverages, Tel: 254 20 3748797
Soy milk, Noodles, Fax: 254 20 3747328
Biscuits, Pepsi
Beverages… Unit 12, “Pink gates” Complex 5TH
Parklands Ave, Opp Iregi Road
Benir international Importer of: Joseph Mureithi Kanyita (Managing P.O. Box 18284-
(K) Ltd, Director) 00100
Canned tuna & benir@benirinternational.com Nairobi, Kenya

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 canned meat. www.benirinternational.com
Cookies and jams. Cell:254 722 269072
Pet food. Tel: 254 20 2015374
Fruit juice. Fax: 254 20 828895

Mombasa Road., Piranha Centre

References

1. Kenya capture fisheries value chain case study by USAID;

http://41.215.122.106/dspace/bitstream/0/1794/1/PNADN416.pdf
2. Kenya Fishery Industry- Export Processing Zones. www.epzakenya.com
3. International Trade Centre (ITC) : www.intracen.org
4. Trade Invest Kenya www.tradeinvestkenya.com
5. Kenya Bureau of Standards (KEBS ) website