The programme supports SMEs to improve the quality of their products by aligning them with international standards and sanitary and phytosanitary (SPS) measures. This will allow EAC agribusinesses to benefit from greater business opportunities in both East African and European markets, to meet the growing demand in the EU for the products produced in the EAC. MARKUP will capitalise on this and help create sustainable market linkages between Europe and the EAC, and contribute to job creation and inclusive development in the region.
Crucial to the success of MARKUP is the inclusion of women and youth in trade. In most East African countries, women and youth account for a large proportion of the labour force, but are often not the primary beneficiaries of the economic opportunities provided by increased trade.