• A regional development initiative that provides support to small and medium-sized enterprises (SMEs) in the East African Community (EAC).

    The Market Access Upgrade Programme (MARKUP) aims to increase exports of agribusiness and horticultural products and promote regional integration and access to the European market.
  • A regional development initiative that provides support to small and medium-sized enterprises (SMEs) in the East African Community (EAC).

    The Market Access Upgrade Programme (MARKUP) aims to increase exports of agribusiness and horticultural products and promote regional integration and access to the European market.
  • A regional development initiative that provides support to small and medium-sized enterprises (SMEs) in the East African Community (EAC).

    The Market Access Upgrade Programme (MARKUP) aims to increase exports of agribusiness and horticultural products and promote regional integration and access to the European market.
Co-funded by the
European Union
East African Community

MARKUP assists small and medium-sized enterprises (SMEs) in Burundi, Kenya, Rwanda, Tanzania and Uganda by targeting specific agricultural commodities (i.e. avocado, cocoa, coffee, spices, tea and horticulture).

Interventions focus on:

  • The identification and elimination of barriers to trade
  • Improving competitiveness
  • Strengthening of value addition
  • Ensuring compliance with international regulations and standards
  • Providing access to trade finance
  • Supporting the identification of opportunities for trade and foreign direct investments

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.

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Kenya signs 3.7m Euro trade deal to boost agricultural exports 29.08.2019

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Dr Chris Kiptoo, Permanent Secretary of the Kenyan State Department of Trade and Dr. Hubert Perr, Head of Cooperation, EU Delegation in Kenya, shake hands after signing the MARKUP deal in Nairobi

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EU-EAC MARKUP: Increased exports from the EAC through improved standards

51The EU-EAC MARKUP Stakeholders Workshop in Nairobi from 19 to 23 August 2019, aimed to improve harmonisation of East African standards by discussing gaps in the standards of coffee, tea, cocoa, horticultural products, oil seeds, spices and products resulting from these commodities.

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Tanzanian small businesses in horticultural sector are getting ready for international markets

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Dar-es-Salaam and Arusha, Tanzania, June 2019. The International Trade Centre (ITC) organised two workshops on designing competitive export strategies in Dar-es-Salaam and Arusha, Tanzania. 70 companies in the avocado and spices sectors participated.

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For more information, please contact us at:

MARKUP Programme Coordination Unit c/o Deutsche Gesellschaft für Internationale Zusammenarbeit (GIZ) GmbH
P.O. Box 13854
Arusha International Conference Centre (AICC)
Ngorongoro Wing, 6th Floor
Email: This email address is being protected from spambots. You need JavaScript enabled to view it.
Arusha, United Republic of Tanzania