Promoting the Development of Food Value Chains in Africa-Kenya Promar Consulting 3 KENYA’S FVC BY SECTOR AND OPPORTUNITIES FOR JAPAN Based on Japanese companies’ areas of interest in the Kenyan FVC, this chapter looks at opportunities in Kenya’s FVC from two viewpoints: individual sectors including crops (rice, maize), livestock and dairy farming, vegetable/fruit, flowers, and fisheries, as well as cross-sectoral industries including agricultural inputs and machinery, distribution and IT. 3.1 Japan’s interest in the Kenyan FVC 3.1.1 Overview of relevant Japanese companies The table on the next page summarizes Japanese companies’ activities related to the Kenyan FVC, as identified during this project. We classified the business activities into five groups, (i) to (v) below. Currently, there are few Japanese companies producing locally in Kenya, and Japanese companies are mainly involved in trading, as indicated the following (i) to (iii) categories. Nissin Food Products and Kikkoman are considering local production. In (iv) “investment in the service industry”, there are two cases, Toridoll in the restaurant industry and AfricaScan in the retail sectors, although both are still small in scale. Investment in local agriculture and manufacturing/processing industries, described in (v) will be a future step for Japanese companies. (i) Selling or trading finished products (processed foods, beverages, seasoning, etc.) within Kenya (exported from Japan or third countries); (ii) Selling or trading intermediate goods and capital goods (packing of fertilizer, agrichemicals, seed, facilities such as agricultural machinery, food machinery, greenhouses, etc.) for Kenya’s agricultural & marine/food sectors (export from Japan or third countries); (iii) Importing raw materials (green coffee beans, tea leaves, etc.) from Kenya and manufacturing finished products in Japan; (iv) Participation in Kenya’s service industry (distribution, fast food, logistics, IT, etc.); (v) Participation in Kenya’s agricultural, fisheries or food processing industry (establishment of company, JV, acquisition of business). The number of Japanese companies in Kenya has increased from 20 companies in 2014 to 36 companies in 2015, and in many companies the number of staff has increased.19 As examples of other sectors related to the FVC where Japan is active, Hankyu Hanshin Express, in cooperation with a local agency, conducts logistics services within EAC and warehousing for Japanese companies and Mizuho Bank entered into the Memorandum of Understanding for Business Cooperation with the Kenya Investment Authority in August 2015. This cooperation is expected to enhance the support system for Japanese 19 JETRO, 2015 53 Promoting the Development of Food Value Chains in Africa-Kenya Promar Consulting companies seeking to start businesses in Kenya.20. In addition, consulting firms such as Africa Business Partners or law firms also arrange for Japanese staff to work in Kenyan-based offices. 20 Mizuho Bank, 2015, “Memorandum of Understanding for Business Cooperation with the Kenya Investment Authority”. http://www.mizuhobank.co.jp/release/pdf/20150821release_jp.pdf 54 Promoting the Development of Food Value Chains in Africa-Kenya Promar Consulting Table 19 List of main Japanese companies conducting business in Kenya Company Description of Overview name business Sale or trade Nissin Food Import/sale of Established a joint venture company with Jomo Kenyatta University of Agriculture of finished Products instant noodles and Technology (JKUAT) in 2013. It imports and sells instant noodles products manufactured by its Indian subsidiary; considering local production in the future. (production in Suntory Import/sale of It imports Lucozade, a brand of energy and sports drink, and Ribena, a brand of Kenya or energy and juice from Lucozade Ribena Suntory (UK). Suntory took over both brands when it production in sports drinks acquired Glaxo Kline Smith (UK) in 2014. Japan/third Kikkoman Amagayu Developed improved version of local fermented cereal porridge (high in sugar, low countries) products (JICA in nutrition) targeting elementary school children and reducing sugar expenditure BOP F/S) costs. aims at nutrition improvement and health promotion of children Ajinomoto Sale of food It established a branch of Nigeria’s West African Seasoning (WASCO) in Kenya seasoning and began sales in 2014. ROHTO Sale of Conducted ”Preparatory Survey on High-Value Added Skin Care Product Pharmaceutical skin-care Business by Using Surplus Agricultural Crops” under the JICA Preparatory Survey products (BOP Business Promotion) program in 2013; launched local sales of anti-inflammatory analgesics and ointments. Sale or trade Toyota Tsusho Blending of Signed a comprehensive Memorandum of Understanding regarding mutual of agricultural fertilizers, collaboration with Kenya under the Vision2030 strategy; signed a Memorandum of inputs, distribution of Understanding regarding the promotion of fertilizer business with Kenya Ministry agricultural/fo farm equipment of Agriculture; conducted market research on the domestic fertilizer manufacturing od machinery industry and is planning to build a blending factory in 2016; opened the human resources development center “Toyota Academy” in 2014 to conduct training pertaining to agribusiness and agricultural machinery repair Sakata Seed Sale/production Established a representative office in 2011. It acquired a South African seed & of horticultural seedling company in 1999 and conducted research on the BOP market seeds Sumitomo Sale of Sale of agrochemicals for cultivating cut flowers (roses). Corporation agrichemicals Marubeni Sale of Export of agricultural equipment. agricultural equipment Mitsui & Co. Sale of Export of agrichemicals agrichemicals Yamaha Motor Sale of It handles generators for irrigation and fishing vessels and has sales network in equipment Kenya (active in all countries in Africa, except Somalia). Rheon Sale of It imports automatic dough sheet forming machines for cookies and bread from Automatic automated food Japan. Machinery processing machinery Participation Toridoll Management of Entered Kenya’s restaurant market in 2015. It serves dishes such as grilled in service teriyaki chicken chicken + rice/noodle and developed the fast-food restaurant concept “Teriyaki industry (fast shop Japan”, targeting mainly middle-income consumers. It plans to expand up to 20 55 Promoting the Development of Food Value Chains in Africa-Kenya Promar Consulting food, shops in the coming two years. logistics, IT, AfricaScan Management of Operates five Blue Spoon Kiosks, employing marketing techniques like etc.) kiosks membership cards and clearly market prices – something that isn’t common at (convenience kiosks. It collects data including POS data and supports Japanese companies’ stores) development of BOP markets. Source: “List of Japanese Enterprises Doing Business with African Continent and Countries” http://www.afdb-org.jp/file/japan/List_ofJapanese_Enterprises_jpn.pdf Kikkoman Corporation, 2015, “Overview of Kenya Amagayu Project” http://www.kantei.go.jp/jp/singi/kenkouiryou/kokusaitenkai/eiyo_dai1/siryou14.pdf Toyota Tsusho and Kenya made the First Agreement on Domestic Fertilizer Business Development in 2014. http://www.toyota-tsusho.com/press/detail/140306_002601.html Sakata Seed, 2013, “Introduction of Business in Africa” http://www.jetro.go.jp/ext_images/world/africa/seminar_reports/pdf/20130226_2.pdf Nissin Food, 2013, “Japanese Instant Noodle Manufacturer’s First Entry to Africa – Regarding Launching Joint Venture Business in Republic of Kenya” http://minkabu.jp/announcements/2897/140120130521046879.pdf 3.1.2 Overview of agricultural trade between Japan and Kenya Japanese imports from Kenya Tea and coffee represent 63% of Japan’s agricultural imports from Sesami Kenya. Tea imports have been decreasing in recent years but 6% Others Nile Perch（Frozen 7% green coffee bean imports are stable. Some tea and coffee fillets） products are re-exported to Japan after blending and roasting in 6% Tea（Incl. Instant Europe or the US, and therefore the actual volume of Kenya tea） Fresh roses 41% coffee distributed in Japan is expected to be much more than only 18% the green bean volumes. Other products include green tea and Coffee in recent years, instant tea imports have been increasing. Kenya’ 22% instant tea exports have rapidly increased over the past decade, reaching the equivalent of about 900 million yen equivalent in Figure 14 Japan’s Import of 2014. Kenya is the biggest supplier of instant tea to Japan. Agricultural Products from Kenya Source）ITC Behind tea and coffee, flowers represent about 20% of imports. Among flowers, fresh roses account for the largest volume, and fresh orchid and carnations are imported as well. In addition, many imported flowers including fresh roses, arrive in Japan via the Dutch flower market; 30 - 40% of Japan’s imported flowers from the Netherlands are reported to be produced in Kenya. In 2010, Kawasaki Flora provided the processing technique/know-how of preserved flowers, the demand for which has been increasing in Japan, and conducted a survey geared to test production for the Japanese market. After flowers, frozen Nile perch fillets from Kenya are 6% of imports. Nile perch imports have been increasing since 2012, reaching 259 tons last year. Sesame, which also represents 6% of the import value, is for oil milling use, but its trade volume fluctuates greatly in response to other countries’ production every year. Other items that