Kenya’s listed agricultural firm Sasini Plc is shifting its export strategy toward China and India as geopolitical tensions in the Middle East disrupt shipping routes that Kenyan exporters traditionally use to reach markets in Europe and the United States. The move reflects growing uncertainty in global logistics networks and the need for exporters to diversify markets to maintain stable demand.
According to a report published on March 8, 2026, Sasini said it is scouting for new buyers in the two Asian markets after shipping routes through the Middle East became increasingly difficult to navigate amid escalating regional tensions.
The disruptions stem from instability around key maritime corridors such as the Suez Canal and the Strait of Hormuz, which are critical transit points for global trade linking Asia, Europe and Africa. The security situation in the region has caused shipping companies to reconsider routes and increase freight charges due to higher insurance risks and longer travel distances.
Sasini indicated that transporting agricultural produce through these routes has become increasingly challenging. The company noted that moving goods through the Suez Canal and the Strait of Hormuz has been affected by the “volatile security situation,” forcing some shipping companies to reroute vessels around South Africa’s Cape of Good Hope.
Such rerouting significantly increases the time required to deliver fresh produce to Western markets. According to industry reports, the longer journey can also double shipping costs, reducing the competitiveness of Kenyan exports once they reach their final destinations.
Sasini’s decision to target China and India is part of a broader strategy to diversify export markets and reduce dependence on routes vulnerable to geopolitical disruptions. Analysts note that both countries have rapidly growing middle class populations and increasing demand for premium food products such as macadamia nuts and avocados.
Industry observers say the shift reflects a broader trend among Kenyan exporters who are exploring alternative markets as global trade routes become more uncertain. Some companies have also begun looking at Asia because demand for nuts and fresh produce is rising steadily as consumer preferences shift toward healthier foods.
For Sasini, expanding into Asian markets could provide a more stable demand base while helping offset logistical challenges affecting shipments to Europe and North America. However, entering new markets will require navigating different regulatory requirements, including strict phytosanitary standards and building distribution partnerships with importers.
The strategy also highlights how geopolitical developments can influence agricultural trade flows. For Kenyan exporters whose products depend on reliable transport routes and timely delivery, diversifying export destinations may increasingly become a necessary step to sustain growth in a rapidly changing global trade environment.
