Our company’s growth over the last decade has been fueled by strategic collaborations and
participation in global trade networks. In addition to developing our own capacity, we’ve
partnered with international trade programs and joined major industry events to expand our
reach. A key ally has been CBI (the Netherlands’ Centre for the Promotion of Imports from
developing countries). CBI’s mission is to help small and medium exporters strengthen their
“economic, social and environmental sustainability” by reaching European and regional markets.
Through CBI-sponsored training and market studies, Hillside Green gained valuable insights
into EU buyer expectations and export procedures. For example, CBI’s guidance helped us
refine our packaging and meet new EU sustainability requirements before shipping. We have
also teamed up with other exporter-support networks in the region to promote Kenyan produce
abroad.

International trade fairs have been another cornerstone of our market strategy. These events put
us face-to-face with buyers, distributors, and partners. In particular, Fruit Logistica in Berlin –
often called “the world’s leading trade fair for fresh fruits and vegetables” – became a regular
venue for us. In 2024, Fruit Logistica alone hosted exhibitors from over 90 countries and
attracted visitors from 140 countries. By exhibiting there, Hillside Green showcased our product
quality directly to decision-makers. We obtained client leads from Europe, the Middle East, and
Asia at these shows. Similarly, we took part in other key expos (such as Fruit Attraction in Spain
and PAFO summits in Africa) to increase visibility.

Our collaboration with government trade agencies has also opened doors. For instance, under a
Dutch government-supported project, Kenyan exporters participated in joint missions and
attended procurement meetings in Europe. We benefited from these platforms to meet
importers. Likewise, we observe other examples: at a recent Pakistan agri-expo, the U.S.
Embassy highlighted projects to “strengthen value chains and improve market access” for
farmers. Taking inspiration, we have worked with our embassy contacts and trade
commissioners to organize buyer tours and delegation visits.

Through these partnerships, Hillside Green’s market footprint has expanded significantly. We
now supply not just Europe but also niche markets in the Middle East and Asia. Our work with
CBI and trade offices helped us adapt to evolving EU trends – for example, meeting emerging
standards on water use and plastic reduction. We also learned which crops are in demand: CBI
notes that European consumers increasingly favor avocados, berries, mangoes and other exotic
fruits. Armed with that knowledge, we diversified into such value chains (carefully ensuring
quality) and now send those products abroad as well.