Trump Govt to Sell Peanuts and Other Peanut Products in Kenya

The American Peanut Council (APC) is seeking an outside contractor to assist with gathering information about market potential for selling United States (U.S) peanuts and peanut products to Kenya.

APC’s Kenya Market Study Request for Proposal (RFP) shows that President Donald Trump’s administration will fund the project under the United States Department of Agriculture (USDA’s) Regional Agricultural Promotion Program (RAPP).

Therefore, APC said it will follow the Federal Equal Opportunity Act requirements while selecting a contractor.

“An agency or individual will be selected to assist APC by conducting assessments of the food and business systems of Kenya. When finished, APC would expect the contractor to make a recommendation for potential market entry strategies.”

The Council said the assessment should include information about market potential for the entire country and direct the industry to the regions, and specific U.S. products like raw peanuts, peanut butter, and oil have the most promising sales potential.

Project Details

This project is to be undertaken by a consultant with extensive expertise in trade in Africa, specifically Kenya.

Once identified and hired, the consultant will analyze the food, business and retail systems for the snack nut and spreads industries in the country.

The assessment will take the form of a report to be shared with exporters and key industry stakeholders and will identify both potential constraints and opportunities to exporting U.S. peanuts and peanut products to Kenya.

The report should include:

• Current sources of peanut imports.
• Variety/size/quality requirements of key peanut users.
• Product usage trends and market segmentation for snacks and spreads.
• Consumer behavior insights, including when and how peanuts or peanut butter are consumed.
• Per capita consumption, shopping patterns, consumer income, and snacking trends.
• Overview of Kenya’s internal peanut production and domestic industry (if relevant).

The consultant will also be expected to develop a Kenya-specific fact sheet for APC.

This fact sheet should include information on logistics and port facilities, required import certificates, compliance testing, and technical trade regulations.

Additionally, the consultant will identify potential trade partners and best product prospects.

It will also recommend in-country trade shows or promotional events for U.S. peanuts and provide relevant historical and forecast economic data on Kenya to support exporter outreach and help APC communicate the market potential to U.S. industry stakeholders.

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Deliverables

APC expects the selected contractor to prepare a report detailing the findings, which can be distributed to the U.S. peanut industry.

APC is targeting mid-December 2025 for the report, though there is some flexibility if required. After preparing the report, the contractor may be asked to present follow-up information and answer industry questions during a webinar.

Similar RFPs are being written for the markets of Algeria and Morocco. Where consultants have multi-country expertise and can provide cost savings for multi-country bids, they may request to receive the other RFPs and submit one response covering multiple markets.

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Proposal Requirements

APC has invited interested individuals or companies to submit a detailed proposal that includes a proposed work plan, budget, and all necessary supporting documentation.

Proposals must include, but are not limited to:

• A company profile demonstrating relevant experience in the Kenya or African market, including examples of similar market research conducted for USDA cooperators.
• Biographical summaries of proposed project staff, highlighting relevant qualifications, regional expertise, and prior work with agricultural export programs.
• A clearly defined methodology and timeline outlining key phases, research activities, and deliverables.

• A detailed budget that itemizes proposed professional fees, estimated travel costs, and any related administrative expenses.
• Contact information for at least three professional references from prior clients for whom comparable research was completed, particularly in support of U.S. agricultural export promotion.

APC said the proposals should be submitted before August 25, 2025.

The proposals will be reviewed from August 26 to September 8.

APC will confirm the selected candidates on September 10^th, and the work will commence on September 15^th.

Proposal Submission

Interested parties can submit proposals via email.

Candidates have been directed to include a detailed breakdown of proposed fees, including estimates for any international travel that may be required, and a timeline.

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