case studies
Government of Kenya - Grown Under the Sun
Since January 2007, africapractice has been retained by the Government of Kenya to advocate for their interests abroad and to manage perceptions of Kenya in the UK. In recent years, concerns regarding climate change and global warming have grown and British industry is under pressure to reduce its impact on the environment. Air-freighting, as a carbon-intensive activity, has become heavily criticised and the concept of ‘food miles’ is now taken by many to be indicative of environmental sustainability.
The horticultural industry in Kenya supports over 1 million people and horticultural imports from the whole of sub-Saharan Africa account for around only 0.1% of UK carbon emissions. africapractice acted swiftly to address the threat of the ‘food miles’ debate, designing and launching a uniquely influential campaign to promote and protect Kenyan fresh produce exports.
Since the official launch of ‘Grown Under the Sun’ in July 2007, the campaign’s messages have secured support from high profile opinion formers and decision makers such as Sir Richard Branson of Virgin, the UK’s Department for International Development and British food retailers. Extensive press coverage of the issues has ensured that the ‘food miles’ concept is challenged and Kenya’s concerns are well publicised. British retailers have been reminded of their commitments to fair trade and many have reported no loss in sales of Kenyan fresh imports since the commencement of the campaign. www.grownunderthesun.com
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