DAR ES SALAAM: THE drive to position East Africa’s enterprises at the forefront of regional and global trade is gaining renewed momentum under the European Union-funded Market Access Upgrade Programme Phase II (MARKUP II).
Implemented in partnership with the International Trade Centre, MARKUP II is deepening efforts to ensure that small and medium-sized enterprises (SMEs) across the East African Community meet the quality standards required to compete effectively in both regional and international markets.
Now in its second year of implementation, the four-year MARKUP II project builds on the gains of its predecessor, MARKUP I. One of its most transformative innovations has been the creation and strengthening of national teams of Quality Champions (QCs), a pool of experts dedicated to guiding exporters, processors and producer groups in improving the quality of their goods and services.
These Quality Champions were first trained under MARKUP I, after which they formed national quality associations that now operate as QC Hubs. Under MARKUP II, these hubs have become instrumental in supporting enterprises within selected value chains through hands-on quality improvement projects, awareness-raising initiatives and targeted training sessions.
Recently, Dar es Salaam hosted a three-day Regional Summit that brought together selected Quality Champions from all six participating EAC countries, Tanzania, Kenya, Uganda, Rwanda, Burundi and South Sudan.
The summit aimed to strengthen linkages among national QC Hubs, encourage cross-learning and build a stronger regional network of experts committed to promoting a culture of quality.
Speaking during the summit, Safari Fungo, Project Coordinator for the Empowerment of Entrepreneurs in Value Addition and Market Access Support, underscored the broader objectives of MARKUP II.
“MARKUP II is a fouryear project, and this is the second year of implementation,” Fungo explained. “It is sponsored by the European Union, and its main goal is to help entrepreneurs access local and international markets. We also assist them in accessing funding and improving packaging so that their products meet the required standards.”
He emphasised that quality remains the cornerstone of market access. “Statistics indicate that 85 per cent of businesses globally are affected by the need to meet quality standards. This means that if we do not invest seriously in helping our entrepreneurs meet these standards, we risk locking them out of the global marketplace,” he said.
Fungo noted that the first step towards addressing this challenge was the creation of a pool of more than 100 Quality Champions. “These experts go directly to entrepreneurs and work closely with them. They assess their processes, identify gaps and guide them step by step to improve their goods and services to match international standards,” he said.
Beyond improving quality, MARKUP II also supports entrepreneurs in navigating opportunities within the African Continental Free Trade Area (AfCFTA) and the wider East African market. By aligning products with regional and continental standards, the programme ensures that businesses are not only compliant but competitive.
David Geofrey, Business Officer from the Ministry of Industry and Trade and Focal Person for the Market Access Programme, highlighted the strategic focus areas of the initiative.
“There are five priority products in the programme: coffee, horticulture, spices, skin products and packaging. These value chains were selected because they have strong export potential and can significantly contribute to economic growth if properly supported,” he said.
He stressed that the overarching aim is to empower small and medium entrepreneurs to compete in the global market.
“Many of our SMEs face challenges in meeting global standards, particularly in sectors related to food security. Food products, for example, must comply with strict sanitary and phytosanitary requirements. Without meeting these standards, access to international markets becomes impossible,” Geofrey explained.
Food security remains a pressing concern in the region, compounded by climate change, fluctuating commodity prices and limited access to modern production technologies. Ensuring that agricultural and agro-processed goods meet international quality benchmarks is therefore not only a trade issue but also a development imperative.
The Dar es Salaam summit provided an opportunity for Quality Champions to compare notes, share experiences and showcase ongoing enterprise improvement projects. Participants exchanged ideas on how to better promote national quality cultures and how to deepen collaboration across borders.
Adrian Raphael Njau, Acting Director of the East Africa Business Council, underscored the importance of private sector engagement in standard-setting processes.
“The main aim of this summit is to ensure that the private sector does everything necessary to make sure their products are good and meet the required standards within the EAC. We also want to ensure that our products can be sold not only in the regional market but also in SADC and COMESA,” he said.
He pointed out that the five priority products under MARKUP II have immense export potential. “Because these products are exportoriented, the issue of quality is of paramount importance. If quality is compromised, market access is denied,” he added.
Njau also acknowledged a longstanding gap in private sector participation in the development and implementation of standards.
“Participation of the private sector in the preparation of quality standards has been poor. That is why these experts, the Quality Champions, have volunteered to assist the business community, especially small entrepreneurs, to meet the required standards,” he said.
This volunteer-driven model of technical support represents a shift from reactive compliance to proactive quality management. Instead of waiting for products to be rejected at borders or in foreign markets, Quality Champions intervene early, equipping entrepreneurs with the knowledge and tools needed to prevent costly mistakes.
The emphasis on packaging, one of the five priority areas, illustrates how even seemingly minor aspects of production can determine market success. Inconsistent labelling, inadequate preservation methods or failure to meet environmental packaging standards can undermine otherwise high-quality products. Through MARKUP II, entrepreneurs receive guidance on modern packaging techniques that align with international expectations.
The regional summit also reinforced the importance of building a shared quality culture across East Africa. By connecting QC Hubs from different countries, the programme fosters peer learning and harmonisation of approaches. This is particularly vital within the EAC framework, where intra-regional trade is a key driver of economic integration.
As the AfCFTA continues to expand market opportunities across the continent, the ability of East African enterprises to meet diverse regulatory requirements will determine whether they can fully capitalise on these openings. MARKUP II positions Quality Champions as critical enablers in this journey.
For many small entrepreneurs, the path to export readiness can seem daunting. Limited capital, inadequate technical knowledge and complex certification processes often stand in the way. By bringing expert support directly to their doorsteps, the programme reduces these barriers and builds confidence among business owners.
Ultimately, the success of MARKUP II will be measured not only by the number of enterprises trained but by tangible outcomes, improved product quality, increased export volumes and stronger participation of SMEs in regional and global trade.
As Safari Fungo aptly noted, meeting quality standards is no longer optional. It is a prerequisite for survival in today’s interconnected marketplace. With a growing network of dedicated Quality Champions, strengthened regional cooperation and sustained support from the European Union, East Africa is laying a solid foundation for a more competitive, qualitydriven private sector.
The Dar es Salaam summit may have lasted only three days, but its implications are far-reaching. By investing in people, expertise and collaboration, MARKUP II is nurturing a generation of businesses capable of turning local potential into global success—one quality improvement at a time.