Kenya Association of Manufacturers (KAM) CEO - Anthony Mwangi. [File, Standard

Navigating the consumer behaviour of shoppers in the United States is one of the challenges small businesses venturing into exports encounter amidst experts’ revelation of a growing demand for African products in the American market.

Sustainability, which entails the ethical process these products are produced regarding the environment and the community, as well as the cost of recall insurance also features as a concern for businesses.

A discussion that sought to assist small and medium enterprises (SMEs) in preparing their products for the American market details sustainability as a key consideration for consumers in the US.

The discussion overseen by the Council of East Africa American Chamber of Commerce (Amcham) positioned the US-Africa Trade Desk (USATD) as the body that can assist businesses in accessing the American market.

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