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The Hub supports online B2B platform for linking African exporters to international buyers

Published on November 16, 2016

On November 14, the Hub partnered with African Fine Coffees Association (AFCA) to gather representatives from the Kenyan coffee sector for a discussion on Fromtu, a new online business to business (B2B) platform designed to connect the African market to international buyers.  Fromtu is an initiative by Maersk Group, an international business with a focus on transport and logistics. Maersk is currently building and testing the base model of the platform and seeking feedback. It plans to rollout the full product in 2017.

The Hub-hosted meeting provided Kenyan coffee exporters with the opportunity to give input and feedback on Fromtu.

“The platform will be very essential in creating the much needed link between producers and buyers,” said KenCaffee Export, Head Customer Support Ms. Nyambura Maina.


“From the presentation today it is clear the platform will educate coffee growers on the quality attributes that are required in direct coffee sales, but most importantly Fromtu has the potential to link coffee producers and roasters which has been a great challenge to coffee exporters,” said Agriculture and Food Authority – Coffee Directorate, Interim Manager Market Research and Product Development Mr. Benson Apuayo. 

The Maersk Group technical team will use the stakeholder feedback to create a better user experience for the online B2B platform. The goal is to provide an effective one-stop sourcing platform for coffee and countless other goods in Africa, linking African exporters with international buyers. 

“The Hub has provided us with technical support while developing Fromtu an online B2B platform. Building on the relationships formed during the meeting, we hope to quickly input the feedback and continue with development,” said Mr. Thomas Mikes of Fromtu.