(Nairobi/Geneva) – The International Trade Centre (ITC) and Equity Group Holdings PLC signed a memorandum of understanding to drive inclusive, commercially viable economic development across East Africa, starting with Kenya. The agreement targets three high-potential sectors: coffee, leather and creative industries, with an explicit mandate to scale.
The deal pairs ITC's global trade development expertise with Equity Group's pan-African financial infrastructure and its Africa Recovery and Resilience Plan (ARRP), a six-pillar regional growth strategy spanning food and agriculture, manufacturing, micro, small and medium-sized enterprises (MSMEs), technology and social impact investments.
Equity Group operates banking subsidiaries in the Democratic Republic of Congo, Kenya, Rwanda, South Sudan, Uganda and the United Republic of Tanzania.
ITC Executive Director Pamela Coke-Hamilton said: “We know that access to finance is critical for small businesses – but it has to be matched with the right skills to use it effectively. That’s why we’re partnering with Equity Bank – to ensure small businesses across East Africa can tap both financing and trade expertise to move up the value chain and compete in global markets, from leather to the creative industries.”
Equity Group Managing Director and CEO Dr James Mwangi said the partnership would help unlock opportunities for African entrepreneurs and MSMEs by combining access to finance, trade intelligence and market linkages to accelerate regional trade and industrial growth.
“This partnership reflects our shared commitment to unlocking the immense potential within Africa’s value chains by connecting entrepreneurs, producers and creatives to regional and global markets. Through our Africa Recovery and Resilience Plan, we are intentionally investing in sectors that create jobs, expand exports and drive inclusive economic transformation. By combining access to finance, trade intelligence, capacity building and market linkages, we are building an ecosystem that enables MSMEs in coffee, leather and the creative economy to scale sustainably and compete globally. Our ambition is to ensure that MSMEs are not merely participants in trade, but competitive actors capable of shaping global markets through quality, scale and innovation,” said Dr Mwangi.
The partnership will initially be implemented in Kenya through a pilot phase running until December 2026, with plans to expand into other East African markets from 2027.
Under the agreement, ITC and Equity Group will collaborate across several areas.
In the coffee sector, building on the European Union-funded Market Access Upgrade Programme (MARKUP) II in the East African Community, ITC will deliver practical training between June and September 2026 on export logistics, price risk management, specialty coffee quality and processing techniques.
The two organizations will also support producers and businesses to meet the requirements of the European Union Deforestation Regulation (EUDR), which affects coffee and leather exports entering the EU market.
In the leather sector, the partnership will support the midterm review of the EAC Leather and Leather Products Strategy 2020–2030, with a focus on strengthening regional value addition. Planned activities include product design coaching for footwear MSMEs, standards harmonization across EAC Partner States and support for e-commerce market access through platforms such as Etsy, eBay and Shopify.
The creative industries component, covering music, film, gaming, digital media, performing arts, fashion and crafts, will begin with sector mapping and market assessments before introducing business development support, market access initiatives and tailored financing solutions.
Across all three sectors, Equity Group and participating businesses will also benefit from ITC’s trade market intelligence tools and the SME Trade Academy, ITC’s online learning platform for small businesses.
Notes for the Editor
About the International Trade Centre
ITC is the joint agency of the World Trade Organization and the United Nations. ITC assists small and medium-sized enterprises in developing and transition economies to become more competitive in global markets, thereby contributing to sustainable economic development within the frameworks of the Aid-for-Trade agenda and the United Nations’ Sustainable Development Goals.
For more information, visit www.intracen.org. Follow ITC on X | Facebook | LinkedIn | Instagram | Flickr
About Equity Group Holdings PLC
Equity Group Holdings Plc. is a Pan-African financial services holding company listed at the Nairobi Securities Exchange, Uganda Securities Exchange, and Rwanda Stock Exchange. The Group has banking subsidiaries in Kenya, DRC, Rwanda, Uganda, Tanzania, South Sudan, and a Commercial Representative Office in Ethiopia. It has other subsidiaries in investment banking, insurance, telecom, fintech and social impact investments delivered via Equity Group Foundation. Equity Group is the largest integrated financial services firm in the region with a market capitalization of USD 2 billion.
The Group has an asset base of USD 15.7 Billion, a customer base of 22.7 million supported by a footprint of 409 branches, 86,910 Agents, over 1.4 million Pay with Equity (PWE) merchants, 39,296 Point-of-Sale (POS) Merchants, 881 ATMs and an extensive adoption of digital banking channel.
The Bank’s strong liquidity buffers, resilient funding profile, established domestic presence, and extensive use of digital and alternative distribution channels have earned it significant recognition. In 2026, it was named Africa’s Strongest Banking Brand by Brand Finance, achieving a Brand Strength Index (BSI) of 93.9 out of 100 and an AAA+ rating, and ranking among the global top 10 strongest banking brands.
The Group was also recognized as a Superbrand in East Africa (2024–2026), affirming its commitment to quality, reliability, and excellence in the financial services sector.
For more information, visit: https://equitygroupholdings.com
About MARKUP II
The EU-EAC Market Access Upgrade Programme Phase II (MARKUP II) is implemented by ITC and funded by the European Union in partnership with the East African Community Secretariat. The programme supports sustainable intra-EAC and EU-EAC trade by strengthening the competitiveness of SMEs across priority value chains, including coffee and leather.
Media contacts
Equity Group:
Alex Muhia Equity Group T: Office - 0763 026007: Mobile - 0763 618 871 | Bosco Ondieki Ogilvy PR & I T: 0726344838 |
ITC:
Susanna Pak Senior Strategic Communications Officer Office of the Executive Director International Trade Centre |