Why Nakuru MSMEs are warming up to trade expos
A trade Expo held at Rift Valley Sports Club in Nakuru in 2025
Business expos in Nakuru are gradually redefining how enterprises survive, connect and grow within a tough economic climate. What began largely as marketing platforms are now emerging as structured economic tools bringing together the private sector and county government.
Nakuru County Trade Executive Stephen Kuria describes the expos as critical investment and networking hubs.
“They basically act as platforms to showcase investment opportunities, promote business and trade, and create a platform for business-to-business engagement. They also act as networking opportunities for businesses,” he says.
On the private sector side, Kenya National Chamber of Commerce and Industry (KNCCI) Nakuru County Chairperson Ruth Ndung’u offers a more grounded perspective. She notes that while expos may not have dramatically transformed businesses overnight, they have helped enterprises remain visible during difficult times.
“Businesses have been struggling, so any opportunity they get to keep saying they exist is what we’ve been trying to do,” she says.
According to Ruth, visibility has become one of the biggest benefits of the exhibitions. In an environment where some companies have downsized or closed, participating in expos reassures customers and partners that a business is still operational. For many MSMEs, the return on investment on showing up in exposure is often 50-50, some secure new clients and partnerships, while others primarily gain brand reinforcement.
MSMEs are currently dominating the exhibition space, using the platforms to introduce products, rebrand and test new marketing strategies. Financial institutions, she observes, have shown less participation compared to smaller enterprises eager to grow their footprint.
To make participation accessible, the Nakuru County Government has introduced incentives aimed at reducing costs for organisers and exhibitors. Kuria explains that the county provides waivers on advertising expenses such as road shows, banners and posters for expo organisers, with the benefits passed down to participating businesses.
Additionally, Kuria says during the expo period, investors are allowed to showcase and sell their products without worrying about certain county fees and charges. Through partnerships, SMEs also benefit from subsidised participation fees.
Beyond visibility and cost relief, the expos are becoming more structured.
KNCCI plans to institutionalize them as annual events, opening each March in Nakuru and closing in November in Naivasha. Ruth notes that this year’s edition introduces a conference component featuring sector discussions, investor roundtables and training forums designed to build capacity and create market linkages.
Looking ahead, Kuria says sustained expo culture is expected to spur job creation, attract foreign direct investment and stimulate growth in the business sector as recurring business events draw people from different walks of life, clients, local and foreign investors and so on.
While challenges remain, particularly around ensuring consistent monetary returns, both leaders agree that Nakuru’s expo culture is building resilience. In a shifting economy, the exhibitions are no longer just trade fairs; they are platforms helping businesses stay visible, stay connected and position themselves for long-term growth.