Kenyan coffee sold through direct sales fetched an average price nearly 20 per cent higher than the auction season average between October 2025 and June 2026, according to figures from the Agriculture and Food Authority’s Coffee Directorate.

The data show that direct sales moved 6,066.31 metric tonnes of clean coffee during the period, generating USD 49.24 million in sales. The coffee achieved a weighted average price of USD 406 per 50-kilogramme bag.

By comparison, coffee sold through the auction recorded a season average of USD 339 per 50kg bag, leaving a difference of USD 67 per bag in favour of direct sales.

“Direct Sales moved 6,066.31 metric tonnes of clean Kenyan coffee between October 2025 and June 2026, earning USD 49.24 million at a weighted average of USD 406 per 50-kg bag,” Kilimo News reported, citing figures from the AFA Coffee Directorate.

The price difference highlights the potential of direct sales as an alternative marketing channel for Kenyan coffee, particularly for producers able to secure buyers willing to pay premiums based on quality, origin, traceability or other market requirements.

Under the direct-sales model, coffee can be sold through negotiated arrangements between sellers and buyers rather than exclusively through the traditional auction system. This can allow producers and their representatives to establish relationships with specific buyers and negotiate terms based on the characteristics of their coffee.

However, the nearly 20 per cent price difference should not be interpreted to mean that every farmer automatically earned 20 per cent more through direct sales. The figures compare average gross selling prices across two different marketing channels, and the final amount reaching farmers can be affected by coffee quality, grades, processing, marketing costs, contractual terms and other deductions.

The auction system also remains an important part of Kenya’s coffee trade, providing a competitive market where prices vary depending on quality, supply and buyer demand. The latest figures nevertheless show that direct sales can provide a valuable additional route to market, particularly for coffee that can attract buyers seeking specific qualities or origins.

For farmers and cooperative societies, the key measure will be whether the higher selling prices achieved through direct contracts translate into better net payments after costs and deductions are accounted for.

The performance of direct sales comes as Kenya continues efforts to improve returns to coffee growers and strengthen a sector that supports thousands of farming households.

With direct sales averaging USD 67 more per 50kg bag than the reported auction season average during the period under review, the figures add to the debate over how Kenyan growers can secure greater value from one of the country’s most important agricultural exports.