Based on a case study provided by TradeMark Africa, Michael Kimeu's bottled water business illustrates how achieving compliance through certification from the Kenya Bureau of Standards (KEBS) was critical for moving his product from his plant to the market. 

Case study example: Michael Kimeu's bottled water business

This case study highlights the importance of compliance for market access and the consequences of delays. 

Background

• The entrepreneur: Michael Kimeu set up a water distillation and bottling plant near Kajiado in Kenya.
• The requirement: For his products to be sold in Kenya, they needed a mandatory certification from the Kenya Bureau of Standards (KEBS). This certification confirms that a product conforms to national quality standards.
• The market: Without the KEBS quality mark, retailers such as supermarkets would not stock the product, and selling it would be an offense under the Standards Act, Cap 496 of Kenya. 

The challenge

After installing his equipment and generating his first product samples, Kimeu applied for the KEBS permit. However, almost six months passed without receiving the certification, despite repeated follow-ups. 

The consequences of non-compliance

The delays had a significant negative impact on Kimeu's business:

• Market access blocked: He was unable to sell his products to supermarkets and other retailers.
• Financial strain: Without revenue, the business's operations were severely impacted, causing frustration for the entrepreneur.
• Legal risk: Selling the product without certification would have resulted in legal penalties. 

The resolution

While the provided snippet does not detail the final outcome for Kimeu's business, it sets up a clear scenario showing that navigating the compliance process was a prerequisite for success. In the context of the TradeMark Africa site, this example is likely used to illustrate how trade facilitation programs can help resolve such bureaucratic hurdles for businesses. The outcome would likely involve Kimeu successfully obtaining his certification, which would then open up the market for his product.

Lessons from the case study

This case study offers important takeaways for entrepreneurs in Kenya:

• Mandatory standards are non-negotiable: Businesses must secure all required certifications, like the KEBS mark, before attempting to enter the market.
• Timely compliance is crucial: Delays in obtaining certification can create major—even business-threatening—roadblocks.
• Compliance enables market access: By adhering to regulations, Kimeu would not only be able to legally sell his product but also gain the trust of retailers and consumers.
• Proactive engagement is key: Entrepreneurs should be prepared to navigate bureaucratic processes, possibly seek