The Market Access Upgrade Programme (MARKUP) is a significant regional initiative aimed at driving economic growth within the East African Community (EAC). This program focuses on enhancing the export capabilities of agribusiness and horticultural products, particularly in key sectors such as coffee, tea, spices, and avocados. By promoting regional integration and improving access to European markets, MARKUP seeks to elevate the competitive edge of East African SMEs and cooperatives. The program emphasizes capacity building, market access, and financial linkage to bolster the region’s trade performance.