Naushad Merali. [Photo/BusinessToday]Agricultural firm Sasini will diversify its market as part of providing new opportunities and cushioning affiliated coffee farmers against market volatility. 

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Group Chairman Naushad Merali said besides deepening presence in the traditional markets, the company is putting strategies in place to tap new segments in Europe, Middle East and Asia. 

Addressing farmers during an Open Day in Kiambu County on Friday, Mr Merali said the company will allocate a sufficient budget to facilitate aggressive marketing and networking with overseas buyers. 

“In another 10 days, some officers will be travelling to Europe to secure more roasters who have expressed interest in working with Sasini,” he said.