Abstract:
Milk is one of the agricultural products which are widely consumed worldwide. It is also considered as
one of the best sources of animal protein. Besides, it serves as a source of income to practitioners in the dairy
industry. This is in compliance with economic and social pillars of Kenya vision 2030. Agriculture is the mainstay
of Kenyan economy representing 24% of the GDP and contributing to 65% of Kenyan total export. The dairy
industry contributes 14% of the agricultural GDP and 3.5% of total GDP in Kenya Milk processors firms are Key
actors in promotion and development of the dairy industry in Kenya. The dairy processors carry out secondary
and tertiary production by adding value to milk through sourcing, processing, distribution and accessing both
domestic and foreign markets, hence are considered crucial actors in the dairy industry. The rapid growth of
industry and dynamism of the business environment has been accompanied by a couple of challenges. Among the
challenges experienced by the dairy processing firms are: seasonality of production, low productivity, limited
agricultural technology, high cost of processing, marketing competition in the local and export market, poor
infrastructure. Holistic marketing calls for a well balanced set of related marketing activities with wider scope and
objectives in response to fundamental changes and challenges in marketing environment. The paper analysis the
effect of holistic marketing on performance of dairy processors in Kenya.
