The domain of governance has largely been extolled by Nations, States or governmental and intergovernmental actors especially in upholding Nations’ sovereignty and values. While this still holds, governance complexity has been reinforced by establishment of global value chains such as in food and agriculture commodities increasingly being influenced and controlled by non-state actors in different parts of the world by both corporate and retail actors through private governance mechanisms. These mechanisms often fall short of universal standards and the resultant effect is ramified through proliferation of standards that result to state of governance that is constantly being redefined as ‘codes of colours’. This paper thus seeks for an alternate dimension based on Foucault’s governmentality theory. The quest for this overarching theory is based on its mediatory role that regulates the excesses of private interests in regulations while not prioritizing any state’s sovereignty but views governance inclusively to both the State and non-state actors; this view promotes the broader understating of global value chains in the global economy of the 21st century. The paper’s methodology is based on literature review pertinent to governance theory, value chain governance, governmentality as its key variables in light of the agrifood sector. It applies the value chain discourse and governmentatity in light of the Kenya’s Horticultural export and strategic positioning to the EU market. This paper’s novelty in light of the discourse and building on the body of knowledge and for the plausible ways and means to re-articulate value chain governance in the global economy while creating a viable alternative between the States, and Non-State actors for the benefit of both the upstream agents and downstream customers.