Kenya marks 2025 International Tea Day with bold vision for sustainability, market reforms

The lush, rolling hills of Nyeri were alive with color and celebration as Gitugi Tea Factory played host to the national launch of International Tea Day 2025 on Friday.

The event brought together top government officials, sector players, farmers, and international guests, reflecting the growing importance of tea in Kenya’s economy and the bold new direction the industry is taking.

The celebrations were led by the Cabinet Secretary for Agriculture and Livestock Development,  Mutahi Kagwe, EGH, who emphasized Kenya’s renewed commitment to sustainability, innovation, and global competitiveness in the tea sector.

International Tea Day, celebrated worldwide on May 21st, was established by the United Nations General Assembly to highlight tea’s role in combating hunger and poverty, as well as promoting sustainable agriculture and responsible consumption.

This year’s theme, “Tea Industry Sustainability: Looking into the Future,” resonates deeply with Kenya’s current trajectory for the sector.

 

 

Joining CS Kagwe at the event were Othaya MP Wambugu Wainaina, Nyeri Senator Wahome Wamatinga, and Nyeri Women Representative Rahab Mukami, among other local leaders and stakeholders. Addressing the energized crowd, Kagwe praised the collaborative efforts of the Tea Board of Kenya and Fairtrade Africa in organizing this year’s commemoration.

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“This day exists to celebrate the tea sector and to galvanize all actions towards sustainable production, consumption, and food security,” Kagwe said. “It is a clarion call to every stakeholder in the tea value chain to envision a sustainable and thriving future.”

Tea continues to be a cornerstone of Kenya’s economy, with the country remaining among the top global exporters of black tea. The sub-sector is a vital contributor to the Bottom-Up Economic Transformation Agenda (BETA), a government blueprint for poverty alleviation through job creation, rural development, and income growth for millions of Kenyans.

“Our goal is to elevate the tea industry into a globally competitive sector through market expansion, innovation, and value addition,” the Agriculture CS stated. “We must embrace change and shape our industry for the demands of tomorrow.”

 

A major highlight of the day’s announcements was the unveiling of an Orthodox Tea Auction Window, set to launch in June 2025 as part of the Integrated Tea Trading System (ITTS). Spearheaded by the East African Tea Trade Association (EATTA) and regulated by the Tea Board of Kenya, the new auction system will provide a dedicated platform for orthodox teas—diversifying beyond Kenya’s traditional Cut, Tear, and Curl (CTC) products.

“The orthodox tea auction will expand market access and attract premium buyers from around the world,” Kagwe explained. “It’s a strategic step in responding to changing global tastes and encouraging product innovation.”

In tandem, the Ministry of Agriculture will deploy high-level trade missions to key markets such as China, India, Russia, the Middle East, and the Far East. These delegations—featuring representatives from KTDA, EATTA, and the Tea Board—will promote Kenya’s “Green Gold” and seek new export opportunities aligned with the nation’s Vision 2030 and Agricultural Sector Transformation and Growth Strategy.

Among the most transformative reforms announced was the government’s decision to allow tea factories to bypass traditional middlemen and sell directly to international buyers. This policy shift aims to reduce costs, improve traceability, and boost earnings for smallholder tea farmers.

“This new model strengthens small-scale factories and ensures a more transparent, efficient supply chain,” said Kagwe. “It puts more power in the hands of producers and increases the visibility of our tea brands on the global stage.”

Industry experts and farmer groups have lauded the move, saying it marks a turning point for the sector, enabling producers to take greater control of their pricing and customer relationships.

The Cabinet Secretary also used the occasion to underscore the importance of governance reforms within the tea industry. Plans are underway to roll out corporate governance guideline and a code of conduct to ensure accountability, transparency, and ethical leadership in smallholder tea factories.

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Gitugi Tea Factory, the host of the day’s festivities, was commended for its outstanding performance in quality production, sustainable practices, and support to farmers. Kagwe described it as “a beacon of innovation and excellence” in the industry.

“Gitugi Tea Factory remains a source of pride in our tea sector,” he said. “Your commitment and innovation are ushering in a new era for Kenyan tea.”

The celebration was not only ceremonial but educational. Exhibitions featured displays on value-added teas, packaging innovation, and demonstrations of climate-smart agricultural practices. Stakeholders in attendance included representatives from KTDA, EATTA, development partners, and private sponsors—showcasing a multi-sectorial approach to tea sector transformation.

As Kenya leads the continent in tea innovation and sustainability, its actions are closely watched by global markets. With a robust agenda centered on reform, empowerment, and long-term planning, the future of Kenyan tea appears brighter than ever.

“This is not just a day of commemoration,” Kagwe concluded. “It’s a historic milestone—a moment to renew our resolve and redefine the trajectory of one of our most treasured industries. Together, we are building a sustainable, inclusive, and world-class tea sector.”

By Rodgers Wagura

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