- TBK and KTDA team up to strengthen Kenyan tea marketing.
- 71 KTDA factories could gain greater visibility for their unique tea brands.
- The push aims to expand value addition and improve farmer returns.
The Tea Board of Kenya (TBK) and the Kenya Tea Development Agency (KTDA) are exploring closer collaboration to strengthen the marketing of Kenyan tea and improve returns for smallholder farmers.
TBK CEO Willy Mutai held talks with KTDA national Chairman Enos Njeru on increasing the participation of all 71 KTDA managed tea factories in promoting their unique garden marks. The push falls under the newly developed Kenya Tea Annual Promotion Plan.
The initiative is expected to strengthen the visibility of individual Kenyan tea brands. It could also create opportunities for value addition, market access and product differentiation in international markets.
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Greater promotion of the different tea garden marks could help connect Kenyan tea producers more directly with global buyers and consumers. This would highlight the diversity of teas produced across the country.
The collaboration between the tea regulator, KTDA, factories and farmers comes as Kenya seeks to increase the value generated from its tea industry. The goal is to secure better returns for smallholder tea farmers.
By Khayoyo Ian
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