KTDA chairman Chege Kirundi, CEO Wilson Muthaura, KTDA Management Services MD, Collins Bett and Ms Caroline Rotich, Head of Sales and Marketing at Ketepa Ltd during the State House meeting. PHOTO/UGC.
By BRENDA TATU
In a strategic move to enhance the competitiveness of Kenya’s tea industry, President William Ruto convened a high-level meeting at State House in Nairobi with senior leaders from the Kenya Tea Development Agency (KTDA) and other key stakeholders.
The gathering underscored the government’s commitment to supporting the tea sub-sector, a vital component of Kenya’s economy and a significant source of livelihood for millions of smallholder farmers.
A primary focus was on developing effective marketing strategies to increase the visibility and appeal of Kenyan tea in both regional and global markets.
The meeting was attended by prominent figures in the Kenyan tea industry, including Mr Chege Kirundi, National Chairman of KTDA Holdings, Mr Wilson Muthaura, KTDA Group CEO and Managing Director, Mr Collins Bett, Managing Director of KTDA Management Services, and Ms Caroline Rotich, Head of Sales and Marketing at Ketepa Ltd.
President Ruto emphasized the need for a robust brand identity that could command premium prices, reflecting the quality and uniqueness of Kenyan tea. This aligns with his previous calls for branding Kenyan tea to enhance its market presence and fetch better prices for farmers.
The meeting also explored a review of current taxation policies affecting tea farmers, with the aim of reducing financial burdens and improving profitability. This is crucial in a sector where export earnings are significant but often constrained by less favorable exchange rates and export prices.
The attendees discussed the importance of access to subsidized fertilizers to boost productivity and reduce costs for farmers. The government’s recent initiatives, such as the procurement and delivery of subsidized fertilizers, have been instrumental in enhancing tea production quality and volume.
There was a strong emphasis on exploring new markets for Kenyan tea products across Africa. This strategy is part of a broader effort to diversify market reach and capitalize on growing demand in emerging markets.
Mr Kirundi, who has been at the forefront of implementing transformative reforms within KTDA, reiterated the agency’s commitment to empowering farmers and promoting transparency and accountability in tea management.
President William Ruto in a group photograph with tea industry stakeholders at State House. PHOTO/UGC.
He updated the President on the positive impact of ongoing reforms, particularly in increasing farmers’ earnings and improving operational efficiency across KTDA-managed factories.
Mr Kirundi highlighted KTDA’s ongoing reforms aimed at empowering farmers and promoting transparency and accountability in tea management. He said the reforms would positively impact farmers’ earnings in the short-term and enhance operational efficiency across KTDA-managed factories in the long-term.
President Ruto reaffirmed his administration’s commitment to addressing challenges within the tea value chain and implementing policies that prioritize farmers’ welfare.
The stakeholders appreciated the government’s support and emphasized the importance of strengthening public-private partnerships to ensure the long-term sustainability of the tea industry.
As Kenya’s tea sector continues to evolve, initiatives such as branding, value addition, and market diversification are expected to play critical roles in enhancing competitiveness and profitability. With the sector contributing significantly to Kenya’s economy and employing millions, these efforts are pivotal for both economic growth and social stability.
The stakeholders commended the government for its continued support and highlighted the importance of strengthening partnerships between public and private sector players to ensure the long-term sustainability of the tea industry.
The President assured them of his administration’s commitment to addressing challenges within the value chain and implementing policies that prioritise the welfare of farmers.
