East African countries have been called upon to harmonise their regulatory frameworks and align production standards for orthodox tea to unlock the crop’s growing global market potential. This call was made during the launch of Africa Orthodox Tea by the East African Tea Trade Association in Mombasa.
Tea Board of Kenya (TBK) Chief Executive Officer Willy Mutai noted that while Africa has traditionally dominated global black CTC (Crush, Tear, Curl) tea production contributing 12 percent to the international market prices for the commodity have stagnated, impacting farmers’ earnings.
“Africa is at a strategic inflection point,” Mutai said. “Global consumers now demand authenticity, origin stories, wellness, and visibility. Orthodox teas meet these expectations they are handcrafted, diverse in flavour, rooted in heritage, and suited for premium markets.”
Mutai urged for stronger collaboration among East African nations to harmonise quality standards, licensing, certification, and trade procedures. He also advocated for climate-smart farming, responsible water use, reforestation, and green manufacturing practices such as waste management and use of renewable energy.
Kenya Tea Development Agency (KTDA) Chairman Chege Kirundi expressed optimism about the country’s capacity to scale up production. He revealed that over 12 million kilograms of orthodox tea were produced in Kenya in 2024, and farmers are eager to expand output if supported by increased market access and promotion.
“This is a new channel that could provide the market outlets we need,” Kirundi said.
Uganda’s Ambassador to Kenya, Eunice Kigenyi, emphasized the global demand for orthodox tea is rising at over six percent annually, driven by wellness trends and consumer preferences for traceable, ethically sourced products.
“This is a multibillion-dollar segment, and East Africa is ideally placed to capture it,” she said, urging countries to invest in branding, packaging, and storytelling that showcases regional uniqueness and sustainability.
She further stressed the importance of training and certification to ensure quality, the use of digital platforms for global outreach, and the need for sustainable practices to attract environmentally conscious consumers.
With coordinated efforts, East Africa could reposition itself from a bulk tea exporter to a global supplier of premium, branded orthodox teas.
