East Africa urged to harmonise tea standards to tap into booming global orthodox tea market 

KENYA – The Tea Board of Kenya (TBK) has called on East African nations to harmonise tea production standards to capitalise on the rising global demand for orthodox tea. 

Speaking at the launch of Africa Orthodox Tea by the East African Tea Trade Association in Mombasa, TBK Chief Executive Officer Willy Mutai emphasised the need for regulatory collaboration to unlock the sector’s full potential. 

Mutai highlighted that Africa has been a leading global producer of black Cut, Tear and Curl (CTC) tea, contributing 12% to the global tea market. However, stagnant and declining prices for CTC tea have significantly impacted farmer earnings in recent years. 

“Africa now finds itself at a strategic inflection point,” Mutai said. “Consumers globally are seeking authenticity, origin stories, wellness, and visibility. Orthodox teas meet these expectations — they are handcrafted, flavourful, and suited for premium market segments.” 

Mutai stressed that orthodox black tea presents high-value opportunities, allowing Africa to reposition its tea from bulk commodity to branded luxury products.  

He called for stronger regulatory coherence among East African countries, suggesting that harmonised quality benchmarks, synchronised visibility protocols, and streamlined cross-border trade procedures are essential. 

The CEO also proposed the establishment of inter-country systems for licensing, certification, and trade facilitation.  

Additionally, he outlined Kenya’s focus on sustainability practices, including climate-smart farming, responsible water use, forest restoration, and carbon-smart agriculture. 

“In manufacturing, we are promoting green energy and factory waste management as circular economy models that can benefit tea producers,” he added, urging further investment in technology and innovation across the tea value chain. 

Kenya Tea Development Agency (KTDA) Chairman Chege Kirundi expressed confidence in the capacity of Kenyan farmers to meet global demand for orthodox tea. He noted that more than 12 million kilograms were produced in 2024, and the industry is ready to scale up. 

“We now have the climate, the willingness, and the capacity to produce more for the international market,” said Kirundi, calling for enhanced marketing efforts for African orthodox teas. 

Uganda’s Ambassador to Kenya, Eunice Kigenyi, reinforced the sector’s potential, noting that global demand for orthodox tea is growing at over 6% annually. She linked this to wellness trends and consumer interest in ethically sourced products. 

“This segment is worth billions of dollars. East Africa is well positioned to lead and create thousands of jobs along the value chain,” she said.

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