Kenya seeks to market tea through Geographical Indications to boost global competitiveness 

KENYA – Kenyan tea sector stakeholders are working with the French Development Agency (AFD), the French Embassy in Kenya, and Equity Group to support an ongoing feasibility study on Geographical Indications (GI), a tool intended to enhance the global branding and market value of Kenyan tea.  

The study is being implemented by the Centre for International Agricultural Research for Development (CIRAD) and began in September. It is scheduled for completion in December 2025. 

The research focuses on major tea-growing regions including the Aberdare ranges, the Mt Kenya area, and the Kericho Highlands.  

According to Tea Board of Kenya CEO Willy Mutai, the study aims to document the distinct qualities of Kenyan tea that are shaped by specific geographic origins.  

He stated that identifying these characteristics could help position Kenyan tea as an origin-certified product in international markets, ultimately improving value and competitiveness. 

Mutai noted that adopting GI certification could offer several benefits to farmers and the larger tea industry. These include higher earnings through premium pricing for origin-designated tea, stronger global recognition of “Kenya Tea” alongside international counterparts such as Darjeeling and Ceylon, and the promotion of sustainable production.  

He added that the initiative could also strengthen collaboration among growers, factories, and marketers. 

The initiative is anchored in existing legal frameworks including Kenya’s Geographical Indications Act (Cap 508), the Industrial Property Act (2001), and international agreements such as the WTO’s TRIPS Agreement and the AfCFTA’s Intellectual Property Protocol. These instruments provide a legal basis for the protection and promotion of origin-related products. 

The Tea Board of Kenya stated that insights from the study will support the formulation of a national GI strategy for the tea sector. This strategy is expected to enhance product quality, protect reputation, and increase the overall value chain benefits for farmers across the country. 

Kenya’s tea industry remains a key contributor to the national economy. It accounts for approximately 23 percent of the country’s total foreign exchange earnings and contributes about 2 percent to agricultural GDP.  

Annual production exceeds 450 million kilogrammes, generating more than Kes 120 billion in export earnings and Kes 22 billion from local sales. The sector supports an estimated five million people directly and indirectly, with about 650,000 smallholder growers relying on tea for their livelihood. 

Expanding export markets 

Meanwhile, the government is seeking to expand its presence in Morocco, Africa’s second-largest tea market after Egypt.  

The Tea Board of Kenya recently facilitated a meeting between TMAN Distribution Company of Morocco and Evergreen Tea Factory, a member of the East African Tea Trade Association.  

According to The Standard, both countries plan to sign a Memorandum of Understanding to strengthen trade relations and improve market access. 

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