EAST AFRICA URGED TO HARMONISE TEA STANDARDS TO TAP BILLION DOLLAR ORTHODOX TEA MARKET

In the wake of the shrinking market for Crush, Tear, Curl (CTC) tea, East African nations are being urged to harmonise their tea production standards to fully exploit the growing global demand for orthodox tea. Speaking during the launch of Africa Orthodox Tea by the East African Tea Trade Association in Mombasa, Tea Board of Kenya (TBK) CEO Willy Mutai said Africa has long been a global leader in black CTC tea production, contributing 12 per cent to the global commodity market. However, he noted that global prices for black CTC tea have stagnated and declined in recent years, significantly affecting farmers’ incomes. “Africa now finds itself at a strategic inflation point. Global consumers are seeking authenticity, origin stories, wellness, and visibility. Orthodox teas provide exactly that, it is handcrafted, diverse in flavour, rooted in heritage, and tailored to premium segments of the global markets,” stated the CEO