Murang’a: Various stakeholders have come up with an initiative to brand Kenyan tea based on its geographical identity with a target to hit a broader market. The initiative, dubbed Geographical Indications (GIs), is spearheaded by the French Embassy, Equity Bank, and Murang’a County government. It will see tea branded according to the area it was produced.
According to Kenya News Agency, the GI links the product’s quality and reputation to its specific geographical origin, protecting its origin and enhancing the perceived value. On Monday, a team from the French Embassy led by Ambassador Arnaud Suquet, officers from Equity Bank, and officials from the Murang’a County government visited the 10 tea factories in Murang’a County to assess and inspect the processing of tea in readiness to implement the GIs initiative.
Equity Bank CEO Dr. James Mwangi, who led the team, underscored GI’s way of branding tea, saying consumers will be able to buy a variety of tea based on where it was produced. He said GIs branding, if well implemented, will attract more buyers considering its quality. ‘We have agreed to start a GI initiative here in Murang’a, and that’s why we are visiting the 10 tea factories in the county to assess and inspect the processing of green leaf,’ Mwangi stated at the Kiru tea factory.
Mwangi highlighted that this type of branding will see farmers earn more than three times what they currently earn from their tea production. Murang’a, he observed, is richly endowed with good climatic conditions, high altitude, good soils, and cultural diversity, making it well-suited for agriculture.
Mwangi cited champagne wine as an example of a successful Geographical Indications, noting that it was done well in France, where it was produced in a specific locality called Champagne and acquired a global brand. He emphasized that with proper measures, Murang’a can produce high-quality tea that the world will be willing to pay a significant premium for.
He added that GI will enable farmers to own their tea through a brand, giving them pride and esteem in ownership. ‘Currently, farmers lose their brand the moment they take their tea to the factory, and the factory loses its brand once the tea goes to auction in Mombasa. That is how Murang’a tea loses its name in the world,’ Mwangi explained.
The CEO said the project will focus on capacity building on GIs, including the implementation of a pilot GI in the Murang’a tea value chain. ‘The journey has started and will be determined by how the stakeholders will walk together. Equity Group is fully committed to walk this journey together,’ he added.
After branding tea, Mwangi noted, the project will focus on other agricultural products like coffee, dairy, macadamia nuts, and others that have been identified. The collaboration with the French Embassy will help facilitate global marketing of agricultural products by leveraging its diplomatic ties and knowledge of the global market.
French Ambassador to Kenya, Arnaud Suquet, reaffirmed the deepening partnership between Kenya and France, focusing on advancing food security, sustainable farming, and technology transfer by utilizing France’s global expertise in agriculture. The ambassador emphasized inclusive collaboration to ensure long-term added value.
Murang’a governor Irungu Kang’ata noted the initiative will help boost local development and prevent the delocalization of production. He hailed the GIs as protecting products and preventing others from using the same name or symbol, as they are protected under intellectual property rights.
‘Products can gain GI status if they have a reputation and characteristics that are essentially attributable to the area of origin,’ observed the Governor. Kang’ata added that effective protection of GIs requires a legal framework and understanding of the GI by different stakeholders.
Murang’a is home to 10 tea factories, distributed across various sub-counties and managed by KTDA. These factories, including Kiru, Kanyenyaini, Gatunguru, Githambo, Nduti, Makomboki, Gacharage, Ikumbi, Ngere, and Njinu, are crucial in supporting the livelihoods of over 85,000 smallholder tea farmers in the county.