Multinational firm Cofftea eyes Kenyans with premium tea

A multinational company based in Sudan has launched its own line of premium tea in the country in a bid to capitalise on popularity of the beverage, a move that is likely to step up competition with existing local brands.

Faraja tea, which is owned by Cofftea Trading Company Ltd, will now trade at local retailers alongside established brands such as Ketepa and Kericho Gold.

The firm is part of Cofftea Group, which also deals with sugar, animal feeds and cooking oil, and operates in a number of other countries including United Arab Emirates and Egypt.

The company, which is one of the major buyers of Kenyan tea at the Mombasa auction for its Khartoum-based business, will now be packaging locally for the Kenyan market. The firm reckons its operations will also be a boost to farmers.

“We are giving Kenyans a better choice of having good tea in the market as we seek to expand our business locally,’ said managing director Siddig Idris.

Uhuru visit

The launch comes just two years after President Uhuru Kenyatta visited the company's offices in Khartoum and urged the firm to consider expanding its business to Kenya.

Trade Cabinet Secretary Peter Munya lauded Cofftea's move, saying it would go a long way in helping Kenyan farmers and the country’s economy.

“We are happy that the launch of this tea will lead to value addition locally and cut on the amount of bulk tea that is exported to other countries that has seen Kenya’s produce lose its origin as it is used in blending other teas out there," said Mr Munya.

Total annual tea production in Kenya is steadily growing with crop production having increased to 488 million kg in 2018 compared with 440 Million Kg sold in 2017.