French Ambassador to Kenya Arnaud Suquet, governor Irungu Kang'ata, Equity Bank CEO James Mwangi and an official from Kiru tea factory during a tour of the factory. /ALICE WAITHERA
Murang’a county has partnered with Equity Bank and the French government to brand its tea products.
The initiative will provide Geographical Indications for locally produced tea to ensure it retains its identity in international markets and fetches higher prices.
A Geographical Indication is an intellectual property right that protects a name or a sign used on products with a specific geographic origin.
The protection is granted based on the product's quality, reputation, or other characteristics directly linked to the region of its origin, establishing a link between a product and its place of production and ensuring that only products from the specified area can use the protected name.
French ambassador to Kenya, Arnaud Suquet, said his country has successfully branded and employed Geographical Indication scoping of products such as wine and foods.
Addressing officials from the 10 factories operating in the county at Kiru tea factory in Mathioya, Suquet noted that Murang’a tea has significant economic and societal value.
The initiative will help reflect the identity of the farmers in products sold abroad.
“At the end of the day, the products will have more value, which will mean more money for the producers. Farmers will also gain pride from knowing that their products are sold as they are produced in Murang’a,” the ambassador said.
French Ambassador to Kenya Arnaud Suquet tasting tea produced by Murang'a tea factories at Kiru tea factory. /ALICE WAITHERA
Suquet said the partnership will allow for the exchange of ideas and experiences and provide the technical expertise necessary for the initiative to take off and succeed.
“As France, we are ready to partner with Kenya and walk this journey together. If it is successful, we can consider honey from Mau Forest and coffee. All commodities produced locally can be part of the programme,” he added.
While most local factories brand a small percentage of their tea, the products are only sold in local shops, while the bulk is sold at the Mombasa tea auction.
Equity Bank CEO James Mwangi said Geographical Indication will enable locals to own their brands as they reach shelves in foreign countries, giving them the esteem of ownership.
Currently, he noted, farmers lose their brand when they deliver their produce to tea factories, which in turn lose their brand once they sell the produce in the Mombasa auction.
The programme, he said, will give farmers their tea assets back and make it possible for consumers to trace tea products back to the county, the factory and the farmer.
“The consumer will know exactly which tea they are consuming. This will be a win for the consumer and the producer.”
Farmers will, however, have to play the role of custodians of their produce’s quality in order to retain the brand and define the prices buyers will be willing to pay.
Chances are high that farmers will be able to earn about five times more than their current earnings once the initiative succeeds, he added.
With about four million Kenyans living in the diaspora, the CEO said branding and providing the Geographical Indication of local tea will give them the confidence to go to shops and ask for Murang’a tea.
“As Equity Bank CEO and as Mwangi, a small-scale tea farmer, I'm committed to walking this journey with the rest of Murang’a farmers,” he said.
Mwangi hails from Rwathia village in Kangema.
Equity Group Holdings chairperson Isaac Macharia said the bank is supporting tea factories to expand their production lines and produce teas that are of high quality and in demand.
The bank also supports tea factories to cut energy costs and invest in green energy.
“My hope is that once this is successful, it can be rolled out in the rest of the country because each county has something that it can brand as its own.”
Stakeholders in the tea sector and officials from the French embassy at a farm operated by Kiru tea factory in Mathioya, Murang'a. /ALICE WAITHERA
Governor Irungu Kang’ata pointed out that Geographical Indication will give Murang’a tea a unique value and raise prices in the global market.
“A normal watch costs Sh2,000, but a Rolex goes for about Sh3 million. In the same way, half an acre of land goes for Sh30 million in Muthaiga and about Sh10 million in adjacent estates. The difference is branding and that is what we are doing here,” Kang’ata said.
“Geographic Indication is part of intellectual property, just like writing a book,” he added.
Additionally, the journey may require Parliament to pass laws and intensive training for farmers.
The governor lauded Equity Bank for kick-starting the process, while adding that Royal Media Group chairperson SK Macharia will help educate farmers and promote local tea brands.
Murang’a is the largest tea-producing county, with local farmers earning Sh17.8 billion from the crop last year, about 19.9 per cent of the Sh89.2 billion tea growers earned nationally.
In 2023, Kang’ata formed the Murang’a County Budget and Economic Forum with 11 members, among them Macharia, Equity Bank founder Peter Munga, businessman Jimnah Mbaru and other professionals who advise the governor on economic development and the budgeting process.
