KTDA Signs Landmark U.S. Marketing Deal With Robert Colson & Company
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By John Kariuki
The Kenya Tea Development Agency (KTDA) has signed a memorandum of understanding with U.S.-based Robert Colson & Company to market Kenyan tea in the American market, in a move expected to boost returns for over 600,000 smallholder farmers.
The agreement, signed in Nairobi, marks a strategic step in diversifying Kenya’s export destinations beyond traditional markets. KTDA Holdings Group CEO Wilson Muthaura hailed the deal as a historic milestone, saying it will showcase the “unique character and exceptional quality of Kenyan tea” to U.S. consumers.
The partnership will involve joint marketing campaigns, brand positioning, and distribution strategies designed to make Kenyan tea a household name in America. Present at the ceremony were KTDA National Chairman Chege Kirundi and executives from Robert Colson & Company.
Kenya is the world’s largest exporter of black tea, a key foreign exchange earner. However, the sector has faced challenges from fluctuating prices in traditional markets. Analysts say the U.S., where coffee dominates, offers immense untapped potential as consumers increasingly embrace specialty teas, wellness products, and premium beverages.
Muthaura stressed that farmers remain the ultimate beneficiaries: “This initiative is about securing their future and ensuring their hard work gains recognition on the global stage.”
The deal is expected to open a new chapter in KTDA’s export strategy and reaffirm Kenya’s reputation as the producer of some of the world’s finest teas.
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