The Kenya Tea Development Agency Holdings (KTDA) has officially launched a new corporate magazine aimed at articulating its bold vision for the future of the smallholder tea sector. The launch marks a critical milestone in what the organization is calling the beginning of KTDA, a transformational phase set to run through 2035.
Speaking during the launch, KTDA Board Chairman Geoffrey Kirundi Chege said the magazine will act as a compass for the agency’s future strategy and leadership philosophy. “Today, we are happy to launch this magazine to carry the process and philosophy of the new future. It encapsulates our leadership principles and a renewed focus on delivering real value to our farmers,” Chege said.
KTDA, which has supported smallholder tea farmers for 60 years, now embarks on a transformative journey aimed at boosting farmer incomes and making the tea value chain more efficient and globally competitive. The chairman emphasized a “Farmers First” approach as the agency’s guiding principle moving forward.
“Our goal is to raise farmer income to levels previously thought unattainable. With the support of government and strategic partnerships, we believe this is achievable,” said Chege. He highlighted plans to add value to 40 percent of the tea produced, enhance digital platforms, and integrate technology to reduce operational costs.
Reflecting on the legacy of KTDA since its roots in 1957, Chege paid tribute to its founders and visionaries. He praised the resilience of smallholder farmers who form the backbone of Kenya’s tea economy. Chege described the agency’s aggregation model as a pioneering effort that allowed smallholder farmers to compete, and often outperform, large-scale producers.
KTDA will focus on strategic reforms. This includes a review of governance models, the scaling up of agribusiness and agritourism initiatives, and the creation of strategic business units. Other priorities include the development of a global KTDA tea brand. The introduction of innovative financing models and the formation of special-purpose partnerships to mitigate risk.
“We are standing at a historic turning point. Let us reflect on our past, confront our challenges, and chart a bold new path that puts the farmer at the center of everything we do.” Chege noted
The newly launched magazine is expected to serve as a platform for sharing knowledge, innovations, and success stories that drive the sector forward.