tea promotion and opening new markets · tea promotion and opening new markets a brief overview ......

TEA PROMOTION AND OPENING NEW MARKETS

A BRIEF OVERVIEWPresented by James Ngugi

Content▪World Patterns

▪Kenya Tea Exports - Current Situation

▪Africa – The New Frontier?

▪Promotion Plan 2015-16

World Patterns

World Patterns

World Patterns

Kenya Tea Exports – Current Situation at Top Ten Markets

▪ Pakistan – gap is narrowing

▪ Egypt – losing grip in 2012 but we have recovered.

Kenya Tea Exports – Current Situation at Top Ten Markets

▪ UK – Total imports declined as well as our share.

▪ Afghanistan –gap is increasing as cheaper Vietnamese teas find their way.

Kenya Tea Exports – Current Situation at Top Ten Markets

▪ UAE-Dubai Kenya’s transshipments increasing

▪ Sudan –market turbulence due to economic issues

Kenya Tea Exports – Current Situation at Top Ten Markets

▪ Russia – Huge potential, gradual increase for Kenya

▪ Yemen –attempt by India to infiltrate

Kenya Tea Exports – Current Situation at Top Ten Markets

▪ Kazakhstan –huge potential exists

▪ Iran- huge potential exists but restrictions due to economic challenges

Africa – The New Frontier?

Africa – The New Frontier?▪ Kenya’s exports to these

countries is approx. 130,000MTS

▪ Algeria, Mauritania and Morocco consume green tea

▪ Research - Diversification of Kenyan Tea Products needed.

▪ Research - Diversification of Kenyan Markets needed

Combined annual

consumption of 240,000MT

Egypt

Morocco

Sudan

S. AfricaMauritania

Nigeria

Algeria

PROMOTION PLAN 2014-15TRADITIONAL

▪ EGYPT – Incoming October 2015

▪ PAKISTAN – Incoming December 2015

▪ SUDAN – Khartoum International Trade Fair January 2016

▪ EGYPT – Cairo International Trade Fair February 2016

▪ UK- PR activities Feb-June 2016

EMERGING▪ CHINA – Hong Kong Tea Fair August

2015

▪ ALGERIA – Incoming September 2015

▪ ITALY/EU – Milan EXPO May - October 2015

▪ Nigeria – Lagos Trade Fair November 2015

▪ Russia/Kazakhstan – Media Launch & Trade Mission November 2015

▪ Iran – Trade Mission December 2015

▪ UAE – Gulf Food Festival February 2016/ 6th Global Dubai Tea Forum March 2016

▪ China – Media Launch June 2016

THE END