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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