The tea industry significantly contributes to rural poverty eradication and development in several developing countries.

It’s a major source of employment and earnings for millions of families. Globally, tea production surpasses the $17 billion mark with the market value for tea anticipated to rise considerably between 2024 to 2032.

In 2024, the market size is projected to reach at $11.42 billion with an annual growth rate of 10.34% to hit the $18.68 billion mark by 2029.

Although tea is the second most consumed beverage after plain water in the world, people are continuing to appreciate its benefit.

Leading tea traders like Cup of Joe Ltd have been at the forefront of pushing Kenyan tea to global platforms from auction centers and with increasing tea demand in North America, China, and Europe, the Central Bank of Kenya has encouraged traders to export higher quantities this year.

 Delving into Kenyan Tea

Tea is a significant cash crop in Kenya. Black tea is the most produced, followed by green teas, by top tea producers.

Tea was introduced in the country in 1903 and commercialized in 1924. Since then, Kenya has become a giant producer of black tea, ranking third after China and India.

The growing areas are endowed with a suitable climate and rich volcanic red soils. Well-distributed rainfalls and long sunny days play critical roles in tea-growing regions.

Cultivation is split between small rural farms and large plantations. Crush, tear, curl (CTC) is the leading processing method, making Kenyan tea a suitable blend in Pakistan, Middle East regions, United Kingdom, North America and India.

CTC tea has a strong flavor and pungent aromas.

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Tea varieties at Cup of Joe Ltd

The trader is endeavoring to offer the best tea to the international market.

As an international powerhouse, they deliver renowned CTC teas as well as orthodox varieties, including black and green teas, along with associated grades such as GOF, OP1, TBOP, and PEKOE, among others.

Cup of Joe Limited is dedicated to delivering teas with the best flavor and taste by partnering with farmers who use sustainable practices. Their commitment to high-quality standards is unrivalled.

Capitalising on competitive prices

The growing demand for specialty and organic teas is driving positive trends in the tea industry.

For the last decade, tea consumption increased by about 2.5%, reflecting strong growth. This growth is driven by increased tea quality, benefits of tea consumption, and stabilized prices.

As a leading tea trader, the company optimizes it’s supply chains by streamlining operations, from auction to the final distribution.

Negotiating better rates with producers, improving logistics and investing in technologies such as advanced analytics has led to increased sales at a reduced cost.

Additionally, the trader has employed various pricing strategies to stay competitive, with one of the most successful being setting prices in line with international competitors. In a crowded tea market, offering competitive pricing helps Kenyan tea stand out.

Leveraging Global Stage

Global stages such as the World Tea Expo, scheduled for March 2025, and Engage Trade Africa, set for September 2024, offer invaluable opportunities for tea traders, including companies like Cup of Joe Ltd, to showcase the unique qualities of Kenyan tea.

These events bring together tea producers, consumers, traders, and researchers, providing a platform for sharing knowledge about various tea varieties and expanding market reach.

For traders, participating in these prestigious exhibitions is a strategic move for brand exposure, enabling them to stand out from competitors and engage with potential partners.

Additionally, these events offer a wealth of market intelligence and insights into consumer preferences, innovations, and emerging developments in the tea industry—benefits that Cup of Joe Ltd may well capitalize on.

Marketplace Expansion Plans

Since its conception, Cup of Joe Limited has become a top-tier tea trader in the industry. The company has made tremendous steps in the local and global marketplaces, while leveraging favorable pricing strategies that help to sell teas.

The trader is embracing trend technologies to streamline the supply chain and logistics. They have incorporated innovations and cultivated robust relationships with farmers, suppliers, and producers for growth acceleration.

The tea market is dynamic, and traders must stay ahead by remaining agile and responsive.

For companies like Cup of Joe Ltd, core values of swift action and a strong commitment to customer demands have provided a significant competitive edge and effectively meeting the increasing global demand.