KTDA has adopted a more farmer-focused strategic outlook driven by the new board chairman Chege Kirundi in what is projected to unlock more value for tea growers. The ‘Farmer First’ focus will cut across all strategic business units in the Agency including its subsidiaries with all operations oriented to creating more value for the over 700,000 tea farmers. Mr. Kirundi has noted the business fundamentals outlined when KTDA was established in 1964 as a parastatal and privatized in 2000 have changed and the business must respond to the new business environment. To achieve this, the board is developing new policies and updating the old ones to make sure farmers benefit from their tea investment.
Most importantly, Mr. Kirundi stressed the business must embrace sustainability in all its business pillars. The chairman who assumed office in February has challenged management to reengineer processes from farm practices, manufacturing and marketing of tea. This will include adoption of newer tools like artificial intelligence, data analytics as well diversification with sustainability cutting across all areas. The new outlook is meant to position the Agency to meet current and emerging threats including climate change, volatile commodity prices, market concentration and competition from other beverages.
