By Elizabeth Mwai
Kenyan tea and coffee exports have failed to thrive in the lucrative United
States market due to poor marketing strategies.
Findings by a US consultant showed that Kenya’s coffee and tea exports to the
world’s richest economy stood at a low Sh960 million and Sh585 million
respectively in 2004 financial year.
The consultant, David walker, contracted by the Export Promotion Council
cites that Kenyan exporters had failed to undertake aggressive marketing
campaigns to promote their products in the region.
Walker also revealed that there were complaints from the US consumers that
Kenyan products have failed to maintain quality, which had negatively impacted
on sales.
“Kenyan coffee also suffered a major blow due to its inconsistency in quality
with some users opting for Tanzanian coffee,” he said. He suggested that local
marketers ensure “the quality for tea and coffee is maintained to attract
Americans consumers”.
Walker also proposed that Kenya considers branding its tea and coffee exports
by region to drive sales and gain its own identity.
Speaking at the Export Promotion Council (EPC) offices, he said, there was a
25 per cent growth in the special markets for tea and coffee, with most
Americans drinking coffee as opposed to tea.
The US National Coffee Association reported that close to 49 per cent of
adult Americans drink coffee daily, while the country’s tea market is estimated
at $560 billion.
Kenyan producers, he said, should seek to interface with consumers in a bid
to identify their preferences.
Extensive linkages and interactions, he said, would provide Kenyan producers
and exporters with a valuable knowledge of who their competitors are.
He said Kenya’s tea and coffee has high potential in comparison to other
countries.
EPC chief executive, Matanda Wabuyele, said the study’s objective was to
broaden Kenya’s export base, consolidate and expand its market share in the
US.
“This will be implemented by assisting exporters to access the US market and
facilitate the various marketing activities to promote export and building
linkages between Kenyan exporters and US importers,” said Wabuyele
He said there was demand for value addition, including the development of new
packaging techniques for the ordinary tea bags and flavoured teas.
EPC and United States Agency for International Development will sponsor 20
people to attend the World Tea Expo to be held in Las Vegas this month and the
Specialty Coffee conference in Charlotte, North Carolina, scheduled for next
month.
