Murang’a’s purple tea secures global market as Kenya pushes premium tea branding

Murang’a’s specialty purple tea has taken a major step into the global market following its official launch in Paris, France, as Kenya intensifies efforts to position its tea as a premium product rather than a commodity export.

The unveiling at the iconic Hôtel de Crillon introduced French consumers, tea experts and industry stakeholders to the distinctive Kenyan tea variety known for its vibrant colour, floral aromas, subtle fruit notes and high antioxidant content.

The launch marks a significant milestone for Kenya’s tea sector, particularly producers in Murang’a County, where purple tea is cultivated on the fertile volcanic slopes of the central highlands.

It also reflects growing efforts to secure better returns for farmers through value addition, branding and direct access to international markets.

The Paris debut follows a partnership agreement signed during the Africa Forward Summit between Gatanga Industries, Palais des Thés and Equity Group.

The collaboration seeks to expand market access for Kenyan specialty tea while linking local producers to premium global consumers.

Speaking during the launch, Equity Group Managing Director and Chief Executive Officer James Mwangi said Kenya was embarking on a transformative journey that could fundamentally change how its tea is perceived and traded globally.

“Kenyan tea needs a distinct sub-identity and strong geographical identity. What we are witnessing is the beginning of a journey to transform tea from a commodity into a premium product,” Mwangi said.

He said moving from commodity pricing to premium value presents significant opportunities for farmers by increasing household incomes and improving access to education, healthcare and investment opportunities.

“Ultimately, this initiative extends far beyond tea. It is a change in how Kenya approaches agriculture, a transformation of farming practices, and a new way of creating value for farmers and the country,” he said.

The launch also highlighted growing demand among international consumers for products with strong origin identities, traceability and authentic production stories.

Palais des Thés founder and chairman François-Xavier Delmas said the company had been working to increase the visibility of Kenyan specialty tea in France and other European markets.

“This is only the first step. We have been working to increase the visibility and value of Kenyan tea, promoting and marketing it in France and across other European markets,” Delmas said.

He noted that geographical indication certification would play a critical role in helping consumers recognise and appreciate the unique qualities of Kenyan specialty teas.

Kenya’s Ambassador to France, Betty Chebet Cherwon, described the initiative as an important step in strengthening trade relations between the two countries while creating greater value for Kenyan exports.

“What we are witnessing today is an important step towards a more balanced trade relationship by promoting value addition, branding and market access for Kenyan specialty teas,” she said.

The Paris launch comes as Kenya advances efforts to secure Geographical Indication status for purple tea.

The certification would formally recognise the product’s unique connection to its place of origin and help strengthen authenticity, market differentiation and premium pricing.

The growing international recognition of purple tea is also creating new opportunities beyond traditional tea consumption. During the recent G7 Summit in Évian, France, chefs from the Élysée Palace developed a dark chocolate infused with Kenyan Grand Cru tea selected by Palais des Thés, showcasing the potential of Kenyan tea in high-value consumer products.

Equity Group Holdings Non-Executive Chairman Isaac Macharia said the Paris launch demonstrates how partnerships can unlock new opportunities for farmers and strengthen Kenya’s position in global agricultural value chains.

“By positioning Kenyan specialty tea in premium global markets, we are not only enhancing the value of our agricultural products but also creating sustainable economic opportunities that can transform rural communities and strengthen Kenya’s competitiveness on the global stage,” he said.