At the launch of Kenyan tea in Paris, the event was attended by Equity Group Managing Director and CEO James Mwangi, Kenya’s Ambassador to France Betty Chebet Cherwon, Palais des Thés Founder and Chairman François‑Xavier Delmas, and Equity Group Holdings Non‑Executive Chairman Isaac Macharia.
Murang’a’s purple tea has slipped into the world stage after its formal introduction in Paris, while Kenya works to cast its tea as a premium brand instead of a commodity.
The debut at the Hôtel de Crillon exposed French consumers, tea connoisseurs and industry experts to the distinctive Kenyan variety, celebrated for its vivid hue, fragrant blossoms, subtle fruit undertones, and high antioxidant profile.
For Kenya’s tea sector, especially those in Murang’a County where the purple cultivar thrives on the nutrient‑rich volcanic slopes of the central highlands, the event marks a pivotal moment.
It also signals increasing efforts to lift farmer earnings through added value, branding, and direct links to overseas markets.
The Paris appearance follows a partnership agreement signed at the Africa Forward Summit between Gatanga Industries, Palais des Thés, and Equity Group.
The alliance aims to broaden access for Kenyan specialty tea, connecting local growers with premium global customers.
During the unveiling, James Mwangi noted that Kenya is embarking on a transformative path that could reshape how its tea is perceived and traded worldwide.
‘Kenyan tea requires a distinct sub‑identity and a strong geographic brand. We are beginning a journey to move the product from commodity to premium,’ he said.
Mwangi added that shifting from commodity pricing to premium value would present farmers with significant opportunities, boosting household incomes and enhancing access to education, health care, and investment.
‘Ultimately, this move transcends tea. It represents a broader change in Kenya’s approach to agriculture, a transition in farming practices, and a new way of generating value for both farmers and the nation,’ he concluded.
The launch also underscored rising demand among global consumers for items possessing clear origin identities, traceability, and authentic production narratives.
Delmas explained that Palais des Thés has been working to raise the profile of Kenyan specialty tea in France and the wider European market.
‘This is merely the first phase. We have been working to elevate visibility and value, marketing Kenyan tea in France and across other European markets,’ Delmas said.
He pointed out that a geographical indication certification would be vital for helping consumers identify and appreciate the distinctive characteristics of Kenyan specialty teas.
Cherwon framed the initiative as a key step toward strengthening trade ties between Kenya and France while boosting value for Kenyan exports.
‘What we witness today moves us toward a more balanced trade relationship by promoting value addition, branding, and market access for Kenyan specialty teas,’ she remarked.
The Paris announcement coincides with Kenya’s push to secure Geographical Indication status for purple tea.
Such certification would formally acknowledge the product’s unique link to its place of origin, reinforcing authenticity, market differentiation, and premium pricing.
International recognition of purple tea is opening new avenues beyond conventional tea consumption. At the recent G7 Summit in Évian, chefs from the Élysée Palace crafted a dark chocolate infused with Kenyan Grand Cru tea chosen by Palais des Thés, highlighting the potential for Kenyan tea in high‑value consumer goods.
Macharia stated that the Paris launch demonstrates how collaborations can create fresh opportunities for farmers and fortify Kenya’s standing in global agricultural value chains.
‘By positioning Kenyan specialty tea in premium global markets, we are not only increasing the value of our agricultural products but also establishing sustainable economic prospects that can transform rural communities and boost Kenya’s competitive edge worldwide,’ he added.