KTDA chairman Chege Kirundi (centre) together with TEA board of Kenya CEO Willy Mutai and KTDA CEO Wilson Muthaura during the launch of the KTDA Farmer First Mantra and commemorative magazine //Photo courtesy
Reaffirming its roots and vision towards empowering African tea farmers, the Kenya Tea Development Agency Holdings (KTDA) has unveiled a new strategy dubbed the Farmer First Approach.
This initiative aims to place the smallholder tea farmer firmly at the heart of its operations. The launch, held at Nairobi’s Safari Park Hotel on Thursday brought together more than 800 guests — from tea factory directors and government dignitaries to grassroots stakeholders and development partners.
During the ceremony, KTDA vowed to go back to the roots, where a farmer is the engine of tea sector. The Farmer First Approach is KTDA’s way of walking with the farmer side by side.
The new model is built on three pillars: People, Planet, and Profits, in a way that mirrors traditional African values of community, environment, and prosperity.
For People, KTDA will deepen support to farmers by ensuring fairer earnings, expanding access to financial tools and insurance, and offering stronger technical support. The aim is to boost productivity while preserving dignity and participation — something that resonates deeply in African communities, where respect for the farmer runs deep.
On Planet, the focus is to promote eco-friendly practices, encourage efficient energy use, and become better stewards of the land — a principle long known to African farmers who treat their land as inheritance for future generations.
When it comes to Profits, KTDA plans to open new markets, add value to Kenyan tea, and cut down costs through smarter operations — all so that the farmer earns more from their toil.
Speaking at the launch, KTDA Holdings Chairman Mr. Chege Kirundi promised to lead transformative change;
“My approach is to lead transformative change rooted in innovation, strong governance, and environmental sustainability. At the heart of this transformation lies a profound philosophical shift: KTDA must be farmer-centric.”
He added that the journey is about more than just structures and policies:
“KTDA’s transformation journey is more than a strategy—it is a movement to redefine how agriculture serves people and the planet. If we succeed, we will have built not just a better KTDA, but a healthier, more equitable future for generations to come.”
During the launch, KTDA also released a commemorative magazine packed with inspiring stories from farmers who have defied odds, reflections from partners, and a record of achievements marking the transformation of Kenya’s tea value chain. A leadership forum followed, where discussions centred on how to deliver better services directly to the farmer’s doorstep.
As the tea sector grapples with global economic changes, KTDA says this new approach will act as a compass for all future reforms — whether it’s faster payments, better extension services, smarter factory automation, or expanding financial products that speak to the everyday needs of the African farmer.
