Murang'a county: The Kiru Tea Factory is intensifying its efforts to establish stronger direct market channels for its tea products, focusing on partnerships with buyers from the United Kingdom and members of the Ethical Tea Partnerships (ETP). During a recent tour of the factory with these stakeholders, Kiru Chairman Chege Kirundi highlighted the factory's shift towards marketing and its decision to increase the production of orthodox tea. According to Kenya News Agency, the factory tour hosted by Kirundi showcased the operational capabilities and the strategic changes aimed at boosting tea production. The chairman explained that the factory had met its production targets and was now primed to enhance its marketing strategies. "We have an oversupply of tea, and now is the time for us to particularize the segment we want to deal with," Kirundi stated. Kirundi also emphasized the importance of the UK market, noting it as a primary consumer of their premium product. The ongoing partnerships with UK buyers and other international entities were affirmed, with a focus on deepening these relationships. "We are pleased to have people we can deal with, especially when opening up channels for marketing our tea," said Kirundi. He encouraged direct interactions with buyers, which he believes are essential for understanding and maximizing revenue streams. The chairman's call to local farmers was to continue tea cultivation as more market opportunities are becoming available, which benefits not only the factory but also the farmers and their families. Additionally, Kirundi urged the government to facilitate better trade agreements to ease transactions for buyers and sellers internationally. Martin Short, the Interim Executive Director of ETP, shared insights into the organization's goals which include addressing poverty, ensuring service access, combating deforestation, and upholding human rights. "We are here to listen and understand the complexities of the supply chain so as to know what we can do to make the efficiency of the supply chain better," Short commented. He also expressed satisfaction with Kiru's upcoming expansion into orthodox tea production. Andy Brown, the Managing Director of Taylors of Harrogate, underscored the importance of Kenyan tea, particularly as a major component of their renowned Yorkshire tea. He revealed that his company had purchased over 8 million kilos of tea this year, primarily sourced through the Kenya Tea Development Agency. "The teas from Kenya are popular for their flavour profile and the brightness they bring to Yorkshire tea," Brown noted, praising Kiru for its sustainable business practices and environmental efforts. The factory management remains hopeful about forging additional direct buying partnerships, aiming to create a sustainable and economically beneficial environment for local farmers.