Facing global market uncertainties, Kakuzi Plc is turning to the domestic consumer with the launch of Kakuzi Pure Black Tea, a move aimed at reducing its reliance on exports while offering Kenyans high-quality locally grown tea.
The tea, sourced from Kaboswa Tea Estate in Nandi County and sold in 250g and 500g packs, marks the company’s first direct-to-consumer tea product. The launch is part of Kakuzi’s broader diversification strategy, which seeks to combine traditional export crops with value-added products for local markets.
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Managing Director Chris Flowers said the initiative is not just about sales, but about building a resilient business model that can withstand currency fluctuations and global trade disruptions.
“By creating products for the local market that meet export-quality standards, we are safeguarding our business and offering Kenyans a taste of premium, homegrown produce,” Flowers said.
Kakuzi’s pivot comes after a challenging financial year, where losses of Sh130.4 million followed a profitable 2023. The decline was partly linked to the strengthening of the Kenyan shilling against the US dollar, which reduced export earnings, and shipping delays, which affected the quality of perishable exports like avocados.
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The new tea product complements Kakuzi’s expanding local product portfolio, which now includes ready-to-eat macadamia nuts, cold-pressed macadamia oil, and blueberries. Flowers emphasized that domestic sales are steadily contributing to the company’s revenue, creating a buffer against the unpredictability of international markets.
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“This is about more than profits; it’s about sustainable growth, supporting local production, and giving Kenyan consumers access to premium products made right here at home,” he added.
