The Rwandan National Agricultural Export Board (NAEB) has launched a national tea brand that is designed to make its tea products more attractive and distinct from other global tea products.
The brand – Rwanda Tea, A Natural Awakening – was launched by Agriculture and Animal Resources Minister Geraldine Mukeshimana at an awards ceremony for tea farmers and factories which exhibited improved agronomic and product handling standards in 2016.
Mukeshimana said the brand was designed to enhance the international competitiveness of Rwanda’s range of premium tea products. “It is imperative for us to protect the reputation of Rwandan tea products by setting them apart from other global tea products.
“Working together, we should ensure that Rwanda tea brands remain high-quality products that are sought after, trusted and backed by robust regulations and standards,” Mukeshimana said.
The new brand seeks to inspire tea value chain stakeholders by encouraging the marketing of high quality products. It will also set standards for increased efficiency in tea factories and value-addition to a diversified product range.
Rwanda exports tea to nearly 50 countries across Africa, Europe, North and South America, as well as the Middle East and Asia. The country earned US$74.5 million from the export of 25.1 million kilogrammes of tea between July 2016 and June 2017.
The NAEB believes it is on course to raise tea export earnings to US$94.9 million by the end of 2018.