In Kandara, Murang’a, the Nduti Tea Factory sits among endless rows of green. For years, most of its leaves joined the flow of bulk tea moving through the Mombasa auction, a market that rewards volume more than identity. Nduti’s farmers produced quality, but they sold anonymity.
That changed when the factory invested its Fairtrade Premiums in a tea-bag packing line—shifting from bulk commodity to finished product. Instead of selling into an auction where tea is blended and rebranded by others, Nduti could finally put its own name on the cup. The factory already had the fundamentals: consistent black CTC grades and a reputation for quality; you’ll even find Nduti’s retail packs and bulk listings presented side by side on its channels, a quiet signal of the pivot from “supplier” to “brand.”
The new packaging capability unlocked something bigger than machinery: market power. Branded Nduti tea bags reach consumers directly, capturing value that once leaked out in the auction system. (The factory still sells bulk when it makes sense—Mombasa remains a vital route—but now it can choose its path.)
Momentum has come from partnerships too. Nduti is Fairtrade-certified and has benefited from buyer-funded initiatives—most notably Marks & Spencer’s Cup of Ambition, which channels a per-drink contribution into farmer leadership and climate-resilience training across its tea supply chain. Local coverage also points to targeted support for Nduti’s farmers from M&S and partners, deepening on-the-ground impact.
Today, the hum of the packing line is more than a sound; it’s a statement. Nduti is moving up the value chain—owning its story from leaf to label, keeping more income with farmers, and building a brand that carries Murang’a’s identity to the world. And with growing retail ranges and ongoing skills support, the factory’s next chapter looks less like price-taking and more like choice.