Grayling will prepare and implement a communication strategy to promote and popularize Kenyan tea in Russia.
The key objectives of the communication strategy in the next three years will be to increase interest in tea and develop a culture of tea consumption in Russia, inform the public about Kenyan tea and position Kenya as the world's largest exporter of high-quality eco-friendly tea, and develop partnerships with representatives of the Russian tea business. One of the most important goals of the campaign will be positioning tea as an integral element of Russian culture as well as a popular modern multifunctional drink.
Russia is the largest importer of tea in the world (Russia holds 9% of world imports for tea) and ranks fourth in terms of tea consumption. According to a study by NeoAnalytics in 2017, 95% of the population drink tea in Russia, preferring black packaged tea. At the same time, there is a trend of increasing demand in premium teas – herbal, fruit, blends and exotic varieties. Kenya offers about 50 different types of high quality tea, including black, green, white, oolong and purple teas.
The first step in establishing contact with representatives of the tea industry in Russia was the Kenyan Tea Evening. The Grayling team and the Kenya Agriculture and Food Authority organized this with the support of the Embassy of the Republic of Kenya in Russian Federation. Representatives of the Kenyan delegation and embassy attended the event as well as Russian manufacturers and tea suppliers such as May, LLC Van Rees, Sapsan, Riston, the RosCaCoffee Association, the National Organic Union Rosorganik and Russian tea experts, representatives of the Ministry of Agriculture, the Ministry of Industry and Trade of the Russian Federation, as well as Russian media and bloggers.
About the Tea Directorate of the Kenya Agriculture and Food Authority:
The main activity of the Agency is the regulation and development of the tea industry, the development of the tea industry in Kenya, research in tea production, and the development of new markets.
Grayling is a global communications network with more than 50 offices in 26 countries. Grayling has been working in Russia since 1999 and provides communication support to the leading international and Russian companies. Among our customers are: Henkel, Ford, Intel, Credit Suisse, Thomson Reuters, British Airways, eBay, PayPal, Skyscanner and many others.