Fast growing Kenyan tea brand APT hires MTI Consulting

In order to support its ambitious growth strategy at an international scale, APT Commodities in Kenya has engaged the services of Bahrain-based MTI consulting. Alongside strategic support, the contract includes a special mergers and acquisitions (M&A) component, which will look at inorganic means of expansion into new markets. 

At the heart of its operations, APT Commodities is a Kenyan entity that specialises in the tea-trade. The firm places a special emphasis on localised tea of the highest quality, catering to niche connoisseurs of the beverage across the world. Clients of the firm extend beyond its borders to Egypt, stretching as far as Pakistan, Kazakhstan and Malaysia among others.

Within Kenya, the firm is well recognised as a member of the tea Directorate, the East Africa Tea Trade Association, the Kenyan Chamber of Commerce, and a number of other public bodies. However, in recent times, APT has taken on a more international character, with plans to release specialised tea brands across the world.

The firm’s premier brand is Jambo Tea, which has gained immense popularity in the region of East Africa. Now, the firm has unveiled plans to launch two new brands, namely Hassan and Equator, stretching out in both directions. Hassan will cater to the eastern markets, scaling the Indian Ocean to the Middle East and Asia, whereas Equator will move west to markets in Europe and West Africa.In order to assist with these expansion strategies, the firm has called upon MTI consulting: a consulting firm based in Bahrain with operations across the world. The firm was established in 1997, and has since worked in 42 different countries, completing 630 assignments. MTI specialises in thought leadership in the strategy domain.

Using this expertise on strategy, the firm hopes to assist APT through analytical research and project analysis. In addition, the contract includes a component for M&A, which will allow MTI to examine opportunities for strategic partnerships to optimise APT’s entry into new markets in the region and across the world.

Commenting on the collaboration, CEO of APT, Peter Gitata Macharia said, “The time has come for APT to incubate new ideas and partners in order to stay relevant in this volatile geopolitical market. Our early success in international markets has inspired us to pursue a deeper penetration of the international market and do so with a strong technical investor.”

Meanwhile, CEO of MTI Consulting, Hilmy Cader said; “Given the current and emerging dynamic in the global tea markets, there is potential for niche tea brands to expand across borders by leveraging strategic partners and developing segment-specific value propositions.”

The trade of commodities such as tea, coffee and fish have allowed the diversification of the Kenyan economy, putting it among the richest countries on the continent, and helping it to navigate the current slump in the price of oil.