Kenyan tea exporters are strategizing to tap into the West African market in the wake of Sudan's trade ban, which has disrupted a crucial market for Kenyan tea. George Omuga, Managing Director of the East African Tea Trade Association (EATTA), sheds light on the current state of affairs and the opportunities and challenges that lie ahead. The African Continental Free Trade Area (AfCFTA) presents a platform for Kenya to enhance its tea exports to West Africa, but obstacles such as tariff and non-tariff barriers persist. Omuga underscores the need for promoting intra-African trade and diversifying tea products to gain a competitive edge in the West African market. By launching Orthodox tea auctions and embracing the AfCFTA framework, Kenya aims to establish a foothold in West Africa's tea industry. Financial institutions are stepping in to provide trade financing solutions and de-risk expansion efforts, while the Kenyan government is poised to offer support to boost the value-added tea sector. Collaborative efforts between industry stakeholders and government entities are underway to propel Kenyan tea onto the shelves of West African countries, signaling a promising future for the nation's tea trade.