THE TEA CULTURE OF AFRICA: A STORY OF HOSPITALITY, OPPORTUNITY, AND GROWTH

During a project trip to Abeche, Chad, I was invited to lunch by a gracious host. As I ate, I was served tea—a gesture that resonated deeply with me. It reminded me of how much I enjoy pairing a delicious meal with my favorite tea.

In many parts of Africa, especially in predominantly Muslim regions, tea is more than just a beverage; it symbolizes hospitality and community. People often share it with guests, consume it in the mornings, or enjoy it during social gatherings, especially during the rainy season.

While in N'Djamena, I spoke with a roadside tea vendor who shared fascinating insights. Tea consumption, especially among young people, is on the rise, and the demand for ready-to-drink tea is significant. His daily income, solely from selling tea, was astonishing. Many customers prefer buying from him because he prepares the tea for them, eliminating the hassle of making it themselves.

Yet, many tea producers overlook the immense potential of the African market. A beneficial product that promotes healthy living needs only patience and the right exposure to thrive here.

Are you a tea producer?

Here’s some exciting news: The International Tea and Coffee Festival, happening from April 25–27, 2025, in Cotonou, Benin, is your golden opportunity to showcase your products to thousands of business partners, wholesalers, importers, and consumers.

The African market is ripe with opportunity, and you might be surprised by how far your brand can go.

2025 is your year—don’t let it pass you by! Contact me today for more information. Let’s make it happen!