With 100,000 cups of its teas drunk every hour, globally, Traditional Medicinals shares its herbal remedies and teas with two million people a day, providing itself the opportunity to inform, to be transparent, and to raise issue of importance, as well as bringing them each a little bit of nature in every cup.

Traditional Medicinals’ story begins more than 50 years ago, when Drake Sadler who co-founded the company with Rosemary Gladstar, met in the woods of Northern California where they were both living in the late 1960s. Gladstar collected plants and was teaching students and young people about the herbs and formulas that had been passed down through her family.

“Her great grandmother was a herbalist from Armenia [who taught her daughter], [who in turn, taught her daughter]. All this knowledge was passed down, as it always has been, in an oral tradition with women from generation to generation. They were the ‘medicine women’ in their communities and Rosemary was the medicine woman in her community,” explained Sadler, chair of Traditional Medicinals. Gladstar had a small shop and people would come to see her seeking remedies for their ailments.

Meanwhile, Sadler came from a background of social development. He worked for the US government on what was called the War on Poverty, setting up social programmes in poor communities. At this time, Gladstar wanted to further educate the community about herbal education, so she started packaging her herbal formulas and inserting inside information she had written to provide further explanation about the herbs they were using to treat the illnesses. This was the founding purpose of Traditional Medicinals – herbal education – and why the pair decided to launch it as a business.

The second founding principle came as Sadler and Gladstar began to visit the countries and communities from which they were sourcing plants. There they discovered that the herb and spice communities were quite impoverished. “This then triggered the evolution of the company’s second purpose,” said Sadler, “which was to build sustainable communities where these plants came from.”

Traditional Medicinals Throat Coat packaging circa 1980. Image: Traditional Medicinals

When Traditional Medicinals began, it offered nine products, each chosen to meet specific consumer needs and address ailments people had come in for, such as sore throats, problems sleeping, digestive troubles or morning sickness. “But that quickly expanded. I think within the first two or three years we had about 20 products,” commented Sadler. “People were like, why can’t I get this? What about that? So, Rosemary was formulating remedies that people needed. We weren’t trying to come up with the latest flavour or something, it was all about consumer needs.” Now Traditional Medicinals has more than 60 products (teas, lozenges, and capsules), which still change according to consumer needs and the ingredients they are interested in, such as dandelion, raspberry leaf or hibiscus.

These trends and demands also vary by region; Joe Stanziano, newly appointed CEO of Traditional Medicinals (see the announcement in People News) added, “according to industry data, the stress/relaxation segment has the highest regional share in California and has the lowest regional share in the mid-south; whereas the immunity segment has the highest regional share in the mid-south and lower in the northeast [of the US].”

Sustainable from the start

The majority of these products are distributed across the United States, but its market generally covers Central and North America. “The products are in a lot of countries I visit, but we don’t have a strong foreign strategy,” said Sadler. “There’s only so many places we can be and be there successfully […] There’s a limit: there’s a limit to these plants, there’s a limit to our capacity to produce […] We’re not trying to be the biggest, we’re just trying to be the best.” This notion is something integral to the workings of Traditional Medicinals.

Sadler spoke about how both he and Gladstar were interested in Buddhism during the origins of the company, one of the principles of which is ‘right livelihood,’ which he said they have always strived to embody within the company. “The notion of right livelihood is how business, or how people, should conduct themselves when they’re doing business. And the fundamental of right livelihood is to do no harm. So, conducting business in a way that helps people and does no harm, no harm to the environment, does no harm to each other, does no harm to the community.” This is something Sadler said distinguishes Traditional Medicinals from many other businesses.

This ethos also guides the company through purchasing and working with organic and fair-certified suppliers. Traditional Medicinals made a commitment to using quality and efficacious ingredients to deliver tangible health benefits. Its first certified organic products were in the late 70s, and then fair-certified ingredients began in the 90s. “The company has a real commitment to its stakeholders from these supply communities all the way through our trading partners […] We operate from a place of integrity,” said Sadler, and sustainability has always been a part of this, whether it is environmental or social.

When Sadler and Gladstar first started visiting their source communities, they would find children working in fields and not going to school, because their parents needed them to work and often there weren’t schools for them to go to. “So, then the next time that we would come back to those communities, we would bring books; we’d bring books written in the language of that country, school books. And we’d ask, ‘Can we hire a teacher and have children learning in the evenings? Would you give them room to study? We will hire the teacher and bring the books,’” recounted Sadler, explaining how the company’s opportunities for scale of impact have expanded since its founding. “Now we build schools. We have five schools in one remote area of Rajasthan [India], five schools just in this little remote area and there’s 2,000 kids going to school there every day.”

Traditional Medicinals now works in 43 countries through fair certification projects and partnerships. Its community projects in these regions impacts tens of thousands of farmers and collectors and their families, in areas such as health, hygiene, education, economic development, food and water security and women’s empowerment, the latter of which is especially crucial, said Sadler.

Historical Traditional Medicinals packaging. Image: Traditional Medicinals

Since the beginning of humankind, people have been experimenting with plants for food and medicine, for clothing and for shelter. Now in modern times, 50 percent of the world’s medicine contains plants, 80 percent of which are not farmed and must be collected in the wild, Sadler shared. It is in these remote areas that they grow and are collected by indigenous people, the vast proportion of which are women. This is why “we want to work on projects that empower them, raise their voices in the community, educate them better. And make sure that their daughters are going to school.”

While these practices have been embedded in the company since its founding, Sadler noted that there has been a strong increase in demand for sustainable activities from consumers, particularly young consumers who are wanting more information about the products they buy. “Young consumers really want education, they want to know what they’re consuming, they want to know about the ingredients, they want to know where those ingredients come from, they want to know who’s involved in the production of those ingredients, whether they’re farmed or collected, and how they’re manufactured and under what conditions,” he said. “They really demand transparency and this is wonderful. This is the way it should be. We should be knowledgeable about the products that we’re using and under what conditions they’re produced.”

Not business as usual

Integrity, right livelihood or transparency, however Sadler’s Traditional Medicinals’ ethos manifests itself, it is all under the umbrella of sustainability, and safeguarding resources and people’s livelihoods for the future, a pressure that is becoming increasingly urgent, something Sadler feels keenly. “There’s no more business as usual. We’re done with business as usual. I’m fed up with business as usual. I’m fed up with corporate America. I’m fed up with billionaires who are acquiring wealth,” he emphasised.

“That’s not the answer for the future. That’s not how we’re going to survive as a species. It is my belief that business has not only an opportunity, but an obligation to lead in the evolution of business as a platform for social change.”

Sadler said he is now focused on creating a structure of ownership within the company that ensures this purpose “is embedded in the company’s operating system, it’s part of its daily governance. So that it can’t be disrupted,” long after he is no longer there to steer it.

Newly appointed CEO, Stanziano, is taking up this mantle, and explained how he hopes the company will continue to evolve. “Traditional Medicinals has built a strong legacy as a leader in herbal wellness and as a Certified B Corporation, deeply rooted in sustainability and social responsibility. As we look to the future, my vision is for Traditional Medicinals to continue advancing its mission-driven approach, placing people and the planet at the forefront of every decision we make, even as we adapt to the evolving market landscape and changing consumer needs.”

Stanziano said that in the next 20 years, he sees Traditional Medicinals “solidifying our position as a global leader in herbal wellness by broadening our market presence and diversifying our product portfolio. We’ll achieve this through our strategic partnerships and collaborations with local communities and suppliers, ensuring that our sourcing and production practices remain sustainable and transparent.

Our commitment to environmental stewardship is unwavering, and in 2023, we took a significant step by aligning with the Science Based Targets initiative (SBTi), setting ambitious goals to reduce Scope 1 and 2 emissions by 42 percent by 2030 and achieve net zero emissions by 2050,” he said, adding, “looking 50 years ahead, I envision Traditional Medicinals sharing more of its leadership position to inspire – empowering global communities and consumers to embrace the healing power of plants and live in harmony with nature. Our focus will be on innovation, continuous improvement, and expanding our impact, ensuring that we remain a trusted source of wellness for generations to come.”

Over the last 50 years, from its roots as Rosemary Gladstar’s homemade herbal remedies, passed down through generations, and shared with her community, to a far-reaching company, who’s impact stretches even further than it’s teas, Traditional Medicinals has managed to maintain its founding ethos and principles throughout.

This is something that Sadler articulates accordingly, “People think we’re a tea company. We’re actually not. We’re a tea company, but the tea company is actually the means to an end. It’s the work in those supply communities and educating people about herbal medicine, that’s really what we do and the products are the means to an end. They’re what financially support the purpose. It’s not the other way around.”

• Kathryn Brand is an associate editor with T&CTJ, while still writing for several of Bell’s other magazines. She joined Bell Publishing at the beginning of 2022 after graduating from the University of East Anglia with a degree in English Literature and Creative Writing. She may be reached at: kathryn@bellpublishing.com.

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Seated on deck chairs around the back of the lively illy stand, to the backdrop of the loud music and bustling festival – and plied by illy’s zero waste soft serve ice cream and espresso martinis – I quizzed Franco on the importance and significance of regenerative agriculture and its certification.

Franco explained that illy is the first brand with the complete certification, meaning that all the steps throughout the company’s supply chain are audited and certified. Not only is illy’s Brasile Arabica Selection Coffee Regenagri certified, but so is the company itself. Therefore, any other coffee illy sells that comes from Regnagri certified farms, via a certified producer, is also covered.

When certifying farms, Regenagri looks at the full set of criteria, whether that be soil health; reduction in use of water and energy; biodiversity; use of fertilisers; intercropping; or conservation efforts. They are all measured and assessed and scored against, said Franco. Farms or businesses need a Regenagri score of 65 per cent to achieve the certification. “We look at the whole picture. Consider it like a puzzle, where each of the components has weight, and each of the components is measured and verified for improvement, and everything together gives the final result of the Regenagri certification,” said Franco. He added that, crucially, the programme requires improvement every year: “you cannot be certified Regenagri and let things stay,” he said, and this is what drives the impact of the certification.

This improvement is crucial and needs to be tangible. If a company does not improve, Regenagri requires it to submit an improvement plan to shape their strategy. Franco explains that they don’t want to immediately cut companies out that haven’t improved, because farming is more complicated than that. If improvement is not seen in the first year, they have to submit an improvement plan, which is verified the following year. If they are still not able to achieve results, they cannot stay in the programme and remain Regenagri certified. “I think it is a fair balance between helping them and giving them some urgency as well,” commented Marco.

And there is urgency for these changes, especially in coffee. “There is strong power from both sides [consumer and company] to engage with the farmers and with the suppliers, and to reward them for their efforts to do better farming, and then also the power towards consumers to convey the right message,” said Franco. He added that consumers are getting increasingly aware and knowledgeable about sustainable farming and the environment, but they need to be much more informed about regenerative farming. Brands that take on the Regenagri certification and display it on their products are part of this consumer education.

Each company that is working towards or has achieved a Regenagri certification will have entirely context specific plans. What this means, Franco explained, is that each of the criteria is assessed based on the specific context, which region, which climatic area, the type of soil where they are farming. Different areas will have different needs and priorities and the Regenagri plan can be adjusted accordingly.

I then asked about whether the new EU Deforestation Regulations (EUDR) is expected to impact Regenagri’s work in any way, or if it’s being welcomed with open arms. Franco responded that “the eligibility criteria of the Regenagri standard for farms has always included the checks to see if the applicant has been involved in deforestation or conservation; it’s been there since the beginning …, so basically the EUDR is embedded into the original standard.”

While regenerative agriculture practices are recommended to all kinds of farming, Franco explained that there is special potential in coffee. “In this case in Brazil, the reductions of carbon footprint for coffee is actually nearly double what is achieved in other arable crops.” He added that “in Brazil, I think there are approximately 50,000 hectares of farms that are certified. If you put them all together, in one year they have essentially reduced [the equivalent of] ten per cent of the carbon footprint of London.” When companies first start on their regenerative agriculture journey, there is huge room for improvement, then as they improve “the curve flattens a bit,” but the impact is great.

It is all moving in the right direction, companies and farms just need to be educated and motivated to make the change. When I asked whether Franco thought that governments should be doing more to incentivise and perhaps subsidise regenerative agriculture transitions, Franco commented, “I’m not always in favour of subsidising something; I’m more of a believer of letting the system create value by itself. Subsidising usually means creating a bubble,” he said, emphasising it is more important for a true economic system to be developed to support the regenerative supply chain, where value and impact is recognised.

Hopefully, going forward, we will see many more companies being certified by Regenagri, especially in coffee and tea where there is huge potential, as well as already existing practices that champion regenerative agriculture. Steps like this by the big coffee and tea organisations are essential at this stage to safeguard our industry.

• Kathryn Brand, associate editor, Tea & Coffee Trade Journal.
  Keep in touch via email: kathryn@bellpublishing.com Twitter: @TCTradeJournal or LinkedIn: Tea & Coffee Trade Journal

The post Certifying regenerative agriculture appeared first on Tea & Coffee Trade Journal.

• Kathryn Brand, associate editor, Tea & Coffee Trade Journal.
  Keep in touch via email: kathryn@bellpublishing.com Twitter: @TCTradeJournal or LinkedIn: Tea & Coffee Trade Journal

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France’s oldest tea house, Mariage Frères, opened its first maison de thé in Paris in 1854, building on the family tradition of tea importing and trading since 1660. Then, in 1984, Mariage Frères opened to the retail trade, and continued to open further locations across Paris, Japan, London and Germany. 

The Covent Garden location I visited opened in 2018, after the success of its Selfridges boutique in 2012. It is a beautiful building set over two floors for the public, consisting of a ground floor tea shop, with displays of patisseries to take away, as well as their myriad teas, and exquisite tea paraphernalia. There is also a floor above containing the tearoom, where visitors could sit and enjoy its edible offerings, accompanied of course by a vast selection of Mariage Frères teas, overlooking the shop floor below, or out onto the busy street at the front. 

Out on display, front and centre, was Mariage Frères anniversary blend, ‘Birthday in Love’, which is a handpicked Darjeeling, with additions of bergamot, rose petals and jasmine, which comes in a red, pink and gold box of 30 individual tea muslins. And, as part of their summer launches, there was also the newest addition to the Mariage Frères iced tea portfolio, many of which are themed to specific locations or cities, and so it was apt timing for the Parisian tea company to launch ‘Paris Summer.’ Housed in a large jar, the loose-leaf tea is designed to be cold brewed, and consists of green tea with yuzu, mint, green bergamot and rose petals. Also in the summer launches, were the tea infused and inspired patisseries, such as the ‘Bon Anniversaire’ cream cake and ‘Tea Ice-Cream Sandwich’, both flavoured with the ‘Paris Summer’ tea. 

In between sampling the new offerings, I spoke to Mariage Frères’ Covent Garden store manager, Benjamin Biget, about the launches and the company’s ethos. He emphasised that quality is everything, and they are entirely immovable on that fact. They negotiate directly with farmers, not just to ensure a fair price, but also to ensure the highest standard of quality, including that they are organic. If an ingredient used in one of their teas or blends is no longer available at the high standard Mariage Frères requires, then the product it is used in will just be no longer available for however long it takes, explained Biget. Mariage Frères won’t compromise by subbing in an inferior ingredient just to keep the product line available for customers. This is especially essential since many are very often ‘made to measure’ exclusively for Mariage Frères. All Mariage Frères teas and infusions are rigorously tested for compliance to strict standards of quality and organic practices, and the Mariage Frères  ‘Jardin Premier’ stamp, certifies that they meet the standard. Biget added that, while this is a very expensive process for the company, it is non-negotiable. 

This sense of fastidiousness and tradition is part of the fabric of Mariage Frères, said Biget, and transparency is everything. Little has changed in the company since it first opened its doors to the public, yet it continues as a steadfast brand associated with French elegance. Mariage Frères achieves this, explained Biget, by staying in its own “bubble,” not looking at what competitors are doing, only focusing on themselves and staying true to its purpose and way of doing things. 

Most of the news we receive at Tea & Coffee Trade Journal can be rather coffee-oriented, and I think that is because tea is so much more steeped in tradition, as evidenced by Mariage Frères and its “bubble.” The tea world seems to want to do things the way it has always done them, and doesn’t feel the need to be constantly reinventing itself the way coffee sometimes does. This mentality clearly works, with tea being the most consumed beverage in the world, second only to water, beating its coffee counterpart. Tea is associated with tradition and propriety; you only have to look at the huge popularity of afternoon tea services that places such as Mariage Frères and many prestigious London hotels provide. There is an appetite for the experience as well as the tea, and this is something that Mariage Frères felt acutely aware of on my visit. Something I will continue to ponder, over the ‘Paris Summer’ iced tea I took home with me! 

• Kathryn Brand, associate editor, Tea & Coffee Trade Journal.
  Keep in touch via email: kathryn@bellpublishing.com Twitter: @TCTradeJournal or LinkedIn: Tea & Coffee Trade Journal

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In her article, “Gendered Teas: A Marketing Strategy or Women’s Reprieve?”, our associate editor, Kathryn Brand, discusses how the ‘wellness economy’ is still surging post Covid-19. Kathryn writes: “As this movement has matured, it has, by extension, expanded and brought to the forefront wellness teas specifically catered towards women. This, combined with a growing feeling of disempowerment of women’s health needs, has resulted in a strong market demand in the women’s wellness tea category.” 

But the question remains, are these teas legitimately offering women relief or are they gimmicks? 

The words ‘disempowerment of women’s health needs’ is a frustrating but oft-true reality that has been happening for far too long, and yet continues today. Not too long ago – when I was a reporter covering the retail industry – ‘PMS’ (premenstrual syndrome) was not a ‘real’ syndrome or even an ‘ailment’, it was something ‘in women’s heads’, scoffed at and therefore not legitimised (at the time there was one, maybe two PMS pain relievers on the market). But then (in my opinion) the pharmaceutical industry seemingly ‘did the math’ and acknowledged that nearly half the global population are women (today that number is 49.6%) and might suffer from PMS not only monthly, but for many years — and the money bells started ringing. Suddenly ‘PMS-relieving’ products started flooding the market coupled with major advertising campaigns. Forward to 2022 and the global PMS and menstrual health supplements market size was valued at USD $22.6 billion per Grand View Research. So, despite its auspicious beginning, PMS was eventually realised as a ‘syndrome’ most likely because of its strong revenue potential but a new category was created that does offer relief for a specifically female-related problem. 

Years later, women’s health claims and needs are still often discounted by doctors, leading them to often look for alternative methods for care and treatment, such as holistic medicine. However, there are also women who prefer natural solutions rather than medicinal when available. Women’s wellness teas go beyond the core functional areas of energy, concentration, relaxation, gut health, skin health, etc., to target needs of women during various life stages. Thus, there are products to support women during reproductive life – from menstruation, pregnancy, nursing – to perimenopause to menopause. But are these teas offering women relief or simply catering to women’s purchasing power in a previously untapped market? Perhaps a bit of both. 

While some brands may see the category as a new potentially strong revenue stream. Some of the brands highlighted in the story, are founded by women because they saw a problem and created a product to solve it. Bethan Thomas, co-founder of HotTea Mama, and a tea scientist, told T&CTJ the motivation for establishing the brand, “It wasn’t until I got pregnant that I realised the majority of the herbal blends that I was creating, weren’t suitable for pregnancy due to many of the ingredients inside. This triggered the idea for HotTea Mama, as my best friend [and I] went through motherhood and suffered with morning sickness, struggles breastfeeding and sleeping… We wanted to make teas that were suitable for this life stage, to be both delicious and supportive.” HotTea Mama has expanded its tea line to offer teas during women’s various life stages. 

Traditional Medicinals, the herbal and botanical tea company that is celebrating its 50th anniversary this year, says it is prioritising women’s health. In the article, Kristel Corson, chief marketing officer at Traditional Medicinals, said, “We believe in providing natural and effective support for women’s health concerns, from menstrual health to pregnancy and lactation support.” 

While I truly hope none of these are simply marketing ploys, there is nothing wrong with exploring a new avenue for revenue (as brands, companies and individuals have done for decades, even centuries), as long as they are legitimately offering some type of relief or support. Support is a key word as none of these women’s wellness teas are panaceas, they are supplementary products aiming to offer holistic solutions for women. And if, in fact, they are offering support, and the more accessible and reasonably priced they are, then female consumers will benefit, and kudos to the brands. 

I recommend reading Kathryn’s article, “Gendered Teas: A Marketing Strategy or Women’s Reprieve?”, which begins on page 30 in our June issue and is the highlighted feature in this week’s newsletter to learn more about this intriguing new category.

• Vanessa L Facenda, editor, Tea & Coffee Trade Journal.
  Keep in touch via email: vanessa@bellpublishing.com Twitter: @TCTradeJournal or LinkedIn: Tea & Coffee Trade Journal

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The post-Covid surge in the popularity of functional beverages is ongoing and has significantly bolstered the consumer spend and interest for such products, or rather ‘the wellness economy.’ As this movement has matured, it has, by extension, expanded and brought to the forefront wellness teas specifically catered towards women. This, combined with a growing feeling of disempowerment of women’s health needs, has resulted in a strong market demand in the women’s wellness tea category.
There is an ever growing group of companies that offer women’s wellness tea products, whether they are tea companies that have expanded their product portfolio to meet the demand, or companies which have founded themselves on the premise of supporting women through tea. HotTea Mama falls under the latter. Founded by Bethan Thomas and Kate Achilles, the brand offers consumers a selection of products to support different stages of women’s reproductive life, from menstruation, pregnancy, nursing, and menopause.

Thomas, co-founder and tea scientist at HotTea Mama, explained the premise behind the company’s founding, “It wasn’t until I got pregnant that I realised the majority of the herbal blends that I was creating, weren’t suitable for pregnancy due to many of the ingredients inside. This triggered the idea for HotTea Mama, as my best friend [and I] went through motherhood and suffered with morning sickness, struggles breastfeeding and sleeping… We wanted to make teas that were suitable for this life stage, to be both delicious and supportive. As we grew, our customers started to ask if any herbs or teas could support periods and perimenopause, and I used my tea biochemistry knowledge to create blends for this time of life too.”

Similarly, Poorvi Chordia, founder of Herbs & Kettles, which sells premium single-origin Indian teas, was inspired to create teas for women’s wellness due to personal and professional experience. “As a woman and a frontline physician, I experienced firsthand the importance of self-care and stress management, especially in the face of life’s challenges. Tea played a significant role in keeping me grounded and providing moments of solace during stressful times.”

Wollenhaupt offers a large variety of herbal teas, including a ‘Women’s Power’ blend. Image credit: Wollenhaupt

Meanwhile, Smith Tea recognised its high number of female-identifying customers and wanted to offer a product with health and wellness and “functional nourishment” as a priority, commented Sara Kaufman, product development manager and lead tea maker for Smith Tea’s Empower Mint blend, which was specifically designed with holistic women’s health in mind.

A demand for holistic wellness

Tea companies are noting and building on the idea of women as individual and important consumers with significant purchasing power. “Women’s health is a priority for Traditional Medicinals because we recognise the unique needs and experiences of women throughout their lives. We believe in providing natural and effective support for women’s health concerns, from menstrual health to pregnancy and lactation support,” shared Kristel Corson, chief marketing officer, Traditional Medicinals.

But why is it that women are turning to teas for their health needs in the age of modern medicine? It is part of the growing consensus that the Covid-19 global pandemic inspired, that self care and holistic wellness is something that should be prioritised and sought after in everyday products through functional food and drinks. “During the pandemic, we have learnt that many people have taken more time for themselves again […] People are living more consciously and paying more attention to their health and diet,” noted Michael Görres, head of product development at Wollenhaupt.

Smith Tea’s Kaufman added that “the pandemic highlighted a long-forgotten (or perhaps just overcomplicated) need for finding holistic wellness in our lives. From work-life balance to cleaner eating, the wellbeing economy supports wellness across the board and functional teas sit at the pinnacle of that.” At a time when people felt a need to have some control and agency over their health, a functional beverage market blossomed and remains a strong category even still.

But taking power and control over one’s own health, in the ways that one is able, is something particularly pertinent to women. Thomas explained that “women’s wellness and health has been hugely neglected in society and in medicine for a very long time, which has made women more open to looking at their health holistically.”

Smith Tea’s Empower Mint tea contains four herbs that cover systematic health for women of all ages and demographics. Image credit: Smith Tea

Some medical professionals cite concerns, however, that women are turning to alternative therapies “at the expense of engaging with proven medical approaches, and with conditions such as endometriosis affecting around one in ten women of reproductive age, this kind of marketing can be dangerous,” wrote Dr James Brown, senior lecturer in biology and biomedical sciences, Aston University, in a Guardian article titled “Women: beware teas with a gender agenda.”

However, this perspective overlooks the fact that many women do seek professional medical intervention, but use holistic healthcare, such as herbal teas, alongside it, or as a last resort when doctors are not able to help. “The truth is, that there is a huge medical gap in the UK, and all other countries. Women are often not recognised or heard by their doctors. Especially with conditions like endometriosis, PCOS (polycystic ovary syndrome) and adenomyosis — these are hard to diagnose and women on average have to wait 7.5 years for a diagnosis. In this time, they are forced to take charge of what they can in their diet and lifestyle to support,” added Thomas.

Studies and traditions

While it is true that women cannot necessarily expect a cure for their female-related ailments through wellness teas, there is a growing portfolio of scientific evidence and studies that show an amount of benefit can be seen from regular consumption. An example of this is an article titled “Herbal Infusions and Women’s Health: A Review of Findings with a Focus on Human Studies on Specific Infusions with Studies on Extracts to Evaluate Mechanisms,” by Gill Jenkins, Christopher John Etheridge and Pamela Mason, from the Journal of Nursing and Women’s Health sourced via Gavin Publishers. The paper demonstrated that German chamomile, rosehip and spearmint are all shown to give women health benefits in human trials. German chamomile was found to improve aspects of sleep in postnatal women, as well as being beneficial for pre-menstrual syndrome (PMS), anxiety, stress, and metabolic control.

Rose hip was associated with improved symptoms of menstrual pain, and spearmint improved hormone control. “These infusions contain a range of phytochemicals, including flavonoids, which help to explain their health outcomes. Most of the human studies indicated that 1-3 cups daily with brewing times of 5-15 minutes provided the health benefit in question,” the study noted.

Raspberry leaf, red clover, ginger and turmeric are also routinely favoured in women’s wellness tea offerings and are among those that have been used as herbal remedies stretching back generations. Companies endeavouring into women’s wellness teas have to choose how to balance verifiable scientific evidence with anecdotal and traditional uses. “We’re careful to only use ingredients that have historical use but are also backed up with research in more recent years. While the research studies are often small scale, we work with a technical agency to review new research regularly and ensure that there is as much evidence as possible to suggest that the majority of women will benefit,” said Thomas.

It is this deeply rooted historical practice that also may also be bolstering the attraction of wellness teas for women, observed Corson. “The appeal of these teas to women may be rooted in their historical connection to nature and traditional herbal practices that have long been passed down through generations of women.”

Chordia also noted that women tend to be more open to “an integrative approach towards health.” She added that “they are also more [receptive to] trying Eastern medicine which has a multitude of health benefits and often functional teas and tinctures play an important role in these alternative approaches. Women more often form communities that empower each other, and that often helps them take charge or ownership of their health and wellbeing than men.”

HotTea Mama offers a range of wellness teas for different stages of women’s reproductive life. Image credits: HotTea Mama

While many companies stress that their wellness teas can benefit both men and women, they are overwhelmingly finding that their consumer base is dominated by women and as such, are marketing their teas with this in mind. However, some view gendering teas as a marketing strategy in itself. Görres explained, “In the herbal tea sector, it can make sense to develop gender-specific teas for the respective needs and with a target-group orientated approach.”

On the whole, people tend to drink herbal teas for their health benefits as well as just their flavour, and since men- and women-identifying individuals often have different wellness needs, especially in relation to reproductive health, it makes sense for teas to be targeted in this way. Corson noted that this must be done with some care; “gendering teas can be a marketing strategy to target specific demographics and highlight the relevance of certain products to their unique needs. However, it’s essential to ensure that gendered marketing does not reinforce stereotypes or exclude potential consumers. Ultimately, the effectiveness of marketing strategies depends on the authenticity of the brand’s message and its ability to resonate with consumers’ values and experiences.”

Market movements

With herbal tea market sales expected to grow at a CAGR of 7.3 percent to USD $7,693.5 million between 2023 to 2033, according to market research company, Future Market Insights, there is no doubt a driver of this is consumers’ search for products to improve their health and play a functional role in their beverage consumption. The trend for customisation is expected to influence this market with consumers wanting tea formulations for their specific health concerns, including women’s wellness. These are also anticipated to grow in the organic and ‘natural’ space as “people are making a conscious decision to drink better quality teas that are organic, directly sourced and fresh, farm to cup,” said Chordia.

While some may consider women’s wellness teas a trend or marketing gimmick, and for some companies that may be true, but there are equally companies that are investing in the research and utilising centuries old traditions of herbal remedies to give women comfort, relief, relaxation, or even just a moment of pause to enjoy a delicious cup of tea. And with the functional market and ‘wellbeing economy’ ever-growing, this category is not expected to go away any time in the foreseeable future.

• Kathryn Brand is an associate editor on T&CTJ, while still writing for several of Bell’s other magazines. She joined Bell Publishing after graduating from the University of East Anglia with a degree in English Literature and Creative Writing. She may be reached at: kathryn@bellpublishing.com.

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Many consider matcha, like other natural tea and botanical infusions, to be beneficial to health when consumed, and as such this can be used as a draw for consumers. One such company is UK-based OMGTea, a specialist matcha green tea company.

Its founder, Katherine Swift, firmly believes “regular consumption of quality matcha is a simple way to do something positive for your health and wellbeing that will have both short and long-term benefits.”

Swift commented: “This is the season in Japan, known as ‘Ichibancha’, when the very best Japanese green tea is harvested. But many people in the UK don’t yet realise just how special these precious, top quality tea leaves can be.

“For example, matcha green tea has been drunk by Buddhist monks for centuries and is known to help to still and focus the mind – it is regarded as a drink of meditation. This practice is now widespread in Japan which is one of the healthiest countries in the world and is renowned for its longevity.

“Samurai traditionally consumed matcha before battle, whereas Buddhist monks drank it for relaxation and to achieve a sense of Zen. In today’s fast-paced world, many individuals facing challenges at work and home could benefit from tapping into their inner samurai or Zen. A good cup of matcha is a great way to start.”

In support of this philosophy, OMGTea runs a ‘Matcha Challenge’ every January/February, where participants consume quality matcha every day for 21 days. At the end of which they complete a survey, answering questions about their health and wellbeing, the results of which are used to assess the impact of daily matcha consumption on the participants lives.

Out of 126 respondents, 46% consumed their matcha in tea form, 64% as a latte, and 5% in a smoothie. Of this group, 88% experienced an increase in energy, likely supported by the on average 70mg of caffeine a cup of matcha contains, more than green tea but less than coffee. Accordingly, 83% said they also noted an improvement in their focus, and a further 52% felt when they were exercising that they could do more than usual, and 77% felt more “present in the moment.”

As well as improving energy and focus, the survey also found that it promoted healthier living and wellness in its participants; 98% said drinking matcha regularly made them feel like they wanted to live a healthier lifestyle, 55% found it helped curb cravings and snacking, and 46% noticed a clearer or brighter complexion to their skin.

While this was a small brand-led survey, it certainly indicates that benefits can be had from consuming matcha regularly. Katherine Swift emphasised, however, that the quality is very important to reap the most benefits from matcha.

“The quality of matcha can significantly influence its health impact due to variations in the levels of nutrients, antioxidants and L-theanine. High quality matcha contains more catechins, particularly epigallocatechin gallate (EGCG), which is a powerful antioxidant.

“Premium or high grade matcha typically comes from the first harvest younger leaves and has a higher chlorophyll content than lower grades. High chlorophyll is what gives quality matcha its bright green colour and acts as a natural detoxifier.

“Higher grade matcha also has more L-theanine. L-theanine is an amino acid that reduces stress and promotes relaxation, whilst also helping to improve focus and cognitive function. Essentially it is the L-theanine that gives you that Zen feeling when you drink quality matcha.”

So if consumers are wanting to try matcha and incorporate it into their daily lives, Swift shared some tips for starting out.

1. As mentioned, quality is essential. Colour and texture are the best ways to assess the quality of the matcha.
2. Look for the origin – “Matcha means powdered leaf in Japanese and authentic matcha is Japanese origin only. The Japanese have been producing quality matcha for more than 800 years, with the skills for doing so passed down from generation to generation.”
3. You get what you pay for when it comes to matcha. Anything cheaper than £20-£45 for a 30 gram tin of high grade matcha will likely be in the lower quality range. Cheaper matcha will be more bitter, less palatable and less “healthful,” explained Swift.

Where this price point may be off putting or inaccessible for many consumers, Swift does say that benefits can still be had from lower grade matcha, especially when blended into lattes or smoothies to hold up to the stronger flavour.

With wellness trends continuing to be on the rise since Covid-19, matcha is becoming less of a niche segment and more into the mainstream market, with trendy concoctions such as matcha lattes and alcoholic drinks becoming more prevalent, especially attractive due to the product’s distinctive shade of green.

• Kathryn Brand, associate editor, Tea & Coffee Trade Journal.
  Keep in touch via email: kathryn@bellpublishing.com Twitter: @TCTradeJournal or LinkedIn: Tea & Coffee Trade Journal

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One of the lectures I attended was particularly informative. Jay Kling, independent consultant for Efficiency Coffee, was among the speakers who opened the lecture programme on the first day (12 April) of this year’s SCA Expo, with his talk on ‘Inventory Management Fundamentals for Green Coffee Buyers.’ Kling spoke about the ways in which buyers, particularly roasters, can mitigate issues surrounding product flow and inventory. Using demand protections ensures buyers can accurately purchase green coffee, knowing exactly what and how much of certain beans they need, as well as when to move stock from the warehouse to their own storage ready for roasting. Seasonality needs to be addressed to achieve this, said Kling, as “demand will be stronger in certain times of year,” such as the autumn ‘coffee season’, November-December holiday season, and cold brew season. Data helps forecast seasonality and should be accounted for in demand forecasts, however some discrepancies have to allowed for here as it is dependent on weather and that can often be unseasonal.

Kling’s next stratagem was Safety Stock. He advised that companies should keep extra green coffee stock inventory to decrease chances of running out due to unexpected demand or a supply chain issue. The precise amount kept in surplus will depend per business, Kling explained, and this can be estimated with the following equation: lead time from importer (weeks) x average weekly demand. This also means these figures should be customised per product as they are likely to have different lead times or demand. Kling also added that the following questions should be asked and considered: “How important is the product for your operation? Can I replace a product with another if I run out? And what is the max lead time for receiving the product?”

Inventory reconciliation was the next of the fundamentals, which is essentially manually counting the coffee that you have in store. This is to offset common inventory mistakes such as incorrect data entry eg, bag size, using the wrong coffee, or the wrong coffee sent from the warehouse. Inventory reconciliation keeps on top of this.

It is also essential to be aware of your green coffee storage capacity, said Kling. This constitutes the max amount of coffee that can be stored in a facility while allowing for normal and safe operations. This also has to take into account for shipments and storage of non-coffee products. Having this knowledge optimises movements from the importers warehouse and informs decisions about offering new products.

Kling’s final stratagem was calculating roasting capacity. This can be done using the formula: batch size x number of roasts per hour x hours of roasting per week. Utilising roasting capacity allows you to evaluate how much you are roasting vs how much you could be roasting; it needs to be manageable but profitable, and if capacity is not being met, that is when options like private label roasting can be implemented.

Kling concluded the talk with the take away that we should be looking at the “Coffee industry through the eyes of agroforestry,” as “the coffee industry is not a mono-culture,” and has many diverse moving parts that need to work together to ensure its success.

• Kathryn Brand, associate editor, Tea & Coffee Trade Journal.
  Keep in touch via email: kathryn@bellpublishing.com Twitter: @TCTradeJournal or LinkedIn: Tea & Coffee Trade Journal

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While cocoa and coffee may both share some challenges, Spencer Hyman, founder of Cocoa Runners, explained in his talk as part of the Cocoa Makers Forum, how there are learnings that cocoa should takeaway from the coffee industry. Even though the global sales of coffee and chocolate are generally pretty similar, coffee dominates when it comes to specialty, or what in the chocolate world is known as craft chocolate. According to the SCA (Specialty Coffee Association), 15-25% of coffee sales are specialty coffee, whereas it is estimated that only around 0.2-0.5% of chocolate is sold as craft chocolate.

Coffee has succeeded in creating its own everyday coffee specialists in consumers, the people who are grinding their own beans, deliberating between medium or dark roast, weighing their coffee to get the exactly right ratio to water. While they may not be professional, a lot of consumers nowadays would consider themselves somewhat amateur experts and this has fuelled the world of specialty coffee, something that has been enabled by social media and the ability it gives its users to delve into and learn everything about a specific topic, as well as sharing their own learnings.

Building on this, is the out of home consumption of specialty coffee. Hyman argued that this is something else the specialty coffee world has got right; about 80% of specialty coffee is consumed in coffee shops. “If you want to be super cool and super trendy and you want to take out a date, you don’t really go to a Starbucks or to a Costa’s, but you would go to a specialty coffee store,” said Hyman, so it has that reputation of being somewhere people can meet and coffee is therefore inherently social. This opens the door for specialty coffee shops to become a commonplace part of consumers lives, despite by definition, specialty coffee being anything but commonplace.

This is unlike the consumption occasion with chocolate, which is often a guilty secret, scarfed under a desk or snuck out of a kitchen cupboard. Hyman also added that craft chocolate is very often just made into a bar format, which is not a social or shareable format, in the same way a box of chocolates might be. He emphasised the importance of format in dictating the occasion. Meanwhile coffee can be shared, a cafetiere can be made, someone in the office offers to make a round, you order your friend a coffee at a café.

Then not only is it social, but the experience of consuming specialty coffee is often educational, especially out of home at a coffee shop. “You cannot go into a specialty coffee store without getting a lesson, even if it’s accidental, as you’re waiting for your specialty coffee,” continued Hyman. Whether this be where the beans have come from, how they were processed, how they were roasted, “by osmosis,” Hyman said, consumers pick it up and develop their interest. The SCA also invests in educational programmes. There are courses and cuppings that people can attend to really understand what makes specialty coffee specialty, providing more opportunities for people to learn and opening up the category to as many people as would like to be a part of it.

Crucially, Hyman highlights the importance of a clear definition in specialty coffee’s success; 80 points or higher on the SCA Q Grading Scale and it is specialty coffee. Whereas craft chocolate has no such distinction. If something cannot be defined and identified, how can it succeed and be marketed? When Hyman said this it made me think about the feature I wrote for our March magazine issue (which is also the featured article in this week’s newsletter and is now available on the website), discussing premium vs specialty tea. In it, the same question is raised about the need for a definition of specialty, in this case it is tea, which the article demonstrates to have an ambiguous vocabulary when it comes to premium and specialty teas. There is so much interest and popularity for specialty coffee, and it seems like the definition and the unanimous agreement of vernacular is crucial, and this is something both tea and craft chocolate could benefit from.

• Kathryn Brand, associate editor, Tea & Coffee Trade Journal.
  Keep in touch via email: kathryn@bellpublishing.com Twitter: @TCTradeJournal or LinkedIn: Tea & Coffee Trade Journal

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More scope and agency lie with both the farmer and the brands selling the tea to define the grade of the tea they produce or sell, whether that be specialty, premium, commodity, or the infinite distinctions in between. And this largely is centered around pricing; if the tea costs more to produce it needs to be priced higher and is therefore generally considered a higher grade tea, but there may also be a discrepancy between how the brand positions itself and the quality of the tea it is selling.

Premium and specialty tea, most would agree, is of an elevated quality, and the consumer will recognise this at the point of purchase by factors such as its price point, packaging (loose leaf, specialty tins, pyramid tea bags etc), origin information, sustainability credentials, or how and where it is sold. But the question remains, how much overlap is there between the two segments, and is there a way of distinguishing one from the other? Are there certain attributes only associated with specialty tea, for example? Without the clear distinction of coffee available, it is easy for the segments to blend into one another, or as Marco Sinram, head of tea trading and sustainability at Wollenhaupt commented, for the premium label to be a mere marketing tool rather than a differentiation from its commodity grade cohort.

Attempting to distinguish specialty and premium

Wollenhaupt, a wholesaler that also provides blending, flavouring and packaging services, operates across all grades of tea, commodity through premium and specialty. “We are catering, on the one hand side, to large industrial customers with very commercial qualities. And on the other hand, we are also supplying, to very specialised kinds of customers, high-end teas which can be called a real specialty rather than premium,” explained Sinram. Therefore, where Wollenhaupt crosses the spectrum of tea, it is in a unique position that necessitates dividing the tea it processes into segments, and translating somewhat arbitrary distinctions into something it can put a value against.

Sinram marked the distinction between specialty and premium as such; “Premium certainly is defined as high quality, but it can also be, for example, a blend of various types of tea or various origins of tea. Whereas the true specialty tea we would rather define as a single origin tea, or even to be more defined, which is located from a single tea estate, or even more specific in our case, which is being produced from a special type of tea plant cultivar.” He added further that it can also come down to the specific method of production that makes a tea unique, and therefore specialty. However, Sinram agrees there can be overlap between premium and specialty.

There is concurrence with Sinram’s perspective and that of Hälssen & Lyon, which trades, refines, blends, flavours and packages teas from the world’s leading tea-producing countries. The company’s spokesperson defined premium tea products as “orthodox produced whole leaf or broken Camellia sinensis products, as well as fruit or herbal products with visually appealing flowers and a wide range of high quality flavourings.” Whereas specialty tea comes “from specific regions or growing areas and is often inaccessible to the average consumer due to their limited availability and high price. In comparison, premium teas are much more accessible due to the unlimited variety of flavours that are available in each tea category.” The region where the tea is grown remains crucial in defining the category, as does the availability, which both drives the price and is a symptom of it.

Image: Wollenhaupt

Similarly, Sandra Nikolei, a member of Kloth & Köhnken’s (K&K) tea department/corporate social responsibility team, emphasised the production method, “specialty tea means it is a special tea, it was not produced a ‘normal’ way. The shape or the leaf size must be special, formed or like a Pai Mu Tan, just sun dried and not formed. [Whereas] Premium tea can be made by normal production but the taste must be special. The taste must be unique or extra ordinary.” K&K wholesales, blends and packages some of the world’s finest teas.

This suggests that, while the precise distinction can verge into the realm of vague, it is possible to pinpoint distinct and tangible attributes that separate specialty tea from premium, and indeed most importantly, set specialty on a level above that of premium. However, this viewpoint is not universal, and is not shared by all corners of the tea industry. Mark Donovan, head of botanicals, flavours & innovation at Tata Consumer, which includes five tea brands under its umbrella (teapigs, Tetley, Tata Tea, Good Earth, and Vitax), commented, “The term specialty tea is a construct of the industry. […] I would define specialty tea as any tea (whether leaf or fannings) that is not a straight black or green tea. Within all three sectors there is premium tea, which consumers equate to price point rather than actual quality or type of tea.”

Donovan’s point is reiterated by Bala Sarda, founder & CEO of Vahdam Tea. “Specialty teas encompass a broader category of teas that have been enhanced or infused with additional ingredients, flavours, or production techniques. These teas, also known as value-added teas, include blends incorporating herbs, spices, flowers, or fruits to create unique and innovative flavour combinations. Specialty teas may also encompass limited edition blends or signature blends developed for special occasions,” he noted.

Whereas premium teas, Sarda explained, “are defined by their exceptional quality and often command higher prices in the market. These teas are typically sourced from specific regions known for producing high-quality leaves, such as select invoices of first or second flush from renowned tea-growing regions like Assam and Darjeeling. Premium teas are prized for their distinct flavour profiles, aromas, and superior craftsmanship, making them sought after by tea connoisseurs who value excellence and authenticity.” In other words, how Hälssen & Lyon’s spokesperson, Sinram and Nikolei define specialty tea.

It is evident that even for actors within the tea supply chain, there is confusion and discordance about what exactly specialty tea is when compared to premium tea and whether they can even be distinguished from one another. However, both categories are distinct from commodity or mass produced tea and their origins and production reflect this.

Higher quality tea at origin

Premium and specialty teas are generally grown on smaller farms, with less land and therefore lower yields, not only due to the land size but also due to the very nature of the tea. “You cannot use every leaf. Mostly you use only two leaves and one bud or even less,” explained Nikolei, resulting in the cost of raw materials on a weight basis, being much higher, added Donovan. Further, such teas require gentle handling and additional training when being harvested, increasing the labour costs at the farms. “It’s more labour intense, because to maintain specialised types of tea plant cultivars, it definitely takes more time and labour to look after,” said Sinram. The quality requirements are just that much higher.

“Quality control stands as a paramount aspect, necessitating meticulous oversight at every stage of production. This involves not only the careful selection of tea leaves but also the implementation of precise processing techniques and stringent quality control measures to ensure consistency and excellence in the final product,” stated Sarda. And this quality control can also include adherence to certifications such as Fairtrade, Rainforest Alliance, or organic, which involves further cost from the producer, as well as specialised processing techniques to preserve the best flavours. It is a much more cost intensive process for the farmer, which they hope to offset by being able to charge a higher price.

And this is normally the case, with the cost being transferred along the supply chain and resulting in a higher priced tea at point of sale. This is a higher price in relation to commodity grade tea, however it can vary widely from only a little higher, to a lot higher, depending on the tea, and quite how premium or specialty it is, as well as how the company selling it chooses to market it.

Selling premium & specialty tea

It is becoming increasingly common to see higher quality or premium-grade tea in supermarkets and grocery stores, brands such as teapigs or certain ranges of Twining’s and Pukka, being the major UK ones. But in order to find the truly the most premium or specialty teas, Sinram said the number one place they are best sold is in dedicated tea shops.

Image: teapigs

“Some of the most outstanding quality teas we sell end up in specialised tea shops because you need to give the consumer who buys high quality tea, a specialty type of tea at a fancy price. [However,] you need to [offer] this consumer a lot of information, otherwise they will not accept the high price unless they understand the reason why the product [is so pricey],” said Sinram, adding, “and with the understanding and with knowledge, the consumer is more [willing] to pay a [high] price for such a product. And in my personal opinion, that works best in the shop where you have a face-to-face kind of experience between the knowledgeable shopkeeper and the consumer. I think this is still the best way to sell a specialty tea; either tea shop or specialty food shop.”

Sinram explained that the next best option for selling specialty or premium teas is online, where a lot of information about the teas can be provided; origin, background knowledge, special ways of preparation. There are myriad possibilities for brands to showcase this online, whether it be text, images, graphics or videos.

It is the additional information that is provided about premium and specialty teas that also sets them apart. In the same way as coffee, if a consumer is paying a higher price, they want more information for that price; they want to truly understand what it is they are paying the extra cost for and why. If one is to accept Sinram, Nikolei and Hälssen & Lyon’s spokesperson’s distinction of premium and specialty, whereby specialty tea is that step above premium and exceptionally contingent on specific regions and cultivars, it is in these tea shops where this kind of tea is best appreciated and sold, and the information supplied with it is essential.

The demand for quality

The appetite from consumers for higher quality teas is on the rise. “Based on Nielsen Market data, American consumers are showing declining demand for commodity grade teas and are more than willing to pay a little more to get a significantly better beverage experience,” revealed Darren Marshall, CEO of Smith Teamaker.

Vahdam Tea’s Sarda also noted an uptick in demand for higher quality tea, and credits this to consumers’ heightened interest in the nutritional value of the products they consume; “Higher quality teas, known for their rich antioxidants and other wellness-promoting properties, are becoming increasingly sought after by consumers seeking to enhance their overall well-being.” He also referenced the growing emphasis on origin and authenticity, and as a result the sustainability of such products, as well as the desire for indulgence and sensory pleasure which has prevailed, along with demand for wellness, since the Covid-19 pandemic.

While there may be growth in the premium segment, Sinram argued that for the especially high-end, or what he defines as specialty tea segment, there is some growth, but it is expected to remain a niche market. “I think it’s natural that these types of products will never be a mass type of market product.”

Nevertheless, there is some growth, and a reason for that, Sinram noted, is due to Western consumers, especially the younger demographic, being attracted by Asian culture, Asian food and Asian rituals. And this especially involves tea. Sinram said that they are “interested in preparation of high quality tea, the Asian way. Which is a very specific type of tea preparation compared to what we do in the UK, and what we do in Germany and so on. And it’s appealing to consumers.” Sinram added that specialised tea courses are becoming popular, where consumers can learn about tea production and especially preparation, much like is common in the wine segment with tastings and vineyard visits.

This knowledge is so much more readily available to consumers with the dominance of the internet and social media. Rituals and expert preparation techniques can be learnt freely and readily across the world. Highly premium and specialty tea is something, as Sinram noted, that is still a niche market in the Western world. However, this is not the case in specialty tea-producing countries such as China, Japan and Taiwan. He explained that the “main ratio of their production, and specifically also the high quality part of their production, is tending to remain in country for internal consumption,” because the demand as well as understanding and knowledge for high quality teas is so much higher and consumers are willing to spend a lot more money for such teas. So, a lot of highly premium and specialty teas are not being exported to reach the Western market as there is such a good internal requirement.

Yet with the desire for knowledge surrounding specialty and premium teas in consuming countries growing, it will not be surprising to begin to hear more calls for a universal definition of specialty tea, as in the specialty coffee world. If large players in the tea industry remain ambiguous and even discordant on how to differentiate and articulate tea quality, then how can consumers be expected to fully engage with and understand the information companies give them about their premium or specialty teas, or make informed decisions about their purchases? An accepted definition would be useful and would help clarify the difference between premium and specialty tea in the eyes of consumers, as well as bringing the specialty tea world up to the lofty success of specialty coffee.

• Kathryn Brand is an associate editor on T&CTJ, while still writing for several of Bell’s other magazines. She joined Bell Publishing at the beginning of 2022 after graduating from the University of East Anglia with a degree in English Literature and Creative Writing. She may be reached at: kathryn@bellpublishing.com.

The post Navigating the ambiguous realm between premium and specialty tea appeared first on Tea & Coffee Trade Journal.

We were given a tour of the facility, with its state-of-the-art materials and component testing laboratory, dedicated processing area and pilot manufacturing facility, which allows the company to simulate its customers’ factory conditions as well as test shelf life in temperature controlled stores. Eviosys was also proud to show off the manufacturing process for its Ecopeel innovation, which offers customers a lighter, easy-to-open packaging format. Eviosys also had on display its Orbit and Horizon technology, the former which allows for easier-to-open screw top jars, and the latter an impressively thin and unobtrusive resealable metal lid, allowing for a 100% metal packaging format and therefore improved recyclability.

The latter piqued my interest especially, in regards to tea and coffee applications. I have seen a fair amount of coffee, particularly instant coffee, sold in tins on the shelves, but with plastic lids. While this is better than a completely plastic tub, and certainly a step in the right direction, I can’t help but think they are so close to a truly sustainable option. The metal lid could be recycled alongside the tin, and made into something new again and again, with no degradation of quality. Meanwhile, plastic, while certain types are recyclable, the quality and application opportunities decrease the more it is done so. The visual appeal of an all metal can is also something that offers further benefit. Companies such as Eviosys can offer myriad ways to finish and decorate metal packaging, from contrasting gloss and matte areas, embossing, debossing, and holographic foils, as the company demonstrated yesterday. The image attached to this blog is one of the promotional examples Eviosys gave of its capabilities.

Specialty tea and coffee in particular, already utilises metal packaging to some extent, as it offers valuable resealable capabilities, as well as a quality feel. Tins have the fabulous quality of not just being infinitely recyclable, but infinitely reusable in their original format. I can’t be the only one who has an extensive collection of various tins alongside my hoard of jars, for storing biscuits, grains, nuts, lentils, anything from a packet that I have opened and want to keep stored fresh, tidy and stackable.

Chatting to Isabelle Le Graët, Eviosys marketing, communication and sustainability manager, yesterday, she touched on a report that Eviosys is due to publish soon about how consumers use their metal packaging and the role they play within the home. The report showed that 80% of consumers keep tins after purchase. This presents a phenomenal opportunity for brands to not only enter consumers’ homes, but to remain in them for potentially years to come, their packaging being got out of the cupboard and reused time and time again. Every time a consumer uses a brand’s tin, they are being reminded of the brand, the product, hopefully the enjoyment they got out of drinking the tea or coffee that the tin contained, and perhaps even the fond memory of the receipt of the tin if it was a gift. Highly decorative tins are much more likely to be kept and reused, and where the specialty tea and coffee industry is striving to offer quality and a memorable experience to consumers’ interaction with their products, a beautiful and repeatedly functional tin is an exciting as well as sustainable opportunity to expand this objective.

The concept has already been utilised in some categories for refillable solutions, where consumers buy a tin, and then going forward only need to buy bags or packets of their products to refill their tins, or some places even have opportunities for customers to bring their tin to be refilled. This is already beginning to have applications in the tea and coffee industry.

It will be interesting to see how metal packaging applications evolve within the tea and coffee segment, particularly for specialty, and how brands will utilise what is a great opportunity for memorable branding, consumer experiences, and unparalleled sustainability.

• Kathryn Brand, associate editor, Tea & Coffee Trade Journal.
  Keep in touch via email: kathryn@bellpublishing.com Twitter: @TCTradeJournal or LinkedIn: Tea & Coffee Trade Journal

The post Does the future of specialty tea and coffee lie within metal packaging? appeared first on Tea & Coffee Trade Journal.

With corporations beginning to grasp that sustainability and corporate social responsibility (CSR) are important to customers and for the long term future of businesses, company claims of achievements and action plans are everywhere, alongside, of course, accusations of greenwashing. Which is why it is increasingly important for businesses to have certifications against their claims, to enlist consumer and stakeholder trust. Whether it be Fairtrade, Rainforest Alliance, organic, B Corp, non-GMO or vegan, consumers and company partners are looking for the certification labels, especially within the tea and coffee industry.

Certifications are notably prolific in the tea and coffee value chains. With 17 percent of tea, globally, certified Fairtrade, organic or Rainforest Alliance, and 25 percent of global coffee certified by these or similar schemes, according to Ethical Consumer (ethicalconsumer.org). This may be due to the fact that many tea- and coffee-producing areas are in developing countries, as well as the way in which both products are marketed to consumers; the origin of the tea and coffee is often one of its main selling points and helps the consumers build a narrative of the product before deciding to make the purchase. By instilling this focus and painting a picture of where the tea or coffee grew and was farmed, it is natural for consumers to want to imagine it with fair working conditions, nature friendly processes and beneficial to its local area, socially and environmentally. Amanda Archila, executive director, Fairtrade America, explained, “Coffee and tea are two critical commodities for Fairtrade. Globally in 2021, Fairtrade worked with 872,916 coffee farmers, and 400,402 tea farmers and workers. Premiums earned across coffee and tea amounted to over USD $102 million. We partner with traders, roasters, brands, and retailers around the world to ensure Fairtrade is easily accessible to consumers.”

As one of the biggest players in the tea and coffee certification field, Fairtrade as an organisation facilitates equitable and sustainable trading for producers in developing countries, working with co-operatives, businesses and governments. It does this by enforcing a Fairtrade Minimum Price for when the market price drops, as a safety net for producers, as well as an additional fixed Premium payment to be paid on top of the market price, to be invested in producers’ local communities.

It is an organisation and certification that is seeing a lot of growth; “The number of certified tea farmers in the Fairtrade system has been gradually increasing over the past few years: up to 347,000 in 2021 compared with 319,500 in 2019, in diverse origins,” commented Amy Collis, senior sustainable sourcing manager, Fairtrade Foundation.

Archila added that recognition among consumers has also increased: “Since 2019, recognition of the Fairtrade label has jumped by 118 percent among US shoppers,” demonstrating the building consumer interest in certified products. Archila continued, “Gen-Z shoppers showed the highest increase in recognition of the Fairtrade label among all age groups: 18-24 year olds who recognised the mark jumped by 121 percent, from 33 percent in 2021 to 73 percent in 2023. And millennial shoppers (25-34) are the most frequent purchasers of Fairtrade products.”

Archila agreed that “in the broader world of sustainability products, consumer awareness is definitely in the mainstream. Eighty-six percent of shoppers recalled seeing a sustainability or ethical label on a product while shopping. We also see this consumer connection to sustainable and ethical products growing stronger in the future.”

While the Fairtrade certification is seeing growth worldwide, Collis explained that the UK is currently the biggest market for Fairtrade tea, holding a share of 62 percent of Fairtrade tea sold globally. Collis said this was due to strong commitments from retail partners, “with Marks & Spencer, Waitrose and Co-op all having a 100 percent Fairtrade commitment on tea and coffee.”

Image: Kloth & Köhnken

Duncan Gray, head roaster and managing director, Bay Coffee Roasters, a west Wales, UK -based roastery, explained why the Fairtrade certification is important to his company: “Fairtrade is often far more than paying a good price to the farmer and also their workers, many of the Fairtrade cooperatives that we have worked with have community initiatives providing training and education for the families, health care and often other improvements to the local area.”

Consumers embrace organic

Bay Coffee Roasters’ other major certification that it champions, is organic, which often goes hand in hand with Fairtrade, with “over 50 percent of Fairtrade farmers [choosing] to go organic: tea, coffee, chocolate, bananas and cotton are among the products carrying dual Fairtrade and organic certification,” said Collis, as they both call for sustainable farming practices. “The nature of organic farming where farmers cannot rely on chemicals means that they generally have to care for their land, respecting its bio diversity and farming in a more sustainable way. Organic certification means that the farmers have to keep to their word,” said Gray. With organic farming, the emphasis is on techniques such as crop rotation, biological crop protection, green manuring and composting, and different regions have their own organic certifications, such as the EU and USDA Organic.

As discussed in ‘The Balance of Organic’ feature in the Tea & Coffee Trade Journal October 2023 issue, the organic market is seeing growth, with the tea market holding a value of USD $1.24 billion as of 2023, with a CAGR of 8 percent through 2033, while the organic coffee market estimates are even higher with a CAGR of 12.5 percent until 2028, according to market research companies FMI and Mordor Intelligence. Organic products are not only perceived as better for the environment and for the producers by the consumer, but they are also believed to be healthier, with less chemicals needed to grow and process them.

Gray added that they even have some customers who will buy only organic coffee, and whether that be for sustainability, ethical or health reasons, it is clear it is something that is important to many customers, or at a minimum regarded highly and as a bonus to their purchases.

Organic tea is something that it is ingrained in Kloth & Köhnken’s (K&K) identity, explained Sandra Nikolei, tea department/corporate social responsibility at K&K; “Organic farming can result in a better taste of a product as the plant grows slowly compared to most conventional products.”

Nikolei added that they are seeing much interest from their customers for organic products, but also for Rainforest Alliance-certified products. Rainforest Alliance, an even bigger scheme than Fairtrade and which now includes the UTZ label, is another non-profit organisation that promotes responsible business practices and strives to improve producer livelihoods and communities, especially in the face of the climate crisis. It does not do this with fixed pricing structures, but rather through policing production.

Image: Rainforest Alliance

“As we approach 2030 – a year experts mark as the potential point of no return – we must respond with unparalleled speed and scale to shift the course of sustainability transformation,” said Rainforest Alliance CEO, Santiago Gowland, “The hard truth is that the old sustainability models are good but not good enough.” The Rainforest Alliance certification has been going for 35 years, and, as of December 2022, has since achieved sustainability projects and certified farmers in 58 countries, worked with over 6,000 companies, and made Rainforest Alliance certified products available in 190 countries.

B Corp on the rise

Another major certification that is rising to the forefront of the tea and coffee industry, indeed most consumer industries as a whole, is B Corp. For a company to achieve B Corp certification, it must be verified by the ‘B Lab’ organisation, to “meet high standards of social and environmental performance, transparency and accountability,” B Lab explained. There are B Labs across the world, including UK Australia, East Africa, Europe, and North and South America, with 6,800 B Corp certified companies across 89 countries and 161 industries.

Duncan Gray that becoming a B-Corp is next on Bay Coffee’s agenda to achieve, joining the many tea and coffee companies certified as B Corps, such as Nespresso, Pact Coffee, English Tea Shop, Bigelow, and Pukka Herbs to name a few.

The cost of certifications

Many companies, including Bay Coffee and K&K, hold multiple certifications, particularly if they have a strong international presence as different certifications are more popular in different regions. K&K for one, lists Fairtrade, Fair Trade USA, Bio EU (organic), Bio Suisse organic, USDA Organic, Rainforest Alliance, FairBioTea, and kosher, among theirs.

Different certifications cover different areas and demand different requirements from companies, so perhaps the more the better, it could be argued. There is such a variety of certifications available, many much smaller than the ones listed here, and it comes down to a company’s specific operational practices, locations, and community needs as to what certifications will have the largest impact on its environmental and social undertakings. However, it is the big names such as Fairtrade, Rainforest Alliance, organic, and B Corp that seem to be major drivers of consumer and customer interest and purchases.

Image: Bay Coffee Roasters

But there are also a lot of conversations around certifications in relation to pricing and verification. Consumers realise that they will likely pay more for certified products than they do for those without certifications. “For a pound bag of coffee, shoppers said they were willing to pay a price premium of up to 35 percent more for certified coffee over uncertified. Nearly four in five consumers said they were willing to pay more for a product to ensure that producers received a fair price,” explained Archila.

While it is understandable that there must be additional costs to ensure the producer is receiving a fair price, it does mean the more price sensitive consumer may struggle to choose the ethical option when making their purchasing decisions. This allows the mass produced and possibly unethically sourced tea and coffee companies to keep a sizeable share of the market. Collis detailed that “Fairtrade-certified organisations sell only around 4 percent of their tea on Fairtrade terms – this means they don’t benefit from being certified to the extent that they could. When shoppers choose Fairtrade tea, tea producers can sell more of their product on Fairtrade terms.”

So, while there is growing demand for certified products, and a certain amount of consumer willingness to pay extra for them, there may not be enough for producers to justify the additional expense if it is not being bought from them at the certified price.

Certifications are costly for the producer as well as sometimes for the consumer. “Significant commitment is needed from producers to achieve and maintain compliance with the Fairtrade Standards: but it isn’t always feasible for producers who are facing other challenges, such as rising costs of inputs, low market prices and the effects of climate change,” said Collis. Likewise with organic, there is a conversion phase where anything grown cannot be sold under the organic title with the benefits that come with it, until the transition is complete, and no compensation is offered for the expense or yield loss.

K&K is proud of its certifications and recognises their value, but also their limitations; “Certifications are necessary to help to make the world a better place. But often they are too cost intensive and too difficult to implement, for farmers, small businesses and for start-ups. They should be less complicated and should focus on an easy way to make changes. Imposing the same requirements on everyone in this world and origin is, from our point of view, unfortunately very European and unidimensional. It should be more individually adaptable. Many certificates are too bureaucratic and rigid,” explained Nikolei.

Therefore, while they are an important mark of credibility and of good intentions to inform consumers, having certifications is not the only nor final step to sustainability and ethical business practices. “Certification can only ever form part of a company’s sustainability efforts,” articulated Collis, they do not “replace the duties of state or business actors with respect to human rights or sustainability.”

• Kathryn Brand is an associate editor on T&CTJ, while still writing for several of Bell’s other magazines. She joined Bell Publishing as an editorial assistant at the beginning of 2022 after graduating from the University of East Anglia with a degree in English Literature and Creative Writing. She may be reached at: kathryn@bellpublishing.com.

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Hosted in Islington’s Business Design Centre, London, it was great to see the coffee and tea industry so well represented at this scale of show compared to the other larger international events taking place at the moment. The show offered a great mix of big names such as Lavazza, Pukka and Sucafina, alongside the smaller-time roasters and newcomer businesses.

Elliot Gard, event director, commented, “One of my favourite things about Caffè Culture is bringing our fantastic industry together to share ideas, build new relationships, learn about the latest trends whilst reacquainting yourselves with old friends and colleagues for two busy days of invaluable networking.”

Alongside the 110 exhibitors, there was a speaker line up of over 40 experts, six of whom attended a panel discussing Supply Chain Sustainability. This included: Emma Haines, UK sales manager, Alegrano; Mandi Caudill, carbon project manager & lead ecologist, Falcon; Sarah Walker, sustainability officer, Origin Coffee; Catalina Gutierrez, co-founder, Cata Export; May Putman Cramer, change manager for sustainability, Sucafina; and Frank Turner, responsible sourcing manager, Taylors of Harrogate.

Catalina and Mandi begun by discussing what their respective companies’ main sustainability focus currently is. Catalina explained that pricing and nurturing connections along their supply chain is important, as stabilsing pricing creates loyalty and trust, and this not only leads to more sustainable relationships, but trust and accountability. Meanwhile Mandi revealed that Falcon currently have 20 different sustainability projects on the go, with lots of data and science driven initiatives. Its main objective is to consolidate how emissions are measured in the coffee industry, and find a common standard to hold companies to, rather than the current individualistic approaches which create a barrier for cross company comparisons and collaborations.

Emma added to this by explaining that access to finance is the main barrier for producer sustainability, alongside a lack of information and education on the issues. Communication at farm level and bringing the producers into the conversation about sustainability strategies is essential for the longevity and equality of the schemes.

Mandi agreed and commented that companies are making sustainability claims and expecting the farms to carry them out, despite the majority of emissions not even coming from the farm level of the supply chain. All of the responsibility cannot be placed solely on the farmer, especially when the vast majority of coffee farmers are living below the poverty line, pointed out Frank. For impactful sustainability practices to be implemented at origin, there needs to be a restructuring on how so much of our coffee is sourced to ensure security of farmer livelihoods.

This perspective of looking more holistically at the coffee supply chain was concurred by Sarah, who argued that we cannot just use technology as the solution, it can only delay or shift problems. She used the example of the development of bio-plastic; while a valuable innovation and substantially improved upon petroleum-based plastic, according to a study by University College London, if we were to replace all plastic we currently use with bio-plastic, in order to meet this demand there wouldn’t be enough land left to grow food. A longer term solution needs to be found. And this is the same with the coffee supply chain.

Frank asserted that we need to face up to the issues of the coffee supply chain and ask the uncomfortable questions if sustainable and long-lasting progress can be made to save the coffee industry for future generations.

• Kathryn Brand, associate editor, Tea & Coffee Trade Journal.
  Keep in touch via email: kathryn@bellpublishing.com Twitter: @TCTradeJournal or LinkedIn: Tea & Coffee Trade Journal

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There were ample exhibitors from across the speciality food and beverage sphere, from chocolate, cheese, spirits, and of course a sprinkling of speciality tea and coffee companies.

The ground floor was largely made up of more established companies, such as the English Tea Shop, a partner of the event, which, like almost all the companies exhibiting, had samples on hand for inquisitive visitors. Venturing upstairs I came across a couple of coffee roasters: Wales-based Bay Coffee Roasters had a great selection of its coffees on display, including project specific blends and roasts, and Rounton Coffee Roasters, who were sporting recent Great Taste Awards for six of its specialty coffee products, including two stars for Sparkling Water Decaf Coffee and Colombian Wilton Benitez Pink Bourbon Coffee.

It was also a pleasure to meet some of the many smaller, newer companies at the show many of which were part of The Start-Up Village, comprising companies trading under two years. QuirkyMonkey was launched only in November 2022, and came to the Speciality & Fine Food Fair to display its nootropic mushroom coffees, as well as its recently introduced mushroom hot chocolate. Darwin Fletcher, QuirkyMonkey’s founder, developed the idea for the company after discovering how nootropic drinks could support his focus throughout the day with his neurodiversity. The show presented a great opportunity for new companies, such as QuirkyMonkey, to place themselves in front of possible buyers and collaborators.

There was certainly a theme of health benefits and functionality at the show, and not just across tea and coffee. Functionality, sustainability and ethical production seem to be a necessity for specialty products, as customers are seeking more from their purchases than just a great taste; if they are going to pay that bit extra, they want the extra benefits, whether that be to their health or to the environment. Consumers want to feel that they are using their money for a good cause, and specialty producers are rising to meet this demand, with a tide of Fairtrade, organic, and B-Corp certifications flooding the packaging, and frequently more wellness claims of improved sleep or mood, calmness, better digestion and pretty much anything else you could want.

While some more budget and commercial products may still be able to get away with dodging sustainability pressures for now, as they have the price point advantage, consumers seeking more premium and specialty products do not withhold such demands from their purchasing choices. The array of projects and efforts on display at the Speciality & Fine Food Fair were a credit to this.

• Kathryn Brand, associate editor, Tea & Coffee Trade Journal.
  Keep in touch via email: kathryn@bellpublishing.com Twitter: @TCTradeJournal or LinkedIn: Tea & Coffee Trade Journal

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While this increasingly extreme weather may have been a wakeup call for some, World Coffee Research (WCR) has long anticipated these threats and is on a mission to mitigate the effects these changes will have, and is having, on our coffee industry, by breeding and growing more climate resistant coffee species. Yesterday, WCR shared an article on its LinkedIn page, published by the Financial Times, titled ‘Have we reached peak coffee?’

Coffee consumption is on the rise, the article detailed, with a rapidly growing market among ‘new consumers’ in China, India, Indonesia, Malaysia, Vietnam and sub-Saharan Africa. Yet, this demand is outpacing supply, with warming temperatures threatening up to half of current coffee farmland, and fluctuating harvests forcing farmers to abandon the industry for a more stable income.

Vanusia Nogueira, executive director of the International Coffee Organization (ICO) noted in the piece that coffee may be forced to become a luxury commodity or endure a significant hit to its quality if the deficit continues.

Meanwhile, Jennifer ‘Vern’ Long, chief executive of WCR explained how the challenge comes from coffee being a plant that loves ‘perfect’ or ‘Goldilocks’ weather with just the right temperatures and rainfall, which are the fragile conditions being threatened by climate change. Areas that are currently ideal for coffee growing, known as the coffee belt, are decreasing in their suitability, with areas previously unsuited, to the north or south of this belt, beginning to be more suitable for growing coffee. However, any shift in location would affect the livelihoods of innumerable communities across the coffee belt that are reliant on coffee growing for their economy.

Since so much of the retail value of coffee is held in the higher-income countries which import the coffee, the coffee-farming communities do not have the resources or resilience to hold fast against these climate-induced challenges. The future of coffee hangs in the balance unless there is a redistribution of the risk and profit in the industry as a whole so that coffee farming remains a desirable and reliable practice for those communities, emphasised Daniele Giovannucci, founder of the Committeee on Sustainability Assessment, in the article.

Alongside this rethink of coffee pricing, ought to be a revaluation of the coffee plants themselves. While there are 130 species of coffee discovered in the wild, only arabica and robusta are used for the world’s coffee consumption, which significantly increases the vulnerability of the plant.

At World of Coffee Athens in June, Emilia Umaña, WCR nursery development manager, explained in her presentation that World Coffee Research is a collective investment in the future of coffee by the coffee industry. The work WCR does is to breed varieties that wouldn’t normally meet naturally, in order to cultivate certain advantageous characteristics, notably resistance to drought and high temperatures, to safeguard the future of the coffee industry. WCR has over 170 members in 30 countries and relies on these multinational links in its research. Numerous factors such as altitude, soil type, etc., as well as climate, necessarily impact the characteristics of coffee plants grown there, so the same variant may differ in each location. Which is why thorough testing internationally is essential.

Drastic changes to the way we grow, trade, and consume coffee might well be on the horizon, which is why change is rapidly needed to meet the ever-growing demand from the threatened supply. Work that the WCR is doing provides options to farmers, but they must be supported and incentivised by the corporations dominating the rest of the supply chain for coffee farming to continue being a worthwhile and viable livelihood.

• Kathryn Brand, associate editor, Tea & Coffee Trade Journal.
  Keep in touch via email: kathryn@bellpublishing.com
  Twitter: @TCTradeJournal or LinkedIn: Tea & Coffee Trade Journal

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Within the specialty tea segment, loose-leaf tea has its advocates, yet tea bags remain a popular and convenient way in which most tea consumers will brew the beverage. However, with 68 percent of consumers drinking tea every day in the UK alone, 21 percent of whom drink between four to five cups a day, according to Statista, this mass consumption of single-use tea bags produces significant amounts of waste, much of which ends up in landfills. As consumer awareness of this builds, the pressure on tea brands to ensure sustainability within their operations is paramount, hence manufacturers must continue to meet the rapidly growing demand for sustainably made tea bags.

Tea bags are commonly made of bleached paper, plastic or nylon, and sealed with glue, resulting in a product that will not fully biodegrade and can contribute to the contamination of soil and waterways with microplastics. Fortunately, there has been much innovation in recent years, with many manufacturers making the switch to compostable bio-plastic-based materials, known as PLA (polylactic acid), normally made from corn or sugarcane, rather than petroleum.

Clipper Tea was among the first to make the switch in 2018, bringing to market its “world first’ unbleached, plant-based, non-GM, and fully compostable tea bags,” said Adele Ward, marketing director, Ecotone UK, Clipper Tea’s parent company. Clipper was driven by the ethical and sustainable principles it was founded on to make the change with its tea bags, but customer demand has also incentivised others.

Taylor Clayton, sustainability impact manager at Traditional Medicinals, commented, “While the launch [of its BPI-certified compostable tea wrapper] was partially inspired by the company’s vision to be a leader in finding solutions to plastic waste, we did also [consider] the feedback of our customers who feel just as passionately as we do about protecting the environment.”

Image: Traditional Medicinals

Tecpacking, while manufacturing tea bag packing machines, also produces tea-bag packing material, most of which are PLA-based and compostable, and Paul Zhang, sales manager, Tecpacking, revealed that while there was certainly some demand from customers, the company felt that it was how different industries were moving forward. “Tecpacking is committed to driving sustainable solutions to ensure that the company is directly an enabler within sustainability, so we promote the compostable material to our customers,” said Zhang.

The costs of converting

Whether companies make the switch due to customer pressure or their own sustainability principles, the demand is undoubtedly there, especially among “boutique and eco-conscious tea drinkers and tea brands,” which is where One Earth’s managing director, Erin Heryford, has noted the increase. One Earth manufactures its tea bag material in the US from non-GMO sugar cane, using a dry process so there is no waste water or water contamination, further reducing the impact of its tea bags on the environment. The eco-conscious may be driving the change towards compostable tea bags across the industry but the demand is widespread and increasing in enthusiasm.

The PLA-based compostable tea bag material used, is undoubtedly strides ahead of the conventional wrappers containing petroleum-based plastic, in terms of sourcing, waste, and consumer health, but there is still progress needed. Tecpacking’s and One Earth’s tea bag wrappers, as well as the wrappers used by Traditional Medicinals and Clipper, are only fully compostable in a commercial or industrial facility, rather than at home in a garden compost bin. Unlike biodegradability, which is a natural process where microorganisms degrade materials into simple components like biomass, carbon dioxide and water, compostability requires human intervention to contribute water and oxygen for the materials to fully break down.

“BPI-certified packaging – or packaging that meets the most stringent standards for biodegradability and eco-friendliness – requires ‘industrial aerated composting’ to fully breakdown, and this composting process only happens in a commercial-scale composting facility. In the simplest terms, in order to ensure a product truly breaks down and returns to the earth, leaving no harmful residue behind, it must be industrially composted,” explained Clayton.

In landfill, the material will break down faster than wrappers containing plastic but will still produce harmful GHGs (greenhouse gases) as a byproduct it breaks down, whereas in an industrial composting facility, the conditions are optimised for the material to break down efficiently, minimising GHG production, as well as producing a saleable product as a result: compost, farm fertiliser, or biogas. Therefore, the sustainability of the PLA-based tea bag wrappers is unavoidably reliant on the manner of which its end consumer is willing or able to dispose of it. Most consumers do not have access to industrial composting facilities, or if they do, lack the willing or awareness to separate out the conforming items. In the US, only 15 percent of consumers currently have access to an industrial composting facility, according to Clayton, and in the UK, where the figures are better but still low, almost half – 160 councils, covering 11.7 million households – of local authorities do not provide any food waste collection for their residents.

“We acknowledge that, due to limited availability, industrial composting is somewhat of an imperfect solution, however, it is the only viable option for breaking down compostable packaging at scale. We strongly believe that this is a waste solution that we should support and advocate for, and we feel that we are leading by example with the launch of this BPI-certified tea wrapper,” said Clayton, adding, “it is our hope that as more and more companies take a stance like us on the importance of industrial composting, that more and more facilities will become available.”

Having the necessary infrastructure and end-consumer awareness are not the only challenges facing bio-based tea bag material producers and tea brands. Like with so many other food and drink packaging formats, “The main challenge with compostable wrappers is finding a packaging material that effectively protects the stability of the ingredients within while also meeting biodegradability standards,” commented Clayton.

There needs to be a balance between the material being food-safe and non-detrimental to the shelf life of the product, to minimise food waste, while simultaneously being sustainable and biodegradable, to which there is seemingly slim overlap. Ward added, “It’s not an easy (or a cheap) switch. The challenge is sourcing an effective sealant that will prevent the two sides of the paper from separating and releasing the tea leaves into the cup. Clipper’s compostable heat-seal tea bag was the result of an extensive period of detailed trials and material sourcing.”

Once the appropriate material is found, the challenges do not stop there; “the traditional plastic envelope material is soft and flexible, but compostable material is a bit harder and difficult to form,” explained Zhang, and therefore the packing machine used needs to be adapted accordingly, requiring a high capital expenditure, which is a hurdle for large companies, but possibly an insurmountable barrier for smaller companies.

Image: One Earth

This is something One Earth recognises; “We work with some co-packers so that the One Earth tea and coffee filter material can be accessible to smaller tea brands,” shared Heryford, a move which is necessary for the industry as a whole to progress sustainably.

The cost of the wrapper material itself is also higher, as Clayton revealed, “Increased costs are mostly due to the use of novel, bio-based materials, such as the PLA layer in the wrapper. The bio-based inputs include more processing steps from farm to manufacturing.” But the costs should come down as it is more widely produced and used.

“Compostable tea bag material has still not captured the mass share of the market,” said Zhang, likely due to the manufacturing, disposal and cost challenges given, and until it does, manufacturers and consumers are having to absorb the additional costs associated with making the sustainable choice.

Challenges remain

Tenacity is undoubtedly necessary on the journey towards sustainability, and while there may still be numerous challenges associated with biodegradable tea bags, they are being met with innovation and persistence. Zhang explained that Tecpacking has “three points to do in the future: first is to try our best to work with our raw material suppliers to make good compostable material, second is to improve our machine to make it suitable and easy to run the compostable material, and third is to recommend and promote the compostable material to all of our customers, to try to make 100 percent of [our] customers use compostable material.” He noted that Tecpacking is a global company operating in local markets like Sri Lanka, the Netherlands, and the US, with different partners. “Our sourcing is within the local communities, and we drive the empowerment of these local communities,” as sustainability is about people as much as it is about resources.

Meanwhile, One Earth has a research lab in Naples, Florida, where it continues to develop its compostable and biodegradable products. With Traditional Medicinals’ global advocation of sustainable materials to its customers, and Clipper’s holistic approach to reduce packaging weight and improve recyclability, strides are being taken to counter decades of willful indolence by manufacturers and consumers alike.

Matching the innovation with the infrastructure and awareness needed remains a challenge, as, even if PLA packaging becomes widespread, there need to be means by which consumers can dispose of it in a way that makes the sustainability efforts of the manufacturer worthwhile. Although, it could be argued, that placing almost the full responsibility of the sustainability of a product on the consumer, rather than on the manufacturer which produced the product in the first place, may be a misdirection of accountability, and unsustainable in the long term. However, most will agree action is needed along the entirety of the supply chain, all the way to the consumer, to drive lasting and necessary change.

• Kathryn Brand is an associate editor on T&CTJ, while still writing for several of Bell’s other magazines. She joined Bell Publishing as an editorial assistant at the beginning of 2022 after graduating from the University of East Anglia with a degree in English Literature and Creative Writing. She may be reached at: kathryn@bellpublishing.com.

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Yet The Tea Group is striving to elevate the tea experience further, as it demonstrated at its National Tea Day event at the Dorchester Hotel, London. The event was a luxurious and informative showcase of teas from all over the world, and even some closer to home. Díaz Ayub, managing director at The Tea Group, noted that specialty tea has been taking a backseat from specialty coffee in recent years, despite tea being the second most consumed beverage globally, after water.

The menu for The Tea Group’s National Tea Day event. Image: Kathryn Brand

Each tea presented at the event was paired with a dish with the intention of enhancing the flavour notes of the drink, with some pairings forming natural companions, while others were certainly more unusual and bold. Jersey Fine Tea’s British-grown green tea, paired with tuna tartare with a tobiko caviar and yuzu, was the former. The salty and citrus flavours of the dish balanced with the fragrant and mild green tea, which was pleasantly not bitter, unlike so many green teas I have tried before. We were told that this was a combination of the fact that Jersey Fine Tea only pick the top leaves of the plant to use in its teas, and also knowing how to brew green tea correctly, which is at a lower temperature of about 80-85°C, to refrain from burning the delicate tea leaves and creating that astringent flavour often associated with green tea.

The event was a fantastic opportunity not only to showcase some amazing tea growers and producers, but also to showcase the ritual, tradition and ceremony behind certain teas. One such example was a Japanese matcha ceremony, from Chill Tea Tokyo, whereby the matcha was mixed with a small amount of hot, but not boiling, water, and stirred with a special bamboo whisk until frothy, to promote creaminess in the flavour, before more water was added to make the final drink. The Tea Group demonstrated to the guests, most of whom were representing luxury London hotels, with each tea how it should be served to guests, in order to maximise not only the flavour, but the whole experience of teatime, validating the premium value that such specialty teas demand.

While the UK, and much of the world, is going though economic challenges and cost of living crises, people are still seeking out small moments of luxury where they can, and afternoon tea is more popular than ever, both in the UK and the US, said Díaz Ayub. Therefore, an opportunity is presented to maximise people’s desire for a little luxury and offer them an entire experience with their teatime. Since the pandemic, consumers are increasingly interested in teas, with so many willing to branch out from their standard cup of builders to something that will promote wellness, digestion, or mental health through botanical and herbal blends. This provides hospitality companies with an eager audience to really promote specialty tea to their guests, and enter a category that needn’t just be reserved for coffee.

• Kathryn Brand, associate editor, Tea & Coffee Trade Journal.
  Keep in touch via email: kathryn@bellpublishing.com
  Twitter: @TCTradeJournal or LinkedIn: Tea & Coffee Trade Journal

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The first two were dramatically propelled forward because of the pandemic, as companies were forced to reimagine how they conducted business and how they could operate in safe and innovative ways. Rockwell Automation and tna solutions offered visitors to their stands the chance to experience their VR (virtual reality) technology. Rockwell Automations sat us down inside egg-shaped swivel chairs and placed a headset on us to talk through its Emulate3D digital twin software. You are transported to a factory floor with a range of production machinery, mirroring a real world set up. Customers can use this technology to trial machinery with their products before ordering, simulate how the equipment could work in their space and train employees on the systems without them even needing to be on the factory floor. 

Similarly, tna’s entire presentation was in a virtual reality (or what they call Extended Reality or XR) scape, where we were guided by a virtual figure (that brought to mind the uncanny valley theory!) through its virtual factory, allowing customers, much like Rockwell, to commission, maintain and train workers on production lines. tna developed this technology during the Covid-19 lockdowns, as travel was dramatically restricted, as was in-person contact of any kind. A client of tna wanted to be able to remotely design production lines and test them with their product. This pressure encouraged companies like tna and Rockwell to rapidly develop what still seems like incredibly futuristic technology to enable connectivity and productivity despite such physical and logistical barriers.  

Likewise with digitalisation, machine operators are now able to access and review production lines and equipment from a remote location, extracting and analysing the data to assess the machines efficiency and pre-empt any issues, so parts can be ordered, or maintenance can be scheduled ahead to reduce downtime and therefore increase productivity of a plant. With this knowledge, a machine can be relatively self-automated and switchover its own parts for format changes, as Sidel demonstrated with its new case packer at the show. 

While Covid-related restrictions may have all but eased, workforce-related challenges are now driven by labour and skills shortages, particularly in Europe, and especially in the UK. The advancements in digitalisation but particularly VR technology can mitigate the disruption caused by this shortfall as workers need less training and experience as they can be talked through changeovers and maintenance by the virtual simulation. If the machine is automated, then it can also maintain or changeover itself, again requiring fewer or less trained workers on the factory floor. 

With sustainability in mind, such developments can result in reduced travel necessities for customers in the design and development stages of machinery, as well as increased operating efficiency and reduced downtime, saving energy. Almost every company in attendance at interpack was eager to talk about sustainability, whether it be how their machinery is adapted to recyclable packaging materials, or how it is more energy efficient and therefore sustainable. Some made more tangible and impressive claims than others but all made claims, whether it be that they had reduced the plastic in their packaging by 10% or whether completely plastic free, as it is still such a buzz word that attracts every part of the supply chain. 

Having not attended the interpack six years ago, it’s hard to say precisely how much automation, digitalisation and sustainability trends have developed or emerged since then. However much of the innovations felt in their relatively early stages, especially the VR, which was still only just being realised on a commercial level, so it will be interesting to see how much more widespread and developed these futuristic innovations will be in 2026. 

• Kathryn Brand, associate editor, Tea & Coffee Trade Journal.
  Keep in touch via email: kathryn@bellpublishing.com Twitter: @TCTradeJournal or LinkedIn: Tea & Coffee Trade Journal

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Depending who and where you ask, kombucha ranges from a niche beverage that people have heard of but do not know what it is, to a beverage and lifestyle staple. However, there is no argument that, globally, it is a growing category, situated in the ready-to-drink (RTD) tea market, which is also growing. This growth is driven by four macro trends, according to London-based Momo Kombucha’s co-founder, Josh Puddle, which are “gut health, low sugar, alcohol alternatives and vegetarianism/veganism.”

Consisting of fermented tea, using a live culture of bacteria, known as a SCOBY (symbiotic culture of bacteria and yeast), fruit flavours are often then added to create a naturally low-sugar, lightly sparkling probiotic drink, sometimes with a naturally occurring ABV of around 0.5 per cent, however many manufacturers remove this alcohol content to bypass possible restrictions.

Thought to originate in China, one of the largest markets for kombucha is currently the United States. A 2015 Mintel report found that nearly one quarter of US consumers were drinking kombucha, half of which were aged 25-34. However, the market has grown significantly since then so the figures are now likely higher — and it is still growing. Future Market Insights Kombucha Market Outlook report forecasts kombucha to globally experience a CAGR of 17.4 percent from 2022 to 2033, or a rise from USD $3.4 billion to $17.1 billion.

The US is one of the most developed kombucha markets, and therefore is experiencing innovation in the category, such as Caffe Luxxe’s coffee kombucha, brewed from the company’s own coffee as a base rather than tea, to “provide the energising effects of coffee in combination with the probiotic benefit of kombucha,” said Gary Chau, co-founder of south California-based Caffe Luxxe. Kombucha is highly popular among Californians, which Chau credits to the regional trend of lifestyle wellness and holistic health.

California was also the host state of Kombucha Kon, which saw its third annual installment in April. This conference and expo is targeted specifically at the kombucha industry, offering networking across the kombucha supply chain. “Medium-large and better-distributed US brands were represented, including Brew Dr., Bambucha, Flying Embers and Local Roots,” commented Jason Walker, marketing director of Firsd Tea North America, who attended the conference.

Where the US market is reaching maturity, in Europe, in particular the UK, whilst showing strength, the category is still establishing itself and growing its popularity base, with companies mostly trying to make themselves known and educate consumers on what kombucha is and the health benefits it offers, since this is what draws most consumers to the products, and then draws them back. One company already has an advantage in this respect; Yorkshire Tea, a household name in the UK for everyday black tea, is launching a line of kombucha in collaboration with kombucha brand, HOLOS Kombucha, brewed from its own tea. It is still in its trial phase and not yet available to consumers, however, attendees  at the London Coffee Festival, which took place in April, were able to sample the new line. Several other kombucha companies also exhibited at the annual event.

Millennials drive category growth

Kombucha is heralded as the ultimate functional beverage, serving as a probiotic, which contains live microorganisms intended to contribute to healthy levels of good bacteria in the gut, supporting digestion and boosting immunity. Kombucha companies are tapping into the wellness trend that strengthened during the Covid-19 pandemic, and offering a healthy, alcohol-free beverage that also tastes good.

Momo’s Puddle said that the main consumer demographic of its kombucha are millennials, primarily 25 to 45 year olds, which concurs with Fact.MR’s report detailing millennial’s rising adoption of bottled tea. However Caffe Luxxe’s Chau shared that its kombucha is sold generally to those “interested in an overall health and wellness lifestyle.”

That statement is supported by Anna Dominey, UK general manager at Remedy Drinks, an Australia-based kombucha company that dominates in its origin country as well as in the UK market, who says that it appeals to “those who are rejecting processed foods and drinks in favour of more natural alternatives and by those who are looking to cut down on alcohol or drink more mindfully.”

It is evident that the main driver of the kombucha category is its health benefits as well as the offering of an alcohol alternative. “Around 20 per cent of Remedy is consumed in the evening, suggesting consumers are enjoying it as a tasty and satisfying alternative to alcohol,” commented Dominey, further indicating the growing partnership between the low and no alcohol trend, and the functional/wellness beverage trend.

Beverage companies are tapping into this demand, according to Puddle, “more brands are creating products specifically for this segment, eg, kombucha in champagne-style and beer-style bottles.” An example of this is Mighty Brew, which, alongside its core range which retails at a price point of approximately £5.66 (USD $7.08) for 750ml, it offers a more premium ‘Heritage’ format at approximately £11.00 ($13.76) for 750ml which is housed in a champagne-style bottle, complete with cork and cage. Mighty Brew’s Heritage range is marketing itself as an alternative to alcoholic bubbly beverages at celebratory occasions.

Tapping into current trends

This functional/wellness and low and no category overlaps significantly with those incentivised by sustainability claims, therefore, most kombucha brands cite accolades accordingly, such as Momo achieving certified organic and B Corp status. Further, Remedy endeavours to source high quality, all natural ingredients; “This was the way Sarah and Emmet [Remedy’s founders] did it when they started on the kitchen counter, and they still take an active role in sourcing the best ingredients from trusted suppliers,” revealed Dominey. “We know where every single ingredient in our drinks comes from, right down to even our live culture,” she continued. Similarly, Caffe Luxxe builds sustainable relationships with its coffee farmer partners to provide consistent and fair prices.

Looking ahead, Future Market Insights (FMI) Kombucha Market Outlook report finds that it is “unlikely that consumer demand for fermented goods may decline anytime soon,” with the millennial generation’s focus on healthy eating fuelling the demand. However, to increase its consumer base, the kombucha market needs to actively promote its health benefits to attract the older consumer, as well as work on becoming more cost-effective, as it currently sits in the more premium category in most markets. FMI’s report also details that the category can take advantage of novel flavours to attract consumers and tap into the increasingly adventurous flavour palates of the consumer.

• Kathryn Brand is an associate editor on T&CTJ, while still writing for several of Bell’s other magazines. She joined Bell Publishing as an editorial assistant at the beginning of 2022 after graduating from the University of East Anglia with a degree in English Literature and Creative Writing. She may be reached at: kathryn@bellpublishing.com.

The post Kombucha eyes growth in new markets appeared first on Tea & Coffee Trade Journal.

While to many, bubble or boba tea might seem like a new fad that has surfaced over the last couple of years, it is by no means a recent invention. Bubble tea is typically a milk- or juice-based tea drink containing soft and chewy tapioca pearls, or boba, made with flour from cassava. It originated in Taiwan in the early 1980s, from there it spread across East and Southeast Asia (in particular Singapore, Japan, Hong Kong, Vietnam, and mainland China), and was brought to the United States in the 90s to Asian American diasporic communities such as in California, the East Coast and West Coast and the Southeast.

There are myriad variations of the beverage, offering different tea varieties such as black, green or oolong as the base, fresh milk, powdered milk or juice options, as well as the boba themselves, which are sometimes added to or substituted with grass jellies, or juice filled boba known as popping boba. It is a unique product in that it is simultaneously a drink and a snack, with the flavoured tea providing the beverage, and the carbohydrate and fibre heavy boba offering a filling accompaniment.

It emerged in the mainstream in recent years and now has a market value that, according to global market research firm, Future Market Insights (FMI), is currently valued at USD $2.5 billion in 2022, and is expected to reach $5.82 billion by 2032, performing at an 8.8 percent growth rate. This ever growing success can be attributed to several factors. “Now that Asian American communities have a saturation of boba tea shops, many franchises and small business owners thought it would be best to introduce the treat to other communities, communities that have never heard of bubble tea,” explained Christine Trinidad, CMO of Milk+T, a company that began with its self-serve boba truck in 2015, and now has brick and mortar locations in Los Angeles, California and Beaverton, Oregon.

From there, it has been adopted by the Gen Z and millennial generations, to whom “the boba tea shop is in the position that the soda shop was in the 1950s,” according to Jason Walker, marketing director, Firsd Tea, which has recently expanded into the wholesale bubble tea ingredients sector. “Whenever you go into a bubble tea shop, the place is full of young people. Young parents bring their children as a fun and sweet treat. Young couples and groups of teens hang out and chat over bubble tea,” observed Walker.

Since the beverage is so popular with a younger audience, social media has inevitably played a key role. Through connecting people across the world, it allows trends to cross countries and cultures, and bubble tea appeals to this medium due to its highly visual attributes. “For the local boba tea shop, social media is a powerful force for showcasing the colourful and attractive drinks they create. Think of the brown sugar milk tea (sometimes called tiger milk tea) – this is a drink that was made to be shared on social media – once you see the rich milk caramel colour of the drink with brown sugar tiger stripes streaming down the cup – you are hooked!” said Walker. The beverage lends itself to artistic photos by food bloggers or Instagrammers on social media, broadening its audience and its cult following.

There are a few giant boba shop chains, but predominantly they are independents, “that mom or pop just started because they love the product,” said David Fan, co-founder and CEO of US Boba Company, which supplies a few hundred boba stores with tapioca pearls it makes in the US, as well as to its partner retail company, Boba Guys. “So, they come to the table with more ideas. That’s what I think is another driving force behind boba tea; it’s not major corporations, it is small business owners,” continued Fan. This gives more opportunities for creativity, new flavours and exciting visuals that attract the trend-seeking Gen Zs and millennials.

Boba shops generally also offer extensive options for customisation. Each consumer can not only decide their tea base, milk or juice, boba type and amount, but there are variable sweetness and ice levels, as well as the options for it to be served hot, and with toppings such as whipped cream. Its customers have been cultured by Starbucks, Fan noted; people like to be able to create their order specific to them, so they feel the drink is their own, as well as offering the opportunity to try a new combination and order every time you go.

Although, he argues that there has to be a balance, with recommended or shop specialties on offer, too. “This streamlines operations for the store for expansion and also standardisation of a drink, because sometimes with a customisation you choose well, sometimes you don’t,” commented Fan. However, the sweetness level remains a popular customisation option, especially with the health conscious.

Adapting to Changing Tastes

As well as reduced sugar options, the base of tea, particularly green tea whose health benefits have been lauded for centuries, has added attraction for functional beverage seekers. What’s more, it is readily made vegan, with dairy-free options with juice or plant-based milks. While boba tea is traditionally made with fresh dairy milk or milk powder, vegan formats are a way for the beverage to adapt within the American and Western culture, said Trinidad.

The health and sustainability credentials of the drink was something that was important to Bobba when developing its products. Bobba offers ready-to-drink (RTD) bubble teas across Canada, having also recently opened markets in France and the US. All its drinks are juice based and vegan, with only 12 or 13g of sugar per bottle, compared to boba store offerings that can reach 100g, revealed Sebastien Fiset, president of Bobba. Instead, it sweetens its drinks with oligofructose and very pure stevia. “It was really important for us, and I think it was a good move because they have been a huge success,” commented Fiset. Bobba had to develop its own kind of boba to include in its drinks, as traditional tapioca would lose all its integrity submerged in a beverage for any great length of time, but this is something that the company believes sets it apart, as its boba is flavoured to match the drink it is in, and they are all popping boba, therefore they are filled with real fruit juice syrups to complement the flavours.

boba tea offering from Milk+T,
served in one of its glass jars.
Image credit: Milk+T

Bobba also sells all its drinks in glass bottles, instead of plastic. Bubble tea is traditionally sold from boba shops in clear plastic cups, with a film lid and wide plastic straw, which is competing with the consumer’s growing intolerance for single-use plastics. While glass is expensive, Bobba is committed to sticking with this format over the cheaper and lighter plastic packaging alternatives. “That’s why we do not offer straws with our products. We don’t want to be involved with [straws] because [they are] not very good for the environment,” said Fiset.

Milk+T follows a similar mantra, having offered sustainable alternatives ever since opening its doors in 2015. “We offer glass jars with every drink to help lower the use of single-use plastics,” explained Trinidad. It is something Firsd Tea and US Boba Co have been concerned about and are currently also exploring, with Firsd Tea looking into incentivising consumers to use their own metal or reusable straws, and US Boba Co. developing its own paper cups and compostable straws without any PE coating.

“I think it’s a worldwide issue that we have to face the fact that these disposables need to go on a course of slowly diminishing,” said Fan. The challenge with switching away from plastics in the bubble tea industry is that a lot of the drink’s appeal is its visuals and the layers and colours visible through the clear cup or bottle. “We will absolutely lose a lot of remarketing effect, as people sharing and resharing your posts is very important.” However, he believes the visual appeal lost from transitioning away from the clear cup formats, will be replaced by the appeal of the product being sustainable. “What kind of posts are most shared right now? It is the organic ones by the consumer,” Fan pointed out, and fortunately, sustainability is trendy right now, so the switch away from plastics for bubble tea may not negatively impact the market after all, it remains to be seen.

Tapioca pearls being added to
make a boba tea.
Image credit: US Boba
Company

As boba shops spread and RTD formats surface, companies are having to compete with one another to be increasingly creative, whether that be with their flavours, toppings, packaging, or sustainability credentials, creating a dynamic market that FMI predicts will continue to grow.

• Kathryn Brand, associate editor, joined Bell Publishing at the beginning of 2022 after graduating from the University of East Anglia with a degree in English Literature and Creative Writing. She may be reached at: kathryn@bellpublishing.com.

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