 Zone Latin America (LATAM) and Zone North America (NA) will merge to form Zone Americas (AMS), which will be led by Steve Presley. He will relocate to Nestlé’s headquarters in Vevey, Switzerland.
 Zone Greater China Region (GCR) will become part of Zone Asia, Oceania and Africa (AOA), under the leadership of Remy Ejel. David Zhang will step down from the Executive Board and will remain Chairman and CEO of the Greater China Region.
 Zone Europe (EUR) will continue to be led by Guillaume Le Cunff and remains unchanged.

Laurent Freixe, Nestlé CEO, said, “A leaner Executive Board structure and close collaboration of the leadership team at the headquarters will increase simplicity, speed up decision-making and strengthen the momentum behind global initiatives. We will continue to build on the strengths of our Market Heads to ensure consistent in-market execution across the Group.” Pursuant to the reducing the Executive Board, Freixe announced:

 Bernard Meunier has decided to step down from the Executive Board on 31 March 2025, and will lead strategic projects for the Group. David Rennie, currently head of Nestlé Coffee Brands will succeed Bernard Meunier as the head of Strategic Business Units (SBUs) and Marketing and Sales. Nestlé Coffee Brands, with the exception of Nespresso, will be integrated into the SBU organisation.
 Nespresso is led by Philipp Navratil. He will join the Executive Board and now report directly to Nestlé CEO Freixe. Philipp Navratil is known for his ability to inspire and motivate people. He has extensive global experience across various roles and a profound understanding of Nestlé.
 Nestlé Health Science will continue to be led by Anna Mohl.
 Antonia Wanner, who leads the Sustainability Unit, will now report directly to Freixe without holding a position on the Executive Board.

Starting in 2025, Nestlé’s reporting will comprise five segments: Zone AMS, Zone AOA, Zone EUR, Nestlé Health Science and Nespresso. The company will also continue to voluntarily report sales performance each quarter for North America and for Latin America within Zone AMS and for Greater China within Zone AOA.

Freixe added, “With these organisational changes, all the leaders of key units driving our performance and our transformation will now report directly to me. This is crucial, as we sharpen our focus on consumers and customers and restore investment in our brands and in innovation to expand market share and accelerate our performance. Going forward, we are also placing a greater emphasis on Nestlé’s digital transformation into a real-time, end-to-end connected, data- and AI-powered organisation. I am confident these changes will optimally position Nestlé for future success.”

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The three-bean blend was intentionally crafted to highlight the sweet fruit notes of Colombian coffee, the bright acidity of Peruvian coffee, and the depth and body that premium Robusta has to offer. Slow-roasted, this complex brew will suit coffee enthusiasts who are seeking a lighter roast to invigorate their senses and keep them going all day long without compromising on quality or flavour. The Fair Trade Certified, USDA Organic, and Kosher roast can be enjoyed hot or iced and sipped during any time of day for a sustainably sourced pick-me-up that consumers can feel good about.

This addition is an expansion of Death Wish Coffee Co.’s core lineup of premium Medium, Dark, and Espresso roasts, which comes in response to the shifting flavor preferences of younger consumers.

“This exciting addition completes our core portfolio of Medium, Dark, Espresso, and now Light roasts — providing a range of high-quality, Fair Trade Certified, and USDA Organic roast shades for the discerning coffee consumer,” said Tom Ennis, president and CEO of Death Wish Coffee Co. “We are excited to offer a light, bright, and bold coffee for the new generation of coffee consumers that don’t want their parents’ coffee brand.”

A spokesperson for the company added that the Light Roast launch was prompted in response to the shifting flavour preferences of younger consumers to meet the demand for a light, bright, and bold roast that the new generation of coffee drinkers want. The caffeine content for the Light Roast, like its other roasted coffees, is in line with industry standards. (Death Wish Coffee’s Instant Coffee is its most caffeinated product, with 300 mg of caffeine per stick.)

Light Roast is available in 16-oz ground bags, with whole bean and single-serve pods to follow. Light Roast, which has an MSRP of USD $19.99 can be purchased on deathwishcoffee.com and Amazon, with plans to hit Target shelves in early 2025.

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Previously, he was group president, international and Channel Development where he was responsible for leading Starbucks retail growth and operations in 80 markets across Asia Pacific, Latin America, Europe, Middle East and Africa and growth for the Global Channel Development business which consists of Consumer Packaged Goods (CPG), Ready to Drink (RTD) businesses, as well as strategic partnerships including those with Nestlé, PepsiCo and other key business partners.

Since Conway joined Starbucks in 2013, he has held a range of leadership roles, including EVP and president, Starbucks Canada; EVP and president for Starbucks Licensed Stores business for the United States and Latin America; EVP and president of Starbucks global channel development; and EVP and president, international licensed markets where he was responsible for the growth, development and consistency of operations across more than 8,000 international stores.

In a surprise move last month, Starbucks named Brian Niccol as its new CEO and chairman, replacing Laxman Narasimhan after the company’s comparable sales fell for the second straight quarter this year. Narasimhan was appointed to the position in 2023.

Niccol plans to focus on reinvigorating coffeehouse culture at the chain’s stores in the US. In his first week at the job, Niccol said in an open letter he would initially focus on U.S. stores delivering drinks and food on time and elevating in-store experience for customers in a bid to “reestablish the brand as the community coffeehouse.”

There needs to be a clear distinction between “to-go” and “for-here” services at the stores, the former CEO of Chipotle wrote. Niccol said he would spend time in stores, meeting with suppliers and partners in a bid to improve the company’s supply chain as well as its app and mobile ordering platform.

“In some places – especially in the US – we aren’t always delivering. It can feel transactional, menus can feel overwhelming, product is inconsistent, the wait too long or the handoff too hectic. These moments are opportunities for us to do better,” he added.

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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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Having successfully launched two locations in Katy & Bellaire, Coffee Fellows North America continues to deliver on its aggressive expansion plans for the North American market, first announced during the opening of its flagship US location in Bellaire. Coffee Fellows North America plans to maintain this momentum, with additional locations currently in the works.

The café is known for its unique blend of European charm and American convenience, providing customers with an inviting and cozy environment to work, gather, and relax. “Our ‘Feel at Home’ promise is at the heart of everything we do,” said Daniel Ogbonna, CEO of Coffee Fellows North America. “We proudly offer free alternative milks, free Wi-Fi, and high-quality food and beverages served on china. We aim to provide a second living room where our guests become our family.”

Coffee Fellows’ new locations will maintain the signature style and ethos that have made the café a favorite among Houstonians, inherited from their sister company across the pond. Each location features:

• An atmosphere that embodies the essence of a European café; complete with upholstered furniture, communal tables, intimate nooks, bar-top seating with neighborhood views, wireless phone chargers, plentiful outlets, abundant natural light, and dog-friendly patios.
• A dedication to sustainability with free alternative milks, eco-friendly takeaway packaging, and high-quality food & beverage options served on china; continuing the work of Coffee Fellows GmbH, known for award-winning environmentally-friendly practices – having gone as far as to plant a forest in Africa to help offset their carbon
• Complimentary high-speed Wi-Fi (with no password) to accommodate working professionals and students; encouraging guests to make themselves at home and stay awhile.
• A commitment to community engagement – having participated in events like the Bellaire Independence Day parade, a community book swap, and a Pilates & Lattes class, with more in the works for this Fall; Coffee Fellows values getting to know and supporting its neighborhood.

The new cafés will enhance their local communities, the company says, by offering a place for residents to connect, unwind, and enjoy a European-style coffee experience.

Upcoming Locations (in order of opening schedule):

1127 Eldridge Parkway
Houston, TX 77077
Drive Thru | Mobile Pick Up

5000 Katy Mills Circle Katy, TX 77494
Mall Kiosk | Mobile Pick Up

11637 Telge Road #101
Cypress, TX 77429
Drive Thru | Mobile Pick Up

8809 Broadway Street
Pearland, TX 77584
Drive Thru | Mobile Pick Up

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Scott Ford, co-founder and CEO of Westrock Coffee, raised an RTD can produced by Westrock Coffee to officially toast the grand opening of the company’s ready-to-drink facility in Conway, Arkansas. From left, he is pictured with Will Ford, group president of operations; Joe T Ford, co-founder and chairman; and Arkansas Gov Sarah Huckabee Sanders.

“The opening of the Conway facility marks a critical milestone for Westrock Coffee,” said Scott Ford. “In line with our commitment as a world leader in beverage innovation, today we launch the largest integrated beverage facility of its kind. This uniquely positions us as a leading force in beverage production across any channel and beverage format. Moreover, this facility extends our commitment to sustainability and responsible sourcing for our customers, farmer partners, and the communities we serve.”

Westrock Coffee’s Conway facility is built on the latest production capabilities, robotics and end-to-end automation for seamless manufacturing from green coffee receiving through roast and grind, extraction, and all the way through to bottling and packaging. This comprehensive approach, coupled with a unique future-ready fully integrated design, allows Westrock Coffee to quickly scale to meet growing industry demands while upholding the high quality standards.

Additionally, a new 530,000-square-foot warehousing and distribution center, located just two miles away, ensures efficient product distribution, reduces transportation times, and maintains a smooth and transparent flow of materials and finished goods.

“The Ford family’s commitment to Arkansas is legendary, and today’s opening is just the latest in the long string of investments and jobs they’ve created for our state,” said Governor Sanders. “Westrock Coffee is quickly becoming one of Arkansas’ fastest-growing companies – a testament to the business savvy and hard work of the people behind it.”

Westrock Coffee offers a comprehensive range of services, from coffee bean sourcing to final product distribution, demonstrating its commitment to quality and providing customers with a complete set of solutions. An onsite Research and Development lab models full-scale operations, ensuring a seamless transition from concept to commercial production.

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The global green tea market is steadily growing these days thanks to maintaining stable consumption and its favourable image as a healthy drink.

Since the end of the pandemic, consumption of green tea has significantly increased with the best dynamics being observed in its major consuming regions, among which are primarily Asian and African nations.

Matthew Barry, insight manager, food and beverage at Euromonitor International said that presently, green tea is the second-most important segment of the global tea market, with most consumption occurring in either East Asia or North Africa. “In both of these areas, green tea has a very strong historical tradition associated with it, and it represents a large portion of overall tea consumption. China by itself is roughly half the global market, followed by Morocco, Indonesia, and Japan,” he explained.

“Outside of those two regions green tea has a presence virtually everywhere, but it is very unusual to see it rise much beyond a fifth of the total tea market. In the rest of the world there is not much of a historical tradition of green tea drinking so it tends to appeal mostly to wellness-oriented minorities of tea drinkers.”

China & Japan: green tea behemoths

China and Japan traditionally have been the largest producers and suppliers of green tea on a global scale. The level of their domestic consumption has declined in recent years but it has been compensated for by the increase in exports overseas.

In the case of China, since the beginning of the 2000s, the country has significantly increased its green tea exports, which are currently valued in the range of USD $1.3 to $1.4 billion annually. According to earlier data from the 2022 China Tea Import and Export Trade Analysis Report, among the major green tea-producing and exporting provinces in China, Zhejiang Province ranks first with an export volume of 147,000 tonnes and a value of $451.22 million, along with Fujian Province and Anhui Province.

As for the domestic market, according to China Tea Circulation Association data, sales of green tea in China in 2022-2023 were equivalent to 1.2-1.3 million tonnes annually, accounting for 58.1 percent of the total sales. In terms of the other teas China produces:

✦ Black tea – 314,800 tonnes, accounting for 14.3 percent;
✦ Dark tea – 313,800 tonnes, accounting for 14.2 percent;
✦ Oolong tea – 200 tonnes, accounting for 10 percent;
✦ White tea – 62,500 tonnes, accounting for 2.8 percent; and
✦ Yellow tea – 12,300 tonnes, accounting for 0.6 percent.

Japan’s green tea sector has also been experiencing a renaissance. Due to the impact of the Japanese food boom and increasing health consciousness, the amount of Japanese tea exports has more than doubled over the past ten years. According to Japanese Ministry of Finance Trade Statistics data, the demand for powdered tea, including matcha, has increased, and exports in 2023 reached a record high of approximately 21.9 billion yen (approximately $132.6 million). The bulk of exports goes to the United States, which accounts for about 34 percent of the total export volume, most of it is matcha, while leaf tea is popular in the European Union and Taiwan. The Ministry reports that organically grown tea accounts for nearly 80 percent of exports to the European Union and United Kingdom, the bulk of which is green tea.

The Ministry also noted that the current popularity of Japanese green tea in the US is also reflected by the fact that many Silicon Valley companies even offer Japanese green tea as a work conditioning drink in their employee welfare programmes.

Traditionally, most Japanese green tea is produced and grown in the Shizuoka Prefecture, Japan’s leading tea-producing area and its Shizuoka City is known as the ‘town of tea’.

The Japanese Ministry of Agriculture, Forestry and Fisheries is creating conditions for a further increase of exports of Japanese green tea internationally. By 2025, the export value of Japanese green tea should reach 31.2 billion yen (about $197 million), compared with about 25 billion yen (about $158.8 million) in 2023. This is part of the existing state strategy to increase the overall export value of Japan’s agricultural products to over 2 trillion yen in 2025 (circa $12.63 billion) and 5 trillion yen (circa $31.57 billion) in 2030.

Consumption grows in Africa

In recent years, the African region has become one of the major consumers of green tea. For example, Morocco, located in Northern Africa, currently ranks as the world’s sixth largest tea consumer. Green tea accounts for the bulk of tea consumed in the country and it is supplied by China, which leads in terms of tea exports to the region, well ahead of its major rivals.

Harvesting in West Java. Image: Barbara Dufrene

Official statistics of the Moroccan Association of Tea and Coffee Producers (AMITC), report that the kingdom alone accounts for nearly 25 percent of the overall volume of global exports of China green tea, including 46 percent of the ‘Gunpowder’ variety and 54 percent of the ‘Chunmee’ variety.

According to AMITC data, with an annual average of 82,000 tonnes, Morocco is considered one of the world’s leading importers of tea, most of is green tea varieties. Per capita consumption of green tea in the country is estimated at 1.85 kilos per year. AMITC plans to launch production of its own green tea brand as efforts to grow tea started in the 1970s in the Larache region of the country.

In general, green tea consumption in the North African region and in countries in the Sahara region such as Mauritania, Mali, Chad, Niger, Burkina Faso, Senegal, and Ivory Coast has significantly increased in recent years, and the growth is ongoing.

Most analysts expect that with the emergence of Northern Africa as one of the world’s major green tea-consuming hubs, the level of competition for its market among global producers will be heightened in years to come.

In addition to China and Japan, the African region is also under the radar of another major regional player — Indonesia.

Indonesia: growing production

In accordance with the Indonesian Tea Statistics Report from the Central Statistics Agency (BPS), the national tea production in the country varied in the range of 120,000-130,000 tonnes annually during the period of 2022-2023 with the possibility of an increase this year.

In geographical terms, West Java is the largest tea producer in Indonesia with a volume of 66.87 percent of total national production in 2023. Currently, tea is planted on an area of 108.75 hectares in Indonesia with an average productivity of 1.6 tonnes/hectares/year. Most of these areas are green tea. However, according to local experts, the capacity of Indonesia’s green tea processing industry is still limited.

Despite maintaining a high popularity, most analysts do not expect a sharp growth in demand for green tea in Indonesia, over the next several years. Per EM’s Barry, “we are anticipating a slight decline in global green tea consumption [between] 2024 and 2025 of around 1 percent in retail volume terms. That is primarily coming from declining consumption in China and Japan, both of which are very mature markets and facing challenging demographics.”

New green tea markets

In addition to the African nations, a major impetus for a further growth of green tea and its consumption is expected to be provided by India, as well as Turkey and some Arabian nations to a lesser extent.
“The standout in green tea consumption growth is absolutely India, which has been seeing consistent double-digit consumption increases for some time. There is little reason to expect that to slow down.

India is already of course a massive consumer of tea, but health and wellness trends have shifted an increasing number of Indian consumers towards green over the black tea that has historically dominated in India,” Barry explained. “A couple of other big historically black-drinking markets are also seeing similar shifts, such as Turkey and Saudi Arabia.” He said black tea is not seriously threatened in any of these countries but there is an increasing number of occasions shifting to green.

The green tea segment has always been of interest to global players, many of which have significantly expanded their presence in recent years.

An example is US-based Harney & Sons Teas, which has continued to increase its green tea offerings, most notably introducing additional specialty Japanese teas. Emeric Harney, a spokesperson for the company, said that one of its new green teas is called Wazuka Guricha and comes from the Wazuka Valley, the other Asanoka Sencha from the Miyakazi prefecture.

Harney believes the US will provide some major opportunities for growth in the coming years. “America will continue to grow its green tea consumption in 2024. We still find that our export markets show a tempered interest in green teas.”

The US market will remain a priority for another major player – The Republic of Tea. Kristina Tucker, minister of enlightenment and commerce at The Republic of Tea, said the brand continues to see demand for innovative green tea blends. “Our organic Double Green Matcha in tea bags consistently grows year over year since its launch in 2007. Demand for matcha is growing fast again as well as our green teas with a wellness benefit, such as our organic SuperGreen Brain Boost tea.”
Currently, The Republic of Tea offers over 50 varieties of green tea, and “we plan to continue to innovate new blends for green tea lovers. As our focus is on the American tea drinker, we certainly anticipate continued strong demand for green teas in the USA.”

• Eugene Gerden is an international freelance writer who specialises in covering the global coffee, tea and agricultural industries. He works for several industry titles and may be reached at gerden.eug@gmail.com.

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The Brooklyn Roasting Company, founded in 2009 to revive Brooklyn’s once legendary coffee roasting tradition, has built a reputation for sourcing its coffees responsibly and roasting to exact artisanal specifications. Together with Keurig’s dedicated Q-graders and coffee experts, the teams captured the chocolatey flavours and floral notes of the Java Mocha blend for the K-Cup pod format and developed the new dark roast, Coney Island Blend, with hearty coffee beans from Africa and South America, optimised for dairy and plant-based milk.

The Brooklyn Roasting Company founder Jim Munson said, “Our commitment to being serious not snobby, practical not pretentious, and accessible not exclusive is reflected in everything we do, including making our delicious coffees available to as many consumers as possible. We are so excited to work with an industry leader like Keurig to bring these carefully crafted blends to households and offices across North America.  A great cup of coffee is a connector – whether it be the first cup at home with family or a second cup catching up with colleagues back at the office. This partnership with Keurig is a great step on our joint journey of creating coffee excellence and accessibility.”

“At Keurig, we value our ability to introduce premium, locally loved coffeehouse brands like The Brooklyn Roasting Company to a wider audience,” said Ben Yoder, Keurig’s vice president of coffee partners.  “We are committed to providing new and innovative ways for coffee lovers and brand fans to discover their favorite blends in a format that suits their needs and at the push of a button.”

The Brooklyn Roasting Company K-Cup pods are available now at Keurig.com in convenient 10-pack cartons (MSRP USD$12.99).

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From its beginning in 1984, Clipper Tea has prided itself as being a different kind of tea company seeking to provide consumers with delicious products that are ethically sourced. The tea humbly began in the kitchen of founders, Mike and Lorraine Bream, where they sought out quality Assam, which they then delivered to local retailers. Today, the Dorset, England-based company’s focus remains rooted in sustainability, sourcing Fairtrade certified tea to create over 150 products and deliver them to more than 50 countries.

The last forty years have seen significant changes in the tea industry, evolving from regionally focused drinking habits to consumers with broader palates and the curiosity to explore a variety of products. The past three years have resulted in a massive shift in volume and demand for the tea and herbal industry, with an unprecedented rise in demand in 2020/early 2021 and a decline, particularly in the black tea sector, partially due to inflation and a shift in consumer preferences.

“It’s been bumpy from an inflationary perspective, Clipper Tea specifically has seen volume growth across every single market, including in the UK, Europe and North American markets,” said Daniel Parr, research and development team leader, hot drinks, Clipper Tea.

As a global company, Clipper Tea has noted slight variances in consumption from region to region. In Europe, there continues to be an increased demand in the infusions market. While the United Kingdom market remains dominated by black tea, the younger demographics have a more extensive repertoire, shifting between black, infusions, and green tea. During the warmer months, Hayley Murgett, global head of marketing, Clipper Tea, said that there has been a slight decline in hot beverage preparations across Europe. This decline is beginning to be replaced with colder alternatives, including cold brew tea and infusions, which are particularly strong in Germany and are starting to grow in France, Italy, and Spain. In the Netherlands and the UK, Clipper Tea has ventured into ready-to-drink (RTD) with its iced fusions, a range of fruity and herbal beverages served in a can.

Tea farmers in Rwanda. Image: Clipper Tea

“Although there is a bit of a downward trend with black tea consumption, the exciting thing is there is now a growing demand for more organic and sustainable black tea, with sales growing in this sector year on year,” shared Murgett. This consistent growth has given the company the confidence that they are on the right path, responding to the core values that today’s consumers seek by delivering Fairtrade certified, organic tea.

“North America is one of our emerging markets; it’s still baby steps at the moment, and in terms of the tea industry in North America, we are still a relatively small player,” said Murgett.

Clipper conducted extensive research to help determine how to best connect with North American consumers. Their research revealed several similarities, including the need for a good-tasting cup of tea. “The communication on the package needs to be simple, clear, and obvious,” explained Parr, noting that the flavours of the tea in North America need to be really pronounced. “If you call out lemon or ginger on the package, those flavours need to be distinctive. In Europe, there is more tolerance for subtle flavours, but in North America, making both the packaging and flavours bold was quite an important aspect.”

The other difference that Clipper Tea noted was that the US consumer followed the preparation guidelines, so the company ensured that they focused on the details of how to create the perfect serve clearly on the package. Their decaffeinated tea is currently one of the top-selling products in this market, but they also see consistent demand for organic products. “Organic resonated really well in North America, so we made sure that the fact that our product was organic was prominent on the package,” said Murgett.

A long-term supporter of Fairtrade

Taste remains the primary driver for Clipper Tea consumers across the globe, with consistent growth in demand for ethical and sustainably sourced products. “This is extremely exciting for us as a brand, because we were born on being natural, fair and delicious, and have committed to ethical and sustainable sourcing for quite some time,” said Murgett. In fact, Clipper Tea was one of the first companies to partner with Fairtrade International.

“Fairtrade started in 1994, and Clipper Tea made its first Fairtrade purchase that same year; we were sort of Fairtrade pioneers and one of our founders, Mike Bream, was consulted and helped write the first set of Fairtrade standards,” said Parr. Today, Clipper Tea prides itself in being one of the largest buyers of Fairtrade tea. Partnering with the Fairtrade Foundation to source their tea has been one way that Clipper Tea ensures they deliver on this promise. “One of the great things that Fairtrade does, other than securing the Fairtrade premium for pricing, is using this premium for farmers to reinvest in community projects,” he added.

Some common themes of the Fairtrade International projects on the farms include solar projects, increasing biodiversity with plant diversification, investing in greener forms of energy (shifting away from firewood), and education. “A lot of times when people think about the Fairtrade premium projects, they think that they are just covering the social aspects, and yes, they do that, because if people aren’t well supported on their basic needs, how can you expect them to focus on improving biodiversity and sustainability?” Parr said. The initiatives launched on each farm are in direct response to the unique needs of each plantation. This collaborative approach, allowing workers to determine where to invest the Fairtrade premium, has helped ensure that the projects are aligned with the needs of the producers, enabling them to produce a higher-quality product.

“I was lucky enough to get out to Rwanda and visit a tea plantation this year with Dan [Parr], and what struck me is that we’re never going to change biodiversity fundamentally if you can’t support the people working on the plantations,” said Murgett. “For us, the biodiversity piece kind of goes hand in hand with the people because you can’t achieve one without the other.”

Image: Clipper Tea

Clipper Tea’s parent company, Ecotone, whose slogan is “food for biodiversity,” has formed several ethical partnerships, including ones with the Fairtrade Foundation, The Soil Association, The Roundtable on Sustainable Palm Oil and the UK Plastics Pact. A B Corp-certified company, Ecotone recently won both the Sustainable Food and Sustainability Leadership awards. “Being a mission-led company is brilliant, and at Ecotone, we have scored the world’s highest B Corp status,” said Murgett. “It is lovely to work for a company that ultimately has that mission at its heart and is passionate about it. Organic is the heartbeat of our portfolio at Clipper Tea, with almost every SKU being organic.”

In late 2022 and early 2023, Clipper Tea became a part of Ecotone’s sustainable strategic raw material biodiversity assessment. A project where Ecotone will send agricultural experts to all the tea [farms where Clipper sources tea] to assess where the company currently is from a biodiversity perspective. These experts will be looking at the soil quality, types of trees, species of wildlife, and other aspects that naturally lend themselves to creating a biodiverse farm.

The goal is to use the results from this assessment to develop a road map to improve the company’s overall biodiversity. “We are on the start of that journey in terms of mapping out exactly where each plantation is and how to improve it,” said Murgett.

Engaging consumers

Clipper Tea began as a brand that was grounded on delivering delicious-tasting tea that was produced sustainably. The challenge has been communicating this information to the end consumers so that they understand why they should be investing in quality tea. “One of the things we focused on is ultimately offering customers the best value for their money,” said Murgett. “It’s not about being the cheapest; for us, it’s about delivering the best tasting products that are also ethically and sustainably sourced, paying a farmer a fair wage but also making sure it’s still affordable for the customer.” Pricing is about finding that balance so that the consumers are still receiving great value while also ensuring that the price received can sustain ethical and biodiverse agricultural practices while, at the same time, providing economic stability to the producer.

To address this issue, Clipper launched a new campaign in the United Kingdom with plans to roll it out globally throughout 2024. These light-hearted ads are infused with the company’s core messages, primarily Fairtrade and taste, and typically feature cartoon images; the latest star is a dancing bird infused with positive energy after sipping a cup of Clipper Tea. The slogan, “There’s tea, then there’s good tea,” highlights the company’s commitment to biodiversity and ethical and sustainable sourcing practices that lend itself to great taste and a sustainable product. The campaign will tap into various platforms, including television, posters, and social media.

“We need to drive the value back into tea – not just as a brand, but as an industry – and ensure that people know the craft, quality and care that goes into making brilliant, great tasting and sustainably sourced tea,” Murgett explained. “That is the trend I want to see reversed in the industry.”

• Anne-Marie Hardie is a freelance writer, professor and speaker based in Barrie, Ontario. She may be reached at: annemariehardie1@gmail.com.

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Melitta is dedicated to future generations by bringing environmentally friendly solutions to its products. This is evident with the #4 Bamboo Cone Coffee Filters, which provide an earth-friendly, sustainable way to brew coffee. They are made with 40% bamboo pulp, a naturally renewing resource. They are also certified compostable by the Biodegradable Products Institute (BPI) and packaged in 100% Recycled Paperboard boxes that can be recycled. 

“We’re pleased that our #4 Cone Bamboo Filter Paper is recognised as a Good Housekeeping 2024 Sustainable Innovation Awards winner,” said Donna Gray, director of public relations/sustainability at Melitta North America. “Melitta remains committed to upholding its promise of ensuring high-quality paper as part of an eco-friendly brewing experience.” Bleach-free, these filters also feature Melitta’s microfine flavour-enhancing perforations that allow the full coffee flavor to filter through, while the double-crimped filter design protects against bursting. Melitta Bamboo Cone Filters are also gluten-free and Kosher Certified.

For more information about Melitta and its sustainability initiatives, visit melitta-group.com.

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Under the agreement, KDP will continue to be the exclusive sourcing partner and manufacturer of premium Lavazza K-Cup pods and add sales and distribution responsibilities in retail and e-commerce across the US and Canada. Future availability of premium coffee brand, Kicking Horse Coffee, in a K-Cup pod will provide a new experience for consumers to enjoy the brand through the Keurig brewing system.

“Lavazza has been a valued partner since 2014 and we are pleased to continue our collaboration as the brand becomes a member of our licensed brand family,” said Patrick Minogue, president, US Coffee.  “Having renowned, premium coffee brands Lavazza and now Kicking Horse Coffee as part of the K-Cup pod family underscores our ability to drive growth while providing consumers premium coffee brands available to enjoy at home.”

“This partnership marks a significant milestone for Lavazza and Kicking Horse, as it opens new avenues to reach a wider audience of coffee enthusiasts. It represents an exceptional opportunity to fortify our collaboration with KDP,” said Hossam Ashraf, Lavazza North America president. “At Lavazza Group, we take pride in our commitment to passion, integrity, and expertise, all of which contribute to delivering superior, high-quality coffee. We believe that KDP is the right partner to bring this exceptional coffee experience to more consumers across North America.”

Cedric Malaga, CEO of Kicking Horse Coffee shared, “At Kicking Horse Coffee, our mission is to bring better coffee to the world – we call it the best of coffee with the best of intentions. Sharing our always fair trade and organic roasts with as many people as possible means we’re delivering on this mission.”

Keurig Dr Pepper and Lavazza Group promote the cultivation and trade of coffee in a manner that benefits coffee farmers, their communities and the environment. Both companies are committed to responsibly sourcing their coffee and are members of World Coffee Research — an international coalition of stakeholders working together to make a global impact and secure the quality of coffee for generations to come.

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“The Hub will open new market doors throughout the country, as it is strategically located in North America. We will be able to offer coffee with immediate delivery, in any quantity. This will be possible because now we will always have available coffee in warehouses, on behalf of Expocacer USA,” said Simão Pedro de Lima, managing director of Expocacer.

With this initiative, Expocacer also aims to boost the economy and consumption of specialty coffee, which is growing more and more in the internal and external markets. According to the Brazilian Agricultural Research Corporation (Embrapa), the global consumption of Brazilian specialty coffee has grown consistently at an annual rate of 12% in recent years.

“The search for a quality bean, that is produced with a concern of preserving the environment and taking care of social aspects, as it is already done in Brazil, is a trend that will remain, and Expocacer having its unit in the United States caters to this. Consumers want to know the origin and story of the coffee they consume, and nothing better than being closer to the consumer, with this new hub,” commented Italo Henrique Pereira Silva, Expocacer’s commercial director.

The logistic hub plays an important role in shortening the chain between producer and consumer. Expocacer, as a coffee growers’ cooperative, represents the effective presence of its members in the North American market, as it is the extension of the producer’s arm, forming the direct farm in its true essence.

“The cooperative’s mission is to take the name of its members directly to those who buy our coffee. Having one of our units in the United States is the result of our dedicated work, that produce coffee with quality and sustainability, generating a positive impact on the market,” said Fernando Beloni, chairman of Expocacer’s Board of Directors.

The cooperative, now present in the United States, will make available its entire quality portfolio and its experience in the production of environmentally friendly coffee, such as regenerative and low-carbon coffee farming.

“We have to be attuned to the global trends, and today, the reality of specialty coffee is of a fractionated market, direct trade, as well as social and environmental respectability. Consumers want to know where the coffee comes from, if it’s made sustainably, and Expocacer’s members do that very well,” concluded the managing director.

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Under the terms of the agreement, JDE Peet’s will acquire Caribou’s roasting operations in Minneapolis, Minnesota. The two companies have also reached a long-term strategic arrangement under which JDE Peet’s will supply coffee products for sale in Caribou’s coffeehouses. With over 800 coffeehouses in 11 countries, Caribou has made progress in its retail expansion plan through company-owned development as well as its previously announced franchise programme that should double domestic coffeehouses in the coming years. Through an expanded development agreement with current franchisees, Caribou also expects a similar development internationally.

“We are delighted with this partnership, which adds Caribou to our existing portfolio of premium brands which we distribute, including Peet’s, Stumptown, Intelligentsia and L’OR, to serve more coffee lovers in North America. Caribou is an iconic brand with outstanding facilities and we will complement its strong brand equity with JDE Peet’s’ distribution and innovation capabilities to strengthen our presence and serve more coffee lovers in the largest coffee market in the world,” said Fabien Simon, CEO of JDE Peet’s. “We wholeheartedly welcome a new team of talented employees to the JDE Peet’s family and look forward to integrating their expertise and insights into our operations. We will work closely with the Caribou team on the ongoing development of Caribou-branded products, as Caribou continues to expand its operations in the United States and abroad.”

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Since 2014, Gong cha Americas has grown at a rapid pace, opening more than 400 locations throughout the US, Canada, and Mexico. The brand has opened more than 225 stores across 19 states and Washington DC, and has already franchised 65% of available territory in the US By 2026, Gong cha is projected to reach 1,000 stores across the Americas.

The master franchise rights for the Great Pacific Northwest have been awarded to Master Franchisee,
Ajay Keshap. Keshap has a degree in engineering, and background in high tech sales at Hewlett Packard. For the last 25 years, Keshap has owned a multi-brand US franchise group, whose holdings include 24 Denny’s restaurants, making Keshap one of the top ten largest franchisees within Denny’s system. He also owns 15 Papa John’s pizza restaurants, as well as the area development rights to Dave’s Hot Chicken in the state of Washington.

Gong cha is also pleased to announce the signing of an MF partner for the Central America region—husband and wife team, Justin Willingham and Monica Fonseca. They will begin by opening the first Gong cha locations in Honduras, and then expanding into Costa Rica, El Salvador and Guatemala.
Skilled entrepreneurs with years of franchise experience, Willingham and Fonseca are projected to open 1-2 locations in early 2024, with the goal of opening 50 stores across their territory over the next ten years.

“We’re proud to be partnering with Ajay, Justin and Monica to bring Gong cha to new markets across the Pacific Northwest and Central America,” said Geoff Henry, Gong cha’s president of the Americas. “With their experience and leadership in the franchise space, we know they will find great success introducing Gong cha’s premium product to a brand new audience.”

Gong cha is seeking large area developers for the remaining available territories in the US as well as master franchisee candidates in key growth markets in South America. For more information on Gong cha’s franchise programme, visit gongchausofficial.com.

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The ICO Composite Indicator Price (I-CIP) averaged 161.53 US cents/lb in November, a 6.3% increase from October 2023. The I-CIP posted a median value of 161.63 US cents/lb, having fluctuated between 153.32 and 169.99 US cents/lb. The November 2023 I-CIP is above the November 2022 I-CIP by 3.1%, with the 12-month rolling average at 163.69 US cents/lb, having ranged in between 151.94 in October 2023 and 178.57 US cents/lb in April 2022. The I-CIP has remained stable around the 160 US cents/lb mark, with daily price variation declining on average for the October 2022 to November 2023 range, only 0.04%.

The Colombian Milds and Other Milds increased by 5.3% and 7.2%, to 195.85 and 197.18 US cents/lb, respectively, in November 2023. The Brazilian Naturals presented the strongest growth of 8.8%, reaching an average of 169.25 US cents/lb. However, the Robustas also grew by 3.2% to 122.63 US cents/lb. The International Coffee Exchanges’s (ICE) New York market was a strong driver of the positive growth, growing by 9.2% to 170.25 US cents/lb whilst the London Futures market expanded by 4.8%, to 110.45 US cents/lb.

The Colombian Milds–Other Milds differential contracted from 2.02 to 1.33 US cents/lb. The Colombian Milds–Brazilian Naturals differential shrank 12.6% % to 26.60 US cents/lb, whilst the Colombian Milds–Robustas differential also expanded 9.1% from October to November 2023, averaging 73.22 US cents/lb. Meanwhile, the Other Milds–Brazilian Naturals differential contracted 1.8%, reaching 27.93 US cents/lb. However, the Other Milds–Robustas and the Brazilian Naturals–Robustas differentials expanded 14.5% and 27.1%, averaging 74.55 and 46.62 US cents/lb, respectively, in November 2023.

Arbitrage, as measured between the London and New York Futures markets, widened by 18.4% to 59.81 US cents/lb in November 2023. Intra-day volatility of the I-CIP was raised to 8.0% between October and November 2023. The Colombian Milds’ and Other Milds’ volatility also increased to 8.7% and 8.8%. Meanwhile, the Brazilian Naturals’ volatility rose by 1.1 percentage points to 9.7% from October to November 2023. The Robustas presented the smallest volatility increase, with a 0.8 percentage point gain, averaging 8.3% for the month of November. The London Futures market’s volatility decreased by 2.4 percentage points to 9.1%. Lastly, the New York futures market’s volatility moved in tandem to that of London, expanding by 2.4 percentage points and reaching 10.5%.

The New York and London certified stocks continued on their downward trajectory, where London retracted by 49.2% to 0.34 million 60-kg bags, the lowest figure recorded since March 2014. Certified stocks of Arabica coffee reached 0.32 million 60-kg bags, a 24.5% decrease.

Exports by Coffee Groups – Green Beans
Global exports of green beans in October 2023 totalled 8.57 million bags, compared with 8.61 million bags in the same month of the previous year, down 0.4%. The downturn was driven by the Robustas, the only one of the four groups to start coffee year 2023/24 with negative growth.

The Brazilian Naturals made a strong start to the new coffee year, with exports increasing by 10.0% to 4.02 million bags from 3.66 million bags in October 2022. This is the second-highest volume exported in the month of October on record, just behind the 3.9 million bags shipped in 2020. Brazil was the main driver of this strong start, with the origin’s total green bean exports up 23.0% to 4.08 million bags in October 2023, which is also the country’s second-highest volume of exports in the month of October to be documented.

Exports of the Colombian Milds increased by 0.2% to 1.031 million bags in October 2023 from 1.03 million bags in October 2022. The near-stagnant start to the new coffee year was due to the conflation of the continued downturn in Colombia, the largest producer and export of the Colombian Milds, and the strong start made by Kenya and Tanzania, the two other origins that make up this coffee group.

Shipments of the Other Milds decreased by 1.8% in October 2023 to 1.59 million bags from 1.62 million bags in the same period last year. The main negative contributions came from Brazil (down 66.2% and 78,719 bags) and Papua New Guinea (down 34.3% and 53,737 bags), while Honduras provided the largest positive contribution (up 28.9% and 138,993 bags).

Of the four coffee groups, the Robustas have recorded the highest contraction in the new coffee year to date, with exports falling by 8.0% to 2.88 million bags from 3.14 million bags. Vietnam, the largest Robusta producer in the world, was the driver of the sharp downturn, with exports of Robusta green beans down 45.2% to 0.69 million bags in October 2023 from 1.26 million bags in October 2022.

Exports by Regions – All Forms of Coffee
In October 2023, South America’s exports of all forms of coffee increased by 16.4% to 5.95 million bags. Brazil was the main driving force of the double-digit growth of the region, having shipped 4.37 million bags in October 2023, a jump of 21.7%. Peru provided added support, with its exports increasing by 28.9% to 0.62 million bags from 0.48 million bags in October 2022.

Exports of all forms of coffee from Asia & Oceania totalled 2.05 million bags in October 2023, decreasing by 26.7%. Vietnam, the world’s second-largest producer and exporter of coffee, was the main driver of the region’s sharp downturn, with total exports down 44.7% to 0.75 million bags in October 2023 from 1.36 million bags in October 2022. This was the lowest volume of exports since the 0.7 million bags shipped in October 2008. A shortage of exportable materials within Vietnam, due to the lower-than-expected harvest in coffee year 2022/23, a delay in supply from the current coffee year’s harvest and a very strong export performance in the first nine months of the previous coffee year, explain the sharp downturn.

Exports of all forms of coffee from Africa decreased by 1.0% to 1.07 million bags in October 2023 from 1.08 million bags in October 2022. Ethiopia (–13.5%), Rwanda (–34.8%) and Cameroon (–57.4%) were the three main origins making a negative contribution to the region’s exports, in absolute terms, while Burundi (200.0%), Côte d’Ivoire (40.9%), Kenya (31.4%) and Uganda (2.8%) were the main origins making positive contributions. According to the Uganda Coffee Development Authority, the promising export performance in October 2023 was due to adequate supply from a good crop harvest in the South-Western region and the prevailing good prices on the global scene which prompted exporters to release their stocks. In Ethiopia, contract disputes arising out of a mismatch between local purchasing prices and the global market prices, first reported in the middle of coffee year 2022/23, continue to negatively impact export volume in the new coffee year.

In October 2023, exports of all forms of coffee from Mexico & Central America were up 0.4% to 0.459 million bags as compared with 0.457 million in October 2022. The performances of individual origins belied the less-than-dynamic growth of the region, with very strong negative and positive growth rates registered in October: Costa Rica (212.7%), El Salvador (69.6%), Guatemala (18.0%) and Nicaragua (15.6%) on the expansion side against the decreasing Dominican Republic (–80.1%), Honduras (–39.2%) and Mexico (–11.1%).

Exports of Coffee by Forms
Total exports of soluble coffee increased by 16.9% in October 2023 to 0.91 million bags from 0.78 million bags in October 2022. Soluble coffee’s share in the total exports of all forms of coffee for the year to date was 10.6% in October 2023, up from 9.0% for the same period a year ago. Brazil is the largest exporter of soluble coffee, having shipped 0.28 million bags in October 2023. Exports of roasted beans were down 20.4% in October 2023 to 49,185 bags, as compared with 61,781 bags in October 2022.

Production and Consumption
World coffee production increased by 0.1% to 168.2 million bags in coffee year 2022/23. The stagnant growth rate belies the tremendous changes at the regional level, with the coffee world neatly split between the expanding Americas and the shrinking rest of the world.

Asia & Oceania and Africa’s 4.7% and 7.2% decreases in production to 49.84 million bags and 17.9 million bags, respectively, can be attributed to adverse weather conditions negatively affecting key producers in the regions, particularly Vietnam, Côte d’Ivoire and Uganda. The magnitude of the fall in outputs of the two regions was entirely mitigated by the Americas, especially by South America’s 4.8% increase, which in turn was driven mainly by the biennial production-affected 8.4% increase in Brazil.

The combined output of the Americas was 100.5 million bags. The Americas versus the rest of the world split was also reflected in the production split between the Arabicas and Robustas, with the former’s output increasing by 1.8% to 94.0 million bags as compared with the 2.0% decrease of the latter to 74.2 million bags.

Looking ahead, the output for coffee year 2023/24 is expected to increase by 5.8% to 178.0 million bags, with the Arabicas’ output rising to 102.2 million bags and the Robustas’ increasing to 75.8 million bags.

The biennial production effect will play a large role in the outlook, especially for Brazil and the Arabicas, as the impact of the July 2021 frost continues to be resolved. Coffee year 2023/24 is anticipated to be an exceptional off-biennial year, feeling more like a good on-biennial following an average on-biennial year. Adverse weather conditions, first noted in 2022 and continuing into 2023, will have a negative impact on the outlook for coffee year 2023/24. The anticipated El Niño phenomenon is set to dampen the outlook in Asia, especially for origins like Indonesia. Meanwhile, Vietnam is expected to benefit from the drier/hotter weather as irrigation mitigates the reduced precipitation.

World coffee consumption is continuing to resolve through the issues brought about by the Covid-19 pandemic, with the consumption trend following an established patten in response to an external shock. The expectation for coffee year 2022/23 was for a smaller positive growth rate; however, world coffee consumption actually recorded a decrease of 2.0% to 173.1 million bags.

Consumption in coffee year 2022/23 did not faithfully follow the established pattern due to the impact of the high cost of living, falling disposable incomes and a long stocks drawdown. Despite coffee being relatively inelastic, the challenging global economic environment would have had a negative impact on its consumption. The world inflation rate was at its highest in 2021 at 9.4%, while the benchmark interest rate averaged 4.9% at the end of September 2023 in the European Union, UK and USA, the highest level since an average of 5.8% in 2000. At the same time, there was a large drawdown of stocks, where combined stocks reported by the European Coffee Federation and those held at the Intercontinental Exchange’s warehouses in the USA fell by 4.8 million bags from 14.5 million to 9.8 million. This drawdown would have reduced the need for purchases on the international market, seemingly reflected as lower and anomalous global consumption rates for coffee year 2022/23.

The world coffee consumption outlook for coffee year 2023/24 is broadly framed by the assumption that the global economy will continue to grow at above 3.0%, and that the industry will respond to the large drawdown of stocks, which will be positively reflected in apparent consumption. As a result, world coffee consumption is expected to grow by 2.2% to 177.0 million bags, with non-producing countries making the biggest contribution to the overall increase. Coffee consumption in this group of countries should expand by 2.1%.

Balance. As a result, the world coffee market is expected to run a surplus of 1.0 million bags in coffee year 2023/24.

The outlook is taken from the newest publication of the Statistics Section of the Secretariat of the International Coffee Organization (ICO), the Coffee Report and Outlook (CRO). To download the full report or for more information, visit: icocoffee.org.

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During the pandemic, DAVIDsTEA began amplifying donation efforts as a way of supporting frontline heroes. Groups of essential workers, such as health care professionals, senior care communities, and education centers, were nominated by customers and employees alike to benefit from the programme. Local Canadian communities from coast to coast that have benefited from the programme thus far include BC’s Mamas for Mamas, Montreal’s Shriners Hospital for Children, and the Ottawa Regional Cancer Foundation, among many others.

Having reached its initial one million cups donation milestone in 2022, DAVIDsTEA has set a new goal of reaching two million cups by the end of 2023.

“At DAVIDsTEA we are humbled to continue supporting the hard-working frontline community and spreading joy through tea. We are thrilled to be so close to reaching our two million milestone and engaging our customers on this journey to help us reach this goal and continue offering comfort through tea, one cup at a time,” said Sarah Segal, chief executive officer and chief brand officer, DAVIDsTEA. “Looking beyond the two million cup goal, DAVIDsTEA will expand its existing donation programmes. In addition to an annual 500K cup donation goal within local communities in Canada, the company will also sustain its Impact Fund, which supports local and global impact initiatives, such as the Nepal Clean Water project.”

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“Investing in our partners is what drives our success,” said Sara Trilling, evp and president of Starbucks North America, Seattle, Washington. “It’s what makes us all partners. And an important way we do this is by investing in our partners’ journey, to bridge to a better future at Starbucks and beyond. This entails engaging with, and listening to, their ideas and feedback while continuing to raise the bar by offering competitive pay and the best benefits package in the industry.”

Highlights of Starbucks partner investments include:
• Vacation Accrual: Starting this February, hourly partners will accrue paid vacation time sooner, beginning just 90-days after hire.

• Competitive Pay: Sustained investment in retail partner pay remains a priority. Starbucks moved the wage floor for all U.S. retail hourly partners to USD $15 per hour in 2022 and has continued to add incremental increases, while recognising and rewarding tenure. Starting with competitive pay — Starbucks provides U.S. hourly retail partners an average wage of nearly $17.50 per hour, a barista wage range between $15 and $24 per hour and a total compensation, with benefits, of approximately $27 per hour.

Effective 1 January 2024, eligible U.S. retail hourly partners will see a 3% increase and differentiated pay for eligible tenured partners. Eligible partners with 2-5 years of service will get at least 4% and those with 5 or more years of service will get at least 5%.

• Introduction of First-Ever North America Barista Championship: With the first-ever North America Barista Championship kicking off this February, Starbucks partners will have the opportunity to showcase the unique role they play in bringing the Starbucks experience to life for customers each day, demonstrating their commitment to connection, craft, and community. This program will be open to eligible baristas and shift supervisors in participating U.S. and Canada stores as well as eligible Siren Retail roles.

• Career Mobility: Craft isn’t just about coffee – it shows up in how partners hone and master their craft in their day-to-day roles. To further support partner career growth and mobility, the company is exploring credential and certification programs to build on the Starbucks College Achievement Plan (SCAP). More than 23,000 partners are currently on their unique educational journey to earning their first-time bachelor’s degree through SCAP, a first of its kind partnership with Arizona State University’s (ASU) top-ranked online degree program. Tuition and fees are covered upfront for partners, helping to remove the hurdle of rising tuition costs that often block their pathway.

To date, more than 10,000 partners have graduated and 20% of partners enrolled in SCAP are first generation college students. Starbucks is committed to helping at least 25,000 partners graduate by 2025, with an expected investment of approximately $250 million or more by 2025.

• Financial Wellness: Financial wellness benefits at Starbucks are grounded with equity ownership in the company through annual Bean Stock grants, which have awarded more than $2 billion in additional earnings to partners, to-date.

Starting this January, partners will be able to sign up to receive the new Siren Card – a premium card offering a high-tech banking experience designed exclusively for Starbucks Partners. Built with cred.ai and Visa USA, the Siren Card comes packed with exclusive tech features, the world’s first “automatic credit score optimiser,” 24/7 support, and the guarantee to never pay account fees or interest, all supporting financial wellness with zero effort.

• Partner-Centric Scheduling: Starbucks aims to provide partners with hours that align with their individual needs and preferences. To achieve this, Starbucks collects a range of preferred, minimum, and maximum hours to build a complete picture of partner preferences and assist store managers in scheduling and managing their workforce. This improved scheduling protocol will enable partners to contribute to the personalisation of their ideal schedules. Together, these efforts will help Starbucks improve the stability, flexibility, and consistency of schedules.

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Florida-based coffee roaster, Oceana Coffee, entered coffee into five different categories and took home medals in all 5 categories entered, including a silver medal in the alternative milk category. Planet Oat’s oat milk was paired with Oceana Coffee’s espresso blend for this award winning  combination.

“It has been another amazing year being involved with Golden Bean North America. We have been entering coffees into the Golden Bean competition since 2015 and every year it gets a lot more difficult to win a medal at any level. So to have our coffee’s win medals and do well is amazing, it certainly helps me to stay relevant and keep up with methods along with our green coffee sourcing and selections. I am very proud of our team and our product and look forward to sharing our coffees for years to come,” commented Scotty Angelo, co-founder of Oceana Coffee.

The Golden Bean, which originated in Australia 17 years ago before creating its North American competition ten years ago, judges espresso, milk and filter coffees with medals awarded in 11 categories: Espresso, Milk Based, Pour Over Filter, Alternative Milk Based, Decaffeinated (Milk Based), Elite (green coffee costing over $60lb) , Franchise / Chain Store Espresso, Franchise / Chain Store Milk Based, Franchise / Chain Store Pour Over Filter. Coffees, Super Automatic, and Single Serve categories are judged through a blind tasting format by roasters who attend and participate in the event and conference.

The Golden Bean invites roasters to not only send in their entries but also to participate in the seminars and fun sponsored evenings. This creates a valuable opportunity for roasters to network and form alliances within the industry.

Oceana Coffee is open daily at two locations in Palm Beach County, Florida for dine in, take out, and online ordering.

Oceana Coffee Roastery: 221 Old Dixie Hwy #1, Tequesta, FL 33469, (561) 401-2453

Oceana Coffee Cafe: 150 US-1 #1, Tequesta, FL 33469, (561) 768-7887

For more information on Oceana Coffee, visit oceanacoffee.com.

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Tea has been enjoying its fair share of popularity since the last several decades – centuries, even – so much so that there are people whose day does not start in the true sense without taking a sip of hot tea. Plus, tea is known as a good antioxidant. 

With regard to flavoured tea, the very concept springs from the fact that ‘variety is the spice of life.’ Breaking the monotonous rut is what humankind cares the most about. Tea has come a long way over the last few years in terms of flavours and the way they are being devised and marketed. Starting with fruits, the flavours have made a beeline to flowers, alcohols, and several chemical compounds. For instance, amyl acetate, which gives banana flavour, is distilled from real bananas. The mixture of amyl alcohol and vinegar also gives banana flavour, but then it won’t be termed as ‘natural. Likewise, strawberry flavour could be devised naturally as well as artificially. 

The best part about tea leaves is that most are receptive to flavours. It has been found that green and black tea leaves go well with almost every type of flavour. Dry flavours do well with loose teas, whereas liquid ones work for the teabags.  

There are several variants regarding tea flavours as follows:  

• Natural Extracts: These flavours come from extracts of the essential oils of the blossoms, fruits, leaves, roots, and likewise. The basic function of these extracts is that of contributing to fragrance of teas.  
• Natural Granules: These granules, as the name suggests, come from natural essence that is spread on tea leaves all through. The mixing happens till blending with leaves happens. Most flavours come from granules comprising blossom, herb, and fruit extracts. Also, herbal infusions come as inclusions, which are solid particles of fruits, herbs, spices, and blossoms mixed with tea leaves on direct basis — when steeped, the right taste is obtained. 

• Nature-Close Flavours: These are the flavours extracted through chemical processes. There is not much difference between natural and nature-close flavours except for the extraction process. Preserving turns out to be simpler as compared to natural processes and cost-effective. It needs to be noted that here the extraction is artificial, not the flavour. 
• Artificial Flavours: The name is self-explanatory. The flavours are created artificially to make stronger and better blends. 

Another variety is that of scented tea. It is obtained from flowers like jasmine. Also, smoked tea is popular, which is processed around cypress or pine wood fires.  

Medical benefits of flavoured tea 

Tea has many healthy attributes such as being ‘chock full’ of antioxidants, polyphenols, and catechins, but there are also many medical benefits associated with various teas. 

Earl Grey tea, for example, is a popular flavour that is formed by blending bergamot oil and tea leaves. The medical benefits include improvement in dental health, reduction of anxiety, helping in digestion, increasing energy levels, and body detox. Elderflower tea, a flavoured tea that is especially popular in Europe, is derived from a cream-coloured flower (elderflower) of the elderberry plant. This tea is a rich source of vitamin A, C and several essential nutrients. Apart from Europe, North America is the other major consumer of elderflower tea. In terms of medical benefits, elderflower tea relieves from fever, cough, headache, and cold. The respiratory disorders like tonsillitis, asthma, laryngitis, and others could also be relieved by drinking elderflower tea. 

Though its origins could be traced to China, green tea’s popularity is unmatched across now. Japanese green teas are inclusive of hojicha, genmaicha, tencha, matcha, kabusecha, gyokuro, and sencha. Green tea is available in the form of iced green tea, green tea instant mixes, and green tea bags. The flavours include jasmine, wild berry, cinnamon, vanilla, lemon, and aloe vera. It helps in prevention of loads of ailments like tooth decay, diabetes, cancer, heart disorders by ascertain maintenance of proper blood level and cholesterol all over the body. 

The least processed leaves on the part of Camellia sinensis produce white tea. It comprises juvenile buds. The floral-fruity flavour finds its applications in various industries like pharmaceuticals and cosmetics. It does possess anti-microbial properties and acts as an excellent antioxidant. 

Those vying for clean label products will sync with detox tea, which is conventional as well as organic. Detox tea, as the name suggests, helps in intestinal detox, liver detox, cardiac detox, and likewise. 

Delving into flavoured tea 

By type, bubble tea could be categorised as chocolate, fruits and berries, mixed/blend flavours, and honey. It is popular in the Asia Pacific, India, in particular. The latest offerings include fresh ingredients like fresh fruit, organic cream, green tea, and soy milk. 

Amongst the instant tea mixes, encapsulated tea is trending in certain regions at the moment. Encapsulation is a technique to protect or entrap fragrance and flavours within a coating material. Encapsulated tea reduces the preparation time for the drink. The flavours available include cranberry, raspberry, mango, and lemonade. These flavours are captured by entrapping them within the tea leaves. 

As far as alcoholic tea is concerned, it comes in a wide range of flavours including coconut, mint, peach, cucumber, lime, sweet apricot, mango, and berries.  

In a nutshell, flavoured tea will continue to evolve as the taste buds of consumers will ask for more variations and there would be no stoppage to research being conducted therein. 

• Divakar Kolhe is a tech blogger, is a seasoned digital marketing professional, having worked for numerous online firms in his distinguished career. He believes in continuous learning, considering that the digital marketing sector’s rapidly evolving nature. His forte is analysing the commercial viability of a new breakthrough. 

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Both the Gold Medal Tea Competition and the Tea Sustainability Awards will once again take place during the NATC.

The Gold Medal Tea Competition will judge teas from the same origin against each other in order identify and recognise ‘Gold Medal Teas’. Any and all origins entered will be judged — teas will be judged by origin regardless of production type or grade. It is up to the participating producer to decide what style of manufacture their entry should be. Teas will be judged purely on the ‘Best Cup per Origin’ basis. Submissions must be received by 25 August.

The Tea Sustainability Awards recognise all the hard work being put forth globally across the tea industry, to further the goals of sustainability. The purpose of these awards is to:

• Celebrate the work that goes above and beyond pure business metrics, to improve the health of the Industry, the environment in which it operates and the people who work in it or are associated with it.
• To share these efforts with the tea industry in order to build a shared responsibility, broaden and share knowledge of the state of the industry.
• To inspire others to replicate the ‘above and beyond’ attitude of recipients in their own environs and to further the efforts of moving tea to the status of Hero crop.

Because all positive actions have merit, Tea USA and THAC have changed the awards structure from that of prior years to be more inclusive and recognise a wider scope of participants so all entrants feel their work will be acknowledged and applauded.

The Sustainability Awards competition is free of charge and all sustainable efforts and submissions will be displayed at the conference. The deadline for submissions is 25 August.

“Whether you are attending the conference in person or from afar, we encourage all tea-producing nations to participate in our two competitions,” said Peter F Goggi, president, Tea Association of the USA.

This is the first in-person NATC to take place in the United States since 2019. For more information about or to register for the NATC, as well as to view competition rules and access submission forms, visit: teausa.com.

• Aubrye McDonagh Leigh

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