Tea Biz
Tea Biz

Episode · 1 year ago

Tea News and Biz Insight - February 19, 2021

ABOUT THIS EPISODE

NEWS HEADLINES – Sri Lanka Launches Expansive Ceylon Tea Promotion | Green Tea Compound Acts Like a Superhero Sidekick to Cancer Cell Suppressor | Lipton IPO Likely in 2021 | Tea Tourism Stirs from a Deep Pandemic-Induced Slumber

FEATURES – This week Tea Biz reports on T.Kettle, a Canadian retail chain launched at the height of the pandemic that features ethically sourced, vegan, organic, loose leaf teas…and travels to Sri Lanka for a look at an impressive digital marketing initiative created by seven small enterprise entrepreneurs promoting Ceylon tea.

T. Kettle - “In any tough times – and this is certainly one of them – opportunities present themselves,” writes 36-year-old T. Kettle founder Doug Putman, a turnaround investor who has opened 45 tea retail locations in nine Canadian provinces and six U.S. states. He plans to expand to 100 stores in 2021. Tea Biz takes you to Coquitlam, British Columbia for a walk through one of the newest mall locations.

Small Enterprise Marketing - The Ceylon Artisanal Tea Association, a collaboration of seven tea producers in Sri Lanka, hosted their third “garden tour” webinar this week. Webinar participants travel virtually to see the garden, processing facilities and meet principals and ask questions face-to-digital-face. Simon Bell, managing director at Amba Tea Estate, writes that “digital marketing is often one of the biggest challenges for small growers and rural entrepreneurs in emerging markets.” Tea Biz asked Bell to discuss the effectiveness of this new approach.

The Tea Bi is podcast delivers tea news that you need to know, a recap of the week's major headlines, with commentary and cultural trends. Hosted by Danholt, it is the voice of origin for tea professionals and enthusiast the world by. Think of us as a digital caravan of storytellers bringing authentic, authoritative, exotic and exclusive stories to you weekly from the tea lands. Each week, the tea Bi is podcast summarizes news with the greatest impact on the tea industry. But Tea requires far more nuanced coverage than the recitation of production volumes and commodity prices. That is why the tea Biz podcast is paired with the more inclusive teabe is blog and tea journey magazine. The podcast offers a weekly mix of news and features. It is innovative and interactive, permitting listeners to conveniently contact reporters at origin to ask questions that are answered via text messages that are delivered privately to their phone. Welcome. Here are the headlines. Sher Lanka launch's expansive Celong Tea Promotion. A green tea compound acts like a superhero sidekick to cancer or cells suppressor. N leaver is likely to initiate a Lipton Apo in two thousand and twenty one and tea tourism stirs from a deep slumber during the pandemic. More than a minute. But first this important message. Up in the towering Himalayas, Kamal is one of India's lost teas. Today we raise our cups in the name of of any the Kumoun nonprofit dedicated to strengthening farming communities. Cheers to a brag of teacher fell. Tr Lanka's teaboard last week authorized the most expensive promotion in the history of Ceylon Tea, financed by a tax on tea exports. The Global Promotion Targets Twelve markets in Asia, Europe and North America. The campaign is financed by a promotions and marketing tax first imposed in two thousand and ten. Combined, these taxes are the highest levied by a major tea producing country. Collection was suspended in June two thousand and twenty at the request of the Tea Exporters Association, after members complain the added expense reduce competitiveness. Tri Lanka's Minister of Plantation Industry said the twenty three million investment is necessar a Surrey to sustain and grossing loan's tea market share. Quote. We need to be more aggressive in our approach in attracting new ...

...customer segments, he said, adding the campaign will reignite interest in the set on tea brand and strengthen its premium position in the global market. and quote. Biz insight didn't zoo. Grant and Colombo will oversee media planning, scheduling and buying. The Grant Group, founded in one thousand nine hundred and fifty eight, was Shri Lancas first internationally recognized advertising agency. Founder Reggie CANDAPPA is considered the founding father of the islands nation's creative agencies. The company was acquired in two thousand and seventeen and is now part of the Densue Ages Group, the consultancy with three hundred and fifty five offices in a hundred and forty three countries that employs fifty eight thousand workers. E. G C G, which is Epigallo Catecan Galy, the major antioccidant in green tea, was found by researchers to increase levels of P fifty three and important DNA repairing protein and tumor suppressor. Cancer specialists refer to P fifty three as the guard dean of the genome. In cells under attack, EG CG acts to stabilize the cancer fighter like a superhero sidekick. Quote the direct interaction between the two points to a new path or developing anti cancer drugs. and quote rights professor Chunyu Wine, a PhD and doctor at Prinselaer Polytechnic Institute in Troy, New York. His team's findings were published last week in the journal Nature Communications Biz insight. Green tea compounds are known to inhibit the growth and even kill tumor cells that cause breast, long bladder, prostate and colon cancers. This has been demonstrated in laboratory animal studies in a ten year clinical trial. When tea is consumed in quantities of at least three cups per day and up to ten cups per day, a cup of tea contains two to three hundred milligrams of EG CG, roughly fifty to eighty percent of the catechins present in green tea. Previously bifurcated, Unilever has now completed his consolidation as a single stock headquartered in London. Bloomberg news reports that separating the weaker performing division it intends to sell is under way. See EO Alan Job said, it is highly likely these will be structured as IPOs, Lipton, pg tips, Puzo, pooka herbs and smaller tea brands are likely to be split off as a separate company. In the...

...process, a hedge fund or private equity firm may acquire these brands, collectively valued at three billion. The disassembly is designed to discover the true value of these properties, the sale of which will be the most lucrative in tea history. Business inside, the consolidation into a single business entity, which cost uner lever one point two billion dollars, improve the company's ability to participate in mergers and acquisitions in a category that rewards global scale. Hospitality Venture Taj announced it will open in December a new tourist resort near Machabari, tea is state in Darshley. The Taj Chia Kutier is a twenty two acre luxury property in Christong, one of five upcoming projects by the AMBUJA NEOTIA group. A similar property will open and sick him in two thousand and twenty two. The Chief Minister of West Bengal announced this week loans of up to a hundred million rup peas is about one point four million US dollars, to stimulate the tourism sector, which has declined precipitously due to the COVID nineteen pandemic. The state will pay half the interest on the loan during the first year of operation. Quote. This will largely benefit the homestays and guest houses. The government's thrust is on development of world tourism and smaller places, says Sidi Shpadar, president of the hotel and Restaurant Association of eastern India. He told the Economic Times, quote. We are very happy that the state government has looked up to tourism and quote. Busin insight. Leisure destinations are recovering more quickly than business conference locations in cities like Kolkata. According to Vas Davidi, director of vist our properties, many Taus units at leisure destinations have already gained over seventy percent of their two hundred and one nine business back. Interest levels for Taus Chick Kurta is high, he said. And now for a word from our sponsor. To Trade. Te S works with tea purveyors at every scale, from promising startups to the world's largest multi national beverage brands in the hot, feist and bottle tea segments. With US based formulation, blending and packaging services, q trade can help you innovate, scale up and grow your specialty tea brand. For more information, visit our website q trade teasecom. This week we report on Tea Kettle, a Canadian retail chain launched at the height of the pandemic. The features ethically source, Vegan, organic loose leaf teas, and we travel...

...to Sri Lanka for a look at an impressive digital marketing initiative created by seven small enterprise entrepreneurs promoting Ceylon tea. In tough times, and this is certainly one of them, opportunities present themselves. Rights. Thirty six year old tea kettle foundered Doug Buttlan, a turnaround investor who is open forty five te retail locations in nine Canadian provinces and six US states. It plans to expand to a hundred stores in two thousand and twenty one tap is takes you to Coquitlam, British Columbia, or walk through one of the newest small locations. Canadian company Tea Kettle expanded overnight in October to become one of the largest tea chains in North America, taking over more than forty five shuttered David's tea locations. Tea Kettle stripped away David's Sunshiny Turquoise and summer popsical colors and replaced them with sleek dark blue and a retro vintage Great Britain feel. I'm Jessica Natalie Willard, based in Victoria, British Columbia, Canada. I'm going to take you on a tour of the tea kettle experience from a visit to the location in Coquitlam, British Columbia, a city east of Vancouver. The COQUITLAM location is in the COQUITLAM center shopping mall. Here's what you'll see upon approaching the store. The storefront is wide open, with the archway painted in the brand's dark blue, evoking stability and tradition. A pillar and accent wall in that same blue are visible too. Walking in, you'll see built in shelves on the right hand side. They hold tea wares, but stock was extremely low. The salesperson explained there have been shipment delays due to covid nineteen. The shelving appears to be former David's tea units, but with tea kettle branding in the promotional spaces on the tops. To the left is the main counter and behind it you'll find that classic wall of Tea, a signature feature of most tea shops. It looks striking, as it always does to me. So much potential in every tin, something for a peacefulness, energy, serenity, stress relief or a delicious treat. The Tins are Matt Black and displayed in three long rows. The Salesperson said the black tins will soon be switched out for dark blue to match the tea kettle brand. Colored Labels Adorn the front of the tins, color coded by tea type, red for Roybos, blue for Oolong, green for green and so on. Each tin has a metallic band of color matching the tea type just under the LID. The band catches the...

...light and shines. The stores lighting is very white and crisp. That warm sunshiny feel of David's tea has been replaced with what I interpret as sophistication meets hipster or hipster sheek. I think that feeling could come to life through the kinds of tea weares they'll be selling. The lack of product and bare shelves sort of interrupted that potential. I think that hipster sheek feeling is best captured in tea kettle's main graphic the one it's using and it's branding online and throughout the store. It's an illustration reminiscent of vintage Great Britain. Picture this the profile of a mustachioed man in a morning suit and top hat wearing a monocle. Think Sherlock homes, but instead of the figure holding the Victorian style pipe you might expect, he's holding, what else a steaming cup of tea. The retro feel of that monochrome graphic illustration is matched by the Esthetic of Vintage Board Game Editions showcased on a tower display in the middle of the store near the entrance. The games include clue candyland, boggle, shoots and ladders and mystery date. Packaged in vintage style, they look like antique books. The Look and feel of those games compliment the tea kettle brand experience, not only esthetically but also as a nod to that old worldie feel. The idea that you can slow down with a cup of tea sipped while playing a Retro Board Game. The teas themselves are all blended in Toronto Ontario. The lovely staff member will bring out the canisters and let you smell the tea's as long as you keep your mask on and follow covid protocols. Similar to David's teas style of blends, tea kettles features quirky ingredients. The movie night blend, for example, contains bits of popcorn and smells just like popcorn. Birthday party contains candied confetti in blue, green, yellow and orange and smell bells just like chocolate cake with vanilla icing. Some of the names of the teas are fun in Quirky, similar to what David's tea does. They always remind me of Opi Nail Polish names, where the name brings the color of the Polish to life with a story. So, despite the tea naming being a little gimmicky, I'm drawn to them and intrigued by what they promise. Cha Cha, Cherry, Mindful Medley, the Damn Butterfly, go go Goji. But what about the taste, you're probably wondering. Will Save the tea tasting and reviews for another day. Tea Kettle was launched incredibly quickly and they're still working out...

...some of the kinks, like stock, for example. I think in a few months time we'll see a stronger brand performance across the board in terms of the kinds of tea wears being sold, graphics, visuals and packaging and the instore experience. In an interview with retail insider, owner Doug Putman said he anticipates opening a hundred additional stores by April. Until one opens near you, you can start your tea kettle experience through their online store at Tea Kettlecom O. US. Servot of chief marketing officers last fall revealed a seventy four percent increase in spending on social media. During the pandemic, investment in social media grew from thirteen percent to twenty three percent of total marketing dollars spent. Tea Marketers increasingly realize that traditional strategies such as advertising and attending trade shows, while important for branding, convert only a few leads and to buyers. This is because consumer expectation has evolved over time, making personalization and the customization of marketing strategies essential. This Week Kata, the Salon Artisanal Tea Association, a collaboration of seven tea producers in Sri Lanka, hosted their Third Garden Tour Webinar. Webin are participants travel virtually to see the garden processing facilities and meet principles, and they can ask questions face to digital face. Simon Bell, managing director at Ambatia, State Rights that digital marketing is often one of the biggest challenges for small growers and rural entrepreneurs and emerging markets. Team is as bell to discuss the effectiveness of this new approach. Kata has now hosted three online webinars introducing tea producers to buyers globally. Have these webinars been affected in achieving your objectives? How so, absolutely ironic, clee, for many of the associations founding members, finding global buyers has never really been a problem in Sri Lanka. Nearly all tea as made in large factories, so when we started producing teas by hand, the products themselves were so unusual that many of the world's best tea merchants actually tracked us down before we'd even begun any marketing. From Day One, we've always had more orders than we can handle. However, with the advent of the global lockdowns, it was apparent that we were going to lose a lot of our sales locally within the SHALANKAN market, to visiting tourists, to other hotels and restaurants around the island, and it seemed like an ideal time to bring our teas to the attention of a wider audience and,...

...frankly, the response has been far greater than we ever expected. In normal times, if you asked a tea buyer if he'd like to join a a virtual tea tasting where he or she would not even get to taste the tea, I think they would very politely tell you to stop wasting their time and to send them a sample. But with everyone around the world in lockdown, including our own customers, we were amazed that the CEO's, the chief tea buyers of many of the world's most prestigious tea merchants have been joining the webinars and are begging us for more. Perhaps even more important than simply showing off our teas, what's great about the Webinar format is the ability to tell the story behind the tea. You know, when it comes to our Tisanal teas, it's the teor Whar, the climate, the provenance, the social and environmental impact that are so important to our customers in terms of why they love these teas. And so, you know, during the webinars we walk around the estate. We show the plucking, the rolling and the other steps the process actually happening, and that's what makes the tea's so unique. These videos show you the land and the people behind the tea and, as such, they can face so much more than static images or text. Collaborating on projects like a woman or shroot is what exaeneraple of small rulers pulling resources, explaining other words, of burning together benefits buyers. I've spent much of my career advising small businesses all over the world about the virtues of combining their resources, combining their efforts through associations and cooperatives and so on, not just in tea but in other areas of agriculture, in tourism, in manufacturing and so on. Are buyers want variety, but they want that very variety in terms of Ted war and technique. That doesn't mean that we can't pull our efforts in virtually every other aspect of operations, joint investments in research and development, in developing new varieties and planting and testing new varieties, in designing new types of equipment that suit our microscale needs, in commissioning that equipment from engineering companies, which wouldn't be interested if we were just commissioning on our own, from joint purchasing of packaging and certification services and other types of inputs like that that would typically only be affordable to larger enterprises all across the chain, including, you know, making our voice heard with government. We're much better working together than we are separately and, perhaps most importantly from a buyer's perspective, we...

...offer the opportunity to pool their purchases and their shipments. Two or three of our members or already working together and joint knew shipping product to several customers around the world, saving the customers time and money that they otherwise would be spending having to coordinate orders and shipments from multiple suppliers, while giving them the variety that their consumers demand. Ultimate any we hope to be able to offer buy as a one stop shop where they can order a whole menu of different salon autismal t's representing all the different varieties in all the different growing regions of Shrinkam intrigued by what you heard in today's podcast. Would you like to learn more from our global network of TBIZ journalists and t experts? Contact them direct through subtext, private message based platform. Avoid the chaos of social media and start a conversation that matters. Subtext message based platform let's you privately ask meaningful questions of the Texperts, academics and t Biz journalists reporting from the tea lends. You see their responses via SMS text which are sent to wrect your phone. visit our website, subscribe to subtext. It instantly connected the most connected people in tea. Remember to visit the t Biz website for more comprehensive coverage. That's W AWWFT Biz bizcom. Thanks for listening. Farewell, till next week.

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