• Logistics Companies Invest to Right the Ship

    Tea Biz Podcast | Episode 25

    | Logistics Companies Invest to Right the Ship
    | Kenya’s Newly Elected KTDA Board Ousts Executives
    | Hain Celestial Streamlines its Tea Selections

    Hear the Headlines

    Seven-minute Tea News Recap
    Tea Price Report

    A special auction conducted by the Tea Board of India across auction centers featured a carefully curated catalog of teas plucked on International Tea Day on 21st May. This special sale saw record prices that brought welcome energy and excitement to the industry. Read more…

    Features

    Tea Biz this week travels to Darjeeling, India, where Dorje Tea, an innovative new tea venture, is taking root at the Agarwal family’s ancestral farm at Selim Hill Tea Garden … and then to the Jersey Isles off the coast of France, where Alicia Gentili, project manager and tea maker at Jersey Fine Tea, discusses the challenges and rewards of establishing a new tea garden in the English Channel.

    Dorje Tea co-founders Sparsh Agarwal and Ishaan Kanoria, at right.

    Reviving Darjeeling

    By Aravinda Anantharaman

    Sparsh Agarwal is the fourth generation in his family to cultivate tea in the Himalayas, but, as you will hear, he is not bound by tradition. Agarwal and Dorje Tea co-founder Ishaan Kanoria are targeting India’s domestic market, offering a subscription model that delivers Darjeeling tea from all four plucking seasons, improving profitability and giving Selim Hill Tea Garden a second chance.  Read more…

    Sparsh Agarwal on marketing Darjeeling’s seasonality domestically
    Alicia Gentili, project manager and tea maker at Jersey Fine Teas

    Splendid Tea from the Isle of Jersey

    By Dananjaya Silva | PMD Silva

    Camellia sinensis is a versatile plant grown in many parts of the world, observes Tea Biz correspondent Dananjaya Silva. At 49 degrees latitude, Jersey, the largest Channel Islands between England and France, is much further north than traditional tea lands. Yet, the island is proving fertile ground to produce fine loose-leaf tea. Silva talks about the challenges of growing tea outside its comfort zone with project manager and maker Alicia Gentili from Jersey Fine Tea. Read more…

    Alicia Gentili on growing tea on the English Channel Island of Jersey
    MSC Ship
    MSC operates the world’s second-largest container fleet by TEU

    Logistics Companies Invest to Right the Ship

    By Dan Bolton

    Shortages of raw ingredients for beverages and higher shipping costs continue the supply chain woes into summer. Last week, Starbucks’ customers found green tea in short supply, chai tea bags, and oat milk. No single item has disappeared from the menu, but Reuters found temporary shortages at nine major fast-service chains are widespread.

    Less obvious are the costs passed along due to more expensive air and sea transport and a shortage of truckers. According to the Drewry Freight Rate Index, reserving a 40-foot container to ship tea from Shanghai to Los Angeles cost $6,368 in June. Delivery to Chicago from Shanghai normally takes 35 days (including 33 at sea) but shippers now estimate 73 days for delivery as port-to-destination times have doubled. When premiums are added to secure equipment and vessel space is included, the effective West Coast rate for landing tea from China is about $8,000 to $11,000 per FEU (forty-foot equivalent unit), according to the Journal of Commerce.

    At the consumer level, online orders for tea must now meet $50 and $75 thresholds to qualify for free shipping, and four-week delays are common. Observers predict that the kinks in the supply chain will persist through 2022.

    Biz Insight – Global container fleets are consolidating as shipping companies spend new-found money acquiring vessels and ordering containers. Swiss-owned MSC (Mediterranean Shipping Company) has acquired 70 ships since August and has an order book of 800,000 TEU for new ships. The buildup in demand shows no sign of abating as consumers spend pandemic savings and economies emerge from lockdowns.

    Kenya surge
    Kenya is home to 658,000 tea smallholders

    Newly Elected KTDA Board Ousts Executives

    Newly elected Kenya Tea Development Agency (KTDA) directors and chairman David Muni Ichoho on June 22 were escorted by police to their offices in the KTDA headquarters in Nairobi.

    KTDA’s Peter Kanyago, who had been at the helm of the tea agency for 26 years, was forced to relinquish his position after he was unseated in a local election April 25. KTDA CEO Lerionka Tiampati and other senior staff were given compulsory leave. Ichoho announced an internal investigation to determine culpability for potential malpractice and possible abuse of office.

    Kenya’s tea farmers collectively own 66 of the nation’s tea factories. They contract with the Kenya Tea Development Agency (KTDA) to pay for what they produce and to market their tea.

    During the past two years local concerns about a ‘tea cartel’ and a new administration in Nairobi led to legislative reforms that permit factories to replace directors by conducting special elections. The previous system awarded votes by share. Board members found they only had to please the largest farmers. Now it’s one man, one vote. Ousted board members challenged the Tea Act, 2021 in court and consider any special elections conducted between March and May invalid.

    Ichoho’s first official act was to notify the organization to accord full recognition and cooperation to the new board as it takes over factory management, “We wish to assure all stakeholders that the operations of the group are running smoothly without any interruptions.”

    He told the Kenya News Agency that “Procurement contracts will also be reviewed to ascertain value for money and determine if the services and goods were obtained within the market benchmarks.”

    “The reform journey began in earnest on 14th January 2020, with the directives by His Excellency the President of the Republic of Kenya, following outcry by over 658,000 farmers over dwindling fortunes as it became clear that the tea value chain governance structures had been captured by some individuals and groups of persons for their own selfish interests at the expense of the principal stakeholders – the tea farmers,” said Ichoho.

    He said KTDA abdicated their core responsibility of serving the best interests of the farmers.

    “It is against this background that shareholders made a decision to exercise their rights to make leadership changes with a view to charting a new direction towards a sustainable and profitable farming in tea sub-sector for smallholders. The farmers, towards this objective undertook to elect new leaders from the shareholders as Factory Directors and Board members for the KTDA Holdings,” Ichoho said.

    A spokesperson at a non-violent late-night protest predicted that a case before Kenya’s Constitutional Court would find the government’s actions unconstitutional and reinstate the old board.

    Ichoho said that all cases brought by or that have been filed by KTDA challenging the Crops Industry Regulations, 2020, and the Tea Act, 2021 will be discontinued with immediate effect.

    “The Company will support full implementation of the Tea Act 2020 and will no longer pursue avenues that are against the interest of over 600,000 small holder farmers,” according to the Kenya News Agency report.

    On June 18, 2021 KTDA elected the following: David Muni Ichoho as chairperson with board members, Michael Kamau Ngatia, Paul Mwangi Kagema, Enos Njiru Njeru, John Mithamo Wasusana, Geoffrey Chege Kirundi, Abungana Khasiani, Erick Kipeyegon Chepkwony, Thaddeus Mose Mangenya, James Ombasa Omweno, Wesley Cheruiyot Koech and Baptista Muriki Kanyaru.

    Patrick Ngunjiri was appointed Acting Company Secretary.

    Celestial Seasonings
    Celestial Seasonings offers 105 varieties of tea.

    Hain Celestial Simplifies Tea Selections

    US grocery stores enjoyed a strong 2020 and in 2021 pandemic stickiness is apparent for e-commerce convenience and at-home meals, according to Coresite Research which reports that as of June US retail store closures are down year-over-year for the first time since the initial lockdowns.

    Half of Americans now say they would feel “very comfortable” shopping in a physical store during the next three months, compared to 29% in the year-ago period according to SafetyCulture. When they return, consumers will discover that higher ingredient costs, packaging, shipping expense and eroding brand loyalty convinced food manufacturers to simplify their offerings.

    General Mills anticipates raising its prices 7% globally over the next year. “We are ending one period of significant consumer disruption only to start another,” Chief Executive Jeff Harmening told the Wall Street Journal. “The next few months will be especially critical for our brands as the world transitions to a new normal.”

    Tea manufacturer Hain Celestial has a big footprint in grocery with thousands of SKU (stock-keeping units) – far too many according to Mark L. Schiller, president and chief executive officer. Schiller told investors that shedding 20 brands, discontinuing 1,000 SKUs proactively before the pandemic and really simplifying the way we operate …” were the cornerstones of a simplification strategy that has increased margins.

    He told Food Business News that he is transitioning the $2 billion Hain Celestial Group from a holding company to an operating company. The new focus is on innovation vs. additional flavor varieties, he said.

    “So, instead of ‘here’s the 37th flavor of Sleepytime tea,’ ” he said, “we’re bringing tea with energy, tea with melatonin, tea with probiotics and gut health and immunity and things that are much more incremental in the category, cold brew tea, K-cups, things that really are going to help the retailer grow their category and therefore, earn their space.”

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  • Tonnes of Tea Stranded in Karachi

    Hundreds of containers of tea are stranded in Karachi, Pakistan.

    Pakistan Offers to Barter Rice to Resolve Tea Import Impasse

    Containers of tea from Africa have been piling up at the port of Karachi since December, with more on the way. Ships are unloading briskly for the first time in months, but the government needs $1 billion immediately and $8.5 billion to pay its fuel bills.

    Pakistan customs officials estimate that 95% of the 8,500 containers in port await letters of credit, including almost 5 million kilos of tea in 300 containers shipped from Africa.

    The logjam is preventing billion of dollars worth of raw materials from reaching manufacturers. During the weekend of March 12, port authorities processed 1,024 inbound containers and 2,553 containers filled with long-delayed exports essential to offset a $48.4 billion trade deficit.

    Honda, Suzuki, and Indus Motor assembly lines are closed or curtailed due to severe disruption to their supply chains. Shipping agents this week advised Pakistan that foreign shipping lines will halt services if the backlog is not resolved. DHL announced it would scale back operations, suspend imports, and limit outbound shipments.

    Tea retail prices surged by Rs1000 to Rs1,600 per kilo leading to the celebration of Ramazan on March 22. Prices could go as high as Rs2,500 per kilo (about $9.50 per kilo), according to Zeeshan Maqsood, an executive member of the Pakistan Tea Association(PTA). Maqsood told the Dawn Newspaper that delays in processing bank documents lead to shortages and higher prices as retailers ration supplies.

    Last year Pakistan purchased 234 million kilos of tea from Kenya. To resolve the impasse, Islamabad offered Kenya 150,000 metric tons of rice for tea of equivalent value. Mombasa traders welcomed the swap, according to East African Tea Trade Association (ETTA) Managing Director Edward Mudibo. He told Business Daily Africa, “We welcome this arrangement because it will work in our favor given the economic situation in Pakistan.”

    Africa supplies 90% of Pakistan’s black tea imports, and Pakistan, in turn, supplies Afghanistan with 87% of its tea. In 2023 Pakistan’s tea market is expected to generate $1.12 billion, a 4.3% decline, according to Statista market research. Pakistan and Egypt buy 55% of Kenya’s tea exports annually, but sales have steeply declined since November, according to EATTA.

    Pakistan is currently in talks with the International Monetary Fund (IMF) to unlock the next tranche of $1.1 billion of a $6.5 billion bailout agreed upon in 2019.

  • Tea Processing Reimagined: Extruded Tea

    In a dynamic beverage market crowded with healthy options, tea can’t afford to sit back and rest on its leafy laurels. Continuous consumer-focused innovation is essential from soil to cup.

    Much has been spent on earth-friendly packaging and third-party certifications to differentiate offerings on the shelf — but the tea within is largely unchanged. Innovations in tea processing are too few.

    New technologies and business models, such as blockchain-based traceability, e-commerce platforms, and direct-to-consumer channels, enhance transparency, efficiency, and consumer engagement but do not necessarily result in better-tasting tea.

    Market research reveals that tea drinkers prefer the leafy appearance and aroma of whole and broken-leaf teas but insist on the convenience of sachets and a colorful, robust, quick brew. Inspired by this unmet need, Narendranath Dharmaraj, a 40-year tea industry veteran in Kerala, India, has developed an economical technique that rids tea of stringy fiber skeleton resulting in a substrate superior to fannings and dust.

    Extruded tea is a malleable hybrid format that retains the fragrance of well-made, orthodox tea. The adaptable substrate can be blended to improve conventional CTC or pressed and die-cut to resemble broken-leaf grades. Imagine 3D-printed tea in myriad shapes and sold at a premium.

    Listen to the Interview
    Narendranath Dharmaraj describes the process and applications of extruded tea.
    Read more: Tea Processing Reimagined: Extruded Tea
    Semi-Orthodox, malleable extruded tea
    Read more: Tea Processing Reimagined: Extruded Tea

    Tea manufacturing has a rich history and 150-year tradition, but must embrace a new approach to stay relevant and competitive. Since the 1960s innovation has been limited to the development of machines that deliver economic efficiency, packaging, convenient formats, and flavors. It is time to explore new processing techniques, such as fermented semi-orthodox teas, as well as new ingredients, blends, and functional properties to meet the evolving demands of consumers. A makeover of the product paradigm is imperative. It’s time to give camellia sinensis a new lease of life to boost consumer appeal for tea.

    Narendranath Dharmaraj managed tea plantations and factories for more than 20 years of his 46-year career in tea. Since he retired, he has served the industry as a consultant and strategic advisor. Dharmaraj believes balancing economic viability and social and economic security for workers while protecting biodiversity, conservation, and climate change mitigation is essential for the tea industry. Resources for meeting these challenges are limited.

    Tea Manufacture: Futuristic Development Opportunities

    By Narendranath Dharmaraj

    Not much has changed in tea manufacturing in this traditional and tradition-bound industry. Orthodox, as it literally means, is the original production method of tea with a typically twisted leaf appearance and liquor characteristics delivering flavor and aroma. Such teas are best brewed by steeping in boiled water for a few minutes and typically yield fewer cups per unit weight of tea described as ‘cuppage.’ Normally the withering is hard, meaning more moisture is removed from the leaf, and the withered leaf is subjected to gentle and limited maceration in gently rotating rollers to express just enough juice to impart the aroma and flavor over longer periods of ‘fermentation.’ The target is to maximize the whole leaf and rolled nutty leaf grades which typically result from a combination of finer green leaf quality and careful adherence to manufacturing parameters (many of the ‘specialty teas’ are in these grades). 

    Methodologies: Orthodox

    Orthodox (ODX) describes the original production method of tea. Processing typically results in a twisted leaf appearance with liquor characteristics that deliver superior flavor and aroma. Orthodox teas are best brewed by steeping in boiled water for a few minutes. The method yields fewer cups per unit weight of tea or ‘cuppage.’ Withering is hard, meaning more moisture is removed from the leaf, and the withered leaf is subjected to gentle and limited maceration in gently rotating rollers. This is to ensure the leaves express just enough juice to impart the aroma and flavor essential during longer periods of ‘ fermentation’. The target is to maximize the whole leaf and rolled nutty leaf grades (many of the ‘specialty teas ‘ belong to these grade brackets) which typically results from a combination of finer green leaf quality and careful adherence to manufacturing parameters. 

    Rotorvane Orthodox

    Rotorvane orthodox involves passing the rolled leaf through a screw-type machine called ‘Rotorvane’ that uniformly breaks the leaves which are sized down for higher ‘cuppage’ than ODX, yet retaining flavor and aroma, typically targeting higher recovery of BOP (broken orange pekoe) and BOPF (broken orange pekoe fine) grades. 

    Cut, Tear, and Curl

    CTC emerged as the preferred system of manufacture as cuppage and faster infusion (tea bags) became a consumer requirement. As indeed a way of utilizing the less fine leaf that resulted from the drive to increase crop volumes to keep the ever-increasing cost of production under control. The withering was softer (less moisture was removed), and the maceration, which included a shredder, rotorvane, and sharpened and reciprocating rollers working at high RPMs, was more severe. Fermentation takes less time and the resultant tea  is granular, somewhat flatter and dusty with strong, coloury, and fast-infusing liquor. The targeted grade was BOP, PD, PF, and Fine Dust for specific markets. 

    In geographies where driving costs with higher crops and specific brewing methods demanded a tea that could stand repeated brewing (high cuppage), the CTC metamorphosized into reconditioned teas which meant recycling some of the inferior grades back into the maceration process. The focus here was to maximize the Dust grades that these markets demanded. 

    Green and Oolong Tea

    Green tea can either be CTC or orthodox, although typically, the preferred grades are gunpowder and Chunmee, resembling the orthodox teas. Green tea manufacturer instantly remove moisture in green leaves through ‘Panning’ (Chinese method) or ‘steaming’ (the Japanese Sencha). Oolong is semi-fermented tea – more akin to green than black tea. 

    Grade Classification

    In CTC and Orthodox manufacture, there are four universal classifications: leaf, broken leaf, fannings, and dust. Typically the first two are a ‘brewer’s cup,’ and the last two are of the tea bag variety, although some of the leafy teas also are now finding their way into a tea bag. Multiple grades have been introduced by buyers based on their trade requirement, making life difficult for the producer and not without some harm to ‘quality’ that results from over sorting. I, for one, have campaigned for zeroing in on improvements to the four grades.

    Need for Objective Quality Assessment

    In evaluating the quality attributes in tea, the reckoning parameters are leaf appearance (blackness, density, fiber-free, uniform size); spent leaf, denoting evenness of size, and infusion primarily ‘brightness‘ of liquor, a description that includes the color, flavor, aroma, taste (astringent without leaving a bitter aftertaste) as well as weight to volume ratio or density “cuppage” as is popularly called along with moisture content, a guide to storage and staling qualities. 

    Tea tasters are adept at deciphering these quality attributes, bringing value to the quality assessment process. However, the downside of this assessment system is its inability to numerically quantify measurements. I worked on getting all the above quality attributes under an iterated scoring system of 1 to 10, each of which score is well defined.

    See: Protocols & Best Practices for Cupping Coffee.
    Download: SCA Coffee Cupping Form

    Quality Scale: 6+ Good | 7+ Very Good | 8+ Excellent | 9+ Outstanding

    Such systems bring objectivity to the quality evaluation process and enable ‘unispeak’ across functions/stakeholders – I hasten to add that the assessors must be professional and experienced tea tasters. The measurement system, therefore, is a tool to enhance the tasters’ skill expression and is not in lieu of the same. 

    Tea consumers want their tea to look leafy (as in Orthodox) but with the liquor strength of CTC – apparent contradictions. I have patented, and batch tested, a methodology for maximizing whole leaf grades and for achieving orthodox/CTC convergence.”

    – Narendranath Dharmaraj

    Consumer Feedback for Bulk Tea

    A Unilever consumer survey concluded that most tea consumers worldwide prefer their tea to look ‘ leafy ‘ like orthodox, with the liquor tasting like CTC teas – strong, coloury. For the puritan tea man, this is blasphemy and an unholy combination. Such a consumer preference is particularly valid in the West Asia North Africa (WANA) region.

    Even after I stopped working for Unilever, the thought of combining a seemingly contradictory set of tea characters excited me. Theoretically blending orthodox teas with CTC could achieve this but the resultant grade would be grossly uneven posing major bottlenecks in packaging of any form . 

    The persistence in this thought that the ‘Consumer knows best’ led me to do several trial and error methods to get to a tea that could be an orthodox/ CTC hybrid. 

    And finally, I arrived at something along the following lines, after much trial and error – Caveat, I have a provisional process patent for this! 

    Extruded Tea

    The idea was to start with a CTC type of maceration to get the liquor color, strength, and infusibility and then try to get the leaf-shaped like orthodox grades. The lignin content in the tea leaf manifests in the form of fiber and is a tough nut to crack while attempting to bring about malleability in the leaf substrate with the further object of shaping it suitably. The first part required repeated machining while ensuring minimal temperature build-up (and consequent) loss of liquor quality and systematic removal of exposed fiber. Once we achieved a malleable mass, the idea was to extrude this substrate through suitable machinery with perforated dies  configured to simulate the shape and size of the orthodox grades. 

    Tea exits pneumatic extruder
    Wet (above) Dried (below)
    Extruded Tea

    The process results in a hybrid that can be blended to enhance the aroma and flavor of conventional CTC. The tea substrate can also be die-cut to resemble broken-leaf grades or even 3D printed into myriad shapes and sold at a premium.

    The results were promising. The objective of combining orthodox leaf appearance and CTC cup quality was achieved. We did make small commercial quantity which was bought by some exporters who were using it to blend with regular orthodox grades. Price offered were attractive. 

    There was, however, a general resistance from the traditional tea industry because the grades looked too engineered – a paradox when an even make is normally a very preferred attribute in tea grades, May be this was too even as never seen before and therefore presented a mindset issue – that’s what 150 years of mind conditioning does, I suppose! 

    However ,as a further attempt at  refinement,  the thought process was to look at 3D printing to tweak the die configuration to simulate the natural (conventionally made) grade shape. In addition, a 3D printing approach can potentially customize grade sizes based on client requirements and price targets.

    Customizing grades takes me to the interesting bench trials, which involved manipulating the sequencing,  temperature range and time of drying to achieve rolling efficiency  and the fusion of normal and green tea machinery to achieve a  quantum jump in grade recovery of leaf grades like OP, OPA, etc., as well as nutty BPS. All of these grades  are currently in good demand in the WANA region and whose scale of production in factories is meager due to poor  recovery of these grades , unless when very fine leaf is harvested, which of course, derails the economics by depressing crop productivity. 

    Stepping Up Development

    Tea manufacture, as indeed tea agronomy, are in crying need of a re look . More of the same will not help the industry’s fortunes, which are sagging for various reasons. 

    Let’s shirk off the baggage of a 150-year-old mindset and get set for some development work that will change the rules of the game. Heritage is valuable. A stubborn mindset built over time diminishes value! 

    (c) copyright of the author. All rights reserved

    Narendranath Dharmaraj

    Narendranath Dharmaraj is an independent strategic and operations consultant in tea and agribusiness, a TeaVision trustee and advisor to THIRST, an international roundtable for sustainable tea. Dharmaraj also advises Supriya Sahu at Indcoserve in Tamil Nadu and is a mentor and advisor to Sandip Thapa at CuppaTrade, a tea trading platform. A former president of UPASI, he served on the Tea Board of India. He worked 23 years managing tea plantations for Brooke Bond and Unilever, 11 years as head of tea at Harrisons Malayalam and eight years as chief executive managing Harrisons’ tea and rubber plantations.

    Related
    Tea Grower’s Cup of Woes by Narendranath Dharmaraj
    Q|A Narendranath Dharmaraj by Aravinda Anantharaman
    Word Press Blog: Musings by Narendranath Dharmaraj


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  • Fresh Thinking for a New Era in Tea

    Brook37 founder Mou Dasgupta says the new era of tea is not just introducing tea but also explaining how you consume it. We are saying that yes, traditionally, you drink tea from a cup, but why not break the barriers and drink tea from a champagne glass or chill the tea and drink it in a martini glass? Make other drinks using tea. Open up your imagination; don’t be bound by the past. Take our old drink, modernize it, and just do fun things with tea.

    Listen to the Interview

    Mou Dasgupta, founder of Brook37 The Atelier

    Mou Dasgupta, founder of Brook37 The Atelier

    Elegance Begins with the Leaf

    Mou Dasgupta is pursuing her passion for tea after 25 years of trendsetting corporate leadership in the financial services industry. She developed a love for fine-quality tea while living in West Bengal, India, where she attended university in Calcutta. She trained in the sciences and holds a master’s degree in software engineering. “Brook37 is proud to bring fresh thinking and an ethical and sustainable mindset to all we do,” she says. “Our unparalleled tea selection of flavors, aromas, and colors from around the world, along with exquisite packaging, help you choose a positive and aspirational lifestyle.”

    Dan Bolton: Thank you for taking the time to talk about your vision of a new era in tea and how it led to the launch of Brook37, a premium brand sourced directly from suppliers in the most famous of India’s tea-growing regions. What are some aspects of this new era?

    Mou Dasgupta: In describing a new era of tea, I want to talk about tea reimagined in the USA.

    The new era of tea is not just introducing tea. It’s also explaining how you consume tea. So we are saying that yes, traditionally, you drink tea from a cup, but why not break the barriers and drink tea from a champagne glass or chill the tea and drink it in a martini glass? Make other drinks using tea. Open up your imagination; don’t be bound by the past. Take our old drink, modernize it, and do fun things with tea.

    That’s how I feel that the younger generation may find it more interesting. When I go to a friend’s house, they offer me Diet or a regular Coke, or maybe a club soda as a non-alcoholic beverage. I want people to offer tea. It is a non-alcoholic beverage with fantastic health values. So, keep our tea caddy next to your wine bottle and open a beautiful tea caddy when your special guests arrive. That’s how I want to position tea.

    Dan: You grew up drinking good tea.

    Mou: I moved to the USA from a place that is about 300 miles from Darjeeling about 25 years back, and one of my big struggles was to find the high-quality tea that I used to drink before I moved to the USA.

    Over here, you can find great coffee stores everywhere, but finding a great tea shop takes a lot of work. Tea is also looked upon as a health drink. It has many health values, but I want to make people understand that tea can bring people together. Tea can reconnect people and rejuvenate; it’s a drink that can elevate the moment, and it’s a non-alcoholic drink with value like fine wine. And you know, in wine, the quality of the grapes, the soil, and the weather drive how the taste and the flavor will vary. Darjeeling tea is exactly like that. I want to make people aware. I want them to taste Darjeeling tea and see that it’s a different drink altogether.

    Dan: Many brands position themselves as premium, but only a few succeed in conveying the elegance visible in your color palette, your choice of tins, and a clever pairing of an engraved traditional silver-plated infuser with a modern silver measuring spoon in your gift set Will you discuss your view on what makes a tea premium?

    Mou: First, elegance starts with the look of the tea leaves. A high-quality tea leaf is not dust. It’s a long, beautiful leaf, and it is rolled to perfection. It’s dried to perfection. It’s hand-picked at the perfect time. Recently, on a trip to Darjeeling, I noticed a tea leaf plucked before the rain could taste and smell different than a leaf plucked after the rain. It’s the elegance of flavor. It’s the elegance of taste.

    To that, we added silver accessories. When you drink a high-quality Scotch or a single malt, you could drink it from a plastic cup, but most drink it from a beautiful crystal glass. High-quality Darjeeling tea demands that kind of setting. It is more than just flavor and not just the tea’s color. It’s also the accessories, all of them, that elevate the moment.

    That’s where beautiful packaging comes in and where the look of the tea matters. So that people feel it’s a beautiful moment that they’re creating, whether it’s with their children, whether it’s with their grandchildren, whether it’s their significant other, or by themselves. Tea is an elevation of the moment — any moment.

    Dan: You have a wonderful founding story. You first found success as a software engineer, angel investor, and executive director of JP Morgan Chase and Morgan Stanley before directing your talents to tea.

    Mou: My primary inspiration is that for 25 years, I have been looking for this kind of tea. I had a very hard time finding Darjeeling tea like the tea that I enjoyed in India. In our Country, in the USA, the tea comes through many hands a lot of the time, and every time you open a bag, the quality of the tea goes down.

    When I left my job and decided I wanted to do something on my own, something more meaningful, tea kept coming back to me.

    I realized this was an opportunity because all the best quality teas get picked up by Germany by Japan right away from Darjeeling. In most cases, they don’t come to our country. We are deprived of that highest quality. Brook37 is buying exclusive small lots of seven to ten kilos of the best Darjeeling offers.

    That’s what drove me. I don’t want to just bring the tea; I want to bring the whole experience with it. We call ourselves the Chanel of tea because we present tea as a high-end beverage that celebrates life. We have created a brand that will catch everyone’s attention, all the sensorial organs, the look, smell, touch, and feel all of it together. That’s what inspired me.

    I didn’t want a company that was all about money or finance. It was not a motivating factor for me. I wanted to have a responsible company. There is a saying that we do not inherit nature or the environment from our ancestors; we borrow it from our children.

    I didn’t want a company that was all about money or finance. It was not a motivating factor for me. I wanted to have a responsible company. There is a saying that we do not inherit nature or the environment from our ancestors; we borrow it from our children.

    The environment that I’m borrowing from my children, I want to give it back in good shape in a conscious way. From day one, we have been building a conscious brand, plastic-neutral, biodegradable, and reusable packaging, certified by 1% by the planet, etc. It must be empowering, and it must be socially conscious.

    “There is a saying that ‘we do not inherit this earth from our ancestors, we borrow it from our children.’ I want to give back in good shape the environment we have borrowed from our children.”

    – Mou Dasgupta

    Dan: Will you share your inspiration for creating a women-led team with listeners?

    Mou: It’s not a conscious decision. I didn’t come in saying that I was only going to hire women. But 90 percent of the people working in our brand are women. We found the best talents who happen to be women. The best tea pluckers are women, and the best tea packaging laborers are women. Our tea sommelier happens to be a woman. Our photographer and videographer is a woman. Even our marketer and our social media leads are women. I just happened to have a team of women I found to be the best at their work.

    By elevating Darjeeling tea, we also elevate the people back in Darjeeling. It’s with pride that we produce one of the best teas in the world. I want them to share that sense of pride. Darjeeling should be a name that stands above the rest, not just a tea; it is a distinguished beverage, and hopefully, Brooke37 will give that to them.

    Dan: Will you discuss sourcing? That’s a challenge in Darjeeling right now, with many of the 87 registered estates in distress, several recently acquired, and all experiencing an overall decline in production from around 10 million kilos 10 years ago to six million kilos in recent years.

    Mou: My primary goal is to bring the best quality tea in my country to the USA. And it is not to promote Darjeeling’s biggest tea growers or tea estates. It’s really to work with anybody who is growing high-quality tea.

    We are looking for small growers. We’re looking for entrepreneurs innovating new types of teas and bringing them here at a good price.  I do feel that, at times, the prices are compromised. When someone gives 70% to 80% off the price of tea, that is just dust of Darjeeling tea, and calls them Darjeeling, they are diminishing Darjeeling tea to the world. Sometimes the price paid at the back end is too low and unfair to the tea growers.

    We are ready to pay $100 for a bottle containing five glasses of fine wine but not ready to pay $100 for 40-50 cups of the finest tea. If we don’t elevate Darjeeling to that point, people in the back end will always suffer.

    I alone don’t have the power to eliminate poverty in Darjeeling. I make sure that I at least do my part. I promote their work, I promote their tea, and I promote their small businesses because I am also a small business owner.

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  • Ekaterra Rebrands as LIPTON Teas and Infusions

    Tea News for the week ending January 13

    “This change comes together with our commitment to drive the whole tea industry upwards and grow value for all and our planet,” said Roos.

    Lipton writes that the rebranding will strengthen the company’s position as the world’s number one tea business and affirm its approach as a consumer-centric organization. Ekaterra currently generates €2 billion in annual turnover from sales in 150 countries. The name change is more inclusive of non-traditional brands in the ekaterra portfolio, such as Pukka and TAZO. The company owns 34 brands including PG Tips, the T2 retail chain, and regional brands such as Brooke Bond Red Label and Bushell’s in Australia.

    | The First of Seven Agriculture-Focused Satellites is Safely in Orbit

    The SpaceX Transporter safely delivered the first Agri-Focused Earth Observation Satellite (EOS) into orbit Jan. 3. The constellation of seven satellites will each monitor one million square kilometers daily, covering 100% of the largest areas of farm and forestlands, about 98% of the globe’s land surface. The satellites, designed by Dragonfly Aerospace, scan 13 bands to generate panchromatic and multispectral imagery to monitor daily crop growth, water stress, weed spread, the presence of pests, and temperature variations at ground level. Tea growers can use the data to precisely control CO2 emissions, cut energy consumption, decrease water usage and reduce losses to pests.

    | The Specialty Tea Institute Ceases Operations
    According to Peter Goggi, president of the Tea Association of the U.S.A, the decision was driven by economics and a decline in interest. STI will not accept membership applications in 2023 and will not conduct classes anytime in the near future, he said. Goggi writes that STI could not offer many courses over the last three years due to COVID and had experienced a dramatic drop in both membership and interested students. STI is the association’s educational arm, offering basic through advanced training. The institute’s Certified Tea Specialist and Certified STI Instructor credentials and STI Tea Mentors program were well respected with participation by tea professionals around the world.

    | PLUS Mou Dasgupta, founder of Brook37 The Atelier in Princeton, New Jersey, is pursuing her passion for tea after 25 years of trendsetting corporate leadership in the financial services industry. She developed a love for fine-quality tea while living in West Bengal, India, where she attended university in Calcutta. She says Brook37 “is proud to bring fresh thinking and an ethical and sustainable mindset to all we do,” she says. “Our unparalleled tea selection of flavors, aromas, and colors from around the world, along with exquisite packaging, help you choose a positive and aspirational lifestyle.”

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