• Q|A Jeff Fuchs


    Author, adventurer, and tea lover, Jeff Fuchs has walked the length of the Ancient Tea Horse Road, been featured in television documentaries and traveled extensively in the tea lands sourcing tea for his company while sharing stories about tea and tea culture. His affinity for high altitude treks equals his affinity for tea. He tells Jessica Natale Woollard, “I’ve had some of my best tea times in the mountains without necessarily having had the best teas.”

    Jeff Fuchs on the Tranquility of Tea

    At the summit
    Tea time at the summit. The film crew during filming of the award-winning ’The Tea Explorer’ documentary atop Sho La Pass, the first of the snow passes on the way from Yunnan to Lhasa. Photo courtesy Jeff Fuchs.

    Traveling to a Tea Farm “Completes the full Circle”

    Jeff Fuchs has sourced tea for decades, initially traveling from his home in Canada and later Hawaii. He lived several years in Yunnan, China where he founded Jalam Teas a source of rare Puerh tea. Fuchs was the first westerner to complete the entire 5,000 kilometers of the heralded Tea Horse Road from southwestern Yunnan over the Tibetan Plateau and down into India — a journey that took eight months on foot. In this interview he discusses the benefits of traveling to origin and the inherent tranquility he finds in tea.

    Jessica Natale Woollard: I read that you are drawn to the mountains because they silence the mind. People often say the same thing about tea. What other commonalities do you see between tea and the geography in which it grows?

    Jeff Fuchs: There is something silencing about the mountains and tea. There’s a process I go through to be within the mountains, there’s a preparation of the mind and of the body — there’s a bit of reverence. All of these things the physical body needs to be prepped well for the mountains. 

    The process for me when taking tea every morning, every afternoon is a process which quietens everything down a bit and it also stimulates. On a very visceral level there is that connection to tea and mountains.

    The leaf is a gift: It’s a stimulant fuel beyond all other things. I’ve had some of my best tea times in the mountains without necessarily having had the best teas. The best informal reflections, the best exhausted, joyous moments have been with tea in the mountains. 

    A modern caravan in northwestern Yunnan follows a portion of the Tea Horse Road. Fuchs spent eight months following the high-altitude trail from China into Tibet. Photo courtesy Jeff Fuchs.

    Jessica: So the experience of tea and drinking tea isn’t just related to the taste. 

    Jeff: No. Certainly there’s an “Ahhhh” moment when some of those little bitter catechin elements hit the palate, there’s a familiarity, and of course, a sort of a satiated comfort. But I’m drawn more and more I think to this whole relationship, and the relationship to the time it’s taking, this whole informal aspect of tea taking. The person serving or who’s made the tea provides a lot of context. Those first sips taken in an environment that’s empathetic, those moments are for me the magic ones. They are moments of sublime joy in an environment that is restorative. It is one of the great understated and underrated elements of tea. 

    Jessica: In many cultures around the world, tea is many things. It is currency, commodity, nutrient, medicine, ceremony, artifact. Here in North America it’s predominantly a beverage. Do you think understanding the story of tea plays a role in appreciating it? And do you think we in North America need to develop our own narrative in our own time? 

    Jeff: A lot of traditions are not necessarily important at all for the present and the future of tea. 

    But I do think that they provide a context and what comes before usually provides a huge insight into what we’re dealing with now. I’m delighted to see tea in North America and Europe sort of exploding into a whole new generation. I also get very excited when I see tea being used in bars to mix with gins. I think it’s really exciting to explore tea, the old panacea, the old medicine, being thrown into these new scenarios and experimented with. 

    Jessica: Over the last decade, there’s been a movement, at least here in Canada, to know the origin of your food, and usually that conversation is meant to shine a spotlight on local farms to encourage people to know exactly where their vegetables are being grown. But why limit ourselves to knowing where our produce comes from locally? When we are able to travel again, why might our listeners wish to consider a tea farm pilgrimage? 

    Jeff: When one goes to these origins you don’t simply get the greatest hits teas served to you. You have the possibility of immersing yourself into the lives of cultivators, into the lives of those involved in tea production.

    When you sit or stand next to an elder woman or a young man pan-firing tea and those buttery essences wafts into your nasal cavity and you see them with their calloused hands, you see the little things that nobody wrote about or nobody Instagrammed about. You are seeing the in-between moment — it’s life at Ground Zero at the origins of tea. 

    You see ugliness, you see beauty. You see things that are not in the brochures. You can visit with the plants. I think it’s a vital component. I don’t mean getting a selfie shot next to a 600-year-old tea tree. I’m talking about just sitting and eating lunch on a little bench with the pickers and observing their relationship with the leaf.

    A Dai elder hand sorts Puerh tea in a Jingmai Village in the
    deep south of Yunnan province, one of the original tea
    cultivation regions on the planet. Photo courtesy Jeff Fuchs.

    You see these small tea farms with people who throw their hearts, their wallets, their blood into creating artisanal teas. They pay tribute to the old methodology but are also very modern in their approach. In order to speak of tea and feel the tea, I think you have to go to the source. When you go to a tea farm it completes that full circle. When you feel it from their perspective it gives context to this whole journey; where your leaf is from, where your food is from. Travel gives some integrity, it adds a comfort when speaking on the topic.

    Jessica: How do you connect the relationship and the memory of having a tea at origin when you’re drinking it in a different location?

    Jeff: There are certain teas that are very familiar to me and I travel with them.  And in that first sip in the morning, I’m able to re-create something of the past. Sometimes it’s just a little memory of where the leaves come from. 

    A friend of mine I met when I lived in Yunnan is a huge tea buyer from Guangdong Province. We’d always sit and talk and have great teas but rarely talk about the tea. He once said that drinking tea requires a kind of amnesia for every other previous tea encounter — it’s his mantra, his code of tea.

    I like the idea. It sort of drags you into the “right now”, a reminder not to drift too far back in the memory palace. I like that you have to put away every other experience you’ve had with a particular tea or a mystery tea and not judge it from any reference point. Just let it hit you. 

    Newly pressed Pu'erh
    Freshly compressed discs of Puerh leaves drying before the tea is wrapped.

    Countenance: Travelers Along the Tea Horse Road

    By Jeff Fuchs

    Tea once traveled the most daunting journey of any plant on the planet. Few tea drinkers know the story of how tea spread to every nation from its origin in the mountains of China. Traders for 13 centuries loaded tea on the backs of yaks, mules, horses, sheep, and man. It took months for caravans of tea to find their way from what is now Yunnan and from Sichuan, China along narrow trails ascending to the highest of highlands, the Tibetan Plateau. Along the way, this eternal fuel of the spirit, this simple bitter leaf, worked its magic as stimulant, medicine, panacea for remote peoples. The Tea Horse Road (called Cha Ma Gu Dao in Mandarin and Gya’lam or Dre’lam in the Tibetan tongue) is peopled with characters whose tenacity and generosity in sharing precious oral narratives provide a glimpse of adventure and the blood spilled transporting tea on a route that reaches the sky.

    Read more….

    Ancient Tea Horse Road: Travels with the Last of the Himalayan Muleteers By Jeff Fuchs (2008)


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  • SofaSummit 2021


    On May 21st, viewers around the world will tune in to 11 hours of talks with tea professionals from the tea lands. The free event, which will be streamed on YouTube, is the creation of Shabnam Weber, president of the Tea and Herbal Association of Canada. 

    SofaSummit organizer Shabnam Weber

    SofaSummit 2021

    Virtual Tea Chat Unites Tea Commuity

    Shabnam Weber, president of the Tea & Herbal Association of Canada is again hosting a SofaSummit to celebrate International Tea Day. The virtual event begins at 8 a.m. (EST) Friday, May 21.

    Jessica Natale Woollard: You’ll be streaming for 11 hours straight. What can our listeners expect this year. 

    Shabnam Weber: Well, we started the SofaSummit last year out of necessity because of Covid and the inability to do anything in person. But it was such a big success that I’ve decided to do it again. So we’ve got, I believe, 24 or 25 guests from around the world and we will be traveling through about 13 or 14 different time zones chatting with a variety of people representing all parts of the supply chain. 

    Some are business owners, some are tea lovers and some are heads of companies. Some just have a deep passion for tea which is the tread that connects all of us. 

    Jessica: It sounds amazing. That’s a lot of speakers and over 11 hours. 

    Shabnam: It’s a long day and I can tell you from experience last year it is exhausting, but it’s worth every moment. 

    Jessica: Who do you think would find value in watching these sessions? 

    Shabnam: I think that because our guests represent such a wide range of the industry, I think everybody who has any interest in tea would be interested. 

    Jessica: Do you have any advice for avoiding information overload for viewers that want to experience the full 11 hours. Any tips on how people can get the most out of these sessions?

    Shabnam: I think the best way is what people did last year. They sort of tuned in and tuned out because we’re on YouTube Live all day long. You can come and go as you please, whatever your schedule allows. 

    Another option is to tune into the topics or regions you find interesting. We’ll be posting the schedule in advance so you can pick and choose what you’re interested in initially. We record all 11 hours and segment it out so you can find the point on the video and fast-forward to catch whichever speaker. 

    This lets you dissect it after the fact. It’s not listen now or it’s gone forever, you always have the chance to go back and pick up things you may not have heard at the time.

    Jessica: Your second year sounds extremely well organized and I understand that people can even watch last year’s SofaSummit, correct? 

    Shabnam: That’s right, if you go to our YouTube channel our our website you will find a link. Click on events to launch a microsite that we’ve created for International Tea Day. We will be sharing the link for the YouTube channel the week before the event and we’ll have that on our social media platforms as well. 

    It was a big leap of faith last year and a big testament to the tea industry that on a Monday morning I decided to do this and by Tuesday afternoon, everybody I sent invites to had said yes, I’m on board, count me in. 

    This year has been no different. Everybody wants to connect. We are part of this amazing industry we call tea. 

    Jessica: That speaks volumes to the contacts that you’ve built around the world. Canada isn’t a country strongly associated with tea culture or industry although we have passionate, devoted tea drinkers and tea professionals, why did the tea and herbal Association of Canada decide to be the one to organize this celebration of International Tea Day? 

    Shabnam: There are different events happening with different people in different parts of the world. There are many different associations doing different things. This just happened to be my brainchild and I just happened to be Canadian so that’s really what it boils down to.

    Globally the celebration is a testament to tea. It’s ability to draw us all together is quite phenomenal. The people that you connect with are even more extraordinary. It is a business and they’re earning a livelihood but at the same time, there’s this deep deep love that connects everybody to tea. 

    Learn more at SofaSummit.

    UN Tea Forecast
    Report of the FAO Intergovernmental Group on Tea | Current Market and Medium Term Outlook.

    Tea and Sustainability

    The 2030 Agenda for Sustainable Development, adopted by all United Nations Member States in 2015, provides a shared blueprint for peace and prosperity for people and the planet, now and into the future. At its heart are the 17 Sustainable Development Goals (SDGs), which are an urgent call for action by all countries – developed and developing – in a global partnership. They recognize that ending poverty and other deprivations must go hand-in-hand with strategies that improve health and education, reduce inequality, and spur economic growth – all while tackling climate change and working to preserve our oceans and forests.

    Learn more on the United Nation’s International Tea Day website.


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  • T. Kettle: A tour of Canada’s newest tea retail chain

    Jessica Natale Woollard takes us on a tour of the new T.Kettle retail store in Coquitlam, in BC, Canada

    “In 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 recently opened 45 T. Kettle retail locations in former DavidsTea storefronts in nine Canadian provinces and six US states. He plans to expand to 100 stores in 2021.

    I’m Jessica Natale Wollard, based in Victoria, BC, Canada. I’m going to take you on a tour of the T.Kettle experience from a visit to the location in Coquitlam, British Columbia, a city east of Vancouver.

    Canadian company T.Kettle expanded overnight in October to become one of the largest tea chains in North America. Taking over more than 45 shuttered DavidsTea locations, T.Kettle stripped away Davids’ sunshiny, turquoise and summer popsicle colors and replaced them with sleek dark blue and a retro vintage Great Britain feel.


    The store is located in the Coquitlam Centre 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 teawares, but the stock was extremely low. The salesperson explained there had been shipment delays due to COVID-19.

    The shelving appears to be former DavidsTea units but with tea kettle branding in the tops promotional spaces. To the left is the main counter, and behind it, you’ll find that classic wall of tea, a signature feature of most shops. It looks striking as it always does to me. So much potential in every tin. Something for peacefulness, energy, serenity, stress relief, or a delicious treat.

    The tins are matte 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 type, red for rooibos, blue for oolong, green for green tea, and so on. Each tin has a metallic band of color matching the tea type. The band catches the light and shines.

    The in-store lighting is very white and crisp. That warm sunshiny feel of DavidsTea has been replaced with, what I interpret, as sophistication meets hipster or hipster chic.

    I think that feeling could come to life through the kinds of teawares they’ll be selling. The lack of product and bare shelves interrupted that potential. The hipster chic feeling is best captured in T.Kettle’s main graphic, the one it’s using in its 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 and wearing a monocle. Think Sherlock Holmes, but instead of the figure cradling a Victorian-style pipe, as you might expect, he’s holding a steaming cup of tea.

    The retro feel of that monochrome graphic illustration is matched by the aesthetic of vintage board game additions showcased on a tower display in the middle of the store near the entrance. The games include Clue, Candyland, Boggle, Chutes and Ladders, and Mystery Date.

    Packaged in vintage style, they look like antique books. The look and feel of those games compliment the T.Kettle brand experience not only aesthetically but also as a nod to that old-worldly feel. The idea that you can slow down with a cup of tea sipped while playing a board game.

    The teas are all blended in Toronto. The staff will bring out the canisters and let you smell the tea as long as you keep your mask in place and follow COVID protocols.

    Similar to DavidsTeas in its style of blends, T.Kettle’s features quirky ingredients. The Movie Night blend, for example, contains bits of popcorn and smells just like popcorn. The birthday party blend contains candied confetti in blue, green, yellow, and orange and smells just like chocolate cake with vanilla icing.

    Some of the names of the teas are fun and quirky. Similar to what DavidsTea does. They always remind me of OPI nail polish names, where the name brings the polish color 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, Madame Butterfly, Go Go Goji.

    You’re probably wondering, but what about the taste? I will save the tea tasting and reviews for another day.

    T.Kettle was launched incredibly quickly, and they’re still working out some of the kinks like stock, for example. I anticipate a stronger brand performance across the board over the next few months, in terms of the variety of teaware sold, as well as graphics, visuals and packaging, and the in-store experience.

    Business Insider reported that owner Doug Putman anticipates opening 100 additional stores by April. You can start your T.Kettle experience through their online store until one opens near you.


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  • Three tea merchants that know how to convert conventional tea drinkers into fans of premium specialty tea

    The staff at Granville Island Tea Co. prides itself in finding the right tea for every individual through conversation and education. The tea merchant’s once-bustling shop is much quieter due to restrictions necessitated by the pandemic but online sales continue to expand. Photo courtesy Granville Island Tea.

    Many who consider themselves tea lovers are entirely in the dark about tea. They don’t know what they don’t know. When the time is right, or when chance interjects, tea companies can open someone’s mind to the world of loose leaf — a discovery that does not occur without thoughtful preparation.

    In this post three tea merchants in British Columbia share their tips on persuading people to take the first step in their tea journey and switch to premium loose leaf.

    Education and exposure

    Few tea drinkers have held in their hand a fresh leaf from the Camellia sinensis plant. Up close, the living plant material reveals much about how the finished tea is processed in a particular way, resulting in green, white, black, or oolong teas.

    At Aromatica Fine Teas, a flowering potted tea plant plays a crucial role in customer education. Sharing knowledge about tea is integral to converting people to try loose leaf, according to owners Karen Cayen and husband, Kim Self. Their shop is located in an 18-acre gardening center in Chilliwack, B.C. Brian Minter, a well-known master gardener, speaker, and syndicated columnist, gifted Cayen and Self with the Camellia sinensis five years ago.

    People who visit Aromatica possess different levels of knowledge about tea, Cayen explains. Some are long-time loose-leaf drinkers who know their favorite grade and blend; others only know the finely ground machine-made CTC (cut, tear, curl) grades of tea found in Lipton teabags.

    Frequently, people unfamiliar with tea wander into the shop while walking through the garden center. That’s where the “pet mascot” tea plant, affectionately named “Camellia,” comes in.

    “We go over to the plant, and I say, this leaf will make green tea when processed in this fashion; this one can be made into a black tea; this would be used in making an oolong,” Cayen says.

    Soon, the conversation shifts to the plucking method.

    “I love to explain that in areas where tea’s not machine harvested—like Sri Lanka—it’s such a big part of the economy that it’s mandated that it must be hand-plucked,” Cayen says. “Would you rather have a tea leaf that was machine harvested or one that somebody plucked?”

    Another way she reaches new audiences is through custom blends. She gives an example of a custom blend made for an American customer, used at a series of tea parties held to commemorate the 100th anniversary of women’s suffrage. The blend was an Earl Grey, flavored with raspberry, rose, sunflower, and an ingredient from the state.

    “’Equali-tea’ was such a hit, (the client) bought what she thought she needed for two months after her event. And she’s had to reorder three times,” Cayen explains.

    “How many of the women (who attended the tea parties) will wonder what other loose leaf teas there are?” Cayen wonders.

    Exposure to premium loose-leaf, followed with an educational conversation, will frequently lead to a sale. Then, once someone’s tried the tea, the quality does the rest, Cayen says: “People start to understand what the difference is (between commercially ground tea and premium loose-leaf).”

    Cayen has one more trick in converting customers to premium loose-leaf tea: caring about what you do.

    “I just try to be there with passion,” she says. “It’s infectious.”

    Your tea, your way

    The right tea for the right person: That’s the guiding sales principle of Mark Mercier, co-owner with his wife, Deborah, of Granville Island Tea Company in Vancouver, B.C.

    “We want you to find your tea and discover how to make it, how to prepare it, in the way that you like it,” says Mercier.

    Sampling pre-pandemic. Photo courtesy Granville Island Tea Company.

    The idea of matching people with their perfect tea means that Mercier and the teashop staff spend a lot of time with customers, solving this puzzle: Which of their 220 teas is best suited to each person’s palate?

    During more than 21 years in business, Mercier says they’ve learned to ask questions to put the consumer’s preferences at the forefront and help them feel at ease in the sometimes overwhelming world of premium loose-leaf teas.

    “We aren’t allowed to ask, ‘do you like milk in your tea?’ Because people will think we’re judging them. We say, ‘do you have a preference? We have some teas that are better with milk, some that are better without milk,’” he explains.

    With this approach, people are less likely to buy the most expensive tea just because they think it’s the best and should like it. He uses his favorite analogy to make his point: “If you’re not a fan of caviar, it doesn’t matter how good the caviar is, you’re not going to like it.”

    Instead, customers are left with “their own taste and palate to dictate what they’re going to buy,” says Mercier, noting he’ll also develop custom blends for individual customers if that’s what it takes to find someone’s perfect tea.

    Like Karen Cayen at Aromatica, Granville Island Tea staff educate people on loose-leaf tea and how it is made while they’re getting to know their customers’ preferences.

    “We want to demystify tea,” says Mercier.

    He notes that a customer who is seeing, for the first time, a display with 200 tins of tea will feel overwhelmed. “A lot of people don’t want to say (loose-leaf tea) is new to them,” he says, adding that Granville Island Tea strives not to present itself as being exclusive, fancy, or unattainable.

    Mercier and his staff will frequently give customers free samples to try at home. The practice encourages customers to experiment in finding the tea that’s right for them.

    “We’re trying to guide them along their journey of discovery,” says Mercier. It’s all part of “awakening people to tea.”

    Building green habits

    Isabelle Ranger of Ranger Teacrafters aligns her company’s ethos with the green movement. And that ethos is what attracts new customers to her loose-leaf teas.

    Ranger, an herbalist, gathers botanicals around the unceded Coast Salish territories of Whistler, Pemberton, and Squamish, using them to craft tisanes and blends with imported teas. Her products are sold to wholesale clients, including some green groceries and zero-waste shops, and through an online store to people across North America.

    Isabelle Ranger forages for ingredients to blend in tisanes and teas. Photo courtesy Ranger Tea.

    “There’s nothing greener than a loose-leaf tea with a beautiful stainless steel strainer or some type of teapot that filters,” she says. Teabags, she adds, create single-use waste; plus, some release synthetic particles into the tea.

    Most people want to go green for their health and the environment, Ranger explains. “In their hearts, they want to do it, but there’s a feeling of being overwhelmed.”

    To help ease people into greener tea-drinking, Ranger makes switching to loose-leaf as straightforward as possible. She emphasizes to her customers that loose leaf doesn’t need to be complicated; the gear can be simple: a simple tea strainer and teapot or a mug with a built-in filter.

    “Once you get around to (making loose-leaf tea) regularly, it becomes a new habit,” she says.

    Though COVID-19 has put a dent in Canada’s green movement, Ranger says her loose-leaf tea sales have been growing, likely because more shops are selling Ranger Tea in bulk.

    “We’re building a culture around zero waste and the quality of loose-leaf,” she says. “We can build good habits around loose-leaf tea that are greener.”


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