India’s Latambarcem Brewers (LB Brewers) has teamed up with Taiwan’s Jim and Dad’s Brewing Company to introduce India’s first bottled tea beer, called MAKA di Oo-Long Blanche.
This beer blends Taiwanese Xiangzhuang Red Oolong tea with Belgian Blanche brewing techniques and will be available only in Goa and Taipei. The beer, priced at Rs 150 and with 4.5% ABV, should appeal to craft beer enthusiasts. LB Brewers’ last launch was the MAKA di Rocket Rice Lager. They are firmly looking at securing a top position in the global craft beer market.
Maka Beer
LB Brewers, located in Dicholi, Goa, was founded in 2017 by brothers Anish and Aditya Ishan Varshnei.
Regen Agri Certification Announced
Solidaridad Network Asia and the Indian Tea Association (ITA) have announced the Regenagri certification will be launched on 15th November. This was announced at the ITA’s AGM last week when Chairman Hemant Bangur said that carbon credits will offset the price deficit between the cost of production and the price of tea. Solidaridad’s MD, Shatadru Chattaopadhyay said that they expected to cover 100,000 hectares in the next three years and 400,000 hectares by 2030. Luxmi Tea and Rossell Tea are expected to be part of it. The certification is said to improve plantation’s resilience to climate impact, generate carbon credit and continue access to the EU market by meeting European Green Regulations.
Assam Launches Mobile Medical Units
The Assam state government launched Mobile Medical Units (MMUs) for tea garden workers and their families in remote areas. The program includes 80 MMUs to serve 514 tea garden areas. The MMU can offer a range of services, including free medicines, diagnostic tests, and medical consultations. This will be offered at no cost to the residents.
The Republic of Tea’s Minister of Enlightenment and Commerce, Kristina Tucker, discusses how the California-based brand cleverly transformed an unconscious beverage habit into a mindful lifestyle choice. Citizens (customers) of the Republic share a sense of mindfulness and practice self-care rituals, brewing a range of more than 350 teas and herbal infusions. Conceived by Banana Republic founders Mel and Patricia Ziegler in 1992 and nurtured by CEO Will Rosenzweig, the company sources exceptional teas from multiple origins. It markets traditional, functional, and beautifying infusions with a holistic narrative that tea is a gateway to healthier, more intentional living. The Republic of Tea is a pioneer in specialty tea and was founded on the idea that a tea brand could inspire a lifestyle of intentional living, embodying tranquility, creativity, and personal well-being.
Listen to her story
The Republic of Tea Minister of Enlightenment and Commerce Kristina Tucker
Kristina Tucker, Minister of Enlightenment and Commerce, visiting Uji, Japan
Inspiring a Lifestyle of Intentional Living
By Dan Bolton
As vice president of sales and communications for The Republic of Tea, Kristina Tucker believes in the beauty and power of the leaf. Her mission is to educate and inspire people worldwide about teas and herbs: their varieties, origins, rituals, cultures, and health benefits. She joined The Republic of Tea in 2003 and was named Minister of Enlightenment in 2007. Before that, she was the national sales manager at Just Desserts and worked as the promotions manager at Whole Foods Market’s Allegro Coffee Company in Boulder, Colo. She is the current chair of the board of trustees of the American Herbal Products Association. Tucker holds a degree in economics from Alfred Lerner College of Business & Economics at the University of Delaware and a master’s in strategic communication from the American University School of Communication.
Dan: The Republic of Tea first articulated its commitment to ethical sourcing, fair labor practices, reducing waste, rejuvenating land, and sustainable cultivation over thirty years ago. Advocating a daily tea ritual to drink tea Sip by Sip Rather Than Gulp by Gulp resonated with consumers, who were pleased to find more from a tea brand than attractive tins and eco-friendly messaging. Will you describe how that advocacy evolved?
Kristina: We’re so fortunate at the Republic of Tea that the brand’s concept is in a book called The Republic of Tea, which Mel Patricia Ziegler and Bill Rosenzweig wrote in the early 90s. All the ideas are captured in this book, so we can always refer back to it for inspiration and go back to where it began and then infused all of us.
The Republic of Tea book was first published in 1992
Dan: Author Simon Sinek, in START WITH WHY, discusses the importance of companies establishing they exist. Sinek argues that people are drawn not to what an organization does but to why it does it. This approach builds deeper loyalty and trust. During a lengthy correspondence, The Republic of Tea’s founders applied this approach, describing the process in a 355-page book of letters to a young entrepreneur. The book details ‘What we want The Republic of Tea to be, ‘ the values they aspire to, and the steps necessary to realize their vision. Will you talk a little about convincing millions of consumers to emigrate to the Republic?
Kristina: Well, of course, it all starts with great taste. You know, all these different varieties, all this innovation is all about delivering on that promise, that it’s going to taste amazing, and then we work from there. Part of that taste experience is the philosophy and lifestyle that we emphasize. It begins there, and then it expands.
We created The Republic of Tea so that people can emigrate and become a citizen. And this whimsy, this idea that you’ve immigrated to a special place that the tea takes you to, and that helps you have this lifestyle of well-being, is really quite magical and fun. And yes, at times, it might be a little bit of a stretch for some, but when you embrace it, it becomes part of your whole experience. And that’s our promise to deliver that great taste experience as part of being a citizen.
Dan: In the last few years, we’ve seen the word botanicals or infusions attached to several former “tea” companies. As you developed your concept, you did not signal, “We are Camellia sinensis and nothing else.” Instead, you promoted a range of infusions, herbal blends, and green tea. The Republic of Tea, for example, was always big on green tea. Talk about why infusions are now a thing.
Kristina: We think of it this way. All these magical plants, Camellia sinensis to chamomile to hibiscus to ginseng – you name it- all of these plants, herbs, shrubs, and roots come together and unite in the blends we make at the Republic of Tea.
We have over 350 varieties of teas and herbs, including botanicals blended with Camellia sinensis and traditional black and green tea.
So it’s just being innovative and creative, not being afraid. We take a lot of risks. We import from over 80 countries now, so we play with all the different ingredients all the time.
When it comes to trends, we really listen to our citizens. They often tell us what they’re looking for in herbal infusions and botanicals. Some are looking for functions.
We started blending with more herbs right from the beginning, but then, in 2006, we expanded into our Be Well collection, so we started working more with function with our beautifying botanicals, which we launched a few years back. We played with blue butterfly pea flowers and different white hibiscus. Then we launched our super adapt collection, using ashwagandha, rhodiola, and some of these wonderful adaptogenic herbs.
We have a collection of our super herbs, our single herbs of origin that are all organic, premium, best in class, and different herbals, like Egyptian hibiscus or South African Green Rooibos. We are always looking again for the best flavor in the cup.
Daisy and Mrs. Patmore’s TeaGrantham’s English Breakfast TeaLady Cora’s Evening Tea
Dan: TV audiences monitor every detail on series like Downton Abbey and Bridgerton, and Tea enthusiasts like to chat about what Lady Mary or Violet Crawley are drinking or the beautiful silver service polished in the kitchen.
The Republic of Tea brought fantasy to life with a Downton Abbey line that includes eight teas, gift sets, a recipe journal, seven Bridgerton teas, and the Official Bridgerton Guide to Entertaining.
Kristina: Well, let me go back even further than that…
It started with Memoirs of a Geisha, our first collaboration in 2005. We know people like to enjoy tea when they’re reading or watching a series like Downton Abbey or Bridgerton, so that’s where the connection begins.
We had success with Memoirs of a Geisha, but these partnerships really blossomed with the movie Eat, Pray, Love in 2010. That was really fun. We used black tea inspired by the Hari Mandir Ashram in Pataudi, Haryana, where the Indian scenes were filmed, cinnamon from Indonesia, and blood orange from Italy. These origins and their distinctive flavors are integrated with the story, and the idea of creating blends matched to characters started to come together.
The blends are collaborative. So, we’re working with the respective Netflix, Disney, or BBC creatives. We all taste teas together and talk about the characters and what they would drink or what symbolizes that character, and it blossoms from there. They’re so much fun to work on, and these blends really connect with the citizens.
We still see great sales of the Downton Abbey collection and Bridgerton. I don’t think we’ll ever be able to let those go.
Pumpkin Pie Chai and Pumpkin Spice Chai
Dan: You regularly introduce seasonal favorites and limited-time offers as well.
Kristina: Yes, we are in tea-drinking season, and the fall flavors are just a thrill. We have our iconic hot apple cider, our top seller year in and year out for our fall teas. We also have a new Pumpkin Pie Chai that we launched this year. It’s made with interesting ingredients. We’ve got cinnamon, ginger, pumpkin, and nutmeg, all standards, of course, but there’s also roasted dandelion root in here, which makes this blend so well-rounded. It has a sister, Apple Pie Chai.
Dan: Many young people now drink tea and infusions. A study by GlobalData highlighted that tea consumption trends among younger generations, particularly Millennials and Gen Z, are reshaping the market. Around 87% of Millennials report regular tea consumption, which has been integrated into daily life for many in Gen Z. Are you focused on a specific demographic? Which generations are more likely to become citizens (regular consumers)?
Kristina: We appeal to multiple demographics across all ages, but we continue to see the awareness of different taste profiles from a younger demographic. Millennials, Gen Z, are certainly looking for The Republic of Tea to bring that innovation, that one thing that they might be looking for, whether it’s an ingredient, the new functional herb, or just the creative combinations that we come up with.
Some of our blends have quite a few different ingredients. And that kind of creativity, that surprise, delight various demographics. I often hear people say, Oh, my mom drank The Republic of Tea, and that’s how I found it. So, I think we’re seeing part of it within families. We often hear how special our fall and holiday flavors are this time of the year because people have traditions like sipping our Comfort and Joy blend when wrapping Christmas presents. Others mention certain teas they drink as a family when watching movies. So we hear a lot of that, where we’re spanning multiple generations.
Holiday selection with Tablespoon Peppermint Bark tea concentrate
Dan: How about the beautifying botanicals category or the super herbs? Are these popular with women?
Kristina: Yes. We find that the vast majority of people who are drinking beautifying botanicals are women in the 30, 40, and 50-year range. Okay, but it’s certainly not exclusive to that group. In some of our research, we have found that we over-index relative to other tea brands with male tea drinkers.
Dan: Which teas are most popular with men?
Kristina: We see it with our black teas but also with our functional herbs.
Dan: Research indicates that young people begin showing a preference for tea during adolescence, although exact ages can vary based on cultural and regional influences. At what age do you notice consumers becoming fans of the brand?
Kristina: We have high school students who are avid citizens of The Republic of Tea, creating tea clubs at their schools. Also, college students get together and pick our tea for their club. We’ve always aspired to be something for every man, woman, and child, to find something in the assortment.
Comfort and Joy black tea with spicesCollagen promoting blue butterfly pea flower teaDouble Green Matcha Tea
Dan: Three hundred fifty teas is a wide range. I’m going to guess 10% to 20% are traditional teas; almost everything else is blended.
Kristina: You’re right about that.
Dan: So blends dominate, which means changing preferences, trending flavors, and availability of ingredients make it likely many will come and go, often in a short period of time. Will you name two or three all-time best sellers that have become iconic and associated with the company’s history and tradition?
Kristina: The most iconic at The Republic of Tea is our Ginger Peach Black Tea. But iconic is more than just flavors. Our tin packaging is truly significant, so it starts there. Our Ginger Peach black tea is one of the originals. Other iconic blends from the very beginning, from 1992, would be Blackberry Sage Black tea and Chamomile Lemon, another of the first blends.
I need to mention our organic Double Green Matcha. It’s really innovative. We blend matcha powder and green tea leaves together and put them into our signature round bleached paper tea bag. That tea has been a top seller since we launched Double Green Matcha in 2007.
Ginger Peach Black Tea
Those three have been in the marketplace for well over 32 years and are still great sellers.
So those are just a few of the best-known blends that we offer, but I can go on and on.
Dan: Go on! This is good. I wanted to help our overseas listeners visualize non-traditional products. You mentioned packaging, and the introduction of simple, tagless round tea bags remains the standard. Your tins are recyclable, tea bags are biodegradable and compostable, and you use recycled PET if needed.
Kristina: Innovation is a core value at The Republic of Tea in any way we can define it. We’re constantly reminding ourselves to be innovative in our approach when it comes to our tea blends and packaging. At the core is this unbleached paper tea bag. It started with full-leaf tea first and then migrated into the tea bag. The company wanted something without the unnecessary strings tag staples; try to avoid single use if possible, and then something that can be easily compostable or just biodegradable. That value is at the very core of The Republic of Tea. But we also want to be sure that our teas and herbs are kept fresh, so they are made with recyclable steel and are really great to reuse; plus, they’re beautiful, and they look so lovely on people’s kitchen countertops.
Dan: I also noticed a statement on upcycling waste, the appealing example of your Root to Petal blends that use roots and husks to create teas, and the idea of end-of-life and end-of-product-life planning for packaging.
Kristina: We are conscious of what happens after the tea is enjoyed. So we advocate that after you enjoy your cup of tea or herbs, you compost it, put it in your flower bed, and find a way to let it live on, if possible, but also make sure that you’re not contributing to something not having an end of life. Give it a chance to erode or biodegrade or compost in some way.
Dan: The brand is best known in the US and Canada. Do you foresee expansion into overseas markets?
Kristina: Right now, it is the United States, for the most part, but we are always entertaining exploration into different markets abroad. As you know, there are challenges when trying to export tea, especially exporting tea and herbs to certain countries. So, it can be challenging, but it’s always an option; whenever we can make it work, where it’s seamless, and there are good partnerships to help escort The Republic of Tea into new markets, we are always open to that. But there are business challenges that come with exporting internationally, especially with some of the ingredients that we blend with. Certainly, in the future, I can see that exporting will continue to grow, especially as more people are looking for discovery. They want something that they’ve never seen before. They want teas that will thrill them, delight them, that they’ll enjoy. And some of those countries you mentioned, Dan, do have sophisticated palettes. They want to explore more culinary options. They also enjoy this sort of packaging, so we travel to origin and bring tins to show there; it’s always just as appreciated as it is here in the US. So I’d say, to answer your question, in the long term, we are always looking for new ways to bring more citizens to The Republic of Tea worldwide.
Dan: Your continuity with the company is impressive. Messaging certainly changes over 20 years, becoming more perceptive, insightful, and effective, but core values are timeless. I’ve seen lifestyle brands wax and wane, with many companies spending promotional budgets to raise awareness for a good cause. But when the person championing that cause is replaced, it becomes clear that the company isn’t committed at a deeper level. Companies that do not embrace fearless innovation and a commitment to values in their DNA can drift back to social, environmental, and business practices that are not sustainable.
That will be the death of companies going forward.
Kristina: I agree. That is something distinct about The Republic of Tea. Its bones were built with those values and continue to be at our core; our ethos is built around that.
Regarding your question about the future and looking forward to it, it’s absolutely necessary that we all come together as an industry and work towards resolving all of the issues that different countries are battling at the origin.
As tea companies look to the future and how we can help the livelihood of all in the trade, that holistic, intrinsic need to do good for each other is what’s going to make our beautiful industry thrive.
Hear the Headlines | Seven Minute Tea News RecapNewly discovered Hainan Island tea varietal.
Researchers Find Unique Genetics in Tea Plants Grown on the Island
By Roopak Goswami
In the world of tea, Hainan Island, located near the South China Coast, has remained an enigma—until now.
In a groundbreaking study, scientists have confirmed the discovery of a new, independently evolved variety of Hainan tea through genome resequencing. This discovery sheds light on the unique genetic background of tea plants grown in the island’s tropical environment. The study, conducted by researchers from the Yunnan Agricultural University and Hainan Academy of Agricultural Sciences, marks a significant milestone in tea research, especially given Hainan’s historically understudied tea resources.
Hainan Island, known for its rich biodiversity and unique geographical conditions, has long been a significant tea-growing region. However, the tea species on the island were previously misclassified due to their similarities with the well-known Camellia sinensis var. assamica. The team collected 500 tea samples from various regions on the island, using advanced whole-genome resequencing techniques to analyze the genetic differences between Hainan tea and other cultivated varieties. The study revealed that Hainan tea forms a distinct taxonomic group, separate from the widely cultivated C. sinensis and C. sinensis var. assamica.
Sample collection locations
Hainan tea forms a distinct taxonomic group.
“Although Hainan Island is rich in wild tea tree resources and possesses vast plantation areas of rainforest tea trees, tea tree resources have not yet been comprehensively investigated and fully developed.”
The discovery expands our understanding of tea plant diversity and opens new possibilities for conservation and breeding programs. The high genetic diversity of Hainan tea, bolstered by its unique evolutionary history, positions it as a valuable resource for future molecular breeding and conservation efforts. Additionally, the findings could serve as a framework for studying other plant species unique to Hainan, providing insights into the island’s ecosystem and its potential for agricultural innovation. This discovery positions Hainan tea as a vital genetic resource for the tea industry, with potential conservation and molecular breeding applications.
Pluckers at work. Photos courtesy Marco Bertona, Executive Director of the Italy Tea & Infusions Association (Assoc Te Infusi)
Dan is a content creator who fosters genuine connections globally through informative, educational, and captivating conversations centered on tea. Tea Biz Blog | Podcast
Proposed: A Global Alliance to Creatively Constrain Tea Production | Luxmi Tea Acquires Rwanda’s Sorwathe Tea Estate | TikTok Sensation Inspires Sprite+Tea | PLUS Brazil is a vast beverage market with a well-established tradition of tea and herbal infusions now valued at $14 billion. Growth is powered by evolving health and wellness trends that favor diverse and distant teas and blends. Editor Aravinda Anantharaman interviews veteran importer and retailer Elizeth van der Vorst. Her business, Amigos do Chá (Friends of Tea), is located near São Paulo, the hub of specialty tea, a market she has served for 30 years. Read more…
Proposed: A Global Alliance to Creatively Constrain Tea Production
By Dan Bolton
Africa’s tea stakeholders believe that actions, more than words, are needed to address the global challenges facing the tea industry.
East African Tea Trade Association (EATTA) Managing Director George Omuga said those attending the 6th African Tea Convention understand the need to reduce production to improve quality and raise profitability, which is essential to financing climate resilience and achieving sustainable cultivation at origins worldwide.
He said a key takeaway from the gathering is the need to establish a global alliance of tea-producing countries to enforce creative constraints on production.
Continued…
Omuga cited India’s decision to close factories nationwide for three months beginning November 30 as an example that other producing countries should adopt. He said that growers in the main tea-producing countries of Kenya, Malawi, Tanzania, Rwanda, and Uganda should lower volumes by reducing their pruning cycle to three years from the current practice of four years.
He said attendees stressed the importance of government and tea board collaboration in establishing quality standards for producing quality teas. “Value addition is critical,” he said.
Omuga explained that Africa has a huge potential for increased domestic consumption. Producers should pursue market diversification strategies, including leveraging the African Continental Free Trade Agreement to promote intra-African tea trade.
He said he hopes to persuade tea producers to give the East Africa Tea Trade Association the marketing mandate to create new markets, expand emerging markets, and protect existing markets.
Attendees discussed the negative impact of synthetic fertilizers on soil ecosystems and the importance of reducing reliance on wood for fuel. To promote sustainability, Africa’s 18 tea-producing nations should increase the participation of women in decision-making positions, he said.
The Rwanda Tea Association (RTA), the National Agricultural Export Development Board (NAEB), and EATTA organized this year’s conference in Kigali. The group last convened in Rwanda in 2013.
BIZ INSIGHT—After returning to Mombasa from the conference, EATTA’s George Omuga spoke in depth with Tea Biz on achieving a balanced definition of sustainability based on renewable energy, low-carbon production, and organic inputs. The interview posts Friday, Oct. 25.
Sorwathe Tea Estate and nearby tea factories sold
Luxmi Tea Acquires Rwanda’s Sorwathe Tea Estate
US-based Tea Importers Inc. has sold its majority interest in the Sorwathé Tea Estate in Rwanda to an affiliate of Luxmi Estates of India.
Principal Andrew Wertheim, who announced the sale, writes that Sorwathé supports over 6,000 smallholder tea farmers and employs nearly 2,500 workers in the factory, fields, and forests.
He said this strategic move will positively impact the community, adding that the sale will bring synergies for Luxmi customers buying Sorwathe teas produced at Gisovu, Pfunda, and Rugabano.
Rudra Chatterjee, Managing Director, Luxmi Group, commented: “We hope to build on the work the Wertheim family has done to enhance Sorwathé’s quality and improve realizations for smallholder farmers.
“In Gisovu, Pfunda, and Rugabano, farmer incomes have increased due to better price realizations,” writes Chatterjee, who also chairs the Silverback Tea Company – a joint venture between The Wood Foundation Africa and Luxmi Estates.
In 1972, the Government of Rwanda invited Andrew’s father, Joseph Wertheim, to build a tea factory in Kinihira in Rwanda’s Northern Province. A joint venture agreement was signed in 1975, with US investors owning 51% and the Government of Rwanda 49%. The first stage of the factory was completed in the fall of 1978, and the first tea was sold at a London auction in February 1979.
Sorwathe now produces organic, orthodox, and green teas in addition to CTC teas and is the largest single-producing tea factory in Rwanda. The estate and factories are internationally recognized leaders in Corporate Social Responsibility, having received numerous awards.
“We believe Luxmi Tea Company will carry on our commitment to improving lives through tea while making the needed investments to expand Sorwathe’s production capacity to the next level as the crop increases,” writes Wertheim.
In a letter announcing the sale to customers, Wertheim writes, “It has been almost 50 years since we started in Rwanda, and the decision to leave was not easy. Sorwathe has been a big part of our family. It was our father’s passion as well as ours. We hope you all will continue to support Sorwathe under the leadership of Luxmi Tea Company.”
The sale price was not disclosed. Luxmi, which owns 25 estates, generates more than Rs 1500 crore (an estimated $20 million annually) in sales, approximately half of which comes from domestic sales and half from exports.
TikTok Sensation Inspires Sprite+Tea
Coca-Cola will launch TikTok-inspired Sprite + Tea next spring.
The drink originated as a lemon-lime fusion of Lipton Tea steeped in a bottle of soda that generated 19 million views and thousands of favorable comments. The simple recipe involves jamming two black tea bags into the mouth of a bottle of Sprite. Then, close the lid and refrigerate for three hours while the tea cold brews a palatable variation of the well-known blend of half lemonade and half tea.
New Sprite+Tea and Sprite+Tea Zero Sugar
The short how-to video that Malaysian beverage innovator Hisham Raus posted in July 2023 went viral, accumulating over 125 million impressions in the past year.
Brand owners Coca-Cola took the hint and initiated multiple rounds of consumer research, confirming the combination of citrus offers a “satisfying, Sprite-forward experience with distinct tea flavors.”
Coca-Cola Co. introduced Sprite+Tea at the 2024 National Association of Convenience Stores (NACS) Show and announced a zero-calorie, sweetened version.
Delish.com associate editor Gabby Romero writes that many other people who have already DIY-ed this combination reacted positively to the news.
“We’re in the golden age of soda-based concoctions. With chains like Swig gaining notoriety on reality TV shows and dirty/fluffy recipes going viral online, it’s clear that sweet soft drinks are infinitely customizable,” she wrote.
BIZ INSIGHT—Case volume continues to slide at Coca-Cola. According to the company’s latest financial report, price increases totaling 11% assured quarterly revenue grew by 9% to $11.9 billion. However, sales of soft drinks were flat except for Coca-Cola Zero Sugar, with declines in water (down 6%), sports drinks (down 3%), and coffee (down 6%).
FEATURE
Elizeth van der Vorst tasting teas
Q|A Amigos do Chá Founder Elizeth van der Vorst
By Aravinda Anantharaman
Elizeth van der Vorst has been a Brazilian tea importer since 1994. Her company, Amigos do Chá, embodies her love of tea and its power to bring people together. Elizeth has been our friend at Tea Journey for several years. Among other things, she feels a deep love for India, particularly Darjeeling. In 2022, Elizeth and her husband Gerard made their maiden trip to India, which was years in the planning. She has returned yearly and plans to lead a tour group from Brazil, South America, and Europe to India in 2025. Here, Elizeth speaks about her love for India and why she can’t wait to bring tea lovers here.Read more
Proposed: A Global Alliance to Creatively Constrain Tea Production | Luxmi Tea Acquires Rwanda’s Sorwathe Tea Estate | TikTok Sensation Inspires Sprite+Tea | PLUS Brazil is a vast beverage market with a well-established tradition of tea and herbal infusions now valued at $14 billion. Growth is powered by evolving health and wellness trends that favor diverse and distant teas and blends. Editor Aravinda Anantharaman interviews veteran importer and retailer Elizeth van der Vorst. Her business, Amigos do Chá (Friends of Tea), is located near São Paulo, the hub of specialty tea, a market she has served for 30 years. | Episode 190 | 18 October 2024
Elizeth van der Vorst has been a Brazilian tea importer since 1994. Her company, Amigos do Chá, embodies her love of tea and its power to bring people together. Elizeth has been our friend at Tea Journey for several years. Among other things, she feels a deep love for India, particularly Darjeeling. In 2022, Elizeth and her husband Gerard made their maiden trip to India, one that was years in planning. She has returned yearly and plans to lead a tour group from Brazil, South America, and Europe to India in 2025. Here, Elizeth speaks about her love for India and why she can’t wait to bring tea lovers here.
Aravinda:In your work in tea how did the love for India develop? Was it the tea or was it more than that?
Elizeth: My journey with tea truly began when I moved to the Netherlands in 1990. There, my husband, who is Dutch, introduced me to the world of tea, and my very first experience was with none other than Darjeeling tea. It was a staple on his shelf and available in every tea shop we visited. The name “Darjeeling” was completely unfamiliar to me, once in Brazil I did not taste it ever in my life. For my generation, “tea” mostly meant herbal infusions made by our grandmothers or mothers, like mint, chamomile, or fennel—regional herbs. My curiosity drove me to understand why the Dutch were so fond of tea. At that time, offering tea was the first gesture of hospitality when you entered a home or office. It was always a choice between Darjeeling, Assam, English Breakfast, or Earl Grey. This warm gesture left a lasting impression on me, and Darjeeling, being my first experience, became my favorite. It inspired me to create my own tea import business when I returned to Brazil.
India became a part of my thoughts, not only because it is the producer of Darjeeling but also because I had the chance to meet my first tea supplier in the Netherlands, Jaap de Groot, who had a deep connection with India. He visited the country frequently and shared his stories, painting an image of India that seemed unreachable to me at that time. I knew I needed to establish my business before I could fulfill my dream of visiting. Many challenges on this journey meant that I had to focus on building my mission to promote tea culture in Brazil.
Over these decades that you have been working in tea, what has kept your interest in it?
That’s a great question! After 30 years, I simply cannot imagine my life without tea. I find it impossible to separate tea from my business, or myself from tea. I have always been driven to embrace new challenges, and with a lot of resilience and hard work, I pushed forward. In the early 90s, working with tea as a business was almost unheard of in Brazil. There was little culture around tea, blends, or infusions, and specialized stores were few, mainly in major cities like São Paulo. Despite this, I chose tea and committed deeply to it. Back then, we didn’t have the technology we have today, but I was working very hard with hope that tea would be something for the future.
There were highs and lows, but I always held onto the vision that what I had seen in Europe would eventually reach Brazil. Slowly, it did, and this gave me even more motivation to keep going. I saw clients’ businesses thrive with tea, more articles began to emerge, and tea specialists and sommeliers became more common. I realized I needed to keep learning. My passion for tea turned into a deep love because, while passion can fade after a few setbacks, love endures, helping you push through to reach your goals. Slow and steady has been my approach, and that has been my interest all along.
Why did you name your business ‘Amigos do Chá’?
After facing various economic crises and returning to the Netherlands, I decided that once I got back to Brazil, I would continue my tea business. I needed a name that truly reflected my journey with tea. Along the way, I met so many people who inspired and motivated me to continue promoting tea culture through my company. I had so many friends—friends of tea. My first experience with tea was through my husband, my friend. Friends from the Netherlands would always bring me newspapers and articles about tea to help me learn more. Over the years, I collected a network of friends linked, in one way or another, to tea and the tea business. Technology later allowed me to connect with even more friends, including you, my first Indian friend, and others like Peter Keen, Dan Bolton, and Shabnam Weber. They are all friends of tea, and that brings me immense joy. So, ‘Amigos do Chá’ was a natural choice—a gathering of friends united by tea.
Aravinda: How did you plan your India trip? How was it? What made you come back not once but three times?
This is my favorite topic these days! I visited India in 2022, 2023, and 2024. As I mentioned earlier, I have always dreamed of visiting India, but I have dedicated myself to work, clients, and family. From time to time, we thought about traveling to Asia to make that dream a reality, but there was always something else—Europe was often the primary goal because of my suppliers in Germany. I planned to go in 2019, but the pandemic delayed everything. Finally, in 2022, I made it to India.
At Glenburn Tea Estate, Darjeeling
Darjeeling was my first stop, and you were an invaluable part of my journey, providing tips, while Mr. Raju Lama helped me navigate my way there. I arrived in Bagdogra on September 30th, during the Durga Puja festivities, a time when India is at its most vibrant. As we traveled from Siliguri to Darjeeling, my heart raced with excitement as I saw tea gardens for the first time. I made several stops just to chat with the tea pluckers. I was overjoyed—they were my inspiration. With every ascent up the Himalayas, my enthusiasm grew, and it felt as if I was floating on clouds.
After visiting a local tea farmer, we continued our journey. As dusk approached, I kept asking, “Are we close to Darjeeling?” And then, Mr. Raju Lama pointed out the lights in the distance and said, “See those tiny lights? That’s Darjeeling.” I couldn’t help but burst into tears—intense, overwhelming emotions that still bring tears to my eyes as I remember. Darjeeling has always felt like home to me. I felt like I was an old resident, returning. Seeing Mount Kanchenjunga at sunrise was a spiritual experience, with its grandeur overlooking the tea gardens. Glenburn was my paradise, thanks to Mrs. Husna Prakash’s invitation. Everything was divinely orchestrated.
From then on, Darjeeling and India became etched in my heart. My initial three-month stay turned into five months, and this year, I returned for another month and a half. Why? Well, tea brought me to Darjeeling, India, and Kolkata, where I formed partnerships and friendships. But the greatest reason is that India offers so much in every aspect—culturally, emotionally, technologically, philosophically, and the positive energy that emanates from the people. I am rejuvenated every time I visit India. Gerard and I are now ambassadors for the beauty of India, a side that many do not see on YouTube.
Where did you visit in India? How was the tea?
I traveled to several places in India, although there’s still much more I wish to explore. During my time there, we also visited seven other countries in Asia, but in India, I went to New Delhi, Agra, Siliguri, Dooars, Darjeeling, Kalimpong, Assam, and Meghalaya.
Being in India meant constantly thinking about tea, or “chai” when outside the Himalayas. In Kolkata, where I built strong connections, chai became a daily ritual—whether milk tea or masala chai, each recipe unique, with its own blend of spices like ginger, cardamom, and cinnamon. Assam tea is often used for chai, and I was able to savor it in so many different ways.
How did visiting India change your view of the tea itself?
Learning about tea, tasting it, and understanding the processes behind it is one thing. But witnessing it firsthand—seeing the intricate work that goes into every leaf, meeting the people who pour their heart and soul into it—changed everything for me. Visiting India gave me a deeper appreciation for the complexities and challenges of the tea industry. It’s not just about what’s in the cup; it’s about the lives, the stories, and the dedication that make each sip possible. Today, I see tea, mainly Darjeeling tea not just as a beverage, but as a symbol of resilience, hard work and tradition. Many of the plantation owners face political and social challenges to sustain their businesses, and sadly, some have failed to overcome these challenges and have had to give up. Others persist with great dedication, keeping the fame and tradition of Darjeeling tea alive, despite the growing competition from Nepalese teas and other challenges such as climate change.
Amigos do Chá on tour
I have personally witnessed how weather conditions affect production. This year, for example, the rains delayed the harvest of the second flush, and this has a direct impact on the quality and quantity of the production. Climate change is also altering local biodiversity, and there are reports of Bengal tigers moving closer to communities due to deforestation and habitat changes, something I had read about in articles but which is now becoming more frequent.
All of these issues have made me realize that tea is more than just a beverage; it is a constant struggle against natural and social forces. Camellia sinensis is there, strong and resilient, offering its benefits and a multitude of flavors and aromas, but it is up to us, humans, to care for and preserve this tradition. India is the second largest producer of tea in the world, and as a tea lover, especially Indian tea, I feel a responsibility to help preserve this culture.
How easy or difficult is it to travel within India in your experience? How did you manage? Why did you decide to offer the tours?
Traveling within India can be both exciting and challenging, depending on your level of preparation and familiarity. For us, even though we are over 70 years old, our first trip to India was a thrilling adventure. At that time, I was exactly 70 years old, and we embraced the journey with a sense of excitement and openness. The only real challenge we faced was navigating the experience of arriving for the first time, which can be overwhelming.
The Indian airports and immigration process are quite different from what we’re used to in Brazil and Europe. For example, only passengers are allowed inside the airport, and the check-in process starts right at the entrance. There are strict security checks, and during our first visit, we had a bit of a complicated situation when our luggage got stuck in New Delhi airport due to two power banks that were left in our checked baggage. They were removed, and the luggage was sent on to Bagdogra the next day, but it was a tiring process.
Immigration can also be tiring, especially after the pandemic, with long queues and extra paperwork. However, once you have your visa, correct address, and contact number in India, the entry process is manageable. We’ve learned a lot from our first experience, and now we’ve even made friends with some of the people we met at the airport.
On subsequent trips, our journeys have been much smoother, mainly thanks to the connections we’ve made through the tea community. Last year, for example, with the help of our collaborator, Anthony, we rented an apartment that was fully equipped and surrounded by all the essentials for any emergency. This made our stay so much easier, and we still maintain those contacts today.
As for why I decided to offer the tours, it stems from my passion for tea and my desire to share this world with others. After traveling to the Himalayan regions, Assam, Meghalaya, and even Nepal, I’ve gained so much knowledge and built such valuable relationships. I realized that I couldn’t keep these experiences just for myself.
Many people I know in Brazil and Europe have expressed a desire to visit India but afraid, mainly due to the perceived challenges of traveling there. My dream of taking people to India started as a way to introduce them to my supplier and tea culture of Europe, but India was always the bigger challenge and, honestly, the more exciting one. I love challenges, and with the help of my wonderful partners, Glenburn and Vajra Journeys, I decided to turn this dream into reality.
At Meghalaya, the abode of clouds
My goal is to invite both tea lovers and those who are new to the tea world to come and explore India. I’m certain that those unfamiliar with tea will fall in love, and those who already love it will deepen their appreciation, just as I have. We offer two well-organized tea tours, in collaboration with two respected companies that work with passion and integrity. Our first tour, in partnership with Glenburn, will take place in March and November 2025, and this will be an annual event. The tour with Vajra Journeys can be booked for March, April, or November 2025, and will also run annually.
Who can join the tour? What can they expect?
The tours we offer are designed for anyone with a passion for tea, culture, and adventure. They are open to tea enthusiasts, curious travelers, and anyone interested in exploring the authentic side of India. We collaborate with two well-established partners: Glenburn and Vajra Journeys, who help us organize these unique experiences.
Both tours aim to reveal the stories, processes, and people behind every cup of Indian tea. Participants can expect an immersive, educational, and heartfelt journey that goes beyond the surface of tourism. They will get to taste various teas, learn about the intricate processes of tea-making, and understand the rich history and culture that have shaped this industry. It’s not just a tour; it’s an experience that connects you with the heart of India’s tea heritage.
Elizeth’s tours are scheduled for 2025. For more details and the itinerary, do email her at [email protected] or reach her on Instagram
