The Good Earth brand was founded in 1972 by a Santa Cruz-based herbal tea company that supplied tea to a local restaurant that expanded into a chain of 50 franchises. The brand experimented with herbal blends during its first two decades, producing more than 40 varieties. To celebrate its 50th anniversary the brand is relaunching two of its legacy teas.
Retail must do the heavy lifting in realigning the marketing of Indian tea. While online transactions are more common now than in past years, neighborhood kirana stores are the most common place Indians purchase packaged tea, accounting for 70% of sales. Only 7% of tea is sold at tea shops that specialize in loose leaf offerings.