Health

A new generation is driving change in a tea category where for decades price has meant more than taste or goodness. The trend they are forcing is about taste and wellness but so much more. As younger customers turn to tea, they are demanding a more sincere appreciation of ethics and sustainability. This offers a glimmer of hope for passionate tea growers who make tea for the love of the leaf.

A growing body of scientific evidence points to the human health benefits in tea. Yet tea growers who value quality suffer the consequences of discounting that drives them to compete with cheap, blends that are popular for the ability it gives brands to discount and lure consumers through price. That is harmful to an industry struggling to overcome an exploitative, colonial history and evolve into a sustainable, climate adapted, socially responsible tea industry.