Rare Tea’s mission is simple: to turn people away from ‘cheap, industrial tea’ towards ‘exquisite tasting, handcrafted teas of the finest quality’. The British company has also pioneered a proud ethos of working directly with its farmers in Africa and India since 2004, choosing not to buy from brokers, middle-men or commodity markets.
Rare Tea pays its farmers what it calls a ‘sustainable and better’ price for their handcrafted tea. It no longer works with the Fairtrade certification organisation, choosing instead to work directly with its farms. It returns a percentage of its revenue to its Rare Charity, which supports educational scholarships on its farms in Africa.
These two principles of flavour and ethics go hand in hand. “If it didn’t taste good, customers would only buy it once,” observed Lovell. “And once you've tried it, there's no going back.”
She boasts a throng of loyal customers mainly made up of, perhaps surprisingly, students in the 18-30 age group. This observation is borne out by data from a recent trends report from UK 'communi-tea' National Tea Day that concluded the biggest growing consumer demographic in tea is 24- to 35-year-olds.
"They want to find out deeply about the tea,” she said. “Our website stats tell us they go deep into the product pages. They want to see the pictures. They want to look at our Instagram and to see that we really do direct source. They read about the charity. It is extraordinary. They want to know all the geeky details about how to make the tea. They'll spend hours online in a way we wouldn’t have imaged when we first built the website back in 2004.”
"Tea" - Google News
January 03, 2020 at 09:33PM
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Tea for two: Rare Tea Company on why ethics and flavour go hand in hand - FoodNavigator.com
"Tea" - Google News
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