Jing is riding the wave as quality tea hits mainstream
Better quality tea out of home is becoming standard with high street brands waking up to its importance, the founder of Jing Tea Ed Eisler has told Beverage Business World.
“The bottom line is since we started in 2004 things have changed. The bottom of the market is not really accepted on the high street by consumers anymore,” he said.
He said that Jing was “riding the wave” as trends are changing towards more premium, quality teas.
Millennials, he argues, are less interested in the traditional builders tea which is in “steep decline” and are looking for “something different” that has a story behind looking at provenance and quality.
“Fundamentally people want to know where their food is coming from,” Eisler said.
While he admits there has been an improvement in out of home tea there is still “some way to go” with more education needed for consumers.
“But they need more places serving quality tea and educating effectively. A big part of what we have to do as a business is not just to sell a great quality product but also to educate people on great and authentic tea culture.”
He advised operators that want to differentiate themselves to consider choosing loose leaf teas.
Jing is stocked in over 100 michelin-starred restaurants around the world, in hotels and high quality cafes.
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