The Entrepreneurial Spirit of Steeped Tea

Hatem and Tonia Jahshan didn’t really plan to start Ancaster, Ont.-basedSteeped Tea, a direct-sales tea company. It just happened.
“In 2005, we were on holidays in Nova Scotia, and we had a cup of loose leaf Creme of Earl Grey tea that just blew us away. Before we knew it, we had visited the tea shop and bought a bunch of loose tea to bring home to try out,” Mr. Jahshan recalls.
Special to The Globe and Mail
Becky Reuber is a professor of strategic management in the Rotman School of Management of the University of Toronto.

Comments

Post a Comment

Popular posts from this blog

LUP Distribution in Urban and Rural Markets

  Th e distribution strategy for low unit packs of tea in rural and urban India needs to be tailored to the unique characteristics and preferences of these markets. Here’s a breakdown of the key elements for each area: 1.  Rural India Distribution Strategy: Rural areas in India present unique challenges such as limited infrastructure, low purchasing power, and fragmented retail networks. However, low unit packs are attractive to rural consumers due to their affordability. Here’s a strategy for distribution: a.  Focus on Traditional Distribution Channels: Wholesalers and Distributors:  Partner with regional wholesalers and distributors who have established networks in rural areas. These distributors often have connections with a wide array of small retailers like Kirana shops (local mom-and-pop stores). Rural Super Distributors:  Establish relationships with super distributors who specialize in rural markets. They can help cover hard-to-reach villages by maintain...
Read more

China’s New-Style Tea Brands Push Into the U.S., Signaling a Shift From Bulk Exports to Branded Growth

  (3) China’s New-Style Tea Brands Push Into the U.S., Signaling a Shift From Bulk Exports to Branded Growth | LinkedIn By Dan Bolton | Tea Biz Blog | Podcast Chinese tea beverage companies are accelerating efforts to establish a direct retail footprint in the United States, marking a decisive shift away from anonymous bulk exports toward brand-led international expansion. At the center of this movement is CHAGEE, now widely viewed as the category leader in China’s fast-growing new-style tea sector. CHAGEE’s newly released 2025 Year-End Tea Friends Review offers a snapshot of the scale and ambition behind this push. The company reports annual tea procurement volumes exceeding 10,000 tons, spanning six major tea categories and key Pu’er-producing regions, supported by partnerships with more than 100 tea factories. Its global store network now operates across eight countries, including the United States, with international expansion proceeding at an average pace of one new store ever...
Read more

Strategic Comparison between Darjeeling Tea Companies in France vs Germany

  1. Market Positioning & Brand Strategy France: Focus on Luxury and Artisanal Appeal High-End, Luxury Branding : French tea companies like Mariage Frères , Le Palais des Thés , and Dammann Frères position their Darjeeling teas as premium, luxury products. These brands often emphasize artisanal craftsmanship, historical legacies, and exclusivity. Focus on Storytelling : French tea companies put a significant emphasis on the origins of their Darjeeling teas. They often highlight the estates, flushes, and intricate harvesting methods, creating a romantic narrative around the product to appeal to discerning consumers. Exclusive Blends & Limited Editions : French companies often offer limited-edition Darjeeling blends or vintage collections, creating a sense of exclusivity and scarcity, much like how fine wines are marketed. Germany: Focus on Quality, Ethical Sourcing, and Mass Appeal Quality and Certifications : German companies like Ronnefeldt , TeaGschwendner , and Lebensb...
Read more