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EssentialTea


smoother than regular gunpowder blends; ours is delicate yet full of flavour and a refreshing alternative within the current market.”


Joe describes himself as a firm believer in organic, eco- friendly tea.


Joe says: “The good-to-go fuso bags are made out


of corn starch meaning they’re 100% biodegradable and internationally Joe’s Tea Co. is always transported by land or sea, rather than by air.


“My goal is to bring customers their favourite hot drink in its finest form, to take the ‘toff’ out of fine tea, to tingle our taste buds with quirky and colourful concoctions but keep it real, and to celebrate the moments shared over a quality cuppa.”


Case Study: The Tea Terrace profits from


Novus Tea Since 2011, Novus Tea has been the preferred supplier to The Tea Terrace, which currently has two outlets located within House of Fraser stores in Oxford Street, London and Guildford, Surrey. Owner, Ehab Shouly, explains how he has built the business around Novus’s leaf tea offering. Ehab says: “The Tea Terrace brand is very much a modern


interpretation of the traditional English tearoom, where ladies and gentlemen are served by ladies and gentlemen. Being so closely associated with a department store such as House of Fraser means our customers already have very high expectations of our offering. That’s why everything we do at The Tea Terrace has to be of a premium quality. “One of the most important decisions we made in the successful building of our premium brand image was in the choice of our tea. We initially decided to use a recognisable tea brand that people already knew, but it quickly became obvious


The Tea Terrace selected Novus Tea for its two high-end locations


that we were just another café using the same old brand.” Ehab started a rigorous search for the perfect cup of tea, to find a distinctive and high-quality product that would keep customers coming back for more. “We weren’t just looking for quality tea – we were also looking for a supplier who would support our business in its infancy, help train our staff and, ultimately, grow our sales,” Ehab says. “Once we had found the right supplier, in our case Novus


Tea, our business blossomed; in the last two years our sales with Novus have grown at 54% and 35% and we’re already exceeding our expectations in the first half of 2014.” Ehab says: “When we first started out we offered only


three or four tea varieties – the most popular teas like English Breakfast, Earl Grey, Green Tea and Chamomile. But, following Novus’s recommendation, we have since started offering their full range and we always encourage customers to be adventurous and try new flavours. “We find that this helps build trust and loyalty; our customers trust our judgement and enjoy the quality and taste of the new teas we suggest. They also have something new which they can then recommend to their friends; it makes them sound like they’re tea connoisseurs and brings them back in with more customers.”


More information:


The Drury Tea & Coffee Company +44 (0)207 7401100, www.drurytea.com


Joe’s Tea Co +44 (0)203 4880063 www.joesteacompany.com


The London Tea Company +44 (0)207 8023250 www.londontea.co.uk


Matthew Algie 0800 263333, www.matthewalgie.com Novus Tea +44 (0)1621 776179, www.novustea.co.uk Peros +44 (0)1494 436426, www.peros.co.uk Tetley Tea, 0845 606 6328, www.tetleyteaacademy.co.uk Zacely +44 (0)1202 788550, www.zacely.com


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