Green tea is gaining ground in Europe

After centuries of black tea as the exclusive cup in Europe, a skillful marketing of green teas started in the 1990s, based on a health benefits strategy initiated by multinational tea majors in the mainstream market, together with a novelty origin approach launched by China in the premium segment.


Lessons from the pandemic

The pandemic was the most difficult challenge most companies had – or will ever have had – to face. However, through it all coffee and tea companies showed resilience, creativity and strength, and the importance of being flexible and adaptable.

Tea & Coffee Trade Journal