Rethinking Origin as a Strategic Asset in the Global Tea Trade
JING introduced new origin-focused packaging and branding for its hospitality line in January. Image credit: JING Tea
While not a new product or concept by any means, and although definitions may vary, single origin teas are increasingly becoming more popular. However, their future will depend not just on where the tea comes from, but on how convincingly that origin is communicated and sustained. By Vladislav Vorotnikov.
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