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Jason Adams first noticed the overall shift toward premiumization as a retail manager at Teavana in Atlanta, Georgia. The Lenox Square Mall location, across from the original Elephant Tea Co., inspired a retail venture with an impressive turnover of $200 million, employing 5,000 people at more than 300 US, Canada, and Mexico stores. “My retail experience gave me perhaps the most impactful perspective on actual tea customers,” he says, “Connecting face-to-face was invaluable.” Jason retained his zeal for specialty tea as head of global tea after Starbucks acquired Teavana and now at Wollenhaupt, a legendary German tea supplier founded in 1881.
Jason, the new CEO at Wollenhaupt Tea North America, shares his insights on specialization in achieving retail excellence. He also comments on consumer trends, including the ongoing matcha craze, and emphasizes the importance of service in sourcing quality teas.
BIO: Jason Adams began his career in tea as a teaologist and later a store and category manager at Teavana in Atlanta, Georgia. Founder Andy Mack recognized him with the Spirit of Teavana Award in 2013. When Starbucks acquired the pioneering specialty chain, Jason moved to Seattle, where he worked in brand management and sourcing. In 2022, he was named senior manager of global tea, responsible for sourcing and developing tea-based beverages across the company’s international network. Jason joined Wollenhaupt as North American CEO in September 2024.
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Tariff Relief Likely to Cause Badly Timed Shipping Surge for Tea | Kenya Suspends Rainforest Alliance Audits | West Bengal Conclave Promotes Tea for Youth
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Tariff Relief Likely to Cause Badly Timed Shipping Surge for Tea | Kenya Suspends Rainforest Alliance Audits | West Bengal Conclave Promotes Tea for Youth
NEWSMAKER – Jason Adams, CEO Wollenhaupt North America
PLUS | Progressing Toward Premiumization | Jason Adams first noticed the overall shift toward premiumization as a retail manager at Teavana in Atlanta, Georgia. The Lenox Square Mall location, across from the original Elephant Tea Co., inspired a retail venture with an impressive turnover of $200 million, employing 5,000 people at more than 300 US, Canada, and Mexico stores. “My retail experience gave me perhaps the most impactful perspective on actual tea customers,” he says, “Connecting face-to-face was invaluable.”
Jason retained his zeal for specialty tea as head of global tea after Starbucks acquired Teavana and now at Wollenhaupt, a legendary German tea supplier founded in 1881.
Jason, the new CEO at Wollenhaupt Tea North America, shares his insights on specialization in achieving retail excellence. He also comments on consumer trends, including the ongoing matcha craze, and emphasizes the importance of service in sourcing quality teas.
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Water is our most vital resource. Its plentifulness is crucial for agricultural production, personal health, and the manufacturing of nearly all goods. Yet, how it is utilized in food and beverage production carries hidden costs.
Joining us is Erin Resch, Founder of Eco Ethos in Redondo Beach, California. Erin believes the global tea industry is well-positioned to promote water conservation and sustainability.
“It is time to rethink our food choices. Food choices that dramatically impact water consumption,” she says. For instance, tea has a smaller water footprint than coffee, dairy, and soda.
She explains that consumers who choose eco-friendly tea brands that prioritize water efficiency, compost spent leaves, and advocate for water-conscious business practices are taking small but significant steps toward sustainability.
BIO: Erin brings real-world business insight from over a decade in the CPG space— including roles at Dannon and Greenleaf Foods, where she championed plant-rich food systems and sustainable go-to-market strategies. As the Conservation Manager at California Water Service, she led programs connecting the dots between animal agriculture, water use, and community conservation efforts. She founded Eco Ethos based on a vision for a cleaner, healthier world for future generations, consulting with companies on how to live more sustainably, affordably, and intentionally, while also saving money.
She's deeply passionate about driving innovation and sustainability in the food and beverage industries by bringing insights to organizations, developing forward-thinking strategies, building purpose-driven partnerships, and creating products and programs that resonate with today’s conscious consumers.
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Eliminating the US “de minimis” Exemption Will Severely Impact Tea eCommerce Sales | China’s Chagee Tea is Valued at $6.2 Billion Following NASDAQ Listing | Assam’s Jalinga Organic Tea Estates Opens Berlin Subsidiary
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Eliminating the US “de minimis” Exemption Will Severely Impact Tea eCommerce Sales | China’s Chagee Tea is Valued at $6.2 Billion Following NASDAQ Listing | Assam’s Jalinga Organic Tea Estates Opens Berlin Subsidiary
GUEST – Erin Resch, Founder, Eco Ethos
PLUS | Tea and Water are Partners in Sustainability
Water is our most vital resource. Its plentifulness is crucial for agricultural production, personal health, and the manufacturing of nearly all goods. Yet, how it is utilized in food and beverage production carries hidden costs.
Joining us is Erin Resch, Founder of Eco Ethos in Redondo Beach, California. Erin believes the global tea industry is well-positioned to promote water conservation and sustainability.
“It is time to rethink our food choices. Food choices that dramatically impact water consumption,” she says. For instance, tea has a smaller water footprint than coffee, dairy, and soda.
She explains that consumers who choose eco-friendly tea brands that prioritize water efficiency, compost spent leaves, and advocate for water-conscious business practices are taking small but significant steps toward sustainability.
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Jessica Woolard returned from the Northwest Tea Festival last year with the incredible story of Charles and Laurie Dawson. The couple have been married for 33 years and have an uncommon anniversary tradition - acquiring a good aged tea cake each year. Their anniversary cake is, suitably, the pu erh, and over the years, their collection has grown into an enviable one. Jessica had the good fortune of breaking tea with them and brings us this heartwarming conversation with the couple, one that inspires new tea traditions.
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Study Uncovers Vietnam’s Indigenous Tea Diversity | Chagee Announces NASDAQ IPO| Darjeeling First Flush is Promising
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NEWSMAKER – Our reporter, Jessica Woolard returned from the Northwest Tea Festival last year with the incredible story of Charles and Laurie Dawson. The couple have been married for 33 years and have an uncommon anniversary tradition - acquiring a good aged tea cake each year. Their anniversary cake is, suitably, the pu erh, and over the years, their collection has grown into an enviable one. Jessica had the good fortune of breaking tea with them and brings us this heartwarming conversation with the couple, one that inspires new tea traditions.
Signup www.tea-biz.com | https://teajourney.pub/newsletter-preferences/
RECAP
Study Uncovers Vietnam’s Indigenous Tea Diversity | Chagee Announces NASDAQ IPO| Darjeeling First Flush is Promising
Signup www.tea-biz.com | https://teajourney.pub/newsletter-preferences/
SPOTLIGHT
Our reporter, Jessica Woolard returned from the Northwest Tea Festival last year with the incredible story of Charles and Laurie Dawson. The couple have been married for 33 years and have an uncommon anniversary tradition - acquiring a good aged tea cake each year. Their anniversary cake is, suitably, the pu erh, and over the years, their collection has grown into an enviable one. Jessica had the good fortune of breaking tea with them and brings us this heartwarming conversation with the couple, one that inspires new tea traditions.
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Support this podcast at — https://redcircle.com/tea-biz/donations
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Since 1998, consumers purchasing Fair Trade Certified products, including tea, have directed $1.2 billion in increased income to more than one million farmers, workers, and their families. Fair Trade USA certifies 1,700 major brands and retailers, ranging from Albertsons and Costco to Kroger, Target, Whole Foods, and Walmart. In his new book, *Every Purchase Matters*, Fair Trade USA founder Paul Rice writes, “Social change takes time. I believe it’s all about creative problem-solving and reengineering business models to deliver sustainability, profitability, and impact.” Paul joins Tea Biz Host Dan Bolton to discuss the intrinsic value of fair trade and the critical role of consumer purchasing power in driving positive changes in the tea industry.
BIO: Paul Rice is a visionary social entrepreneur who founded Fair Trade USA in 1998, now North America's leading certifier of Fair Trade products. He spent 11 years working in the coffee lands, establishing Nicaragua’s first Fair Trade coffee export cooperative, owned by 2,500 families. He graduated from Yale University with a degree in economics and political science and holds a master's in business administration from the University of California, Berkeley. During the past 40 years, he has been awarded many honors as an ethical business leader and for his work as a social engineer.
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NETA Calls For Palm Oil Cultivation | Wagh Bakri Tea Tops List of Most Trusted Tea Brands | Green Fly Infestation in Assam And Darjeeling
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US Delays the Hardest Hitting Tariffs but Raises Duties on Chinese Tea to 152.5% | Japan Adapts to a Matcha Shortfall | China Enjoys a Fine Qing Ming Tea Harvest Holiday
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US Delays the Hardest Hitting Tariffs but Raises Duties on Chinese Tea to 152.5% | Japan Adapts to a Matcha Shortfall | China Enjoys a Fine Qing Ming Tea Harvest Holiday
NEWSMAKER – Paul Rice, Founder Fair Trade USA
PLUS | Every Purchase Matters | Since 1998, consumers purchasing Fair Trade Certified products, including tea, have directed $1.2 billion in increased income to more than one million farmers, workers, and their families. Fair Trade USA certifies 1,700 major brands and retailers, ranging from Albertsons and Costco to Kroger, Target, Whole Foods, and Walmart. In his new book, *Every Purchase Matters*, Fair Trade USA founder Paul Rice writes, “Social change takes time. I believe it’s all about creative problem-solving and reengineering business models to deliver sustainability, profitability, and impact.” Paul joins Tea Biz Host Dan Bolton to discuss the intrinsic value of fair trade and the critical role of consumer purchasing power in driving positive changes in the tea industry.
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The United Nations Industrial Development Organization (UNIDO) announced on March 25 the first five ‘lighthouse’ demonstration projects funded by the UK’s Accelerate-to-Demonstrate. Biomass gasification is among the most promising options for tea, as it can reduce emissions, lower energy and cultivation costs, improve fertilizer efficiency, and increase productivity.
The Kenya project, led by Compact Syngas Solutions and supported by Co-REGEN-Supivaa and the International Institute of Tropical Agriculture, utilizes technology critical to greening the tea industry and documenting a scalable path for industrial decarbonization.
Joining us today from London is Co-REGEN co-founder and CEO Aarti Shah. We discuss the challenges in the tea industry, focusing on innovation, oversupply, and regeneration. Aarti emphasized the importance of systems thinking, collaboration, soil health, and modern technologies, such as gasification and biochar, for its potential to improve soil quality. We also discuss the need for government policies that promote tea and foster a strong consumer-driven business culture in Kenya.
BIO: Aarti Shah advises companies on environmental, climate, and social impact through circularity, regeneration, and frugal innovation. She likes to say that she does not shy away from complexity. As a former senior executive at Thomson Reuters, she oversaw operations in developed and emerging markets across the financial, professional, and scientific sectors. Aarti graduated from the University of Bristol with a degree in French and computer science. She serves as the Board Chair of Third Horizon Earth and consults part-time for the International Institute of Tropical Agriculture.
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Brutal US Tariffs Disrupt Global Trade Norms | Study Recommends Pakistan Pursue a Local Tea Revolution | Wagh Bakri is Once Again Named India’s Most Trusted Tea Brand
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Brutal US Tariffs Disrupt Global Trade Norms | Study Recommends Pakistan Pursue a Local Tea Revolution | Wagh Bakri is Once Again Named India’s Most Trusted Tea Brand
NEWSMAKER – Co-REGEN Supivaa Co-founder and CEO Aarti Shah
PLUS | Tea Advances from the Ground Up | The United Nations Industrial Development Organization (UNIDO) announced on March 25 the first five ‘lighthouse’ demonstration projects funded by the UK’s Accelerate-to-Demonstrate. Biomass gasification is among the most promising options for tea, as it can reduce emissions, lower energy and cultivation costs, improve fertilizer efficiency, and increase productivity.
The Kenya project, led by Compact Syngas Solutions and supported by Co-REGEN-Supivaa and the International Institute of Tropical Agriculture, utilizes technology critical to greening the tea industry and documenting a scalable path for industrial decarbonization.
Joining us today from London is Co-REGEN co-founder and CEO Aarti Shah. We discuss the challenges in the tea industry, focusing on innovation, oversupply, and regeneration. Aarti emphasized the importance of systems thinking, collaboration, soil health, and modern technologies, such as gasification and biochar, for its potential to improve soil quality. We also discuss the need for government policies that promote tea and foster a strong consumer-driven business culture in Kenya.
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The 21st edition of the World Tea Expo, co-located with the Bar & Restaurant Show, concluded on Wednesday after a busy week, as exhibitors, many of whom were new to the show, met with attendees from across the country and worldwide. Japanese teas were on prominent display. Last year, the United States bought about half of Japan's tea exports.
Tea Biz stopped by to speak with exhibitors in the tea section about their experience at the show and asked about their products.
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India Ranks 2nd in Global Tea Exports | Assam Tea Industry Gains Government Support | Two Indian Teas Earn Accolades at WTE
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Tea Producing Countries Top “Dirty 15” List of US Trade Partners | Global Tea Championship Winners 2025 are announced at World Tea Expo | Chagee Bubble Tea Decides on Nasdaq IPO
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Tea Producing Countries Top “Dirty 15” List of US Trade Partners | Global Tea Championship Winners 2025 are announced at World Tea Expo | Chagee Bubble Tea Decides on Nasdaq IPO
India Tea News
India Ranks 2nd in Global Tea Exports | Assam Tea Industry Gains Government Support | Two Indian Teas Earn Accolades at WTE
PLUS | On the Floor at World Tea Expo
The 21st edition of the World Tea Expo, co-located with the Bar & Restaurant Show, concluded on Wednesday after a busy week, as exhibitors, many of whom were new to the show, met with attendees from across the country and worldwide. Japanese teas were on prominent display. Last year, the United States bought about half of Japan's tea exports.
Tea Biz stopped by to speak with exhibitors in the tea section about their experience at the show and asked about their products.
Signup www.tea-biz.com | https://teajourney.pub/newsletter-preferences/
Support this podcast at — https://redcircle.com/tea-biz/donations
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