These are difficult times for many of us and although we’re lucky to be in a business that’s a bit more recession proof than many others, it can still be tough.

Times like these require that we take extra steps to assure that our tea offerings have real value, perceived value and most of all, value that is easily recognized by our customers. Recognizable value is often even more important than a lower price and the very word ‘organic’ seems to denote recognizable value.

Take a look around your local grocer. More and more organics are appearing daily. Higher prices, recognizable value and an ever growing customer base. What more can you ask for?

I hear a common complaint that there are areas of the USA where organics just don’t matter. Actually, I rarely believe a word of this complaint. Are these places where people don’t read the newspapers or watch television but do drink specialty teas? I really question that these places are the locales of your specialty tea customer base . . . hey, if they are, you might want to re-think your demographic base.

I know it’s not an easy time to invest in the costs associated with moving from conventional teas to organic teas, but it’s the wisest time I’ve seen in a long while. Times of economic hardship make taking care of ourselves and our loved ones paramount, they magnify the importance of friendship, health and well being. What stronger message of health and well being can you, a tea company, send to your friends and clients than that of a turn towards the real, recognizable value of organic teas.

Do what you can to make organics a reality for your company, buy organic when the choice is there and begin the transformation, the smallest start will get you on the path. It’s not long before organics will be the norm in the specialty tea arena.

Don’t be the last to catch the wave.

Richard

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