| Teatulia Hits Ground Running in U.S. Expansion |
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| Friday, 10 April 2009 | |
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The international brand of Kazi and Kazi Tea Estate Ltd. in
The company’s products are now sold in approximately 10 shops in the
Teatulia announced last month that its products would be available at Open House in
Teatulia also began distribution earlier this year at Berkeley Bowl, an independent, full-service supermarket located in “(Berkeley Bowl) is where you go for phenomenal natural foods in that area,” Lipsius said. “We set our sights on getting in there. It took some serious perseverance.” She explained that, because the company’s price point is premium, it targets high-end shops and thought leaders in various communities. Businesses like Berkeley Bowl, which are committed to carrying organic and natural foods, are the perfect fit.
Teatulia, named for the region in
The company uses what she called a “natural farming” technique free of pesticides, machinery or unnatural irrigation, and it created a cooperative designed to promote employment, education, health and cattle-lending programs within Lipsius, who will be speaking alongside Teatulia Chief Executive Officer Kazi Anis Ahmed at a World Tea Expo class on sustainability, explained that educating consumers on the importance of how tea is processed is vital. “There’s a huge educational opportunity,” Lipsius said. Teatulia created a seven-minute educational video, which it placed on YouTube and aired on local television stations.
She added, “We’re really trying to educate people on this particular type of tea and on the beauty of whole leaf tea.”
The educational outreach may be working, as Westwood magazine – an alternative weekly in Teatulia offers only eight organic, pesticide-free leaves and blends. However, its direct blending from a new tea-growing region and eco-friendly packaging made the products stand out, the publication stated.
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