MILWAUKEE, Wis.
Rishi Tea will replace tea tins with lighter, more energy-efficient recycled cartons that feature a re-closable foil pouch.
The new packaging, which is manufactured in the USA, is printed with extensive information on the origin, harvest, and preparation of teas.
Tons of tin travel thousands of fuel-wasting miles to America for packaging purposes. These tins are less efficient in preserving the freshness and quality of the tea. Converseley, teas from China and other overseas locations are better preserved in airtight, sealed foil, according to Beau Bernstein, Rishi’s Director of Marketing.
The new boxes are made with 50 percent SFC (sustainable forest certified) post-consumer fiber from a Milwaukee, Wis., supplier. New refreshed designs provide better information and visual unity and bi-lingual messaging supports international distribution, said Bernstein.
Oolong Tea and Classic Black Tea lines will usher in the transformation of the brand’s packaging format from a labeled tin to the more environmentally friendly boxes in which sealed bags are placed.
“The move provides a strategic change to invest more in tea quality and freshness and less in packaging, storage and transit costs. We understand and appreciate that many customers simply like tins and are accustomed to the tradition of purchasing and storing tea this way, and for those customers who still wish to have a tin Rishi Tea has a range of storage options at our website. We're convinced that our customers will agree, the airtight bag in a box is far better suited to preserve the freshness and character of Rishi Tea’s signature teas and to reducing our environmental impact, and we're incredibly excited to be transitioning our entire line of loose leaf tins to this new, more sustainable format,” said Bernstein.
“Our new Oolong and Classic Black lines demonstrate the unique character offered by top-quality single-origin teas. We’ve selected teas for each line that represent the tea artisans Rishi Tea collaborates with year after year. Like boutique winemakers, these skilled producers bring forth the appellation characters of their teas through traditional tea farming and crafting techniques. Each tea's taste profile reflects a distinct place of origin, traditional style, vintage and tea bush cultivar,” said Joshua Kaiser, Founder and President, Rishi Tea.
For the first time at retail, the company is making direct-traded Assam and Darjeeling teas from India, as well as the reserve Ruby black tea from Taiwan.
“Improving our packaging reflects Rishi Tea’s mission to expand the appreciation of tea,” said Bernstein. “The core of that mission is to ensure that we offer the freshest, most aromatic teas, at exceptional value to Rishi’s discerning customers.”
"We go to great lengths to meet our quality standards, from traveling extensively abroad and creating long-term contracts with tea farmers, to conducting strict cupping, final lot selection, and direct importation. Our packaging should highlight our endeavors and preserve the seasonal freshness of our teas as much as possible. Loose leaf teas sealed in an airtight package are far fresher than those stored loosely in a metal tin. Decreasing our packaging footprint also allows us to invest much more in tea and sustainable pricing strategies," says Kaiser.
Bernstein said the conversion enabled Rishi to reduce the suggested retail price for several teas.