Cured Leaves Tea Co.’s Founder and CEO, Paula Shaw, says her business is more than a tea company – it’s a black woman-owned and veteran-owned company and a movement to creating a healthier way of living and being.
“My company promotes equity, education, culture and community,” says Shaw, who is also a member of the Female Founder Collective, a network of businesswomen supporting women. “Our initiatives [at Cured Leaves] aim at empowering women through entrepreneurship, giving access to education, providing and ensuring fair wage, equitable conditions, and sustainable communities.”
Cured Leaves Tea Co., based in Bel Air, Md. has partnerships with farms and estates across the continent of Africa allow them to provide premium, top-quality African Orthodox teas while promoting sustainability in various regions. Through their business, social and environmental initiatives, the company strives for improving equity and driving value in local and international communities.
Cured Leaves also sees tea as a habit and resource rather than a commodity, according to Shaw. Taking on a unique approach of combining tea with yoga and meditation, the company sets out to create an experience centered around moving and focused-based meditative practice.
Shaw – who says “tea is for everyone” – is a certified yoga instructor, breath master, practicing herbalist and mindfulness coach with extensive experience in the health and wellness industry. On that foundation, Shaw launched Cured Leaves Tea Co. in 2020 at the start of the pandemic.
Since its launch, Cured Leaves Tea was accepted to the Goldman Sachs 10,000 Small Businesses Program and the Amazon Black Business Accelerator program.
World Tea News chats with Shaw – who’s attending the upcoming World Tea Conference + Expo – to learn more about her tea business, her successes and challenges, and her desire to offer tea as “an additional layer of wellness and mindfulness for fitness, yoga and meditation practices.”
Question: Hi, Paula – thanks for your time! When did you first become interested in tea, and what led you to launch your own tea business, Cured Leaves Tea Co.?
Answer: I have been drinking tea since youth. I began to actually experience tea after dealing with anxiety and panic attacks. This led me to research ways to cope, and soon I discovered the benefits of tea. I added tea to my self-care regimen of exercise, proper nutrition, yoga and meditation.
As a child, we had iced tea on summer days and hot tea when we felt ill, but I never connected the act of tea drinking with healing. I later began to experience tea differently by actually engaging in the moment. I started studying herbs and teas for purposes such as health, wellness and mood. After experimenting with myself and my family, I began to add tea to my fitness clients’ regimens and witnessed how effective it was for everyone.
During a trek across the continent of Africa, we had some momentous experiences and made amazing connections that left me wanting to do more to give back to the continent that I’d long been drawn to. I felt a deep sense of connection to African teas, history and story, which is why the region became the primary source of import. My desire was to bridge communities of resources, and this was the beginning of the Cured Leaves Tea concept.
Question: What do you love the most about tea?
Answer: I love the purity and artistry of tea. I see tea as a teacher and absolutely revel in the lessons learned from every experience. I love that tea offers engaging lessons from the aspect of mindfulness. Tea centers and calms the body and creates connections. I love that tea can be enjoyed alone or with partners offering deep connection to self or promoting deeper sense of community.
Question: What is your brand all about?
Answer: In one word – value. Cured Leaves Tea is a socially conscious tea company promoting wellness, mindfulness and community through tea drinking. Our partnerships with farms and estates across the continent of Africa allow us to provide premium, top quality African Orthodox Teas while promoting sustainability in various regions.
Through business, social, and environmental initiatives, we improve equity and drive value in local and international communities. Our vision is that the experience of tea will serve as a pathway to connecting people.
My brand is about the purity and artistry of tea, the lessons it teaches, the communities it connects, the many sustainable processes that grow from it and empowering the people that tea touches. In all of our products and initiatives, you’ll find our efforts to continue to raise awareness to global issues and empower people through acts of love, while promoting unity throughout our community.
Question: What sets Cured Leaves Tea Company apart from other tea companies?
Answer: Cured Leaves Tea company prioritizes the human experience and wellness as it encompasses cultural wellbeing through the act of tea drinking. We see tea as a resource rather than a commodity and believe that tea drinking is a spiritual practice just as community is.
The Cured Leaves experience is designed to invoke all seven senses and sharpen them through the simple act of preparing and drinking a cup. We also focus on social initiatives through business. True sustainability through partnered programs and initiatives that add environmental, social and economic value.
Question: Tell us about the teas and tea-related products your company offers?
Answer: All of our teas are sourced from the warm heart of Africa. They are typically provided loose leaf to promote mindful tea culture. All of our teas are top quality, ethically sourced and mindfully cultivated for both the experience and simple drinking pleasure. We sell single origin teas, herbal tisanes and African Orthodox tea blends.
Question: What can you tell us about the tea estates that you source from?
Answer: Yes, I focus on the continent of Africa not only because of the rich soil and endless resources that the land provides, but also as an opportunity to give back resources to the local regions I source from. I have a deep connection to Africa with many experiences and friends across the continent, so I wanted to be a bridge of community and a vehicle for driving resources back to the region. A true exchange and real sustainable relationship that gives back in a manner that advances those nations in a way that is equitable.
All of our partnerships carry social initiatives and sustainable practices throughout their entire business models. I felt that it would be beneficial to align Cured Leaves mission and vision with any farm or estate that would become a source. All teas are ethically sourced and fair traded, with each international estate going through FDA’s Foreign Supplier Verification Process for FDA and FSMA compliance. Each business relationship shares Cured Leaves Tea’s commitment to excellence and one or more priorities which include equity, access to quality education, Climate action, community, partnership, sustainability, health and wellbeing.
Question: What challenges and hurdles did you encounter when you first launched the business? It looks like you launched the business during the pandemic, correct?
Answer: Yes, I launched during the pandemic but felt it was a great time to offer products and services that would assist in not only raising awareness to mental and physical health needs, but also working to enhance social, economic and environmental issues. I initially encountered the challenge of sourcing teas from the continent. The process of finding farms and estates that aligned with my company’s values, would be willing to go through a meticulous FSVP [Foreign Supplier Verification Programs] process, as well as have a willingness to partner on tackling social, environmental, and economic issues in their region was difficult. I had a very specific mission of enhancing any region I sourced from and creating value and equity that was not there prior to the business partnership.
Question: How did you educate yourself about tea? And did you learn anything that surprised you?
Answer: I studied herbs and teas through self-study for years prior to training with Sooz of Being Tea, entering partnerships with amazing estates and small holder farms, and mentorship with Scott Svihula of Hula Consulting and Scents of Tea. Self-study began as a way to add a layer of wellness for myself and grew into sharing with clients.
The more I experimented with various herbs and tea drinking at different times of day as well as activities, the better I became at understanding and connecting with tea. The study of tea through simply immersing myself in the experience repeatedly is a continuing journey for me as I develop deeper more meaningful partnerships with my supply chain and mentors. The thing that surprised me most is the parity tea has to the processes of life in the way it teaches us lessons such as patience.
Question: How would you describe the U.S. tea market right now?
Answer: I believe the U.S. tea market is actually exploding. There is a rise in consciousness and health prioritization that is creating an expansion in the market as more consumers are learning about the benefits of tea drinking and choosing healthier more natural lifestyles.
Question: Wellness is a major trend. How is that helping your business? And are you seeing more customers who are just discovering tea because of a focus on wellness? Is the wellness industry growing?
Answer: Over recent years, the wellness market is steadily growing. More people are becoming conscious of their innate need of self-maintenance and self-care as they begin seeking holistic lifestyles. They are looking for healthier alternatives to sugary and carbonated drinks as well as focusing more on their physical and mental health since some realities surfaced during the pandemic.
My team has nearly 20 years in the health and wellness industry, coming from being competitive athletes and fitness coaches, moving into yoga, breath mastery, and tea as a brand, business and teacher. Tea as a healthy beverage is not new – neither is tea around wellness – but the relationship between tea and wellness is ever evolving presenting endless growth opportunities. The industry knowledge and experience prepared us for our new journey into the tea and wellness industries.
Question: Do you have a strong customer base where you’re headquartered in Maryland? And how did you attract those customers from your local community?
Answer: I have a very strong community in Maryland that is growing across the United States. I attracted customers in and began building my community by being involved and partnering in the community. I am heavily involved in the Baltimore area, where I offer various mindfulness services and collaborate with local brands and businesses. This level of engagement builds stronger relationships and offers the opportunity to educate and engage the community.
I wholeheartedly believe in servitude, so through customer engagement and local events, I’ve consistently grown brand awareness. It feels good to connect with people, talk about the tea over a cup of tea, while sharing my story and my brand’s story.
Question: What advice do you have for other tea entrepreneurs or those who want to start a tea business?
Answer: My advice to new tea entrepreneurs is to be open to becoming a student of the industry and of the tea plant. Do not be afraid to be innovative. Always network, find mentors, get training as necessary, and be sure to attend the World Tea Conference + Expo.
Question: What are some of your major successes thus far?
Answer: Cured Leaves Tea was accepted to the Goldman Sachs 10,000 Small Businesses Program and the Amazon Black Business Accelerator program. I believe that building successful partnerships and meaningful relationships that add value to lives is one of my major successes.
Question: What’s been your best marketing tactic for your business?
Answer: I’ve been relying on authentic engagement and allowing the product to speak to potential customers. I’ve used my knowledge and experience to truly connect, engage and educate consumers. I’ve put out tutorials, tea education events, workshops and tastings, which gives the opportunity for customers to actually experience the way we tea.
Question: What do you want the tea industry and the tea community to know about Cured Leaves Tea Co.?
Answer: I want the tea industry and the tea community to know who we are as a company, brand, and the value that Cured Leaves Tea offers. We are here to enhance, advance, collaborate and partner in ways that grow, innovate and improve the industry, making it more equitable, inclusive and sustainable of us all.
Question: Thanks for your time! Last question: What does the future hold for Cured Leaves Tea Co.?
Answer: Cured Leaves is currently working on a proprietary growth opportunity and continuing to research and develop African Orthodox teas. We are building brand awareness and working towards a brick-and-mortar space to offer the Cured Leaves experience, where we celebrate the culture and artistry of tea.
To learn more about Cured Leaves Tea Company, visit CuredLeavesTea.com.
Plan to Attend or Participate in the
World Tea Conference + Expo, March 21-23, 2022
To learn about other key developments, trends, issues, hot topics and products within the global tea community, plan to attend the World Tea Conference + Expo, March 21-23, 2022. The event will be celebrating its 20th anniversary, in addition to being co-located with Bar & Restaurant Expo. Visit WorldTeaExpo.com.
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