Research into tea culture said to have its roots somewhere around 2727 BC locates the practice in the traditions of the older civilizations of China, India and Japan, before its more recent association with central European Drawing Rooms and upper classes. Unexpectedly, over time, tea became a flavor found in European colonies, and Guyana was no exception to that rule.
Unless Guyana is by no means considered the mecca of tea manufacturing, the practice has emerged, albeit in a limited way here, enabled by the wide range of tea-related shrubs, some of which are still growing ‘wild’ in open spaces across the country. . This was supported by the emergence of an expanded agri-processing sector locally which, over time, has shown an aptitude for experimentation and innovation.
Great Tea Company is one of the many small, family-owned businesses that have emerged in Guyana, especially over the past decade, where the owners have shown a taste for novelty activities. In a recent interview with the Stabroek Business, Carlton Washington, a one-time flight attendant and the latest tea maker to cross our path, we learned that his venture, The Great Tea Company, stemmed from a personal search for healthier beverage choices . “I was fascinated by the ability of tea to improve mood and with the knowledge I gained on the health benefits of some teas,” Carlton told Stabroek Business. Afterwards, he became absorbed in “extensive research on herbs and tea blends” which, he says, has led him to where he is today.
To reach a point of some expertise in tea production requires specific application to a multitude of disciplines. “I quickly realized the importance of ingredient testing to determine flavor profiles, herb compatibility and nutritional synergy, tea life span, nutrient values, storage, preservatives, and many other areas were crucial to furthering my proficiency in an area that had become a passion , ”Said Carlton.
On the strategic side, the company had decided that it would seek to “break the mold of early morning or evening incarnation of tea,” primarily for the elderly. Part of that process of trying to increase the demand for tea drinking beyond the familiar surroundings was to provide friends and family members with tea samples to sample in order to gain feedback on issues such as “composition and taste combination.” In the meantime, already determined to undertake a serious local marketing blitz, the company, at the same time, investigated the related considerations of pricing and packaging. It was these activities, says Carlton, that led to “more in-depth research on the true identification of our products, customers, competition, and potential market share,” explained Carlton.
Few Guyanese small businesses are emerging without initial challenges and Great Tea Company is no exception. Some of the changes that took place in Guyana over time led to a significant reduction in the range of ‘tea bushes’ found in pastures and other open spaces across the country. Accordingly, the creation of an establishment specializing in the successful production of local tea would have to be supported by continuous supplies of raw materials, whose reliable local availability could not be relied upon.
The Great Tea Company subsequently applied for the leasing of farmland and, according to Carlton, over the past two years, has encountered the usual ‘running around’ that has become associated with such activities in Guyana. “We have seen slow progress in processing our application, even after paying for the inspection of farm lands almost two years ago,” he laments.
To keep productivity going, says Carlton, the company has to import its raw materials from as far afield as Africa where these can be found at cheaper prices than are available here.
Great Tea Company’s line of products includes natural and organic teas “in premium packaging” designed “to conserve the incredible taste and freshness, while producing a unique Guyanese nostalgia.
The benefits of tea, says Carlton, go beyond refreshments. Research shows that drinking tea can significantly improve health, Carlton explains.
Local retail is done in what it says are “conveniently packaged tea bags … There are plans to start a bottled tea line,” he adds.
Something of an ‘environmental buff’, Carlton says Great Tea Company has invested in acquiring sustainably grown organic raw materials locally and internationally.
Growth, Carlton said, has been steady. The Teas line that the organization is now offering started with the Slim Fit Energize blend, he said, “it contains fourteen blended ingredients – Green Tea, Ginger, Lemon Grass, Guarana, Goji Berries, Pomegranate, Himalayan Sea Salt, Monk Fruits, Yorba Mate, Cinnamon, Peppermint, Ginseng, Hibiscus, and Rosehip. This product, he said, was “created as an affordable fitness and natural weight loss combination” that also has anti-oxidant and cholesterol lowering properties. Other combinations have since emerged.
Marketing has been one of the company’s key activities. This effort is the responsibility of the company’s Marketing and Financial Manager, says Carlton, his wife, Shauna, who is also the co-owner of sister company “Teal,” a female welfare brand that provides products and services to meet the needs of women face the challenges of fertility and pregnancy.
The Great Tea Company brand is available at Bounty, Survival, Foodmaxx, and Massy retail outlets as well as Silk Wax Studio.
Going forward, Carlton says the company wants to promote large-scale growing of leaves and tea shrubs. “Tea leaf farming and tea-related agriculture will create and develop a local tea industry that can supply domestic and international needs. This will create many jobs for farmers, skilled laborers, export workers and agro-processors, ”said Carlton.
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