TORONTO—Starting in February, tea drinkers around the world were able to experience ancient Armenian tea culture as Authentic Teas begins online distribution of its wild-crafted herbal teas, harvested in the highlands of Lori Marz and hand-processed in Alaverdi. Authentic Teas is a new boutique tea company, a joint venture between Armenian-Canadian Hrant Isbeceryan and Canadian partner, David Richardson.
The global tea trade is booming and worth over $13 billion in just the USA and Russia combined. Industry experts forecast continued double-digit growth in the sales of specialty teas into the next decade. Authentic Teas CEO Isbeceryan excitedly remarks that, “The timing for Authentic Teas couldn’t be better: Armenia has, for too long, been the undiscovered cradle of ancient tea crafting excellence while, at the same time, tea lovers around the world are seeking a more authentic tea experience. It’s an ideal match.”
He also notes that global tea preferences are rapidly shifting. “Much like wine, coffee, and olive oil, consumer education is beginning to unlock the differentiating qualities of premium teas,” he says. As consumers develop more sophisticated tea palates, demand is growing for healthful, high-quality tea. “Armenian tea, with millennia of traditions, is perfect for consumers wanting an outstanding tea steeped in authenticity and purity.” Authentic Teas has exploited this purity to pursue organic certification for its teas, an important distinction for gourmet tea drinkers.
David Richardson, CFO, points out that tea drinkers want to know the story behind their favorite indulgences, so Authentic Teas uses its website to showcase the people and the ancient tea culture of Armenia. “As an avid tea drinker, I was captivated with the story of Armenian tea,” says Richardson. He also notes that that Authentic Teas is unique in the global market because of the way they do business. “Authentic Teas is on a mission to ensure its operations benefit both global consumers and local village tea artisans: consumers are offered outstanding tea craftsmanship while artisans hone their skills through sustainable practices that benefit local communities.”
Isbeceryan points out that Armenians abroad have become adept at preserving and promoting their ancient culture in meaningful ways in their adopted homelands. “Armenian customs and traditional ways thrive throughout the diaspora and we look for ways to introduce non-Armenians to our treasured traditions.” Authentic Teas will bring the taste and aroma of the homeland to Armenians living abroad, tapping into their desire to experience Armenia no matter where they are and provide them with an authentic taste of ‘home’.
About Authentic Teas
Authentic Teas is a boutique tea company providing tea aficionados with an unforgettable beverage experience through its certified organic, wild-crafted tea blends, hand-picked and sustainably produced in the highlands of ancient Armenia. Authentic Teas connects the world’s best tea artisans to its most discriminating tea drinkers. To learn more, visit www.authentic-teas.com.