Organic tea from barren Panchagarh land, sold as Kazi & Kazi at home and Teatulia in the US in 30-40 varieties
Tea from an organic garden started in Tetulia, Panchagarh, in 2000 is sold as Kazi & Kazi at home and Teatulia in the US. Attractive biodegradable packaging and marketing that tells the garden's story made it a premium brand.
According to a 2018 Daily Star feature, the Kazi & Kazi Tea story began in 2000. In Tetulia, Panchagarh, at the country's northern tip, where only barren flat land was available, the plan was a 100 percent organic tea garden. After buying the land, the company prepared the soil with cow dung and planted the first tea seeds two years later; no chemical fertiliser or pesticide is used. When the garden was ready for export, two brothers from the founding family exhibited at the World Tea Expo in the US in 2010; encouraged, they focused on the US market. The global brand, run from Denver, is called Teatulia, a play on 'tea' and 'Tetulia'. A marketing partner who built the brand in the US says they communicate the garden's good work to consumers through minimal-waste compostable packaging and bold marketing. At home, the Kazi & Kazi brand offers 30-40 varieties through the year: CTC and orthodox teas, tea bags and loose tea, and flavours such as green, jasmine, ginger and tulsi. The company's chief operating officer says she likes to experiment with packaging because tea is a great gift; both brands come in biodegradable outer containers and bags. Teatulia is sold at Whole Foods, Wegmans and other well-known outlets in the US, and holds Fair Trade, Rainforest Alliance and B Corp certifications. At home the products are available at Meena Bazar and other supershops.
Lessons
- 1.For packaged tea, the packaging and the story are part of the price; giftable, eco-friendly packaging makes a product premium.
- 2.Before entering a foreign market, a trade fair can test buyer response.
Published with the person's permission, without revealing who they are.
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