From the Field to the Customer
Teagora's focus always has been, and always will be getting the finest Chinese teas to our customers worldwide. Our unique Grower Direct business model ensures that we achieve this.
We serve as a platform for small plantation owners and operators to provide an opportunity to showcase and sell their products. By working directly with individual boutique growers, we are able to understand the fundamentals of their operations and processes and thus gain better insight into their teas.
Tea is Unique
Similar to wine, tea is unique, with subtle nuances in flavor and texture dictated by a host of factors including the quality and suitability of soil, environment, and climate. As all of these characteristics vary annually, no two teas are identical.
As such, we believe that tea cannot be sold like any other commodity. Every batch is different, and so the customer benefits from the information that contributes to its uniqueness.
You Get What You Pay For
One of the hardest things for any consumer looking to buy tea online is gauging the consistency and quality of it. Aside from the obvious difficulties of comparing a certain type of tea from one website to another, how can a client deduce the consistency of one seller when their product comes from a host of different suppliers?
- Each one of our teas is grown and processed in the plantation of only one of our growers. We do not substitute or mix, it’s the true natural product
- The only way to be certain that you get what you pay for is if it comes from one seller
How We Set Our Pricing
- Teagora is unique because we work proactively with the growers to collectively set their wholesale prices. Ultimately, the growers are free to set the price point but they are aware of the marketing and distribution that needs to be met in order to make their product available to the world
- Ultimately, competition with other teas dictates whether the price is set at too high or too low a value.
- In the conventional manner, all the small growers sell to a co-operative, who in turn pays a standard price.
- By doing what we do, quality of the product is reflected in the price and growers and is ultimately dictated in terms of sales volumes by you the customer
To Trade Fairly or Not To Trade Fairly?
- According to Fair Trade International, the concept is an “alternative approach to conventional trade which is based on a partnership between producers and traders, businesses and consumers. “
- Easily identifiable, Fair Trade International is the largest and most recognised fair trade system.
- Although Teagora commends the efforts of all associations, organisations and social movements in promoting fair wages, environmental sustainability and economic growth, we believe that there are alternate methods that are even more effective in producing results.
- Our pricing program allows individual growers to participate directly in setting their prices. We encourage them to test the market with the understanding that we add a premium to help them in their marketing and distribution efforts. Rather than selling to a large co-operative and getting a small markup, the growers who are producing a quality product above the rest are able to gain the tangible rewards for their efforts.
- Often times with large non-profit organisations, the funds that are meant for contribution to the cause are diluted to a fraction of the original amount. While this is expected, as there are marketing and administrative costs, this is often cited as an ethical concern.
- Facts have indicated that redistribution of profits won’t nearly be as effective as the initial bargaining position which is why we believe that our model benefits small growers the most.
- Ultimately the most effective manner is a direct path from producer and buyer and we hope that we can satisfy both sides through the concept of Grower Direct.