What competition do you face on the European tea market?
Although tea is one of the most consumed products in the world, the EU is a relatively small market. Typical for the tea sector is that producing countries are main consuming markets as well. The EU tea market is dominated by a limited number of large commercial tea packers. This makes the position of smallholder tea producers weak. Demand for both orthodox and specialty teas in the EU, and developments in the field of sustainability certifications are key drivers that open up opportunities for exporters who know how to identify their competitive advantages. However, entering the EU market can be difficult. EU legislation is strict and European tea manufacturers and retailers have strict importing requirements on quality, safety, health and sustainability matters. This makes it challenging for suppliers to start exporting to the EU, but tea that meets all these requirements will be easy to sell.