Tea Rebellion: Anatomy of a Purpose-Driven Brand

Tea Rebellion: Anatomy of a Purpose-Driven Brand | Annabel Kalmar, founder of Tea Rebellion, a small direct-trade single-farm tea venture founded in 2017, joins us today. Her company was certified as a B Corp in September 2022. Annabel describes the DNA of a purpose-driven tea venture and the challenge of changing how tea is traded, marketed, and consumed. The goal is to be a tea brand offering sustainable, transparent, award-winning tea, she says. Tea Rebellion does not offer blended or flavored tea. Farms are co-branded, and marketing draws attention to the farm and identity of growers. "To affect change, we need to credit the maker of the product," she says."To drive impact, I choose to work with tea farmers with a clear goal of sustainability and impact in their communities. Several of these farmers are female-run or committed to the empowerment and well-being of women," she says.

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