Superfood ‘Red Espresso’ Made From South African Tea Takes Off Globally – CoffeeTalk
Boltwin Tamboer, a farmer in South Africa’s Cederberg mountains, harvests rooibos tea in the same way his forefathers would have done. The shrub, which grows only in the Cederberg region, has been used for centuries as a traditional tea and has even been used as a coffee substitute or a kind of red “espresso.” However, rooibos has never been considered an exciting or trendy beverage. Husband and wife team Pete and Monique Ethelston decided to change that by learning that the humble tea could be more depth and flavor and could even be used as a coffee substitute or a kind of red “espresso.”
In the beginning, Pete and Monique got married “fairly late in life” and had established successful careers. They found themselves grappling with the idea that they weren’t doing people or the planet much good when they convinced their bride to join him on an extended honeymoon to Nepal and Tibet. Awed by their surroundings, they found themselves grappling with some big life questions.
During their honeymoon, Pete received an email from a long-time friend and business partner, Carl Pretorius, who told him how he tore apart a rooibos tea bag and put the leaves through his home espresso machine, and ended up with a tasty coffee alternative. Brewing the rooibos like espresso also supersizes the antioxidant kick that rooibos tea is known for. While it may not taste like coffee, when topped with frothed milk and a swirl of honey, it has the look and feel of a cappuccino.
The Ethelstons, driven by their combined skill sets, have successfully spread out into different products and markets, and into white labelling. Their business has grown to include other beverages (they now have 100 product lines) and markets, with a footprint in 12 countries. The business employs 60 people at its head office in Paarl, a 45-minute drive from Cape Town, and provides an income to a further 20 on the tealands.
The business is doubling in size every three years, but the best part, says CEO Pete Ethelston, is that “the growth is coming across the board.” In both local and export markets, in both food service and retail industries, and in both their own brand and their private label work for other brands.
In conclusion, the journey of transforming rooibos tea into a popular and sustainable beverage has been a challenging one. The Ethelstons’ combined skill sets, finance and logistics experience, and exceptional marketing pedigree have allowed them to create a unique and delicious coffee alternative that has become a staple in the South African tea industry.
Red Espresso, a South African coffee company, has managed to break into the mass retail market by focusing on quality ingredients and superior taste. The couple learned early on that high-altitude, hand-harvested rooibos tasted better and were willing to pay a premium for it. They settled on their preferred suppliers and agreed on a pricing structure based on fair-trade principles. Since 2015, the Ethelsons have invested in Seeds of Hope, a community upliftment program for small-scale farmers in a remote corner of the Cederberg.
More farmers have come on board every year, and Red Espresso now buys around 40 tonnes of high-quality rooibos from 20 different subsistence farmers annually, about 20% of their annual needs. The remaining 80 percent is purchased from the local farmer who employs Boltwin Tamboer. One of the first farmers to join the Seeds of Hope project was Barend “Ghal” Ockhuis, who, thanks to the fair-trade prices paid by Red Espresso, has managed to replace his horse-drawn cart with a second-hand Toyota.
The company has always had a big brand feel, even when they were a tiny operation running out of their garage. Their determination to punch above their weight paid off, as Red Espresso was voted Best New Product by the Speciality Coffee Association of America in 2008. Following this, they received offers from retailers including Whole Foods, but Pete and Monique didn’t feel ready. At the time, they only sold ground tea, which they believed would have been lost in the sea of retail. In 2014, they moved ahead, beginning with Nespresso-compatible capsules. In 2017, they launched a range of superfood lattes (turmeric, matcha, beetroot), and now, seven years later, hot chocolate and chai are also major parts of their business.
The company has made significant efforts to advance its own prospects, but it has also benefited from the global shift towards health and wellness. They used to have a hard time convincing people to try their product, but now find consumers and cafes very open to the idea of caffeine-free drinks made from healthier ingredients. However, there have been many hurdles, not least the microeconomic challenges of doing business in South Africa. “Loadshedding”, the South African government’s term for scheduled power cuts, and shipping delays caused by crippling backlogs at South African ports have both proved to be a major hassle and expense. All this is compounded by the “challenges facing any brand: to keep on resonating, keep on being relevant, and keep on evolving,” says Sampson.
Red Espresso, a family-owned beverage company, has achieved an impressive 30% growth each year despite strong interest from established industry players and venture capitalists. The firm’s built-in succession plan allows the owners to stay in control of their destiny and maintain independence. The company’s low staff turnover rate (less than 5% annually for the last 10 years) speaks for itself, as all supervisors started out on the floor.
Investing in people is no easy task, but the ethos and culture of the business haven’t changed a bit. The company’s gold status on the prestigious SEDEX accreditation for responsible and ethical business practices within the supply chain is evidenced by their gold status on the prestigious SEDEX accreditation.
Red Espresso plants endangered Clanwilliam cedars near Heuningvlei and their factory in Paarl was built with the environment in mind. Insulated building blocks and double glazing reduce the need for air conditioning, and massive tanks collect rainwater for flushing toilets and scrubbing floors. Over 70% of their energy needs are met by rooftop solar panels.
While Pete and Monique remain fully committed to the business, they are trying to transition away from day-to-day operations. They love travelling and really like the people they work with, and it would be great to spend more time with key accounts and farmers, visiting export markets. Pete is best at relationships, so he needs to get out there. The real challenge is finding the people to make sure everything runs smoothly back home.
Pete agrees that spending more time on the road dovetails with where they are in their lives. Their kids have almost finished school, so they’re going to be empty-nesting soon. They’re already putting this mindset into action, with plans to visit Germany and the Middle East soon. They also admit to wanting a week to “switch off from it all” on the tea lands, which they find magical and relaxing outside of harvest.
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Source: Coffee Talk