A New Way of Sharing Tea

On a recent trip to San Francisco, I imagined a new way I’d love to share tea. The idea is simple: set up in a high-traffic tourist area, treat it like a tea festival, and brew six exceptional oolongs and puers five or more days each week. By keeping a regular schedule of brewing and sampling, I could introduce thousands of people to teas they never knew they’d enjoy.

Over time, maybe I’d even become one of those quirky fixtures guidebooks mention—a San Francisco oddity worth visiting. And honestly, that’s the heart of my mission: to give people the chance to discover the type of tea that changes their life. I still remember the first time I tasted truly good tea more than 22 years ago. It made such an impression on me that I’ve devoted my life to making that same moment available to others.

The Challenge of Selling Tea

Selling tea is not straightforward. My approach has always been rooted in two essentials:

1. Sourcing truly great tea.

2. Understanding what resonates with people’s palates.

Over the years, I’ve learned that my strength lies in finding teas that strike a chord. They may not always be considered the “best” by a tea master’s standards, but they are almost always better than what most people are accustomed to drinking.

There’s no single perfect tea that everyone will love. But with the right range of options, you can captivate the majority of adventurous tea drinkers.

Flavor Preferences Across Regions

Taste is influenced by region. In the Pacific Northwest, for example, people love robust teas. At the same time, they’re drawn to floral notes—especially when paired with a buttery finish or a touch of umami.

The key is always the same: put the right tea in front of the right audience. Many tea shops struggle with this balance, and it’s no surprise—it isn’t easy.

Bringing the Festival Experience Home

Instead of only dreaming about my San Francisco concept, I’m testing this festival-style sampling approach at Market of Choice stores in Oregon and at other retailers that carry our teas. Creating an environment where people can explore, taste, and discover new favorites remains one of the best ways to connect with customers.

Why I Prefer Movement Over a Fixed Shop

At this stage of my business, I value flexibility. I enjoy traveling, meeting new people, and supplying shops with excellent tea. While having a physical shop has benefits, it also comes with challenges. Being tied to one location can feel limiting, and managing a team isn’t where my energy is right now.

Instead, I love the idea of using great spaces—whether they belong to other shops, events, or festivals—as platforms for sharing tea. It keeps me moving, learning, and staying inspired.

Defining My Mission

While making sales in San Francisco, a shop manager asked me a question I don’t hear often: “What’s your mission statement?”

It caught me off guard for a moment, but then I heard myself say:
“To introduce good tea to as many people as possible.”

She liked the answer, and it sparked a deeper conversation. That’s the beauty of a mission statement—it not only clarifies your purpose, but it also opens doors to connection.

Final Thoughts

Whether in San Francisco, Oregon, or anywhere else, my mission remains the same: introduce people to great tea. For me, the best way to do that is to create opportunities to taste, share, and explore—festival style. Because when someone discovers tea they never knew they’d love, it’s not just a sip, it’s the beginning of a life long adventure.