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Tuesday, August 01, 2006
Germany-based tea business spreads to RP
A Germany-based company is expanding its tea business in the Philippines.
Althaus started operations last year when it took part in the World Food Exhibition in Moscow, Russia. It is doing brisk business in that country.
The Philippines is the company’s first foray in the Asian market because of the family ties of Ralf Janecki, Althaus chief executive officer, who is married to a Filipina.
“We want to make tea drinking a high quality. We offer solutions such as the blending, brewing and flavor of teas to cater to specific clients,” said Janecki, also tea taster of Althaus.
Packaging
The company is even particular about the packaging of its teas. Each tea bag is placed in an aroma-seal pack so that it does not lose its flavor or gets contaminated by other food products, said Janecki, who has been a tea taster for more than 18 years.
Sources
Althaus sources its tea from China, Japan, India, Sri Lanka, Kenya and South Africa and processes it Germany. To date, it has 14 fine teas such as Bavarian Mint, Royal Earl Grey, Sencha Senpai, Green Ginseng and Assam Meleng.
In Cebu, Althaus tea—in tea bags, loose leaf and herbal infusion— will be available in specialty shops and high-end outlets.
The company caters to restaurants, hotels and the food catering business.
For now, Althaus (which is old house in German) is being distributed in Manila and Palawan.
Fine art
Aside from Cebu, the company aims to spread the fine art of tea drinking and brewing in Clark, Davao and other areas there is a high quality of life.
At present, the Philippine tea market is dominated by multinational brands such as Unilever (Lipton) and Nestle (Nestea).
Although there is a growing demand for black tea in the Philippines, most Filipinos prefer iced tea to hot tea, particularly the younger generation.
A market study shows that consumption of iced tea in the households is primarily based on instant tea powder.
Vitamins
According to Althaus, tea absorbs fat in the body, which is why Chinese among others always drink tea with their meals, although without sugar. It also improves heart circulation and contains vitamins C and B1.
Distribution inquiries and more information are available at www.althaustea .com.ph. (CPG)
For Bisaya stories from Cebu. Click here. (August 1, 2006 issue)
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