Green Tea Reinveted

 Perhaps progress is not in inventing novelties, but rather reinventing and learning from the age-old wisdom of other cultures, especially when these cultures seem to have all the right components. Such is the case with Soti, a Polish natural Gyokuro green tea vendor. Could the non-sparkling, natural beverage straight from Japan become a hit on the already crowded beverage market in Poland?   By Matthew Czaja Recently, we met two young world-travelers, who aim to bring to Europe the wealth of knowledge in a traditional form: green tea. Adam Paluszyński is co-founder of Soti, a Gyokuro green tea brewer and distributor. He is a former collegiate tennis player at the Illinois Institute of Technology and Northwestern University women’s tennis coach. Monika Kowal, the co-founder of Soti, is the heart and soul behind the duo’s honestly optimistic campaign. Living it up “We were staying in Japan for a while and we noticed a definite change in how we felt. The drinking of green tea was a daily ritual and it certainly had an influence on our health and general well-being,” said Paluszyński. Of course, tea is nothing new to Europeans. As a matter of fact, most Poles will have a cup of black tea every day. But little do they know that this tea is but a shade of the true vitality that lies in the power of the plant. “Majority of the tea sold on the European market is of lower grade. The best (and most expensive) tea leaves are sent to Saudi Arabia and Russia. The Asian locals tend to drink mid-grade tea,” said Kowal. The higher the quality of tea leaves, the more detoxification power a cup of tea will offer. Although, little do people know that the steeping process also plays a vital role here – the container, minerals in the water, leaves, depth and speed of steeping, water temperature and cooling process all influence the quality of the beverage. [caption id="attachment_78224" align="alignleft" width="300"] Image: Soti[/caption] Clearly, Adam and Monika did their homework before launching their business. They were inspired by the tea drinking and lifestyle they saw in the Far East, where tea is not just another fast cup on the way to work, but rather an entire custom with special utensils and procedures and the most important ingredient: time. The popularity of green tea is often listed as one of the reasons behind the longevity of the Japanese, who tend to live well past the age of 80. “We could have gone the easy route, selling simple dried tea, often sourced from the remains of leaves. But instead we chose to stay true to the idea and we went the more capital-intensive route, opting for higher quality leaves and a longer steeping process, producing a natural product without preservatives,” explained Kowal. The two entrepreneurs stress the importance of healthy living as a driving force for their business idea. “We strive to teach people about the work-life balance. In drinking Soti, we are taking the first step in making healthy lifestyle choices. For some, it may entail healthy eating and exercise down the road, but Soti is meant to be the first step in the right direction.” As a former tennis player, Paluszyński knows what is important in keeping the body hydrated and performing optimally. Bringing taste buds back Tea aficionados will appreciate the pure taste of Soti, but soft drink fans may wince after their first gulp. Most likely it will take them a while to get used to it – as the majority of bottled drinks have a high sweetener/sugar content, Soti is a definite departure from the sweet soft drink market. On the other hand, the natural refreshment is also a departure from energy drinks and caffeine. Soti may not give the energy boost of the latter but it does provide energy and has far better effects on the body. Kowal and Paluszyński have grown into their Mokotów office, which is located next to a park. Stacks of Soti bottles are standing nearby, a few employees mill about. The place has an airy feeling, with see-through glass doors looking out onto a park landscape. Transparency seems to be a common motif with the company and its product. After testing many production plants in Asia, the couple settled on a Taiwanese infuser that was the only such facility that could offer the quality necessary for achieving the steeping methods they sought. Gyokuro green tea requires a specific steeping process in order to retain the theanine and antioxidants available in the shade-grown tea. Gyokuro is shaded for three weeks before being harvested – this gives it a sweeter flavor and causes an increase in its amino acid (theanine) content. At first, the price for this top-notch drink was staggering, but through economy of scale, Soti was able to achieve an affordable price range. Business development But how is it selling? The beverage market is already quite saturated. “Through natural growth we have gained some momentum. We have pending orders from the UK and interested parties from other countries like Belgium, France, the Czech Republic, Canada, Australia and Finland,” said Paluszyński, explaining that the company is working on international multi-language labels for consumers in different markets. “We took a risk to get started, borrowing PLN 1.5 million from friends and family, putting all our eggs in one basket,” reminisced Kowal. So far, so good – the investment seems to be catching wind through its sales. The duo began work on their business in 2010, the first bottles arrived in Poland at the end of 2014 and they currently have over 300 distribution partners in Poland. Many restaurants have taken to Soti as a favorite ingredient in mixed drinks. “We are going to expand our [caption id="attachment_78227" align="alignright" width="300"] Image: Soti[/caption] drink flavors. For example, jasmine tea is on its way. We cannot add orange or lemon flavors for example, because this would require a chemical component,” said Paluszyński. Hence, the mixed drinks idea seems to be the right fit for Soti. Clubs and restaurants are opting for creative combinations of Soti and the upstart company is coming up with its own mixed drink ensembles such as the Long Island Green Tea. Growing up naturally “We’ve taken on the role of mentors, trying to inspire the consumer to value a natural product and its effect on the psyche and well-being,” Paluszyński commented. “Parents are increasingly aware of the need to pay attention to their kids’ intake of foods and beverages,” added Kowal. A recent special resolution by the Ministry of Health has banned junk food in Polish schools and kindergartens. Snacks high in salt and sugar content seem to be contributing to an obesity epidemic and teachers and parents alike want to make sure that kids are exposed to “healthier” options. Hence, Soti has become a viable alternative and schools have started purchasing the tea at wholesale prices and selling it to kids at school. The company has made it a point to spread the message about healthy habits. Every bottle purchased by a consumer will result in the delivery of a bottle of green tea to children from underprivileged families thanks to the SOS Children’s Villages charity. It is an effort to reach out to poorer strata of society, allowing them the chance to drink a healthy product. “Some of these children don’t have the chance to come into contact with healthy drinks. Through school or our initiative, it might be a chance to teach the kids about a proper diet, and get them interested in caring about such things,” summed up Kowal. “Our hope is that in the future, artificial beverages will be a thing of the past, to be found strictly in history books.”