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Wednesday, March 8, 2006
The tea counterculture
Source: BusinessWeek
How do you get the most coffee-addicted society on the planet to drink tea? Ron Rubin, The Republic of Tea's CEO says "Coffee is all about speeding up, and tea is about slowing down." Riding a Feng Shui message of health and well-being, the tea market is expected to rocket to $10 billion by 2010, countering the $18 billion a year coffee market. The latest from Rubin's company? A line of teas in limited-edition tins with art by the late Jerry Garcia of the Grateful Dead, benefiting homeless children. "The problem in our country," Rubin explains, "is that after the Boston Tea Party, this country became a coffee nation. We are trying to change that."
Posted by mwelch at 11:43 AM
