The Regenerative Tea Farming Action Project collaborates with smallholder tea farmers and cooperatives to promote the adoption and commercial benefits of regenerative organic farming. The project has advanced from strategic planning to field-level implementation, targeting in-depth agronomic and ecological innovation through four “deep dives” that address soil health and ecosystem resilience, biodiversity, nutrient density, regenerative certification, and carbon and tea.

Founder Annabel Kalmer joins Tea Biz to describe the project’s pioneering effort to transform the global tea sector into a regenerative powerhouse, integrating agronomic innovation, ecological integrity, and financial sustainability.

BIO: Annabel Kalmar established Tea Rebellion to transform the tea industry through direct trade, transparency, and single-origin sourcing. Since its launch in 2018, the B Corp-certified brand has won more than 20 international tasting awards. A graduate of the University of California, Davis, and the London Business School, Kalmar holds degrees in agricultural economics and business management and has conducted fieldwork in Latin America. She divides her time between Toronto, Canada, and London, UK.

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US Reciprocal Tariffs Increase | India Tech Brew 2025 Champions Named | Chinese Discover Yet Another Species of Tea

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US Reciprocal Tariff Rates to Increase Starting Aug. 1 | India Tech Brew 2025 Champions Named | Chinese Discover Yet Another Species of Tea

NEWSMAKER – Annabel Kammer, Founder of The Regenerative Tea Action Project

PLUS | The Regenerative Tea Action Project (RTAP) collaborates with smallholder tea farmers and cooperatives to promote the adoption and commercial benefits of regenerative organic farming. The project has advanced from strategic planning to field-level implementation, targeting in-depth agronomic and ecological innovation through four “deep dives” that address soil health and ecosystem resilience, biodiversity, nutrient density, regenerative certification, and carbon and tea.

Founder Annabel Kalmer joins Tea Biz to describe the project’s pioneering effort to transform the global tea sector into a regenerative powerhouse, integrating agronomic innovation, ecological integrity, and financial sustainability.

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Founders often create tea products out of deep personal passion. They believe if they love it, others will too. But translating that belief into a message that resonates is challenging. Success starts with knowing your product meets a real need — then communicating not just what it is, but how it makes people feel. Emotion matters, says our guest this week, food and beverage consultant Debbie Wildrick.

She explains that sampling helps, but it’s slow and costly. The key to establishing a successful tea brand lies in authentic storytelling, clear messaging, and fostering an emotional connection. That’s how you turn passion into awareness, and awareness into loyal customers.

BIO: Debbie Wildrick has over 30 years of leadership experience in sales, marketing, operations, and channel strategy within the consumer-packaged goods industry.

A recognized expert in brand building and distribution, she specializes in helping entrepreneurs scale through strategic growth. Debbie spent six years as Chief Strategy Officer and Co-Founder of MetaBrand and now leads her own consulting firm.

Her executive background includes roles as President of the Beverage Division at Frey Farms, Executive Vice President at HempFusion, and CEO of Bazi, a Colorado-based nutritional beverage company. She began her career in marketing after earning a degree from the University of Texas at Dallas and previously served as Senior Director of Vault and Proprietary Beverages at 7-Eleven.

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Scotland Tea Fraud Trial Ends in Unanimous Conviction | India Tea Exports Resume as Israel-Iran Ceasefire Holds | Will Tea Thrive in Lunar and Martian Soil?

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Scotland Tea Fraud Trial Ends in Unanimous Conviction | India Tea Exports Resume as Israel-Iran Ceasefire Holds | Will Tea Thrive in Lunar and Martian Soil?

GUEST | Food and Beverage Brand and Distribution Consultant Debbie Wildrick

PLUS | Translating Brand Passion into Profits | Founders often create tea products out of deep personal passion. They believe if they love it, others will too. But translating that belief into a message that resonates is challenging. Success starts with knowing your product meets a real need — then communicating not just what it is, but how it makes people feel. Emotion matters, says our guest this week, food and beverage consultant Debbie Wildrick. She explains that sampling helps, but it’s slow and costly. The key to establishing a successful tea brand lies in authentic storytelling, clear messaging, and fostering an emotional connection. That’s how you turn passion into awareness, and awareness into loyal customers.

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Elite tea tasters can detect minute differences in aroma, taste, mouthfeel, and aftertaste, but few are supertasters; instead, they are masters of association, disciplined to use precise, industry-accepted terms in their evaluations. The best develop deep practical knowledge that bridges production, procurement, and marketing, combining base teas to achieve consistent taste profiles across batches and seasons without compromising quality.

Sebastian Michaelis, Head of Tea at Tata Consumer Products, where he oversees the Tetley brand, joins Tea Biz for a fascinating and insightful conversation about the joys and challenges of tasting thousands of teas weekly for over 20 years.

BIO: Sebastian Michaelis is the Head of Tea for the International division of Tata Consumer Products. A renowned tea expert with a 20-year career in the tea trade, he has spent a significant portion of his career based in Kenya, Malawi, and India. He oversees sourcing, supply chain, and product development for the Tetley brand. He has worked extensively with the Ethical Tea Partnership, Rainforest Alliance, and other collaborators to support a thriving, socially just, and environmentally sustainable tea sector, emphasizing sustainable sourcing and responsible tea practices.

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Tariffs Costs Mount | Iced and Cold-Brewed Teas are Functional Standouts in the Wellness Beverage Movement | Inaugural Paris Tea Festival Opens Saturday

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