The US is the world’s 4th biggest tea consumer. Vietnam exports about 2% of its tea production to the US, earning US$11 million.
More than 158 million Americans drink tea every day with total spending of over US$80 billion annually for tea products. Americans are demanding customers who require high quality and food safety.
|Vietnam boosts tea exports to the US
Peter Goggi, President of the US Tea Association, said Americans are used to certain types of tea, it’s a challenge to market new products. But Goggi said the unique flavor of Vietnamese tea and Vietnam’s long history of tea growing are advantages.
Le Hong Thai, Marketing Director of Phu Ho Fram Company, said, “Vietnam has a long history of growing and processing tea. Americans will be interested in the way Vietnamese farmers collect, process, and scent tea leaves with flowers.”
To build a trademark for Vietnamese tea and penetrate the US market, Vietnamese tea companies are improving product quality, packaging, and food safety and hygiene. They have also launched marketing programs that promote the interesting story of Vietnam’s tea culture.
At last year’s Toronto Tea Festival, two Vietnamese tea companies won gold and silver awards. Vietnam is the world’s 7th biggest tea producer and 5th biggest exporter.