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NEWSMAKER – Jason Adams, CEO Wollenhaupt North America
PLUS | Progressing Toward Premiumization | Jason Adams first noticed the overall shift toward premiumization as a retail manager at Teavana in Atlanta, Georgia. The Lenox Square Mall location, across from the original Elephant Tea Co., inspired a retail venture with an impressive turnover of $200 million, employing 5,000 people at more than 300 US, Canada, and Mexico stores. “My retail experience gave me perhaps the most impactful perspective on actual tea customers,” he says, “Connecting face-to-face was invaluable.”
Jason retained his zeal for specialty tea as head of global tea after Starbucks acquired Teavana and now at Wollenhaupt, a legendary German tea supplier founded in 1881.
Jason, the new CEO at Wollenhaupt Tea North America, shares his insights on specialization in achieving retail excellence. He also comments on consumer trends, including the ongoing matcha craze, and emphasizes the importance of service in sourcing quality teas.
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