Ahmad Tea, a global brand sold in 90 countries, is committed to crafting exceptional teas with a focus on quality, sustainability, and ethical sourcing. With consumer demand for responsibly sourced products on the rise, Ahmad Tea is leading the way by blending premium tasting tea, sourced with transparency, while also educating tea lovers about the craftsmanship behind every cup.
Exhibiting at Anuga this year, Ahmad Tea aims to showcase its innovations and strengthen distribution across key European markets. A key focus is the expansion of its gifting range, featuring beautifully designed tea caddies and curated sets designed to position tea as a luxurious, meaningful alternative to traditional gifts.
Q+A with Amir Baghari, Head of Channel Strategy at Ahmad Tea: Why Anuga is Key for Growth
Q: Why has Ahmad Tea decided to exhibit at Anuga this year?
A: Anuga is one of the world’s leading trade fairs for food and beverages and provides a great opportunity for us to showcase Ahmad Tea to a global audience. With its diverse mix of exhibitors and attendees, it’s the perfect platform to connect with potential partners, strengthen existing relationships, and highlight our commitment to high-quality teas. As a global brand sold in 90 countries, we are excited to share our latest innovations and raise awareness of our premium blends.
Q: What opportunities does Ahmad Tea hope to leverage at Anuga?
A: Consumer demand for healthier and sustainably sourced products is growing rapidly. We’re proud to be at the forefront of these trends, offering blends that combine great taste, wellness benefits, and ethical sourcing. At Anuga, we’re looking to engage with international distributors, retailers, and buyers who share these values. We aim to strengthen distribution in Europe, especially in Germany, France, Italy, and Spain.
Q: What key trends are shaping the tea industry today?
A: Sustainability is driving change in the tea industry. Consumers want more transparency in how their tea is sourced, additionally with a focus on minimising environmental impact. At Ahmad Tea, we see this as an opportunity to educate consumers about ethically sourced tea and share the stories behind our blends. By doing so, we’re building a community of tea lovers who appreciate sustainability and the craftsmanship behind every cup.
Q: What’s new for Ahmad Tea?
A: We’re expanding our gifting range. Ahmad Tea has historically performed well in premium retailers like Harrods and Selfridges, and we now want to position tea as an alternative to traditional gifts like chocolate, flowers, or wine. From elegant tea caddies to curated gift sets, our products create a luxurious gifting experience while reflecting our commitment to quality, craftsmanship, and sustainability. Ultimately, we want to elevate tea from an everyday drink to a gift-worthy experience that brings joy and connection.
To the press compartment of AHMAD TEA (UK) LIMITED
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