IN a bid to bring quality back into the tea market, Dilmah has become involved in the opening of a series of tea shops in different countries. While there has been a run of bargain hunters getting cheap tea, the company believed that consumers would eventually look for more quality product but needed to be introduced to it. Now it is two years down the track of opening small tea shops in partnership with selected chefs.

So far Dilmah has jointly opened 12 outlets in the Asian region and is now looking for food and beverage partnerships in New Zealand and Australia and providing an opportunity for chefs to join the venture. The company says tea is rarely done right at most outlets and this was a chance to build on tea’s proper profile.