Zealong going global

The deep tranquillity that permeates Zealong Tea Estate, based just north of Hamilton, hides a hive of activity.

The company is going global. At the centre of the action is marketing manager Sen Kong. In his own words ‘‘getting [Zealong tea] onto the world markets, and getting it really recognised, that’s the next part of our story’’.

In the past eight months, Zealong Tea has opened its flagship store in Beijing, signed off a supply deal with Harrods in London, and featured in a number of international media including Tea Time and China’s Economic Observer. The long list of famous lips that have sipped Zealong tea – from the Duchess of Cornwall, Camilla Parker Bowles, to the Chinese President, Xi Jinping – have also helped spread the word. All going well, says Kong, the result will be more stores in China, a long-term deal with Harrods, and the 1.2 million plants growing on the 48 hectare estate swelling to just over two million.

Thanks to a new factory, production will be able to ‘‘increase quite significantly’’ to keep up with the growing export demand. And a focus on high-end, well-recognised branding partnerships will be critical.

‘‘If we’re going to grow tea in New Zealand then we don’t want to compete against normal commodity tea products, because there’s literally thousands of products on the market.’’

Instead, Zealong will sell New Zealand – the basis for its claim to be a premium, top quality product.

A sprawling complex is under construction on a rise overlooking the estate. It’s Zealong Tea’s new $6 million factory and visitor centre, where guests will learn about tea, Zealong’s history and experience a tea ceremony.