US tea growers finding their niche within specialty tea
The specialty tea sector is providing a valuable sales channel for US tea growers as they perfect their craft and bring more varieties to the market. Americans are willing to shell out more for quality produce and local provenance, two of the main differentiating factors of the budding US tea industry. While growers with plantations in states like Hawaii, Mississippi and British Columbia cannot compete against Asian rivals on the price of commodity-grade tea, specialty tea gives them a better opportunity to find their niche audience. Experts point out that millennials are especially attune to new and varied flavors, as well as the rich stories behind the products, enabling some American-grown teas to fetch prices above $250 per pound wholesale and more than double at retail.