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Cambridge Tea Consultancy

Business AdvisoryCertified TrainingBuying & BlendingMedia & PRSustainabilityTea MarketingGrowing & Supply

Global Tea Expert. Tea Consultant. Tea Business Specialist. Over 30 years experience in growing, processing, buying, blending and brand execution with top 4 tea global tea companies. Collaborating with the Tea and Herbal Association of Canada, European Speciality Tea Association and the East Africa Tea Trade Association.

My Story


Tea Consultancy and Advisory

Expert Tea Advice:  Black, Green,  White, Yellow, Oolong and Dark teas.

Ice Tea, Decaf, Instant, Speciality, Premium, Luxury and Herbal teas.

My extensive insights in the industry, full value chain and diverse global markets experience is applied in advising on the right teas, Market Access for artisanal producers and smart buying, blending and sustainability. I can also help with creative new product development from exciting teas, novel  products using tea, and wellness blends.

If it’s to do with tea I can help you.

Global Tea Industry Solutions: Drawing on wide international experience working with the biggest tea brands as well as a multitude of suppliers and others in the value chain, I work with you to create effective solutions for your business. From tea science support to value creation – let’s find the solutions together.

My expert advice covers many markets and tea origins around the world.

Bespoke Tea Consultation: Tailored to your specific requirements –  invaluable insight and practical consultation to help with your tea project, however novel. Tea growers, traders, packers, start-ups, multinationals, NGOs, development agencies and investors. Speak to the expert.

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Cambridge Tea Academy

Tea Education:  What if you  could know your teas like you know your wines, or whiskeys?  Well, you can!

Tea education is a gap in the consumer experience  – and we are here to do our part in fixing that!

Knowing tea means opening a world of possibilities and options. It means making great new tea choices. It means doing do new things with tea!



Come and learn tea with the expert, and do tea differently for you or your customers and consumers. From enthusiasts to professional tea executives wanting to expand their tea trade knowledge,  you are in the right place.


e-Learning :  Learn at your own pace, at your own place!




Bespoke Sessions:  Your 1:1  targeted training and coaching.




In – Person training:  For professional tasting classes.



Learn the trade . Discover your tea tasting skills. Starting a tea business –  find out  what you need to know to get started.

Looking to become a Tea Expert?  Mindful drinking ? Discover TEA

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For The Love Of Tea!

 Media, Communications & Public Speaking: Contributing in expertise as an industry insider I speak at events big and small – The 15th China Tea Economic Annual Tea Convention 2019, Purple and Speciality Tea Association of Kenya & National Tea Day’s Exper-Teas.

Magazine Features including Harper’s Bazaar, Redonline, The Stylist, SIP and Velvet.

Tea Competitions Judge: A renowned tea taster bringing objective and credible judging skills – I’ve previously judged at The Great Taste Awards and PSTAK Awards.

Team activities: Tea tasting for business creativity and inspiration.

For more information email

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Let’s Work Together With Tea

If your business is tea, you have come to the right place!


I offer unrivalled experience, expertise, credibility and great passion for tea to help you grow your tea business.

Speak to the expert.


From tea training to business advisory and new product development, I can help.

I offer a free no-obligation conversation about your requirements in business consultation or training.

Chat with us

Or just email us at

Get In Touch

Why Cambridge Tea Consultancy?

“Our great expertise draws from a unique bank of knowledge and experience gained from tasting over 500,000 cups of tea and the development of 400 tea blends. As a result we have built brands in over 100 markets across the globe.

Founder & Director, Joyce Maina

Our Experience, Our Partners

As modern Tea master and Expert I have worked with Unilever, Tata Global Beverages & Tetley, Twinings, Taylors of Harrogate & Yorkshire Tea in roles covering marketing plantation tea, buying and blending and more recently resident consultant as a Senior Global Expert. You can learn more about my story here.

Our network of collaborating associates are leading senior experts in the industry with decades of high level multinational experience. They include renowned tea agronomist Norman Kelly who was previously Managing Director of Unilever’s Tea and former Chairman of the International Tea Committee and Ethical Tea Partnership and Sam Kimmins – tea blender, buyer and tutor. We also have a talented and highly experienced tea  science associate Huafu Wang.

We are proud to collaborate with the East Africa Tea Trade Association (EATTA), the Tea and Herbal Association of Canada (THAC)  and The European Speciality Tea Association. You can learn more at our services page or get in touch here.

Tea For Good

We are committed to making a positive impact on the tea community – that’s why every year  we will contribute to a project which aims to help an underfunded tea producing community in the developing world.

Joyce also provides free mentoring to young entrepreneurs and women in tea SMEs.

“I have known Joyce for over 20 years and worked with her in Kenya and in the UK and I very much enjoyed working with her.

… I would like to draw particular attention to her unique insight into the UK tea industry – she has worked at the 4 most important UK tea firms … Unilever/Brooke Bond, Tata/Tetley, Twinings and Taylor’s/Yorkshire tea. As a result, she knows the workings of the UK tea industry far more than any other tea guru. She will bring good value to any tea firm, that I can attest

Tony Laurent - Owner, Bespoke Tea Company
Tony Laurent - Owner, Bespoke Tea Company

“I have known Joyce for more than 25 years. She is an accomplished professional in all aspects of tea buying, blending and R&D. Few people in the industry these days have her breadth and depth of experience in major global, branded tea products. ”

Jem McDowall - Vice President, Universal Commodities
Jem McDowall - Vice President, Universal Commodities


It is no longer enough to just make good tea. We can work with you to help you produce a more targeted tea output that  clients want, and tea they are happy to pay more for. We can also help you with Market Access and targeting.

Tea consumers are on the lookout for tea with a difference – whether that is provenance, social purpose, quality or wellness. Trends evolve and while people will always drink tea, in the future it will be very different from today.

Real tea education for consumers, enthusiasts and the trade is in short supply and yet there is a growing demand for knowledge of the drink. This is the missing link in securing a future for tea, ensuring it becomes future-proof. At Cambridge Tea Academy we invest in tea education and help companies’ marketing comms operate more effectively alongside training your customer support staff.

We certainly can! Cambridge Tea Consultancy has a wealth of knowledge in blending and blend development with over 28 years of practical experience including working with the Big Four tea companies.

Cambridge Tea Consultancy is well placed to guide you along the sustainability journey. If we neglect to make tea sustainable the future of both the farmers and our tea community is in jeopardy. Get in touch and work with us to make tea future-proof.

Tae master training is a work of dedication that takes time. Cambridge Tea Academy trains and certifies tea tasters at 3 levels – Foundation, Intermediate and Expert.

We also teach the Tea and Herbal Association of Canada (TAC) Tea Sommelier® Certification Program.

Our thorough training programs will get you or your staff soon grading, buying and blending tea at an expert level. You will be trained by real Tea Experts and Tea Master with global industry experience. 


Harpers Bazaar Interview >

Joyce Maina, ex-expertise manager (Europe) for Pure Leaf Tea and Infusions, on the joy of tasting tea for a living.

Red Online Interview >

"Joyce is the tea master for Pure Leaf and we find out what her 9-5 looks like..."

Exper-Teas at The Shard >

A short video about National Tea Day's Exper-Teas at The Shard event featuring Joyce on one of the discussion panels.

Sip Magazine Interview

An interview with Sip Magazine with CTC Director Joyce Maina.

Ready For Your Tea Adventure?

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