Consultancy and Advisory

Expert Insights: Professional and expert advice on everything from producing the tea your customers want through smart buying and blending, supplier management and sustainability.

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

Global Industry Experience: Drawing on a breadth of international experience over 28 years with the Big Four tea companies I can work  with you to create effective solutions for your business.

I provide expert advice for many markets around the world.

Bespoke Consultation: If you are a grower, trader, packer, startup, multinational, or NGO I can provide invaluable insight and authoritative, practical consultation on tea quality, manufacturing, product development, market access and more.


Cambridge Tea Academy

Tea Education: Tea training is at the heart of what I do. I love to share my knowledge with professionals, tea enthusiasts and anyone with a thirst for learning about tea.

We offer courses in Cambridge, UK and Mombasa, Kenya.

Tea Taster Certification: Whatever you or your staff’s seniority we will invest over 28 years of tea experience in training you or them to be the best in the field, with skills ranging from master blending to grading and QA.

Tea Sommelier ® Certification Program: Offer your customers the highest level of service. Train and get certified with the world acclaimed Tea and Herbal Association of Canada program. Ideal for hospitality, start-up businesses as well as Tea Sales and Marketing staff.


Spreading The T Word

Tea Events Speaking: From Tea Expos to Trade Association events I contribute my expertise as an industry insider. I have spoken at events big and small, including the National Tea Day’s Exper-Teas hosted at The Shard.

Media Coverage: As a tea expert my goal is to elevate the profile of the drink in the media. I have been featured in Harper’s Bazaar, Redonline and The Stylist.

Public Speaking: At businesses and institutions I perform engaging presentations that introduce and educate people on tea as well as showcasing the viability of a career in tea.

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


Let’s Work Together With Tea

If you’re a startup, packer, trader or multinational our 28+ year industry experience will help your tea business grow.

Also if you’re a Trade Association or NGO looking for credible tea knowledge and support you have come to the right place.

Get in touch below for a no-obligation conversation about your tea requirements.


Why Cambridge Tea Consultancy?

“Our expertise is drawn from a unique bank of knowledge and experience, drawn 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

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 as a resident consultant as a Senior Global Expert.

Our Consultants are leading senior experts in the industry with decades of high level multinational experience. They include Katy Tubb, former Director of Tea Buying & Blending at Tetley, and Norman Kelly, previously Managing Director of Unilever’s Utea and Chairman of the International Tea Committee and Ethical Tea Partnership.
We are proud to partner with the East Africa Tea Trade Association (EATTA) and the Tea and Herbal Association of Canada (TAC) Tea Sommelier® Certification Program.

Tea For Good

We are committed to making a positive contribution to the tea community – that’s why every year 2% of our profit will go to a project which aims to help an underfunded tea producing community in the developing world!
Tony Laurent – Owner, Bespoke Tea Company

“I would like to draw particular attention to her unique insight into the UK tea industry – having worked with Unilever, Tata, Tetley, Twinings Taylor’s and Yorkshire tea. As a result, she knows the workings of the UK tea industry far more than any other tea guru. ”

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”


I am a tea grower. How can I compete and market my tea better?

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

What are the current and future trends in tea over the next decade?

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.

How can we get consumers to better understand tea?

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.

As a small startup can you help us shape our blend portfolio and sourcing?

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.

Can you help us shape sustainability and future-proofing tea?

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.

What kind of training do I need to become a professional tea taster?

Cambridge Tea Academy trains and certifies tea tasters at 3 levels. We are proud to be working with the Tea and Herbal Association of Canada (TAC) for our 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 Masters with global industry experience.