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Tea Consultancy

Doing tea business: Work with a real tea expert and consultant. Whether you are a Tea Grower looking to get the best prices for your tea, a Trader after first-rate strategic buying and stockholding, a Packer seeking the optimised mix of blends for your customers, Hospitality Provider focused on delivering memorable tea experiences, start up or multinational — Cambridge Tea Consultancy can help you. Investing in tea business? Let us talk.

My “Bush-To-Brand-To-Cup” experience is unique in the trade and our tea consultancy will work with you or your clients  to unlock solutions and create effective strategies for the future!


We provide authoritative tea supply chain advice. We can guide you on processing, sourcing, supplier management, and help build sustainability capability into the heart of your tea business. We work with tea growers, packers, traders and other stakeholders looking to future-proof tea supply.


Our wide hands-on experience working with the entire tea value chain from growing to market with multinational companies means we can provide practical expertise for both value creation and carve out. We cover strategic buying and blending, tea tasting, NPD and even provide  quality evaluation and  arbitration. If you are starting  a tea business, venturing into tea business or want to improve your existing tea business we can help.


Expertise is our strength. Experience, skill and knowledge is our way. We  give you authentic tea product and tea market guidance based on 30+ years of real hands-on industry presence. You know your business will be in good hands. 
Work With Us
asian woman with wide hat and shears collecting tea leaves in the field

“I’ve known Joyce for well over 25 years…She was a pioneer in her day, having become one of the first women tea experts, not only for Unilever, but in the Global Tea Trade. Gender was never an issue, as she was a complete expert in the full tea supply chain. She continually demonstrated her knowledge and effectiveness in any role she was given, whether at Unilever or other multi-nationals. Joyce is a true tea expert, both technically and organoleptically, and is well respected in the trade, deservedly so!”

Peter Goggi, President, Tea Association USA


For The Love of  Tea!

Talking tea! There is a whole world of tea largely undiscovered by drinkers and non-drinkers alike. It’s an exciting world featuring history, colours, flavours, aromas and origins. Not only do consumers want to understand their cup of tea better, but people young and old are looking for new experiences – that’s where Cambridge Tea Consultancy step in.


From tea expos to trade association, I am an experienced and engaging speaker on the subject of tea. I have spoken at a wide range of events including tea conferences in Kenya and China as well as National Tea Day’s ExperTeas at The Shard in 2018

You can also book a tea chat –  for enthusiasts who just want to discover more about their favourite beverage.


As a tea expert, I provide tea expertise and elevate the profile of tea. Some of my features can be found  in Harper’s Bazaar, Red Online and The Stylist.

Find out about tea and it’s industry – how does it work, what is it like to work in tea? 

I can also help you build your product storytelling for impact.


Team activities – inspire creativity using tea tasting, tea and food pairing and tea mocktails making.

Product tasting – I’m a taste expert – let me help you create exciting products whatever they might be!

Tea Judging –  The Great Taste Awards in 2014 and 2019.

Work With Us
iced tea cafetiere and cup with tea and lime in

“Having a conversation with her is to gain invaluable insights one minute after another. As a newcomer, I appreciated asking as many questions as I could in order to gain further insights into the greater tea and hospitality industry. Lastly, I am grateful that Joyce’s generosity with her industry network.”

Bauhinia Lee, Co-founder, Téaura


Tea Academy

Teaching tea: We bring you real tea knowledge and education – something that is in short supply globally while tea drinkers and future drinkers thirst for knowledge about their beloved beverage!

Our tea courses cater to all levels: complete beginners, enthusiasts with some knowledge to experts wishing to build their tasting skills. Our Tea Academy equips you with the skills to be able to select an impactful tea offering, taste tea, describe and speak about tea confidently and buy and blend different teas and herbal infusions. We also train and certify tasters saving tea businesses cost and time.

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1.Basics of Tea – Let’s start from scratch!

If you are coming into tea not knowing anything about it then this is your crash course in tea. Learn the basics in the shortest time possible, then you can start to engage knowledgeably and interact with tea and tea business, as you build your knowledge through more modules, tea garden visits and other material available.

2.Starting Your Own Tea Business
Tailored for those moving from tea enthusiast to small tea business owner. This is a class to introduce you to the must-knows in tea and tea business. From  teas and tea selection,  selecting your market and all the basic things you need to know as you prepare to start your tea business. I also share some tips on doing tea business post the COVID19 impact.

3.Masterclass:Herbal Teas & Blending

The most exciting and growing teas contain herbal teas or infusions as consumers seek not only the benefits (from sleep, digestion and energy to mental wellbeing) but the wonderful variety of tastes they offer too. Come and learn about the different types on infusions. Explore the basics of blending. Find out how to taste and source herbal teas too, and what your options for sustainable material are.

4.Discovering African Teas

Offer your clients teas with a difference. From taste to provenance and product story, there is so much more you can do with African teas – and what a variety there is!

Come and journey with me through Africa with tea. Find out what these teas are, and where  to source clean, ethically produced and flavourful teas from.

Do tea differently, do different teas.



BESPOKE TRAINING                                                        

Every tea business is unique.
We offer training tailored to your specific needs : Tell us what you are yearning to learn about tea and and tea business and we will work with you to close the gap.  From start ups to business executives wanting to understand tea we can help.
Some ideas on things you may want training in:
How the Tea trade works
Product creation
Product pitching




Certified Tea Taster Training – In person training 

 Aimed at those who wish to become professional Tea master and work as Buyer/Blender. Be trained by a Global Tea Master and Tea Expert in tasting, buying, Master blending, NPD and blend optimisation. Become competent in quality and value assessment.
Contact us below to enquire and book.

 Foundation Level 1.1

Intermediate Level 2.2 

Expert Level 3.3


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floral traditional tea cup and saucer on pile of old fashioned books

“She is not only knowledgeable in tea mastery herself, but also an inspirational teacher, she coached me to be a tea taster in a very interactive and influential way.”

Xing Ma, Tea Material Expert, Unilever