New Zealand’s Tea Growing Legend: How It Was Done

Summary

In 1996, founder Mr Chen discovered the potential for growing tea in New Zealand. Only 130 tea cuttings survived quarantine and were cultivated organically. After nearly 20 years, Zealong Tea Garden now has over one million tea plants, all 100% organically grown without chemical fertilisers, pesticides or additives, using hand weeding, helicopter frost protection, and non-GM soybean meal fertilisation.

Zealong is the only tea in the world to have gained five organic certifications (EU, USA, New Zealand, Canada, China) and is marketed as the purest tea, requiring no rinsing – drinkable from the first infusion. Its teas have won numerous international awards and are served at New Zealand state banquets. The tea garden has also developed into a tourist attraction offering tea-infused cuisine and afternoon tea.

General Manager Gigi emphasises that passion and persistence are the keys to success.

Commentary

Zealong's success offers two practical business pathways for New Zealand SMEs. First, the cumulative effect of organic certifications: obtaining five international organic certifications is not just a mark of quality but a key to directly accessing premium markets. For products like tea, honey, and wine, investing in organic certification can significantly increase export premiums, especially in Chinese, US, and European markets where consumers are willing to pay more for multiple certifications.

SMEs are advised to prioritise New Zealand and EU certifications first, then gradually expand to other markets. Second, the closed-loop agritourism model: Zealong transforms its tea plantation into an experiential consumption setting, diversifying revenue streams through its restaurant and afternoon tea, reducing the volatility of relying solely on raw material sales. SMEs can replicate this by opening their production sites to visitors, adding value-added services such as tastings and dining, and leveraging social media to spread brand stories.

Note that upfront costs for organic farming are high (e.g., purchasing surrounding land to meet ecological standards within a radius of tens of kilometres); it is advisable to pilot on a small scale before expanding. Overall, the Zealong case shows that turning rigorous standards into a brand narrative can effectively enhance product recognition and added value in overseas markets.

Keywords: Zealong, organic tea, New Zealand, organic certification, Gigi, Mr Chen, state banquet tea, tea garden tourism, hand weeding, non-GM soybean meal

Source: Baidu