The idea of importing quality tea to Mexico was born in the 90s, when Olivia Medina de Jönsson, our Tea Master and CEO, was working as the director of the executive dining room of a well-known financial institution. Several executives who had traveled to Europe, Asia and the United States asked to be served quality tea. Olivia had to go to great lengths to obtain medium-quality tea at exorbitant prices, so she thought that perhaps it could be a good idea to do business with in the future.
Euro te is a fruit of love, as our director traveled to Sweden with the idea of meeting the family of her future husband, without suspecting that there she would also find the idea that would help her create her future and that of her company.
During that trip, our founder and Magnus Jönsson, her husband, visited a tea shop with more than 50 varieties of teas and herbal teas from different parts of the world. The aromas, colors and flavors enchanted our Tea Master. Shortly after, Olivia and her husband dreamed of bringing that same concept to Mexico and created Comercializadora Sueca de México, as well as its registered brand, EURO TE.
At the same time, our Tea Master and her husband contacted a company from Germany that has been specialising in making herbal and fruity tea and herbal tea blends with the best ingredients from around the world for 180 years. Some of their herbal teas include, for example, apples from Turkey, hibiscus flowers (Jamaica) from Sudan or chamomile from Egypt. This is a company that does not skimp on costs, as they obtain ingredients from countries that specialise in their production, not where they are cheapest. This is the company from which EURO TE buys most of its teas to date.
We know that some other Mexican tea companies claim that their products are 100% natural, but we regret to inform the public that they are NOT telling the truth, since we have verified through laboratory analysis that they actually add colorants and sugar.
With the support and trust of this internationally renowned German company, EURO TE imports the highest quality teas and herbal teas to Mexico. We do not make false claims on our ingredient labels, nor do we hide the truth, because we do not like to deceive people.
In 1996, the first year of operations, we imported only 40 flavors and barely 200 kilos. Today, thanks to the great acceptance of the Mexican public, we have 150 flavors and 3 lines (Premium, Tea/Infusion and Artistic Tea). Currently we handle close to 50 tons (50,000 kilos), which means that the amount of Tea we import has grown 250 times in less than 20 years.
For several years now, EURO TE has been developing several of its own tea and herbal tea formulas together with the renowned German company mentioned above, taking advantage of the experience of our Tea Master and considering the specific tastes of the Mexican palate. The blends are made by computer, which guarantees uniformity in the proportion of the ingredients, as well as in their aroma and flavor.
Euro te is a rapidly growing company that serves more than 5,000 businesses, including mainly cafes, restaurants, hotels and spas. Our products are also present in department stores such as Liverpool and El Palacio de Hierro. They are also sold in self-service stores such as City Market and Chedraui Selecto. Not to mention our presence in a wide variety of specialized Deli stores.
Additionally, we are the creators and manufacturers of the exclusive Eurote case, which was the product of the creative mind and skillful hands of Magnus, a professional cabinetmaker, who is also co-founder of the company and husband of our CEO. The cases are made of fine woods such as Walnut, Banak and Beech. One of their main advantages is that they allow the diner to smell and see the product before it reaches their cup.
We recently launched our new brand of tea bags, “Eurofusion”, which offers different categories of tea (white, green, black and red) in practical individual bags, for those who require or want this type of preparation. We have 10 flavors of this new line.
We currently have trained distributors who handle all of our products in the states of Baja California Norte and Sur, Mexico State, Jalisco, Guanajuato, Michoacan, Yucatan, Morelos, Nuevo Leon, Oaxaca, Puebla, Veracruz and Queretaro.
In addition to bringing the best teas and herbal teas in the world to Mexico, our mission is to teach the Mexican public how to prepare and drink tea, as well as a little more about its history.
Tea Master Olivia wrote the book “The Fascinating World of Tea” (Porrúa Editores, 2011), the first Latin American book on the subject. Her book contains technical sheets for 38 teas produced in collaboration with the Mexican Sommeliers Association, in which the different teas are paired with Mexican food such as purslane, tamales de mole or crepas poblanas, making this book a unique publication of its kind.
Since 2013, EURO TE has been a member of Victoria 147, a business accelerator company specializing in entrepreneurial women like Olivia. Victoria 147 was created by Ana Victoria García and its mission is to redefine the concept of the modern woman in Mexico.
Euro recently underwent a makeover following a branding study conducted by Landor Associates, Mexico. On the recommendation of Victoria 147 and Landor, our logo was labeled “A creation of Olivia Medina” to highlight the fact that the company was started by an entrepreneurial woman.
Olivia Medina
Tea Master, EURO TEA
