Affinity Beverage Group, Inc., a publicly traded company, announced that it has acquired a majority interest in Village Tea Company Distribution, Inc. Village Tea, headquartered in National Harbor, Maryland, is the owner of the Village Tea Company brand of premium loose leaf teas and tea accessories. Village Tea Company sources high-quality, unique teas that are blended to create distinct flavor combinations which are packaged in a variety of creative and earth-friendly ways for wholesale and retail sales. The brand has been sold in several major retailers in North America including Vitamin Shoppe®, Whole Foods® Markets, Winners®, HomeSense®, Akins/Chamberlin® Natural Foods Markets and many other independent specialty and grocery store retailers. Village Tea Company products are also available through e-commerce retailers such as Amazon, the company’s own website, www.villageteaco.com and other online retailers. Village Tea Company also recently acquired distribution rights for Pura Organic Agave sweeteners, which will be available at select U.S. retailers in the coming weeks.
Affinity CEO Janon Costley will remain in his role as CEO of Village Tea Company Distribution, Inc., while Affinity advisory board member and Village Tea Company founder, Martin Ekechukwu will continue in his role as Brand Manager and President. “Acquiring Village Tea Company was at the forefront of our thought process when we decided to build a health and wellness lifestyle brand building and acquisition platform with Affinity Beverage Group. We have learned some important lessons over the past couple of years while trying to find the proper platform to grow Village Tea Company, so it was extremely important to us that we put the company into the best situation that would allow us to have full control of our strategic growth strategy that will enable us to maximize the tremendous potential of the brand and its distribution platform. We feel that Village Tea Company is poised for exponential growth over the course of the next several years, and Affinity gives us the best opportunity to fulfill those expectations,” Costley said.
With the increased emphasis on health and wellness in the U.S. tea market, the $6 billion global tea industry has seen exponential growth over the past five years with the ever-increasing popularity of gourmet and boutique tea brands and retail outlets accounting for nearly 35 percent of the global tea market, the Village Tea Company is properly positioned for exponential growth over the course of the next several years. Over the past year, Village Tea Company has created a platform that will enable it to increase its sales footprint in existing channels of distribution in health and wellness specialty and grocery stores and e-commerce but also to increase its presence in mainstream grocery, clubs, mass and drug store chains as well as into hospitality, food service and restaurants.
Village Tea Company is no longer just about tea, as it is also using its unique positioning in the marketplace to create a distribution platform to introduce other complementary health and wellness lifestyle brands and products. As it looks toward the future, the company will continue to seek opportunities to leverage its product development team and distribution experience as well as the resources of its trade partners to explore various brand extension opportunities into new categories such as tea accessories, K-cups, various tea based products, retail, co-branded tea infused nutritional beverages and strategic distribution opportunities.