Ahmad Tea’s partnership with Aurora Fine Foods

Ahmad Tea is proud to distribute its exquisite range of teas to over 90 countries. This month we’re pleased to shine the spotlight on our distributor in Brazil, Aurora Fine Brands. Ahmad Tea and Aurora have been partners since 2019 and since the partnership began there is much to celebrate.

Tell us more about your business:

With 77 years of experience, Aurora Fine Brands believes that unique flavours create special moments. The company was founded in 1921 in Hamburg, Germany, and today is one of the most established in the exclusive import and distribution of drinks and fine foods in Brazil, where the company migrated in 1946. Always connected to new trends, Aurora Fine Brands discovers and selects the best in the sophisticated beverage and food industry, surprising and expanding the choice repertoire of the most demanding customers. Like Ahmad Tea, Aurora Fine Brands is a family run business and is flourishing under the management from the third generation of the business. Its business values are a consistent commitment to quality customer service, excellent product choice, ethical values and social responsibility.

Tell us about Ahmad Tea in Brazil?

Since introducing Ahmad Tea’s classic range, in 2019, Earl Grey and English Breakfast tea have attracted a passionate following. Post pandemic, consumers in Brazil have expanded their drinking choices and sales of infusions such as camomile and lemongrass, rosehip, hibiscus and cherry have grown by 75% and now rival sales of our more traditional black tea blends.

Tell us about any famous tea fans in Brazil?

We were delighted to be contacted by the British Embassy, with the Ambassador himself expressing his desire for Ahmad Tea’s Earl Grey and Darjeeling varieties!

What is the most successful marketing campaign you’ve launched? 

Over the last two years, we have been hosting an Afternoon Tea and Masterclass with Ahmad Tea, specifically tailored for journalists and influencers. This event is designed with the primary objective of “Inspiring the love of tea,” wherein we educate the audience about the main differences between tea and infusions while delving deeper into the brand. Our efforts have garnered mentions on social media platforms, and in the press.

How do you expect Ahmad Tea to grow in Brazil?

Despite the growing interest in tea among new consumers, the tea category in Brazil remains relatively small compared to other countries, with coffee continuing to be more popular, at least for the moment! This presents opportunities for Ahmad Tea to grow alongside the category. In addition to offering extremely high-quality and affordable tea, we also focus on educating consumers about the category, providing them with tools to compare and differentiate and appreciate a quality product. We are really inspired by the philosophy of Ahmad Tea Chairman, Mr. Rahim Afshar: “I will not sell anything that I would not drink at home.”

Any CSR initiatives they would like to highlight?

Aurora has a similar ethos to Ahmad Tea and is dedicated to supporting initiatives that benefit the community. Here’s an overview of some of our projects:

We are honoured to partner with “Parceiros da Educação”, an NGO dedicated to enhancing the quality of public education in Brazil. Through our support, we are making a meaningful difference in Oswaldo Aranha State School which benefits over 850 students.

Aurora is a supporter of Cultura Artística’s main Concert Hall restoration. It plays an important role in nurturing young musical talents through educational projects and enriching musical concerts.

We are supporters of the “Strabos Institute”, working to provide essential services to low-income communities by offering free appointments, surgery appointments, and implementing new technologies in the treatment of strabismus (the condition of having a squint).

We’re delighted with our partnership with Aurora Fine Brands. We share common family-owned values and operate with principles rooted in family values. We look forward to a long and fruitful partnership with Aurora.