Last year, we welcomed a new Key Account Manager for South-East Asia and Africa: Soren Kongsgaard. Soren brings with him a wealth of experience from working with high-quality, global FMCG brands and shares our ambition to continue growing Ahmad Tea into a global brand. He has also shown great enthusiasm and passion for our sustainability projects, as well as our commitment to expanding support for charitable initiatives in the markets where we sell our tea. This month, we are delighted to feature Soren in our employee spotlight. Over to you, Soren!

Please tell us about your job.

I oversee our distributors in South-East Asia and some of our African markets. Practically, this means I help with business development and establishing new routes to market for our distributors. In some markets, I’ve been securing new partners to unlock the full potential of Ahmad Tea. My goal, alongside the rest of the business, is to continue growing Ahmad Tea. Tea is the second most popular drink in the world after water, so there’s a lot of opportunity for us, and a lot of work to be done. Our USP is our wide range of teas and our unwavering commitment to creating only the finest blends. Whenever we sample our tea, we always receive positive responses from consumers. My challenge is figuring out how to ramp up brand awareness and sales channels as quickly as possible.

Why did you want to work for Ahmad Tea?

I’ve been exporting food and drink products globally for 20 years, and I was drawn to Ahmad Tea because of its great brand. I was also impressed by the incredible charity work the company does, both internally and through its distributors, and I was inspired by their consistent growth. Ahmad Tea is a unique business, and the fact that it’s a family-owned company brings a kindness to everything it does.

What are the biggest challenges in your role?

Transparency. When working with our distributors, I always aim to sell with them, not to them. To do this, I need to understand each market and its unique challenges. Every market has different needs. For example, in Malaysia, where we’ve been selling tea for 28 years, there’s a mix of cultures and tea preferences. Chinese Malay consumers drink green tea, while others prefer black tea, so we market to two different groups within the same country. In Malaysia, we are leaders in green tea, challengers in black tea, and are constantly evolving with the market. Additionally, we’ve seen a trend of consumers drinking fewer sugary drinks, with tea made with condensed milk falling out of fashion. Younger generations are making more health-conscious decisions, such as reducing sugar in their tea. We first saw this with bubble tea, but now it’s evident in other tea drinks too.

What are your favourite parts of the job?

I love learning about different cultures and how tea is enjoyed differently in each country. When I started at Ahmad Tea, I spent a couple of months in Asia to really understand each market, and these deep dives were eye-opening. For example, in the Philippines, our best-seller is Sleep Tea from the Natural Benefits range. In countries with a history of tea drinking, we’re seeing a rise in functional teas. As consumers make healthier choices, we’re also seeing a shift from traditional gifts like chocolates, biscuits, or wine, to tea as a thank-you gift. Tea transcends cultures and generations, offering a lot of opportunities.

Soren Quote

Top leadership lessons or advice to your younger self?

Surround yourself with like-minded people, and remember that life is a constant learning curve—stay on it.

What’s your favourite thing about working at Ahmad Tea?

I’ve loved learning about all the sustainability and charity projects. Ahmad Tea doesn’t shout from the rooftops about its projects; it simply gets out there and makes a difference.

What’s your favourite tea?

It has to be Jasmine Green Tea. I love the delicate process used to create it, and the fresh taste is fantastic.

Tell us something you do outside of work.

I love being in nature and enjoying fresh air. I enjoy hiking and discovering new trails. I have  energetic dogs who need a lot of exercise—sometimes I’m not sure who’s walking whom! I’ve loved hiking in Wales and Scotland and have found some beautiful trails near my home in Winchester.

Thanks for your time and fascinating insights into the tea industry.

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