After sampling hundreds of teas and experimenting with various brewing methods and concoctions, White hand-picked a small selection of delicious high-grade teas and easy-to-use brewing systems. Despite being a small, independent company, Wendigo Tea Co. is growing rapidly through a thriving online storefront, selective retail positioning and inclusion on the menus of several fine dining establishments.
White embraces high-quality tea like many have begun to embrace craft beer. “I started with tea just like everybody else. I drank whatever came in tea bags and bought something that looked cute on the shelf,” he says. “Once I started traveling all the time and going into tea shops, I started having an appreciation for the actual flavors of good tea, instead of the flavors that people add into tea.”
On a mission to revolutionize the tea industry from the ground up, White sees a burgeoning tea-drinking market in young adults who appreciate authentic experiences and high-quality products. “Our generation identifies with good beverages and good foods. When you care about something, you really care about trying a lot of different variations of it.”