How did you end up in the tea industry?
When I graduated I was due to start on the Deloitte graduate scheme but I knew it wasn’t for me so to hedge my bets I asked if I could postpone for a year, which they agreed to.
I began searching for startups to work for as I felt that would be the best training for launching my own business in the future. I was introduced to independent tea business We Are Tea, who were looking to grow. I’ve always loved tea so it was the ideal opportunity - learning about business and drinking tea all day.
What was your your lightbulb moment?
If I’m honest, it came when I was hungover. I used to blend matcha powder (Japanese green tea powder) with fresh lime ginger and honey as a pick-me-up and one morning I was lying there thinking, “if only I could grab a cold one from the shop”. I did some research and discovered that we would be the first so I got cracking!
When did you decide you wanted to be an entrepreneur?
I realised a long time ago that I work much better when I’m in control of my own time. Launching my own business was always the dream. Now the dream is to eventually become the leading RTD (ready to drink) tea brand in the world.
Why should I be drinking matcha?
I’ve just returned from Japan where I was visiting our matcha supplier and touring the country with some of Japan’s leading tea masters. Matcha is a staple in Japan and it’s no coincidence they have the longest life expectancy in the world.
The most nutrient dense tea leaves are picked and ground down to produce matcha powder. When you drink matcha you are consuming the leaf and so you ingest all of its nutrients and antioxidants rather than throwing them away as you would with a normal tea.
Matcha contains natural caffeine and an amino acid called L-theanine which boosts concentration making it perfect for anybody who needs to focus; students, busy professionals or athletes.
You say matcha is both calming and stimulating. Please explain.
Green tea contains two key active ingredients; natural caffeine and L-theanine. These ingredients are found in much higher doses in matcha than regular green tea. Natural caffeine provides a stimulating boost. L-theanine by contrast is proven to stimulate alpha waves in the brain that promote relaxation and concentration.
When these two ingredients work together you get energy without the jitters of coffee, creating a perfect balance for studying or sport.
What have been the biggest challenges about starting your own business?
Everyone who has kids says, “nobody can really teach you how to be a parent, you learn as you go”, and I think the same applies to launching a business - there are new challenges every day.
We have grown fast, and as an independent company that means we’ve had to go out and pitch for more investment sooner than expected, which takes up a lot of time.
What’s your favourite aspect of your job?
Definitely pitching to retailers and securing a deal. I never regarded myself as a sales person but when you’re passionate about a product your sales pitch comes naturally. Nothing beats the feeling of winning a new account, whether it’s a local store or a national chain.
You are with some pretty major retailers - do you have any advice for startups?
The most prestigious retailers like Waitrose or Selfridges will listen to you, provided you have a great product. What makes a great product in the retailer’s eyes? I think you need to be able to prove three things. Firstly, a clear point of difference - your product should be distinctly different in terms of ingredients, design and the customer need that it serves. Secondly, value - a combination of quality and price. And thirdly, an increased sales opportunity. You need to clearly demonstrate why you will boost sales for retailers and how you will support them long-term. Don’t be afraid to make it clear who you think you should be replacing on the shelf, just be prepared to justify your choice.
What motivates you?
Building something from scratch is special and once you have a trusted brand the possibilities are endless.
James Shillcock is the founder of Vivid Drinks
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