Innovation is at the heart of ekaterra. It's in the DNA of all of our brands. And it’s the reason tea pioneers like Arthur Brooke and Sir Thomas Lipton were able to transform one-man enterprises into global successes.
As a new business with two centuries of history, we sometimes say we're ‘a €2 billion start-up’. With an industry leading sustainability agenda, we have unique expertise in regenerative agriculture and technology health and nutritional science; plant positive packaging; and digitally enabled tea blending.
How we define innovation
We see innovation in two ways: evolution and revolution.
Evolution is when we update an existing product by refreshing, improving or relaunching the existing portfolio. That can mean anything from tweaking the pack to make it less wasteful, to improving our ingredients, or adding an extra variant.
Revolution happens when we create an exciting new product, a new brand, format, business model, or underlying technology. Both are vital, and both work for the good of people and planet – from tea drinkers the whole world over, through to our colleagues and partners.