Valuing Exceptional Tea: The Key Role of Labels and Competitions

Conference at the Paris Tea Festival

The global tea market is currently experiencing strong growth, driven by increasing demand for high-quality products that are transparent and respectful of ethical, environmental, and cultural values. In this context, official labels and international competitions play an essential role in structuring the sector, promoting producers, and recognizing artisanal expertise.

On June 24, 2025, during a roundtable gathering Ksenia Hleap (Development Director), Olivier Scala (President of STEPI), Yun Zhang (Fair Trade France), and Lydia Gautier (author engaged with the IGP in Sri Lanka), these issues were widely discussed with the aim of better understanding the complementarity between these two tools.

Certifications—whether organic, fair trade, or government-issued—respond to a legitimate demand: guaranteeing consumers the quality, origin, and production conditions of tea. However, several obstacles hinder their adoption: certification processes often involve lengthy audits, regular controls, and heavy administrative work, sometimes inaccessible to small artisanal producers. Moreover, standards vary between countries, which can create inconsistencies and complicate access to international markets. For example, an organic label recognized in Europe may not be acknowledged in certain Asian countries, making labels harder for consumers to understand.

In response to these challenges, international competitions such as those organized by AVPA offer a complementary, sometimes alternative, valuable route for producers. A medal awarded by a professional jury immediately highlights the organoleptic quality of the tea, strengthening the producer’s credibility. Strategic use of medals on packaging, websites, or at trade shows helps differentiate the product, attract the attention of distributors and consumers, and open access to new markets or segments. These competitions are less costly and simpler to enter, providing essential visibility to producers far from major commercial circuits and supporting their export opportunities.

In a globalized and competitive market, valuing exceptional tea requires a coherent approach. While labels provide durable structure and long-term trust, they must be complemented by dynamic communication actions, among which participation in competitions is crucial. A well-leveraged medal can quickly transform a tea’s visibility and sales, enhance a brand’s credibility, and open new business opportunities.

AVPA continues to support producers in this dual approach, combining rigor and promotion to showcase authentic expertise on the international stage.