# The importance of Good & Proper Tea

Page: https://stenobird.com/podcast/5thwave-the-business-of-coffee-and-hospitality-2776042/the-importance-of-good-proper-tea
Text version: https://stenobird.com/podcast/5thwave-the-business-of-coffee-and-hospitality-2776042/the-importance-of-good-proper-tea.md
Podcast: [5THWAVE - The Business of Coffee and Hospitality](https://stenobird.com/podcast/5thwave-the-business-of-coffee-and-hospitality-2776042)
Published: 2026-07-10T05:00:00+00:00
Episode link: https://share.transistor.fm/s/9a7f4745
Audio file: https://media.transistor.fm/9a7f4745/f52dfae9.mp3
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JSON: https://stenobird.com/v1/public/podcasts/5thwave-the-business-of-coffee-and-hospitality-2776042/episodes/the-importance-of-good-proper-tea
Duration seconds: 2790

## Resource

Today we’re diving into the exciting world of tea innovation with Emilie Holmes, Founder of Good & Proper Tea. Historically a challenging category for coffee operators, tea has seen a real surge in recent years, largely driven by the meteoric rise of matcha and growing consumer demand for wellness and iced formats. In this conversation, we explore the latest trends in tea innovation, from cold brews and concentrates to premium teas like hojicha, maojian and sencha. Emilie also shares why tea should be treated with the same care and storytelling as specialty coffee, and why long-term success depends on transparency and support for producers. Sign up for our newsletter to receive the latest coffee news at worldcoffeeportal.com Subscribe to 5THWAVE on Instagram @5thWaveCoffee and tell us what topics you'd like to hear

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## Transcript

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