Will Battle
Managing Director
Tea Advisory and Consulting
We offer a full consulting and advisory service to international clients on matters of tea sustainability, product quality, tea marketing and market access.
Will has more than 20 years of experience in tasting, importing, buying and blending as well as serving as a non-exec on sustainability boards.
He trained as a buyer with Tetley in India, Sri Lanka Kenya and Malawi. He has developed blends for consumers in Australasia, India, Continental Europe, South Africa, UK, USA and Canada.
In 2007, he moved to Continental Europe where he spent 9 years looking after tea procurement and sustainability for the Sara Lee-Jacobs Douwe Egberts businesses in Europe and the USA.
In 2016, Will established Fine Tea Merchants Ltd, and amongst others has consulted for IDH, The Sustainable Trade Initiative and Rwanda Tea Packers Ltd.
Specialisms include:
Tea quality consulting
Blend development
Pre and post Merger & Acquisition integration
Advice to tea producers on market development
Supplier codes for tea and coffee growers
Development of sustainable procurement strategies
Risk analysis within tea supply chains
Provision of tea expertise to NGOs.
Will's book The World Tea Encyclopaedia was published in 2017 and has been positively reviewed:
"Battle’s book is the best general overview of tea since William Ukers’s All About Tea which was published in 1935. I can think of no higher praise for this contribution to our understanding of tea." —Tillerman Tea.
