Small Business Highlight: Asheville Tea Company: From Farm to Teacup

Written by Rosa Linda Fallon 

Founder and visionary of Asheville Tea Company and Western North Carolina native Jessie Dean brings locally and regionally sourced handcrafted teas to the teacups of her customers across the Southeastern region. A tea connoisseur at heart, Jessie has traveled to many places throughout the world and experienced how tea is an integral part of different cultures. When shopping at her local grocery store, however, she could not help but notice that there weren’t many options for local and regional tea products. Likewise, at many of her favorite restaurants, there were elaborate craft beer menus, coffee menus, wine menus, and then the underwhelming option of “hot tea” listed at the bottom. Realizing there was something missing, Jessie entertained the idea of opening her own tea company. Having come from a long line of entrepreneurs, she says she was inspired by her family to start her own business. “I had always seen [business ownership] as something that would be on my journey and in my path,” she says. When the idea hit, Jessie says the first person she texted was her sister, Melissa. “We are very close, and we have kind of talked about different business ideas over the years.” So, Jessie and Melissa worked together, and in 2016, Asheville Tea Company (ATC) was born. 

The mission of Asheville Tea Company is simple: to bring a “farm-to-teacup” approach to sourcing and blending teas for customers who share the same values, and to source as many ingredients as possible from growers in the Southeast. ATC works with local and regional farmers to blend vibrant teas without any additives or artificial flavorings. Each tea bag is biodegradable and plant-based. ATC also offers tea in bulk for restaurants. “Our goal is to work with farmers in the Southeast for the majority of our ingredients,” Jessie says. “This is because we believe that this creates the most flavorful cup of tea, supports our community, and creates a positive environmental impact.” ATC’s craft blends are inspired by the characteristics of the Southern Appalachian Mountains. With every sip, you can enjoy a taste of the mountains, no matter where you are. 

Photo Credit: Nicole McConville

While Jessie credits much of her entrepreneurial spirit to her family, she spent eleven years working in outdoor education and wilderness therapy before starting her business. In her previous work, she says she learned quite a bit about the practical side of managing a business. “I learned a lot about business, and managing, directing, and running businesses,” Jessie says of the experience. “It’s a huge journey and learning experience, because I had not labeled myself as an entrepreneur prior to starting my business,” Jessie admits. “I learn something new every day!” 

Jessie says she feels particularly lucky to be starting a business in Western North Carolina of all places, as there are a plethora of resources for entrepreneurs and women business owners, including the A-B Tech Small Business Center and the Western Women’s Business Center. As a participant of the A-B Tech Small Business Center Incubation Program, ATC has grown tremendously over the past few years and is now going into its third year of the program. “We’ve been manufacturing here for the past several years,” Jessie says. “It’s been amazing.” 

ATC’s very first sale was at the West Asheville Tailgate Market. Now, sixty percent of ATC’s business is business-to-business, while the other forty percent of their business is direct sales to the consumers. 

The next immediate step for ATC is graduating from the Small Business Incubation Program and finding a location that allows customers to taste their teas and watch the manufacturing process in action. Over the next few years, Jessie and Melissa plan to expand ATC to other parts of the Southeast, while also staying true to a regional sourcing model. “The longer term vision is to scale and to have a measurable impact on the southeast farming community and the agricultural community,” Jessie explains. “We see ourselves growing into a recognized brand in the Southeast and Mid-Atlantic.” 

For those who are interested in starting a tea business (or any business, for that matter), Jessie shares her advice: Seek as much outside mentorship and resources as possible. “I see it as an essential part of our growth, to seek coaching, support and mentorship,” she expresses. “Having that ongoing support is something I am so very grateful for.” 

To find out more about how Jessie and Melissa are steeping things local, visit their website. AshevilleTeaCompany.com

Photo Credit: Aubrie McGuffey