Tazo

From Wikipedia, the free encyclopedia
Jump to: navigation, search
This article is about the tea distributor. For the 1990s fad game, see Tazos.
Tazo Tea Company
Subsidiary
Industry Beverage
Founded 1994 in Portland, OR
Founder Steven Smith[1]
Headquarters Kent, Washington, United States
Area served
Global
Products Teas & herbal teas
Number of employees
Approximately 50 (2010)
Parent Starbucks as of 1999
Slogan The reincarnation of tea.
Website www.tazo.com

Tazo Tea Company is a tea & herbal tea manufacturer and distributor founded in Portland, Oregon, now a division of Starbucks based in Kent, Washington.[2]

History[edit]

Tazo (/tɑːˈz/) Tea was founded in 1994 by Steven Smith.[1] The manufacturing and distribution was maintained by North American Tea & Coffee, a Canadian-based food manufacturing company. [3]

Tazo approached Starbucks CEO Howard Schultz in 1998, seeking further investment partners. The company was purchased by Starbucks in 1999 for $8.1 million. [4]

Starbucks opened the first Tazo-branded tea shop in November 2012.[5] It closed a year later and was converted into a Teavana store.[6]

Marketing[edit]

A selection of Tazo teas, showing the pre-2006 logo.

The company uses "New Age"-style marketing and product labeling. For example, every box of tea was once labeled as "blessed by a certified tea shaman" and an original tag line was "The Reincarnation of Tea."

Until 2013, the logo used the Exocet typeface, slightly modified. For example, the T in Tazo was changed for readability purposes in 2006 by sliding the cross-piece toward the top of the letter.

See also[edit]

References[edit]

External links[edit]