SNAK: a tea importer flourishes in Italy: "from the tea-bush to the cup"--SNAK's slogan. Georgina Gordon-Ham, born in Assam, with tea and Tuscany in her veins, follows the Italian tea trail and speaks with the Carrai Family, one of Italy's leading tea importers.
The family business is known both as SNAK srl, the registered company, and LA VIA DEL TE , their brand name. Their's is the story of a family passionately in love with tea. Alfredo Carrai, who founded the business SNAK srl in 1961, became involved in tea in the late 1950s with Lyons of London based in Turin. Carrai was a young salesman in his early twenties at the time. Using his sales skills, he soon availed himself of the opportunity to become sole agent for Lyons in Tuscany. His family merchant background in the Chianti wine growing area of Tuscany, together with a strong desire to be independent, soon led him to set up his own business which he began together with his wife. He understood it was time Italy had its own brand and recalled those early days when "we began to work in a single room and ordered our first tea packs with our brand name. I was then able to travel about selling our own tea." Carrai adds an interesting anecdote anecdote (ăn`ĭkdōt'), brief narrative of a particular incident. An anecdote differs from a short story in that it is unified in time and space, is uncomplicated, and deals with a single episode. : "The logo we chose was a snake from Ceylon which is a sacred symbol to the Indians--but to the Italians the snake is against Catholicism. So we had to change the name from Snake Tea to SNAK."
GREEN TEAS TAKE OFF
"There was something still missing," says Carrai. "Italy was only buying Twinings and Lipton tea. The most popular flavors of tea were Gunpowder gunpowder, explosive mixture; its most common formula, called "black powder," is a combination of saltpeter, sulfur, and carbon in the form of charcoal. Historically, the relative amounts of the components have varied. and Earl Grey Earl Grey
a variety of China tea flavoured with oil of bergamot . Green tea was hardly known." What really marked a turning point was his discovery of China, which changed Carrai's whole approach to tea.
"One day I was visiting the American Market' in Leghorn Leghorn: see Livorno, Italy.
Breed of chicken that originated in Italy; the only Mediterranean breed of importance today. Of the 12 varieties, the single-comb white leghorn is more popular than all the other leghorns combined; the leading where I happened to come across an original tin of Jasmine jasmine (jăs`mĭn, jăz–) or jessamine (jĕs`əmĭn), any plant of the genus Jasminum of the family Oleaceae (olive family). tea from the People's Republic People's Republic
A political organization founded and controlled by a national Communist party. of China. This was around 1976, 1977. That was when I understood that China was the real tea world, not England. I immediately got in touch with the Chinese Embassy, and six months later I was visiting China. There I discovered green tea, white tea, Lapsang Souchong--the various tea leaves and flavors in a wide range of varieties."
Alfredo Carrai stresses how Chinese green tea in all its varieties led the way for SNAK srl to go ahead and stand out against competition in Italy. It gave him more room to work on and promote its consumption. Green tea seemed to meet more favorably fa·vor·a·ble
1. Advantageous; helpful: favorable winds.
2. Encouraging; propitious: a favorable diagnosis.
3. with the taste of national consumers. It also helped to further foster his passion for tea, which he conveyed to his six children--five of whom work in the family tea business.
A TRADITIONAL FAMILY BUSINESS
Alfredo Carrai now takes a back seat in his role as president of the company consultant and tea taster one who tests or ascertains the quality of tea by tasting.
See also: Tea : his wife Amelia is in charge of the business administration; Regina, their eldest, is in charge of quality, training and PR; Paolo is the general manager in charge of imports/exports, sales and marketing; Leonardo is tea taster and blender; Anna is graduating in pharmacy and is involved in analysis; Giulia is Paolo's personal assistant; Valentino is studying Art but is still a partner in the business. They all went through a period of apprenticeship, which follows the Tuscan tradition of the artisan workshop passed on from generation to generation. The Carrai family work as a team and have all inherited inherited
received by inheritance.
inherited achondroplastic dwarfism
see achondroplastic dwarfism.
inherited combined immunodeficiency
see combined immune deficiency syndrome (disease). this passion for tea.
Alfredo Carrai is proud of how the business has expanded with their own trade name and brands thanks to new ideas "New Ideas" is the debut single by Scottish New Wave/Indie Rock act The Dykeenies. It was first released as a Double A-side with "Will It Happen Tonight?" on July 17, 2006. The band also recorded a video for the track. and contributions from the younger generation.
LA VIA DEL TE, SNAK's TEAROOM
La Via del Te, the Florence tearoom, was set up in 1997 at 22-23R Piazza Ghiberti, a short stroll from the famous Piazza della Signoria Piazza della Signoria (IPA pronunciation: [piɑtzʌ deɪʌ sinjoʊɹʌ]) is an L-shaped square in front of the Palazzo Vecchio in Florence, Italy. and Piazza del Duomo Piazza del Duomo ("cathedral square") is a name often given in Italy to the piazza in front of a cathedral. Some of the better known include:
"One does not need much to prepare a good tea," comments Regina Carrai. "People think teabags are easy and fast," she goes on to say. "Our firm tends to insist on loose tea. Tea leaves give the best flavor. You can never have the best tea from a teabag."
Paolo Carrai commented on how the idea of setting up a tea room helped them to be in direct contact with the end user which is also important in order to gain a better understanding of the product and people's taste. He said that working there was also used as a stepping stone for his sisters to get to know and enter the family business. "We are pleased to get to know people's taste, train our staff and promote our brand, " concluded Paolo.
DERIVATIVES AND TRENDS
As regards tea and its derivatives, Regina Carrai commented that although "derivatives are not so widely used as abroad, green tea extract is to be found in certain Italian diet products. She added that they have noticed "green tea appearing more and more in health shops." Hence the Italian tea market is heading very much towards green tea, especially "flavored tea, Earl Grey, Chinese tea Chinese tea refers to tea leaves which have been processed using methods inherited from China. Tea leaf selection
The highest grade white tea, yellow tea and green tea are made from tender tea shoots picked early Spring. , Japanese tea--Bancha being a popular choice." As regards organic tea, SNAK included a range "quite a while ago before this was hardly known in Italy." Then, of course, "there is the health factor of green tea which has made it even more popular."
IMPORTANT ROLE PLAYED BY TRAINING
SNAK offers their clients free tailor-made training on how to appreciate the different types of tea and blends so as to, in turn, guide their own customers when choosing an appropriate tea. This is one of the tasks carried out by Regina Carrai in order to encourage a better understanding of the product. Her clients include, "Restaurants, bars and tea rooms as well as large-scale buyers." She says, "It is not only a matter of knowing the product you are selling, it is also a matter of how to advise the end customer."
The course includes history of tea, processing, classification, tea tasting Tea tasting is the process in which a trained taster will determine the quality of a particular tea. Due to climatic conditions, topography, manufacturing process, and different clones of the Camellia Sinensis plant (tea), the final product will have vastly differing flavours and different types of tea, infusion time, suggestions on which types of tea go with which occasions. Training is not for private individuals. It is only for clients who purchase large quantities of tea. To others, they offer advice and suggestions.
Paolo Carrai, who is in charge of sales and marketing, is also the person in contact with the tea plantations. He stresses "the importance of being well prepared in the field. One must believe in the product and understand it, as well as understand delivery time and the various related problems, such as quality control, laboratory tests related to health issues such as pesticides, metal content, lead, etc."
A health issue, which could not be avoided, was "How has SARS affected tea from China?" Paolo Carrai says he has had "people phoning up concerned about the current situation." However he reassured them by mentioning SNAK's strict quality control policy and the importance of counter checking products before any European directives came into force regarding tea. He said: "It has always been our policy to carry out quality control. We have even had to cut down on the number of producers for this reason.
"We insist on receiving samples with certification from the authorized au·thor·ize
tr.v. au·thor·ized, au·thor·iz·ing, au·thor·iz·es
1. To grant authority or power to.
2. To give permission for; sanction: bureau on the part of the seller. We send these to the two laboratories in Tuscany, which are authorized by the Ministry of Health. If everything is all right we go ahead and sign a contract on condition that we retest re·test
tr.v. re·test·ed, re·test·ing, re·tests
To test again.
A second or repeated test. the tea when it arrives in Italy. Each delivery has to be tested again and certified See certification. in Italy before going to our plant, and whenever the results are not up to standard the tea is sent back to the country of origin at the cost of the originator."
SNAK offers a flexible approach to their clients. For instance, third parties can buy the raw material on its own and take care of their own packaging or, if they wish, SNAK can also handle packaging.
As regards special markets, Paolo Carrai said: "We are able to personalize per·son·al·ize
tr.v. per·son·al·ized, per·son·al·iz·ing, per·son·al·iz·es
1. To take (a general remark or characterization) in a personal manner.
2. To attribute human or personal qualities to; personify. blends to the extent that they are exclusive to a specific client."
TEA AND WINE GROW TOGETHER IN "CHIAN-TEA-SHIRE"
Alfredo Carrai compares tea to wine in so much as "tea is one of the few drinks in the world which is subjective." He believes that tea is for everybody, not just for an elite, and yet it can be personalized per·son·al·ize
tr.v. per·son·al·ized, per·son·al·iz·ing, per·son·al·iz·es
1. To take (a general remark or characterization) in a personal manner.
2. To attribute human or personal qualities to; personify. . It can be strong or weak according to according to
1. As stated or indicated by; on the authority of: according to historians.
2. In keeping with: according to instructions.
3. personal preference. Another element that tea and wine have in common is that "they are both agricultural products; they both go back centuries representing the East and West, and they both have a large variety of flavors."
Carrai notes an interesting trend: "Tea rooms in the U.K. have reduced in number to be replaced by wine and coffee bars, while Italy is moving more and more towards tea rooms," concluded Alfredo Carrai.
SNAK AND ITALIAN TEA: A LOOK AT THE NUMBERS
The annual volumes for the whole of Italy for 2002 and 2001 were as follows:
Total tea imports in 2002 were 6,235,024 Kg against 5,098,577.6 Kg in 2001.
SNAK srl sales volume percentages are split as follows:
* 30% blends and flavored tea (English Breakfast English breakfast
a breakfast including cooked food, such as bacon and eggs , Earl Grey, Cinnamon cinnamon, name for trees and shrubs of the genus Cinnamomum of the family Lauraceae (laurel family). Cinnamon spice comes chiefly from the Sri Lankan cinnamon (C. zeylanicum), now cultivated in several tropical regions. , Vanilla vanilla, a plant of the genus Vanilla of the family Orchidaceae (orchid family). Vines of hot, damp climates, most are indigenous to Central and South America, especially Mexico, but are now cultivated in other tropical regions. , Bancha, the Orange Flower Zagara, etc, are amongst the most popular);
* 30% Split between classic green teas and black teas (Gunpowder, Bancha, Chun Mee, Darjeeling, Ceylon, Keemun, and Assam are the most popular);
* 10% Special high quality tea
* 20% Flavored fruit tea blends
* 10% Herbal teas, Rooibos rooibos
S African a kind of tea made from the leaves of a South African wild shrub Also called: (rooibos tea (bush tea) [Afrikaans rooi red + bos bush]
Noun 1. , and other products.
A 20% increase in sales volume for SNAK was reported in 2002 compared to 2001.
As regards product range, SNAK SRL imports around 400 different types of loose tea subdivided as follows:
* 110 classic teas, which include black, green white, pressed and scented teas
* 90 blends and flavored teas
* 65 fruit tea blends
* 30 organically grown and decaffeinated de·caf·fein·at·ed
Having the caffeine removed: decaffeinated coffee; decaffeinated soft drinks.
* 40 herbs and herbal teas
* 60 fannings (divided between classic teas, flavored teas and fruit and herbal tea blends).
Then if you consider their whole range of products, the figure rises to over 1,500 products, which include backed tea, food products and tea accessories
Exports are a more recent venture. They include countries such as Canada, Greece, Spain, Lithuania and Israel. A rise in volume was also reported here.
SNAK do their own packaging (aluminum bags, metal tins and packets) which is dual layer thermosealed.
SNAK's market includes selling to third parties as well as having their own brand called La Via Del Te (The Tea Route). The latter is mainly sold to tea rooms, health shops, leading restaurants and hotels.