Ms Joyce Maina / Global Tea Expert & Consultant

Joyce is a seasoned, globally respected tea expert with over 30 years of industry experience. Her unique crop – to – cup tea value chain experience has covered the breadth of growing, processing, grading, tasting, buying, selling, blending and tea brand execution with customers and consumers.

Having worked with several major global tea brands and companies on many international markets, from Europe to America and the Middle East, Joyce gathered enviably broad and diverse experience in all things tea. She has created many blends for these markets herself and has a patent or two to her name.

At Cambridge Tea Consultancy, Joyce provides advisory services, working with many tea businesses as well as development agencies on projects including market access, quality assessment and categorization, sourcing, blend creation, starting a tea business and market support. She also provides tea education and training (something she believes in profoundly), and speaks at various tea events around the world.

As International Consultant for ITC  a joint agency of the United Nations and World Trade Organization, Joyce supports various world tea projects. ITC’s mission is to enable small business export success in developing and transition – economy countries, by providing, with partners, sustainable and inclusive development solutions to the private sector, trade support institutions and policy makers.

Joyce also sits on the board of the European Specialty Tea Association, a Not-For-Profit organization with a mission to create and inspire excellence in the specialty tea community through innovation, research, education and communication.

Joyce is a valued tea expert, advisor, educator, and all-round industry advocate who also provides mentorship to women and young tea entrepreneurs from anywhere in the world.