Tazo

Halaman ini berisi artikel tentang distributor teh. Untuk permainan tahun 1990-an, lihat Tazos.
Tazo Tea Company
Anak perusahaan
IndustriMinuman
Didirikan1994 di Portland, OR
PendiriSteve Smith
Kantor pusat
Portland, Oregon
,
Amerika Serikat
Wilayah operasi
Global
ProdukTeh & tisane
Karyawan
Sekitar 50 orang (2010)
IndukStarbucks sejak 1999
Situs webwww.tazo.com

Tazo Tea Company adalah sebuah produsen dan distributor teh dan tisane yang berkantor pusat di Portland, Oregon, sekarang merupakan divisi Starbucks.

Sejarah

Tazo Tea didirikan tahun 1994 oleh Steve Smith (pensiun dari Tazo tahun 2006) bersama rekan bisnisnya, Stephen Lee dan Tom Mesher. Lee dan Smith pernah mendirikan Stash Tea Company pada tahun 1972. Stash dijual pada musim gugur 1993 ke Yamamotoyama, sebuah perusahaan teh Jepang.[1]

Smith memakai jejaring korporatnya di industri makanan untuk meyakinkan banyak restoran, toko makanan, dan kedai teh agar memakai Tazo Tea baru. Smith mendekati CEO Starbucks Howard Schultz pada tahun 1998 agar mau menjadi mitra investasinya. Perusahaan ini dibeli oleh Starbucks pada tahun 1999 dengan nilai $8,1 juta.[2]

Starbucks membuka kedai teh pertama bermerek Tazo pada bulan November 2012.[3]

Pemasaran

Ragam teh Tazo

Perusahaan ini memakai pemasaran dan pelabelan produk bergaya "Zaman Baru". Misalnya, setiap kotak teh diberi label "diberkati oleh seorang shaman teh bersertifikasi" dan slogan aslinya adalah "The Reincarnation of Tea."[4]

Logonya memakai rupa huruf Exocet dengan sedikit modifikasi. Huruf T di Tazo diubah agar dapat dibaca pada tahun 2006 dengan menggeser tanda silangnya ke atas huruf.

Nama Tazo sendiri berasal dari penamaan prosesi tarian perkawinan para Firaun dari Mesir Kuno dan penghormatan oleh para Druid serta para penghuni Pulau Paskah di era abad ke-5.[5]

Referensi

  1. ^ "About Smith". Smith Tea. Diarsipkan dari versi asli tanggal 2013-01-16. Diakses tanggal November 13, 2012. 
  2. ^ "Starbucks will buy Tazo tea company". Puget Sound Business Journal. January 13, 1999. bizjournals.com. Diakses tanggal November 13, 2012. 
  3. ^ Candice Choi (November 14, 2012). "Starbucks Buys Teavana". The Huffington Post. 
  4. ^ Oregonian/OregonLive, Richard Read | The (2015-03-24). "Tazo, Stash co-founder Steven Smith dies at 65". oregonlive (dalam bahasa Inggris). Diakses tanggal 2023-12-01. 
  5. ^ Oregonian/OregonLive, Richard Read | The (2015-03-24). "Tazo, Stash co-founder Steven Smith dies at 65". oregonlive (dalam bahasa Inggris). Diakses tanggal 2023-12-01. 

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