Changing Stereotypes: African American man partners with eight small, organic tea-growing families in Kyushu, Japan.

Two-time Emmy and Three-time NAACP Image Award-winning, television Executive Producer Rushion McDonald interviewed James Green.

Purpose of the Interview

The interview aimed to showcase James Green’s entrepreneurial journey as the founder of KyuTeaCo (Kyushu Tea Company), a premium tea brand focused on curating authentic Japanese tea experiences. It highlighted his unique position as an African-American entrepreneur bridging cultures, his passion for tea, and his mission to educate consumers about tea’s health benefits and heritage.

Key Takeaways

1. Background & Inspiration

   • James Green grew up in Atlanta, studied international business and Japanese, and lived in Japan for five years.
   • His passion for tea began during a high school exchange program in Fukuoka, Japan, and deepened through cultural immersion.

2. Business Model

   • KyuTeaCo partners with eight small, organic tea-growing families in Kyushu, Japan.
   • Direct-to-consumer and B2B approach: e-commerce platform launching soon, plus partnerships with cafes.
   • Simplified supply chain: Farmers → Kuti Co → Customer (eliminates middlemen, ensures fair pay for farmers).

3. Mission & Differentiation

   • Focus on storytelling and cultural connection, not just selling tea.
   • Educates consumers on tea’s health benefits (e.g., reducing hypertension and diabetes risks).
   • Premium curated experience vs. mass-market tea brands.

4. Challenges & Lessons

   • Kickstarter campaign failed due to lack of collaborators and marketing reach.
   • Learned importance of storytelling and emotional connection for crowdfunding success.

5. Social Impact

   • “11% for Good” Program: 11% of every sale goes to sustainability efforts for Japanese tea farming.
   • Name significance: “11” in Japanese sounds like “ii,” meaning “good.”

6. Future Plans

   • Launching e-commerce in January.
   • Exploring subscription models and virtual tea tastings.
   • Goal: Build a brand that consumers care about through cultural education and premium experiences.

Notable Quotes

• On launching a business:
  “I’m learning now more than anything, just launch it. Just go. You’ll build it brick by brick, day by day.”

• On cultural connection:
  “We’re not just selling tea; we’re telling the stories of Kyushu and these families. It’s about legacy and sustainability.”

• On social impact:
  “Every bag of tea someone buys, 11% goes toward rehabilitating the Japanese tea industry. We’re investing in their futures.”

• On entrepreneurship:
  “Anybody can sell a product. What we’re doing is creating an experience and educating people about the culture behind it.”

#SHMS #STRAW #BEST

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