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In Taiwan, we’ve been working with our distributor – Italian Coffee Company – for over 20 years. In that time, one of their former employees launched his own coffee chain that has grown to become the biggest in the country. Here’s how we took that journey together.

Sarah Henderson, Taylors’ International Business Manager, said: “Taylors and ICC Taiwan started working together in the early 2000s and over 20 years later they are our biggest distributor in the Asia region.


“Taking a mixed portfolio of Taylors of Harrogate speciality teas and Yorkshire Tea they have succeeded in establishing our brands in a competitive market, always willing to try new things, access different channels and work in innovative ways to meet the needs of the Taiwanese consumer.”

 

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Vivian Tenefrancia, ICC Taiwan General Manager, said: “A young man named Ah Xian came to Italian Coffee Company for an interview 22 years ago. He was interviewed and hired. After being employed for 2 years, Ah Xian decided to proceed with his dream of opening his own coffee shop and called it Louisa Coffee.

His goal and dream was that one day Louisa Coffee will be as popular as Starbucks in Taiwan. Knowing his goal, we advised that his coffee shops need to be different from Starbucks and that the only way to be different is to emphasise serving high quality teas in addition to his coffee beverages. So he decided to use Yorkshire and Taylors teas.

“Today, Louisa Coffee has more than 530 stores in Taiwan and is expanding in Southeast Asia. The popularity and the number of Louisa Coffee shops already exceeds the number of Starbucks shops in Taiwan.


“It is important for Italian Coffee Company to be able to keep Mr Huang’s confidence and trust in the products we carry and to let him know that we can deliver. Louisa Coffee is a lighthouse account that work with us as partners to build the Yorkshire and Taylors brand throughout Taiwan. We are very proud to share the story of Louisa Coffee – Ah Xian, a young man, who pursued his dream, and made it with his diligence and good sense for excellent products.”

Sarah added: “At Taylors, we put a lot of care and attention into our distributors. That's true whether they've just started on their journey or are well established in their market.

“It's about building supportive and sustainable business relationships that stand the test of time. We're in it for the long term.”

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