European Speciality Tea Association has appointed two new Directors to its board, Ajit Madan based in London and Joyce Maina originally from Kenya and now living and working in the UK.

Ajit established Camellia’s Tea House as a leading player in the specialty and wellness tea market from a standing start in the U.K, Saudi Arabia, Japan and South Korea. Operations encompassed domestic and international wholesale/trade sales to premium hotels, hospitals and spas, two retail stores and a multiple international website business. He has created and developed an international premium consumer brand with sales in the UK, EU, Japan, Saudi Arabia and Dubai, developing and building a core offering of tea products including innovative health tea concepts, all centered around wellness, sustainability and health.

Having worked with many of the larger tea companies such as Taylors, Unilever, Twinings and Tetley, Joyce founded Cambridge Tea Consultancy in 2019, specialising in such areas as tea business advisory services, education, training and communications, media and PR, strategy building and implementation including tea sourcing, buying, blending and marketing. 

‘I am excited to work with everyone to continue to raise the profile and the standards of speciality tea’ says Joyce ‘I admire the work that European Speciality Tea Association has done so far and their achievements and look forward to us doing even more together in the future.’

To join European Speciality Tea Association visit the website at and click on the membership tab for further details.

David Veal. Executive Director of ESTA commented ‘There is so much work to do as our association expands rapidly and the addition of these two first class members to our board will add much value and experience to our mission’.

For further information please contact the European Speciality Tea Association Communications team on email

European Speciality Tea Association
European Speciality Tea Association is an inclusive organisation whose mission is to create and inspire excellence in the speciality tea community through innovation, research, education and communication.

With members from over 28 countries representing all parts of the tea supply chain from producers to tea baristas, European Speciality Tea Association is helping to generate a vibrant speciality tea community across the world, and is dedicated to promoting great quality tea in all of its forms to create a new sensory excitement amongst tea drinkers. You can join by contacting us at the email address above.

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