'Tea is my life'
Ronnefeldt Chairman Frank Holzapfel poses with the brand’s various tea products in this undated photo. / Courtesy of Ronnefeldt
Ronnefeldt opens Asia's largest tea house in Korea
By Chung Hyun-chae
It is forecast to be bitterly cold this winter. Chilly air in the morning tells that winter is already near. For many, the season makes people crave a cup of tea that they enjoy not only for warmth but also for the fragrance.
Ronnefeldt, the German luxury tea brand, opened Asia’s largest tea house in Bundang-gu on the outskirts of Seoul in September. The brand, praised by tea lovers for its superior quality, produces all the teas by traditional hand craft called the “orthodox method.”
Becoming the leading tea brand in the upscale hospitality industry hasn’t come easily. Frank Holzapfel, the chairman of Ronnefeldt, took over the company in 1984. While maintaining the founder’s strategy, he developed the brand further with an unbending principle that says, “Ronnefeldt purchases and processes exclusively top quality teas from the best tea gardens in the world.”
Holzapfel recently talked to Business Focus about his strategy to globally develop Ronnefeldt and what tea means to him. The questions and answers have been edited.
Business Focus (BF): Where did you find the value of the Ronnefeldt brand when you took over the company?
Frank Holzapfel:
I got in touch with Ronnefeldt for the first time at the end of the 1970s when I was in charge of their corporate marketing strategy. At that time they were far too involved in too many distribution channels from hospitals and retail shops to hotels. The last owner from the Ronnefeldt family asked me in 1984 to come back and take over the company.
I took up the challenge, cut off the various distribution channels and geared the brand to the international hospitality industry. We developed innovative and sophisticated products such as Morgentau and Tea-Caddy which still have a unique positioning in the market.
BF: How have you developed Ronnefeldt into the leading tea brand for the premium hospitality industry? What is your main business strategy?
Holzapfel:
We focus on the needs of our worldwide customers and supply customized and individual tea concepts for each outlet. Besides our innovative product range, we offer training. Tea is one of the oldest hot beverages with a history and culture of 5000 years. You need people who have a passion for tea, who understand the variety of the countries of origin and who are able to serve tea properly to hotel guests. Therefore we have established a tea academy and a tea master program — a concept that is unique in the world.
BF: When did you experience the most difficult moment and how did you meet that challenge?
It was the moment when we sacrificed various distribution channels and gave up lots of turnover in order to position us as the luxury tea brand for the premium hospitality industry. At the same time the company grew and we transferred our complete production site from our headquarters in Frankfurt to a location 500 kilometers away in the northern part of Germany.
BF: You handed over the company to your son this year. What do you expect from him?
My expectation is that he runs the company with the same passion, empathy and strategic vision as I did it for the last 30 years. Jan has already done an excellent job in developing Ronnefeldt in over more than 60 markets in the last 10 years.
BF: How has tea affected the modern lifestyle? And what will its influence be in the future?
We observe a worldwide trend to more tea consumption because of the ultimate variety of flavors, the discerning pleasure and all the positive side effects. Tea calms down in these hectic business days, stimulates our brains and brings creativity and new ideas. Today’s lifestyle of wellness, well being and deceleration fits perfectly well with tea.
BF: What is the best pairing of food and tea?
Any kind of tea can be combined with a delicious menu. If you have spicy meat you can serve strong, gutsy, flavorful black teas. If you eat a fish or seafood, you can enjoy a fine green or oolong tea. Especially in the Asian and fusion kitchen, a jasmine tea is an excellent choice. For dessert and as a digestive, herbal infusion has a cleansing effect on the body. Last but not least, verbena or rooibos as the late night cup before you go to sleep will give you sweet dreams.
BF: Can you recommend different teas for different kinds of business meetings?
Over the centuries tea was served for meetings. If you look back to the Royals or the Russian Czars, tea was a welcoming drink, and it was served in the most precious porcelain and silver.
Today’s preparation and presentation has to be done in a few minutes. We therefore offer LeafCup, our tea bag product perfect for conference and banquet areas. If business meetings are energetic, we recommend black and green tea, if they are more relaxed, we suggest herbal or fruit infusion.
BF: What does tea mean to you?
Tea is my life. I grew up in the northern part of Germany where it is often cold and windy. What other beverage makes you feel warm and comfortable immediately? Tea brings people together and makes discussions lively and inspiring. Your body feels always well and you can overcome any frontier or barrier.
BF: What is the right way of drinking tea?
First of all you need freshly boiled hot water which you pour over a strainer with enough room for the loose tea leaves so that they can properly develop their flavor. Tea also provides an aesthetic enjoyment. Therefore the tea pot and cup should be either made of fine porcelain or of good glass. White rock sugar can be added to all kinds of teas. I recommend brown rock sugar for a black Assam tea. Lemon and artificial sugar, however, can destroy the flavor of a high grade loose leaf tea.
BF: Can you further explain your dictum, “It pays to buy good tea”?
Top quality always pays. It’s the same as with a champagne and wine — the better the quality of a natural product is, the better is the taste and enjoyment. Guests and customers honor these efforts, and they remain loyal to a brand.
BF: Can you recommend the best tea for the autumn and upcoming winter season?
We offer a variety of black, herbal and fruit teas with typical winter flavors such as cinnamon, vanilla, almond, anise, cardamom, chocolate and so on. You can smell and drink the winter season. Our new Leafcup Winter Harmony is already a bestseller. Furthermore, a spicy chai, also served as a chai latte, is a very nice beverage for cold winter days.
BF: What is your favorite tea?
I love Darjeeling teas plucked in the spring time. On some days, however, I switch to Assam teas. In the afternoon I often enjoy green teas from China and India.
BF: What are your plans for the future?
Together with my younger son I’m developing a German tea retail chain. In the remaining time I’m travelling all over the world to get a better understanding of different cultures. I’m very impressed with South Korea and your lifestyle here.