German Tea Born in Yokohama
Ronnefeldt Tea Company is one of the oldest tea companies in the world, established by Johann Tobias Ronnefeldt in Frankfurt, Germany in 1823. In this month’s issue we introduce the sole distributor of Ronnefeldt Tea in Japan, Mr. Marcel Niederhauser, who was born in Yokohama and is the president of Otti Boeki.
YSM: Please provide us some background on how you got into the tea business.
Niederhauser: It fell into my lap one afternoon in 1999. I was not quite happy with my job at the time working for a Swiss company and one day I received a phone call from a Tokyo hotel customer “to attend a presentation by some German person wanting to sell tea and to please kindly help refuse as there is enough tea in Japan”. During the tea presentation I told the hotel manager that in my opinion it is a good concept for hotels in Japan to have Western teas and he half in jest said, “Okay, if you do it, I will buy.” So I went home and told my wife Spike that I will start my own import company. Thus, the launch of Ronnefeldt tea in Japan came to be.
What is the relationship of the Ronnefeldt tea company to Japan’s own tea business?
As you know, Japan has a rich history of green tea as in other parts of Asia. In Europe, drinking green tea was not appreciated, especially in popular black tea consumer countries like England, Germany, and Russia. Similarly, drinking black tea in Japan was not practiced and only entered Japan during the Meiji Period. Drinking black tea was seen as a luxury only for the ‘royal class’. Nowadays, Japanese still prefer green tea, but the black tea market is quite competitive with imports from many different companies. Ronnefeldt tea holds a very niche market here servicing only hotels, restaurants, and boutique cafes and shops.
What makes Ronnefeldt tea unique? Is it a “boutique” tea company?
I would not say “boutique” but more of a “niche” tea company. First and foremost, we are not a retail tea company. I would say we are tea consultants for our clients. Our value comes from our original blends and how we take extra special care to ensure our teas maintain their original recipe flavor, aroma, and taste. Excellent and high-quality tea is a result of maintaining the original blends and this is the most difficult production aspect.
Fair Trade is a global practice usually associated with the coffee industry. Can you elaborate on the tea industry and Ronnefeldt’s own practices?
Ronnefeldt is an active member of Ethical Tea Partnership (ETP) Organization and Child Aid Network (CAN). ETP works for better social standards in the tea producing countries mainly improving upon better environmental conditions. CAN helps access education and training for needy children and young people in South Asia’s tea farming communities. Ronnefeldt’s membership with both ETP and CAN ensures the safety conditions of tea garden workers and supports the co-operation of tea merchants for a better future.
What are unique tea flavors/products produced by Ronnefeldt?
I would have to say our Irish Whiskey Cream tea is our most popular. This blend is known to Japanese as “Royal Milk Tea” and mixes Assam tea with whiskey and cocoa flavorings. Another Ronnefeldt unique tea recipe is Darjeeling Earl Grey, which blends premium Darjeeling tea and the bergamot flavor.
Please tell us a bit about your company Otti Boeki.
I named the company after my father Otto. “Otti” is sort of an affectionate name for Otto in Switzerland and “Boeki” is defined in Japanese as trade. I founded the company in 1999 with our headquarters in Yokohama. Currently, we have staff throughout Japan including the Kanto area, Kobe, and Hiroshima. We not only distribute Ronnefeldt Tea but also Swiss pastry supplies.
Finally, what is your background and relation to Yokohama?
My parents are from Winterthur, Switzerland. In 1962, my father moved to Yokohama to work for a Swiss company. I was born in Yokohama very close to Motomachi and at age five, our family moved to Kobe for a short time. I finished both high school and university studies in Switzerland and returned to Japan during my adult life. Here in Yokohama I met my American wife, Spike. Our two children are grown, both having graduated from Yokohama International School. Spike and I are now spending our time in both Hawaii and Yokohama. I could say I am most definitely a Yokohama-ite.