{"id":21477,"date":"2016-05-23T17:15:50","date_gmt":"2016-05-23T21:15:50","guid":{"rendered":"https:\/\/www.wework.com\/creator\/?p=21477"},"modified":"2020-03-30T22:55:47","modified_gmt":"2020-03-31T02:55:47","slug":"going-door-to-door-took-heart-of-tea-from-niche-to-noticed","status":"publish","type":"post","link":"https:\/\/www.wework.com\/ideas\/community-stories\/member-spotlight\/going-door-to-door-took-heart-of-tea-from-niche-to-noticed","title":{"rendered":"Going door to door took Heart of Tea from niche to noticed"},"content":{"rendered":"\n<p>Born in Mississippi&nbsp;and raised in England, Messi Gerami had dreams of working on Wall Street. But when he moved to New York in 2010, he couldn\u2019t find a job in finance. Time was running out, and he needed to find work or leave the country.<\/p>\n\n\n\n<p>After taking a hard look at himself in the mirror, Gerami realized he wasn\u2019t meant to be a cog in a machine. He was born to be an entrepreneur.<\/p>\n\n\n\n<p>Coming from four generations of tea makers, Gerami had always been curious about how to make a naturally sweetened iced tea that was also low in calories.<\/p>\n\n\n\n<p>\u201cMy great grandfather, grandfather, and father have been in the tea business,\u201d says Gerami, a <a href=\"https:\/\/www.wework.com\/locations\/new-york-city\/brooklyn-heights\" target=\"_blank\" rel=\"noopener noreferrer\">WeWork Brooklyn Heights<\/a> member. \u201cIt was a conversation we constantly had at dinner parties.\u201d<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"\/ideas\/wp-content\/uploads\/sites\/4\/2016\/05\/Going-Door-to-Door-Took-Heart-of-Tea-from-Niche-to-Noticed2-800x571.jpg\" alt=\"Going Door to Door Took Heart of Tea from Niche to Noticed2\" class=\"wp-image-21483\"\/><\/figure>\n\n\n\n<p>Gerami began to explore how to source teas from around the world, finding that places like India, Sri Lanka, Kenya, China, and Chile offered excellent blends. In 2011 he launched <a href=\"http:\/\/heartoftea.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Heart of Tea<\/a>, a line that used real cane sugar and avoided artificial colors and flavors.<\/p>\n\n\n\n<p>Gerami says that he had trouble gaining traction in the beginning. He assumed his teas would mostly appeal to women, but later realized that men made up the majority of his customers.<\/p>\n\n\n\n<p>Another hurdle was that in New York, stores were small and shelf space was limited. Many retailers didn\u2019t have room for a niche brand like Heart of Tea.<\/p>\n\n\n\n<p>That\u2019s when Gerami decided to take his artisanal tea door to door.<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"\/ideas\/wp-content\/uploads\/sites\/4\/2016\/05\/Going-Door-to-Door-Took-Heart-of-Tea-from-Niche-to-Noticed3-800x571.jpg\" alt=\"Going Door to Door Took Heart of Tea from Niche to Noticed3\" class=\"wp-image-21484\"\/><\/figure>\n\n\n\n<p>\u201cDistributors weren\u2019t touching us because they thought we were another iced tea store,\u201d Gerami says. \u201cSo I got a van and went around selling tea in SoHo.\u201d<\/p>\n\n\n\n<p>After hitting 120 stores, his brand started getting noticed.<\/p>\n\n\n\n<p>\u201cPeople could taste the difference,\u201d Gerami says.<\/p>\n\n\n\n<p>The startup\u2019s teas began popping up in stores across the tri-state area, then spread out to almost 20 states. High-end specialty grocers, including Whole Foods and Fairway Market, carried his company\u2019s <a href=\"http:\/\/heartoftea.com\/flavors\/\" target=\"_blank\" rel=\"noopener noreferrer\">four distinctive brews<\/a>: classic, lemon, peach, and pomegranate orange.<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"\/ideas\/wp-content\/uploads\/sites\/4\/2016\/05\/Going-Door-to-Door-Took-Heart-of-Tea-from-Niche-to-Noticed4-800x571.jpg\" alt=\"Going Door to Door Took Heart of Tea from Niche to Noticed4\" class=\"wp-image-21485\"\/><\/figure>\n\n\n\n<p>\u201cWe\u2019re not competing with Snapple and Honest Tea,\u201d Gerami says. \u201cWe have a higher-end market, so Argo Tea and Harney &amp; Sons are our competitors.\u201d<\/p>\n\n\n\n<p>He admits making mistakes over the first several years, including trying to increase his distribution too quickly.<\/p>\n\n\n\n<p>\u201cOver the five years, I made a lot of decisions because I was hungry to grow and build a business,\u201d Gerami says. \u201cIn 2014, we grew to the West Coast. We got too ambitious and that backfired. In 2015, we cut back and focused on main markets and a few key cities.\u201d<\/p>\n\n\n\n<p>Through one devoted customer, Gerami was introduced to a beverage distributor that supplied to the Facebook offices in New York. Before he knew it, he was also shipping tea to the company\u2019s corporate headquarters in California.<\/p>\n\n\n\n<p>\u201cYou\u2019ve got to stay loyal to the people who believe in you,\u201d Gerami says.<\/p>\n\n\n\n<p>Photos: <a href=\"http:\/\/www.laurenkallen.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Lauren Kallen<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Born in Mississippi&nbsp;and raised in England, Messi Gerami had dreams of working on Wall Street. But when he moved to New York in 2010, he couldn\u2019t find a job in finance. Time was running out, and he needed to find work or leave the country. After taking a hard look at himself in the mirror, [&hellip;]<\/p>\n","protected":false},"author":917,"featured_media":21482,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[43903,43911],"tags":[],"class_list":["post-21477","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-community-stories","category-member-spotlight"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v22.4 (Yoast SEO v25.3.1) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Going door to door took Heart of Tea from niche to noticed<\/title>\n<meta name=\"description\" content=\"\u201cDistributors weren\u2019t touching us because they thought we were another iced tea store,\u201d Messi Gerami says. \u201cSo I got a van and went around selling tea.&quot;\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.wework.com\/ideas\/community-stories\/member-spotlight\/going-door-to-door-took-heart-of-tea-from-niche-to-noticed\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Going door to door took Heart of Tea from niche to noticed\" \/>\n<meta property=\"og:description\" content=\"\u201cDistributors weren\u2019t touching us because they thought we were another iced tea store,\u201d Messi Gerami says. \u201cSo I got a van and went around selling tea.&quot;\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.wework.com\/ideas\/community-stories\/member-spotlight\/going-door-to-door-took-heart-of-tea-from-niche-to-noticed\" \/>\n<meta property=\"og:site_name\" content=\"Ideas\" \/>\n<meta property=\"article:published_time\" 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