10 YEARS THE T CONNEXXION 2006 - 2016
10 years ago they had a dream. Changing the 'boring' tea world and introducing fresh innovative tea concepts.
They wanted to get rid of the traditional tea bag and typical Dutch 1-2-3 tea culture. Today Arnoud Francken and Marcel Vogel, founders of Masters Axxent Tea, celebrate the 10th anniversary of Axxent, and they look back on ten beautiful and eventful years. That they are still successful after all these years is evident from the strong position they now have in the tea business. Carefully they rank themselves as the number 4 in the Netherlands, with customers in more than 25 countries.
Very soon after the start up on September 27th, 2006, they introduced T'amore®, tea with a little spoon of love. An innovative concept that is still available at grand cafés, hotels and restaurants. Not long afterwards many other creative concepts were introduced, with focus on excellent qualities, competitive prices, storytelling and attractive and unique packaging.
It is obvious from a company thinking about concepts that the development of the company logo is well thought of. The two X's form a cup with two curves that indicate the steam of tea. Moreover the two X's also stand for the X-factor, which indicates the company to proceed differently.
The Fairtrade Organic range Tea of Life® has found its way to various ministries, businesses, schools and institutions. The signature of Master Tea Blender Inra Esram on the packaging guarantees only the finest 100% natural ingredients.
The range of Sunleaf® Original Teas bears the seal of the Fair grounds® Foundation. An ANBI foundation founded by the two gentlemen with the aim of doing something good back to the country they buy tea from. Social responsibility and sustainability are core values of Axxent. Of each kilogram Sunleaf tea sold, € 0.50 is transferred to the Foundation. Since its incorporation they have built five beautiful nurseries in Sri Lanka, where the children of tea pickers have a safe and clean shelter.
The introduction of the new herbal line Tea Oordt® 2016 is revolutionary. Not only because of the clever packaging and biological qualities, but especially the freshness of the re-introduction of a brand that dates back to 1834 is remarkable.
Axxent does not only supply own brands, but provides for a large number of retailers, roasters and wholesalers also their private label tea. Thereby Partnership is written with a capital P with focus on a strong connection between origin and customer. The T Connexxion is a fact.
After acquisitions of Arcus in 2012 and Thee Van Oordt in 2015 the company is confidently and decisively to the future. The motto "We think in generations rather than in quarters" is an essential part of its philosophy.
On the occasion of the 10th anniversary Axxent will introduce various unique products in limited series and will have appropriate festivities with their business relations.