Steaz Tea Unveils New Brand Evolution and Commits to Being an "Ally" of the Regenerative Organic Alliance (ROA)
LONG BEACH, Calif., March 5, 2025 /PRNewswire/ -- Steaz Tea, a pioneer in organic green tea-based beverages, announced today a major brand evolution that reconnects the company with the vision of its original founders (Eric Schnell and Steven Kessler) and propels it into a regenerative future. Embracing a renewed mission and purpose, Steaz has rediscovered the "soul" of the brand by working closely with its original creators. This rejuvenation is guided by the 5P Model (Passion. Purpose. People. Planet. Prosperity.), ensuring the business stays true to Steaz's founding ideals. From a refreshed visual identity to a reformulated brew made with some Regenerative Organic Certified® (ROC) ingredients, Steaz is doubling down on its commitment to positive impact for consumers, communities, and the planet.
"When we started Steaz, our goal was simple: to inspire positive change and harmony with every sip, making a meaningful impact and doing as much good as we could along the way," said Eric Schnell, co-founder of Steaz and founder of BeyondBrands, whose agency partnered with Steaz to create its newest brand evolution. "Now, by returning to that core mission with some Regenerative Organic Certified® ingredients, we're not only delivering a better tasting product – we're proving that a business built on passion and purpose can truly prosper and uplift everyone it touches, " said Eric Schnell.
Steaz's new trade dress proudly showcases its regenerative mission on every can, featuring updated graphics and labeling that highlight the use of some ingredients produced with regenerative farming practices. Alongside the new look, Steaz has overhauled its formulation to align with its mission. The reformulated beverages will soon be made with Regenerative Organic Certified® green tea from Wild Orchard Tea Company's renowned Jeju Island tea farm – which became the world's first Regenerative Organic Certified® tea farm in 2022.
Beyond green tea, Steaz has also committed to using Regenerative Organic Certified® sugar in its sweetened tea line and has committed to transitioning other ingredients to Regenerative Organic Certified® Ingredients as they become more readily available in the market. "The goal of these changes is to not only enhance the flavor and quality of the drinks, but to align the beverage with its deeper purpose, 'To inspire positive change and harmony with every sip, make meaningful impact and do as much good along the way,' said Mike Fransz Director of Marketing for Steaz.
The reformulated beverages boast a crisper, cleaner taste with fewer calories and less caffeine than prior recipes, offering consumers a delicious refreshing tea that not only tastes great, but high quality, and works to support regenerative farming. Fans of Steaz can expect to see some products with the new formula and packaging on shelves starting September 2025, with a full rollout by October 2025.
Although Steaz's journey toward becoming Regenerative Organic Certified® is still not complete, the brand has recently committed to being an "Ally" of the Regenerative Organic Alliance (ROA) and is committed to taking the necessary steps to get the brand's new green teas formally reviewed.
"We welcome Steaz as an Ally of the Regenerative Organic Alliance and focus on the Journey to ROC along with the transformation to Regenerative Organic Certified ingredients for their beverages! ROC is a proven solution that champions biodiversity, healthier soils, protects animal welfare and ensures worker well-being," stated LaRhea Pepper, Interim CEO & Vice-Chair, ROA Board of Directors.
This collaboration positions Steaz as a leader in the organic beverage movement by supporting the regenerative farming community and encouraging change within the greater organic movement. By aligning its operations and some of its ingredients with regenerative standards, Steaz aims to become one of the first beverage brands to achieve the Regenerative Organic Certified® badge on its products, setting a higher bar for sustainability in the industry.
"The opportunity to work with the amazing Nova Natural team to help engineer a new purpose driven future is beyond exciting and we are so grateful that they value the Steaz brand fundamentals we bring. Here we GROW again!", said Steven Kessler, the co-founder of Steaz and now Chief Sales Officer and Partner at BeyondBrands.
A key partner in this effort is Wild Orchard Tea Company, whose single-origin tea from South Korea's Jeju Island serves as the cornerstone of Steaz's new recipes and with whom Steaz has created a strategic supply agreement.
"We are thrilled to partner with Steaz to share our Regenerative Organic Certified® tea with a wider audience," said Michael D. Ham, President of Wild Orchard Tea Company. "Steaz is a like-minded pioneer that understands how truly great tea starts with healthy soil and thriving ecosystems. By collaborating with Steaz, we're not only delivering exceptional tea flavor but also supporting farming practices that restore our planet. This partnership is a significant step forward for regenerative organic agriculture in beverages, and we're proud to be part of it."
Steaz's commitment to impact and shared prosperity is also front and center in this brand evolution. As a member of 1% for the Planet, Steaz will dedicate one percent of its revenue to initiatives that support regenerative agriculture and community well-being. In particular, these funds will help fuel programs and partnerships with:
- Regenerative Organic Alliance (ROA) – bolstering education, advocacy, and expansion of regenerative organic farming practices.
- Whole Planet Foundation – providing micro-loans that empower entrepreneurs and alleviate poverty in communities where ingredients are sourced.
- Wild Orchard Tea Company's farming community – investing in the farmers and regenerative practices at the source of Steaz's tea, on Jeju Island, to help ensure long-term environmental and economic sustainability.
By tying its financial success directly to positive causes, Steaz is living its Prosperity principle – creating win-win outcomes for the people who grow its ingredients, the partners who advance sustainable farming, and the consumers who enjoy its drinks. Every Steaz purchase will now help fund this cycle of good, further blurring the line between a great-tasting beverage and a meaningful act of change.
"At Nova Naturals, we are dedicated to fostering brands that prioritize health, sustainability, and authenticity", said Ron Greene, CEO of Steaz & Nova Naturals. "Steaz's transformation is a testament to our commitment to these values. By embracing regenerative farming practices and revitalizing its mission, Steaz is setting a new standard in the beverage industry. We are proud to support Steaz in this journey, offering consumers not only exceptional taste but also a meaningful connection to the planet.
With this comprehensive transformation, Steaz Tea is poised to lead the organic beverage movement again, staying true to its founding mission while innovating for the future. The brand invites tea lovers everywhere to join in this journey and "sip for change," enjoying a refreshing beverage that not only tastes good but also does good for people and the planet.
At Steaz they refer to it as Doing Good By Brewing Good™.
About Steaz
Over the past 23 years, Steaz has become known for making delicious sustainable teas that combine great taste with the functionality to fit your lifestyle. Steaz was founded from a belief that every sip can make a difference in the world though impacting people and the planet. At Steaz, we call it Doing Good By Brewing Good™, and that is why every can of Steaz Green Tea is made with Fair Trade, Non-GMO and certified organic ingredients and gives back through our proud partnership with 1% for the Planet, which donates 1% of Steaz's revenue toward the greater good. No matter which Steaz Green Tea you choose, you'll know it's good for your mind, body and soul. To learn more, visit drinksteaz.com, or connect with the brand on Instagram, Facebook, and Twitter.
About BeyondBrands
BeyondBrands co-creates brands in the natural products industry, including GoodSAM, Good Catch, Leisure Hydration, Jasberry, and Free Bird. Assembled by Steaz co-founder Eric Schnell, and Under the Canopy and Institute for Integrative Nutrition co-founder Marci Zaroff, a team of 25 senior-level natural lifestyle and eco-conscious experts that are co-creating the future model of full-service executive-level consulting including brand incubation and acceleration through the agency's networks and affiliates. To learn more visit: https://beyondbrands.org
About Wild Orchard Tea Company
Wild Orchard Tea Company, located on South Korea's Jeju Island, is home to the world's first Regenerative Organic Certified® tea farm, dedicated to producing nutrient-dense teas while restoring ecosystems through regenerative organic farming. Grown in volcanic soil rich in minerals, Wild Orchard Tea Company's 1,000 acre farm naturally enhances biodiversity and sequesters carbon, setting a new standard for sustainability in the beverage industry. Recognized globally with 26 medals from the most prestigious tea competitions and featured in Michelin-starred restaurants, Wild Orchard Tea Company is redefining what it means to drink tea with purpose. To learn more visit: https://wildorchard.com/
About the Regenerative Organic Alliance
The Regenerative Organic Alliance (ROA) is a nonprofit organization made up of experts in farming, ranching, soil health, animal welfare, and worker fairness that oversees the Regenerative Organic Certified® label. The ROA promotes farming practices that restore and build soil, ensure animal welfare, and end unfair conditions for farmers and farmworkers. The organization's intent is to create long-term solutions to the climate crisis, factory farming, and fractured rural economies. Regenerative Organic Certified® is a certification for food, textiles, and personal care ingredients. Regenerative Organic Certified® farms and products meet the highest standards in the world for soil health, animal welfare, and farmworker fairness. For more information, visit https://regenorganic.org.
SOURCE Nova Naturals
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