Sylwia Mokrysz

In the autumn of 2002, Mokate acquired a major Polish tea producer, the “Consumer” company. In this way, the coffee giant began to conquer a new market space with tea. The development of this sector was handled by Sylwia Mokrysz, a proxy for Mokate SA. This was a challenge for both the company and herself.

The era of tea at Mokate

Tea is a very different product, consumer and operating philosophy than what we know from our experience in the coffee industry. I must admit that, at first, I had some concerns, I didn’t know the product, I didn’t know what possibilities it offers. However, we had no time to think about what to do. We had to smoothly introduce the tea products to the Mokate portfolio. To give them a new image consistent with the company’s vision. I was entrusted with the supervision of the newly established department.

I decided to gain experience from people wiser than myself, so I started with a training course at the London tea house of Thompson Lloyd & Ewart. I met true enthusiasts there, people who knew virtually everything about tea. They influenced me not only with their passion, but also with the will to discover new possibilities. Such enthusiasm was also assumed by the team I started to build for the new sector.

“Tea is our passion”

The Mokate tea team knows very well that in order to create new and unique flavours of tea you need to find the passion in yourselves. Contrary to popular belief, tea production requires tremendous knowledge, experience and also patience. Tea is a unique raw material: there are hundreds of different types of tea, the taste of the tea infusion depends on when the dried tea was harvested, or how the tea leaf was processed. All this has a huge impact on the final product.

I opted for quality, innovation and…. a bit of mystery.

I tackled the LOYD brand first. These are top quality teas created for connoisseurs and discerning lovers of this unique beverage. They are manufactured from the finest raw materials from renowned tea plantations. Their production process is subject to rigorous quality control: from the moment the tea leaves are purchased to the moment the finished product is placed on the shelf in the store.

As part of the promotion of the new brand, we began to support culture in its broadest sense – from local events through film premieres, cinema, theatre, operetta to opera – including performances staged at The Metropolitan Opera in New York and broadcast to top cultural institutions in Poland. LOYD teas were present, among others, at the premiere of “Tristan and Isolde” and “Don Giovanni” at the Studio Theatre in Warsaw, the premiere of the “La La Land” film at the Atlantic Cinema, the MAMMA MIA! musical at the Roma Musical Theatre, the premiere of Torben Betts’ play: “Invincible at the 6th Floor Theatre and many others.

In 2011, Justyna Steczkowska became the ambassador of Loyd teas. Together with this artist, we created the TV commercial: “Tea with a touch of magic.” The created advertising spot was almost as important as the first one for Mokate cappuccino. The latest visual techniques were used in its production. The work contains references to Alice in Wonderland, and lanterns of happiness glide up into the sky in the form of pyramids as a symbol of mystery, energy and mysticism. We peek into the unique world of tea….

A little known fact is that the film was made in three days. Justyna Steczkowska speaks about the work on the set: “Everything was perfectly prepared. I could focus exclusively on creating the fairytale mood. I am very pleased with the final result: I tried to bring out all the magic of Loyd tea, and I think I succeeded.”

The Loyd brand has gained a new face and joined the top tea brands in the country. I also included it in the race for supremacy in many markets in Europe, Asia and Africa. I obtained its prestigious membership in “The London Tea History Association.”

Minutka and Ranczo

We managed to fit the creative works and the tea brand of “Minutka” (Minute) into the product placement formula. We established cooperation with the creators of the TV series “Ranczo” (The Ranch) and placed our teas in it. Even now, during the reruns of “The Ranch” TV series, you can see our tea in the right context and this makes it very expressive and convincing.

Coffee and tea – successfully on the market for years. What now?

Further development and new challenges. Last year, I founded the Coffee and Tea Market Research Institute (based in Ustroń and London). There we conduct research based on scientific methods in the area of business behaviour in the food and beverage market, including the coffee and tea market.

This association offers a summary of my coffee and tea passions. Apart from analysing the coffee and tea market, the Institute popularises knowledge about these fascinating beverages. It integrates the scientific and business milieus, including universities and people starting their career in business. In addition, it is involved, among other things, in developing new products (which is not at all easy in the case of coffee and tea), training and facilitating self-education, organizing conferences, meeting with other enthusiasts and professionals, etc. The works of the “Coffee and Tea Market Research Institute” are summed up with the publication of a scientific journal: Coffee & Tea Marketing Journal which will help to interest even more people in our activities.

I have always felt there is an insufficiency of innovation. I hope that we will continue to positively surprise our customers with new products. Maybe we’ll set the next trends on the market?