What Pluck Tea does

Pluck Tea is a privately held, woman-owned Canadian tea company founded in 2012 by Tea Sommelier Jennifer Commins in Toronto. The company hand-blends and packs teas in small batches at its midtown Toronto production facility (89 Research Rd), using Soilon plant-based, petroleum-plastic-free, non-GMO tea bag material that is ultrasonically sealed and compostable within 3–5 days in municipal composting. Its product portfolio spans Black, Green, Herbal, Oolong, Rooibos, Chai, and Matcha collections, plus Craft Iced Tea Sachets, Superfine Latte Blends, matcha accessories, tea accessories, gift sets, honey, and gift cards, with unit prices ranging from approximately $5.49 to $97.95.

The business operates a hybrid direct-to-consumer and B2B wholesale model. DTC sales run primarily through pluckteas.com with a Tea VIP email newsletter offering up to 15% savings, a Tea Subscriptions program providing 10% off recurring blends, a Pluck Points loyalty program, a $10/$10 referral program, and free shipping across Canada on orders over $60 CAD (US shipping is currently paused). The B2B wholesale program serves restaurants, cafes, retail stores, and offices with tailored tea menus, training, and wholesale pricing, supported by an interactive retail store locator. Revenue streams include one-time e-commerce purchases, recurring subscription revenue, and wholesale transactional revenue.

Pluck differentiates on sustainability and certifications: GFSI/SQF food safety certification (the highest for tea), Pro-Cert organic certification, Upcycled Food Association certification (citrus peels, cacao shells), CleanHub plastic-negative partnership, and direct-trade sourcing from Rainforest Alliance, Fair Trade, and Organic certified farms plus Canadian farms (Ontario apples, Nova Scotia berries, BC chaga, PEI lavender, Hockley Valley honey, Ontario ginseng). The company is fiercely independent and founder-owned, with no disclosed institutional funding rounds and US operations paused due to tariffs and shipping processing times.

Name

Pluck Tea

Legal name

Pluck Tea

Website

https://pluckteas.com

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

1–10 employees

Short description

Pluck Tea is a privately held, Toronto-based tea company founded in 2012 that hand-blends premium small-batch teas for direct-to-consumer e-commerce and wholesale distribution to restaurants, cafes, offices, and retailers across Canada.

Ownership category

akta.pro rank

Product category

Specialty Tea

NAICS

Coffee and Tea Manufacturing (311920)

akta.pro primary industry

Tea Blending & Flavoring (AFAFADAG)

akta.pro secondary industry

Specialty Coffee & Tea Retail (Beans, Leaves, Accessories) (CRAHAGAI)

Keywords

• Premium tea blends
• Loose leaf tea
• Tea subscriptions
• Matcha products
• Wholesale tea supply

Headquarters

HQ city

Toronto

HQ country

Canada

HQ region

North America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Direct E-commerce Sales: B2C product sales through their e-commerce website pluckteas.com. Customers can purchase individual tea products, sample bundles, gift sets, and tea accessories with free shipping over $60 CAD.
2. Tea Subscriptions: Recurring subscription model offering 10% savings on subscribed blends. Customers choose renewal frequency and receive automatic deliveries of their favorite teas.
3. Wholesale/B2B: B2B wholesale program for restaurants, cafes, retail stores, and offices offering tailored tea menus, training, tools, and wholesale pricing.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels5 records

Core offering

Pluck Tea hand-blends, packs, and distributes small-batch premium teas from its Toronto facility, selling direct-to-consumer through pluckteas.com and wholesale to restaurants, cafes, retail stores, and offices across Canada. The product portfolio spans black, green, herbal, oolong, rooibos, chai, and matcha teas in compostable pyramid sachets, complemented by iced tea sachets, superfine latte blends, tea accessories, gift sets, and Blueberry Blossom Honey.

Product overview

Pluck Tea is a premium Canadian tea company founded in 2012 that offers a diverse portfolio of hand-blended, small-batch teas and tea-related products. The core offering consists of multiple tea type collections (Black, Green, Herbal, Oolong, Rooibos, Chai, and Matcha) available in both loose leaf and compostable pyramid bag formats. Supporting the core teas are complementary product lines including Craft Iced Tea Sachets (plant-based, compostable 1L sachets), Superfine Latte Blends (turmeric and beet-based caffeine-free latte mixes), and Matcha Accessories (traditional Japanese tools like chasen whisks, matcha bowls, and sifters). Additional offerings include Tea Accessories (strainers, filters, KINTO tea ware), Gift Sets and Sample Bundles (themed collections like Canadian Content, Greatest Hits, Wellness Wonders), specialty products like Blueberry Blossom Honey, plus subscription services and wholesale B2B programs. The company differentiates through Canadian-sourced ingredients, upcycled materials, plastic-free packaging, and GFSI/SQF food safety certification.

Differentiator

Problem solved

Functional benefit

Products and services

• Black Tea Collection Premium hand-blended small-batch black teas including Earl Grey Cream, Organic English Breakfast, Chai Spice, Classic Earl Grey, Just Peachy, Caramel London Fog, and Organic Orange Pekoe varieties, sold to individual consumers and wholesale foodservice customers.
• Green Tea Collection Hand-blended green teas featuring Organic Fields of Green, Sencha, Flowering Jasmine, Organic Genmaicha, Apple On The Green, Focus, and various Matcha products, targeted at tea enthusiasts and foodservice accounts.
• Herbal Tea Collection Caffeine-free herbal and rooibos teas including Organic Chamomile, Organic Peppermint, Calm, Hibiscus Berry, After Dinner Mint, CTRL+ALT+DEL, Ginger Root, and Rooibos Chai, marketed to consumers seeking caffeine-free options.
• Oolong Tea Collection Premium oolong teas sourced from Taiwan and other regions including Milk Oolong, Mango Oolong, Snow Chrysanthemum Oolong, Tie Guan Yin Oolong, Coconut Oolong, and Oolong No. 17, offered to tea enthusiasts and foodservice operators.
• Rooibos Tea Collection South African rooibos-based teas including After Dinner Mint, Earl Grey Cream Rooibos, Canadian Maple, Georgian Bay Berry, and Rooibos Chai, sold as caffeine-free alternatives.
• Matcha Collection Directly-sourced Japanese matcha products including Organic Spring Harvest Blend Matcha, Organic Summer Harvest Matcha, First Flush Shizuoka Matcha, First Flush Nagasaki Matcha, First Flush Kagoshima Matcha, and Organic Hojicha Powder, targeting home matcha preparation and cafes.
• Chai Collection Traditional and inventive chai blends including Chai Spice, Rooibos Chai, Chocolate Chai, Honey Chai, and Renew (Chaga Chai), offered to tea consumers and foodservice.
• Craft Iced Tea Sachets Plant-based compostable iced tea sachets designed to brew 1L of fresh iced tea, including Mango Oolong, Coconut Oolong, Orange Blossom, Verbena Blues, Hibiscus Berry, Just Peachy, and Organic Lemon Pekoe varieties for consumers and cafes.
• Superfine Latte Blends Superfine ground latte blends including Butterfly Pea Flower, Harvest Gold (turmeric-based), and Superbeet (beet-based) for preparing caffeine-free lattes at home or in cafes.
• Tea Accessories Brewing tools and accessories including Fine Mesh Tea Strainer Set, Perfect Cup of Tea Spoon, Pluck Tea Filters, KINTO UNITEA One Touch Teapot, KINTO UNITEA Cup and Willow Coaster, and Stainless Steel Strainer for tea preparation.
• Matcha Accessories Traditional matcha preparation tools including Kyoto Matcha Bowl, Matcha Tea Whisk (Chasen), Chasen (Matcha Whisk) Stand, Matcha Tea Measuring Spoon (Chashaku), Matcha Shaker, and Matcha Sifter for traditional matcha preparation.
• Gift Sets and Bundles Curated sample bundles and gift sets including Canadian Content, Greatest Hits, Oolong, Black Tea, Green Tea, Self Care, Iced Tea, Earl Grey Lovers 3 Jar, Wellness Wonders 3 Jar, and Matcha Bundles for retail gifting.
• Blueberry Blossom Honey Pure blueberry honey sourced from Ontario bee keepers, marketed as a tea sweetener and gift item.
• Pluck Gift Card Digital gift cards available in $25, $50, and $60 denominations for gifting to tea lovers.
• Tea Subscriptions Recurring delivery service offering 10% savings on subscribed blends with flexible renewal options for staying stocked on favorite teas, sold to individual consumers.
• Wholesale Tea Programs B2B tea programs for restaurants, cafes, retail stores, and offices featuring tailored tea menus, training, tools, and wholesale pricing across Canada.

Quantifiable outcome

• Hand-blended in small batches at Toronto facility
• +2 more outcomes

Named customers3 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Eight partnerships are on record, tiered core and minor.

• CleanHubcoreStrategic or Co-development PartnerCleanHub partnership for plastic offsetting. Pluck Tea is Plastic Negative, removing far more plastic than they create through CleanHub's ocean plastic recovery programs.
• Upcycled Food AssociationcoreStrategic or Co-development PartnerCertified by Upcycled Food Association for upcycling food ingredients. Many ingredients are upcycled including citrus peels saved from local juice makers and cacao shells from local chocolatiers.
• Rwanda Mountain TeacoreStrategic or Co-development PartnerDirect trade partnership for sourcing Pluck Pekoe teas. Partnership exemplifies their commitment to working directly with certified tea farms.
• Chaser's Juice (Toronto)minorStrategic or Co-development PartnerLocal Toronto juice maker that saves and dries citrus peel for Pluck Tea's upcycled ingredients. Supplier to many restaurants that Pluck works with.
• Chocosol (Toronto)minorStrategic or Co-development PartnerLocal bean-to-bar chocolatier that reserves and roasts cacao shells for Pluck Tea. Example of their commitment to upcycled, locally sourced ingredients.
• Various Canadian FarmsminorStrategic or Co-development PartnerSourcing partnerships with Canadian farms including: Prince Edward County Lavender, Nova Scotia Cranberries, Nova Scotia Blueberries, Ontario Ginseng, British Columbia Chaga Mushroom, Ontario Apples (Martin's Family Fruit Farm), Hockley Valley Honey.
• Pro-Cert CanadacoreOthersIndependent certification body for organic verification. Conducts annual facility audits to ensure organic compliance.
• EurofinsminorOthersIndependent laboratory testing for matcha compliance with Organic Standards and Canadian CFIA standards for Maximum Residue Limits (MRLs).

Scale indicators3 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Celestial Seasonings: Mass-market herbal and specialty tea brand under Hain Celestial with broad grocery distribution; competes for the same end-consumer on shelf and in foodservice, though positioned more broadly than Pluck's craft/premium tier.
• Twinings: Global heritage tea brand from Associated British Foods with wide black/green/herbal assortment; competing principally in foodservice and grocery where Pluck also fights for menu and shelf space.

Direct peers

• Tealeaves: Canadian premium tea blender also serving foodservice wholesale and direct consumers; offers comparable hand-blended loose-leaf teas and is one of the closest like-for-like competitors in the Canadian premium tea segment.
• DAVIDsTEA: Canadian specialty tea retailer with both DTC e-commerce and physical stores; directly competes for the same premium-leisure tea consumer, with broader assortment and brand awareness scale than Pluck.
• Republic of Tea: Premium specialty tea brand selling loose-leaf and bagged teas, herbs, and functional blends via DTC and wholesale; comparable premium positioning, sustainability credentials, and breadth of black/green/herbal portfolio.
• Harney & Sons: Premium family-owned US tea blender with strong DTC and foodservice/hotel distribution; comparable portfolio (black, green, herbal, oolong, matcha) and quality-craft positioning.
• T2 Tea: Australian-origin specialty tea brand with retail stores and wholesale in hospitality; competes in the same premium, lifestyle-oriented loose-leaf and iced tea sachet categories Pluck serves.
• Adagio Teas: Online-first specialty tea retailer offering loose-leaf blends, custom blending, and accessories; overlaps in DTC e-commerce, subscription/multi-tin bundles, and tea education content.
• Stash Tea: Specialty tea company with comparable loose-leaf and bagged assortment plus strong foodservice and grocery presence; provides a benchmark for scaling a craft-positioned tea brand into broad distribution.

Emerging players

• ITO En (Matcha): Japanese matcha specialist with growing North American distribution; directly competitive in the premium matcha category where Pluck's First Flush Kagoshima/Shizuoka/Nagasaki line is positioned.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xtwitter.com/pluckteas
• YouTubeyoutube.com/channel/UCBliMjrXgSvlsYkObswA8oQ
• Facebookfacebook.com/PluckTeas
• Instagraminstagram.com/pluckteas

Compliance5 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Pluck Tea