Reading the tea leaves: how Pine Tea & Coffee shifted from wholesale to online
Family-owned and operated Pine Tea & Coffee supplied tea to the hospitality industry for more than two decades before COVID-19 forced many of its customers to close or scale back operations. Co-founder Lesley Pine explains how Australia Post helped her business sell direct to consumers during the pandemic.
Video: An outlet store opens for the day. One staff member places a chalkboard sign out front, while another wheels sacks of coffee through an open garage door. A large sign overhead reads: “Pine Tea & Coffee”.
Audio: Instrumental music.
Video: We see a woman sitting for an interview. A subtitle reads: “Lesley Pine, Pine Tea & Coffee”
Audio: Lesley: When I wake up in the morning, I cannot move without two cups of tea.
Video: As Lesley speaks, we see scenes of her busy in her work space, scooping coffee beans and floral tea blends.
Audio: Lesley: I never thought during coronavirus our website would be such a focus for our business.
Video: Various staff members wheel products around on trolleys in a stock room. We see a coffee roasting machine in the background.
Audio: Lesley: Australia Post have been very helpful.
Video: With a cheerful look on his face, one staff member packs coffee beans into an Australia Post mailing satchel. He places it in an Australia Post tub and carries it away.
Audio: Lesley: Once you are set up on MyPost Business, you login, your discount automatically applies.
Video: We return to the interview scene. Lesley continues to speak.
Audio: Lesley: Being able to pick up from your door means a faster dispatch and a more efficient company.
Video: Finally, we see an Australia Post van waiting outside the stock room. Using a trolly, Lesley wheels her parcels towards the van.
She notices one parcel has fallen off the trolly and hurries back to pick it up as a female voice over begins.
Audio: VO: Whatever you never thought you’d be doing, Australia Post is here to help.
Video: A message appears on screen: “Delivering for business. Delivering for Australia.”
This is followed by the Australia Post logo and a web URL: “auspost.com.au/Business"
Small text on screen reads: “Conditions and eligibility criteria apply. Pick-ups not available in all locations. Charges may apply.”
Audio: VO: Delivering for business. Delivering for Australia. Australia Post.
- Diversification into online sales helps 20-year old business reach new customers.
- Customers are more conscious of supporting local businesses.
- Consistent and reliable deliveries gives Pine Tea & Coffee the confidence to grow direct sales.