We are excited to announce a partnership with the legendary New York coffee company, Joe Coffee. I have known Joe’s owners, Gabby and Jonathan Rubinstein for over a decade and have the privilege to work alongside several Joe Coffee alums (more on that in the interview). Joe Coffee is widely respected as a pioneer in the early development of third-wave coffee in NYC and with a combination of hospitality-driven service and attention to customer, have grown to over 20 locations throughout NYC. It is a unique honor and challenge to support them in the next phase of the growth of their tea program. I spoke with them recently and the interview is below.

Thanks for your reading.

Click here to read the original post on Joe Coffee’s website

Zach and Minami, owners of Kettl

When it comes to the world of tea, few brands have taken as thoughtful and dedicated an approach as Kettl. Founded in 2011, Kettl has made it its mission to share the freshest, highest-quality Japanese teas with the world—something that wasn’t easily accessible outside of Japan. With roots in Fukuoka and a strong presence in New York City, Kettl’s journey from its humble beginnings to becoming a well-regarded name in both tea and hospitality is a story of passion, patience, and craftsmanship. In this Q&A, we sit down with Kettl’s founder Zach Mangan to explore the brand’s evolution, its deep connection to the NYC hospitality scene, and its exciting new partnership with Joe Coffee.

What inspired the new Kettl offerings at Joe Coffee?
At Kettl, we source 100% of our offerings from Japan. The exciting challenge for me was to source a remarkable collection of teas that felt global and would both cater to the tastes of long term Joe customers while inspiring them with a new dimension of freshness, quality, taste and fragrance. I am really proud of what myself and the team have come up with and I believe the menu at Joe represents a perfect snapshot of the very best of what’s happening now in the world of Japanese tea.

Can you walk us through how Kettl was formed and how the brand has evolved since?
Kettl was founded in 2011 after visiting Japan and realizing the freshest, most sought after teas generally stay within Japan’s domestic market. After spending over two years building relationships with Japan’s top producers, I set up an office in Fukuoka Japan to work within the domestic market and source these amazing teas. I started by working directly with chefs to provide them with high-quality tea, and, over the last decade, have worked to build a community of customers and tea lovers through our stores, online store, and incredible wholesale partners.

If you could start the process over, what advice would you give your past self?
I would continue to remind myself that the best things take time – and not to be in a rush. Building a long term business means you must be thoughtful about every brick you lay. It is the design of the foundation that allows you to grow. No matter how much you think you know, continuing to seek out opportunities to learn, grow and develop a team is absolutely paramount.

What drew you to the hospitality industry?
The community of folks within the industry. The incredible camaraderie and friendship that exists in hospitality – especially here in NYC – is second to none. I find a lot of personal inspiration in seeing people push themselves, overcome the inevitable adversities, and make an impact on their community. Hospitality is a form of service – putting others before you – and I think that is a great road map for life in general.

How has being based in New York City shaped your brand over the years?
Sort of to my previous point, the community in NYC is unlike any other. I don’t know of another place that has such an eclectic and talented pool of folks as New York. The level of creativity, passion and focus – and the ability to communicate it – is something that has inspired me personally and Kettl as a brand since the inception of the business. I can’t think of a better city to work in and create a brand than NYC.

How do you approach creating a sensory experience that goes beyond just the product?
For me, Japanese tea is the hub of a wheel with many spokes radiating from it – community, culture, design, cuisine, wellness, travel – the list goes on and on. I take inspiration from each and every spoke and find my job is to thread them through Kettl to tell a richer story of what tea can be. Having tea as the centerpiece opens an endless world of possibilities for story telling and community building. I sometimes feel overwhelmed with all the possibilities Japanese tea provides, but I also find it endlessly inspiring knowing there is such a compelling story to tell.

Discover the exceptional taste of Kettl’s Japanese teas at Joe Coffee, now featuring Kagoshima Wakoucha, Hoshino Sencha, Genmaimatcha, Soba Cha, and their signature Matcha—bringing a whole new level of flavor to every sip.

Learn more about Joe Coffee Here