Introducing – Imperial Jade Coffee

For Henry Every, the founder of luxury coffee brand Imperial Jade, garden life has always had a strong appeal. He is often drawn by the pull of a good garden centre, happy to spend an afternoon browsing and enjoying the selection of goods on offer, from plants to candles and everything in between, aspiring one day to see his own range of Imperial Jade amongst them. After being approached by the team at Eljays44, taking a stand at the Garden Centre Expo was a natural step towards meeting the key decision makers in the Garden Centre Retail marketplace.

He sat down with us to share some insights into his brand and why he believes Imperial Jade coffee is set to make an impact in the expanding world of the garden centre industry.

What impact does the origin of your coffee, Yunnan, have on your brand identity?

For us, Yunnan represents an ideal way of life in that it is that bit closer to what I would say is natural living. You can see, for example, the farmers’ perspective in the way that they interact with the world around them, having employed sustainable techniques in agriculture for millennia, many of which we in the West are only just waking up to.

There is a tea picking tribe in the region, the Bulang tribe, that has cultivated a peaceful relationship with the wasps that inhabit the trees whereby they do not have to damage the ecosystem in order to harvest their crops. In contrast, we are becoming more and more concerned about the pervasiveness of chemicals and pesticides in our crops, crumbling biodiversity and irreversible ecological damage, it’s almost as if we’ve completely disregarded the natural equilibrium to which we belong.

Why is the ritual of coffee brewing so important to you?

The ritual represents an opportunity for each individual to gain a sense of control in their day-to day-actions. The idea of a ritual has been prolifically maintained for millennia, and it brings a palpable element of spirituality and humanity. Many people who make coffee at home might see it as just a morning routine, or perhaps a bit of a chore; I want to reorient this perspective, to inspire a more mindful and conscious experience to start the day. In doing so, I hope to give each of our customers more of a purpose, a mindful way to continue their day.

 

How is Imperial Jade any different to any other sustainable brand?

Firstly, I don’t want to view our efforts as being in competition with any other brand in terms of who looks the most sustainable. When it comes to looking after our planet, it should be a combined effort rather than a competition. I wanted to start Imperial Jade off on the right foot straight away; I founded the company with my own values of sustainability and environmental responsibility, and we strive to continue what we started.

To date, Imperial Jade has funded and been directly involved in several rewilding projects across the country as well as pushing for more education and awareness for the environment. Our packaging is entirely recyclable and we give each of our customers the opportunity to give back to nature through our signature wildflower seed tags. Actions are far more impactful than words, and we keep this at the core of our business.

There are many that push a message of sustainability that do not necessarily live up to it.  I believe we should be leading by example and putting actions where our words would be.

 Why did you choose coffee as your first product?

I’ve always been a big fan of coffee. It always seemed very natural with my background in Chinese studies that I would be working in some way with the East, and I was lucky enough to discover the coffee myself when I was travelling in China. I knew from the first taste that it was something I wanted to bring home with me.

However, Imperial Jade stands for more than just luxury coffee. Coffee is one of the best vehicles for carrying a message as it is such a popular product. Furthermore, coffee directly represents our relationship with the earth: we need to know the land in order to cultivate it, we need to demonstrate patience for the crop to grow, we need to show care to keep those crops alive.

Our message is that of sustainability; a gentle reorientation of our collective perspectives to embrace a more balanced, natural way of life. We do have more products to add to our lineup, but starting with coffee directly reflects our values.

 

What do you hope to achieve with Imperial Jade?

The main goal is to steer Imperial jade towards being a luxury household name. In order to do this, we need a range of high quality products whilst keeping our values and sustainability front and centre. We are currently looking into producing our own luxury line of soaps, candles and chocolates. With all that we do with Imperial Jade, I want to promote a message of mindful consumption and a balanced perspective. I recognise I myself am still on a path of self development and would like to share this path with as many people as possible.

Imperial Jade coffee is certainly one of the most unique coffee brands on the market at the moment, with a clear vision that aligns a holistically sustainable approach with the quality and high-end branding to cultivate a path of guilt-free luxury.

With Christmas fast approaching, Imperial Jade gift boxes offer the perfect presentation gift for those seeking some of the finest, most luxurious coffee on the market.

To arrange a meeting with Henry at the expo, or discuss wholesale and retail options, send an email to: contact@imperialjadecoffee.com