How Blue Turtle Tea & Spice Co. is Redefining Tea Culture in Columbus

The Blue Turtle Tea & Spice Co. is a cherished gem in the Columbus, Ohio, community, and Alexandria Maddox is proud to continue its rich legacy as a third-generation owner.

In this interview, Alexandria shares her passion for preserving the art of tea blending, her dedication to sustainability and ethical sourcing, and the strategies behind fostering a loyal customer base. From innovative blends like “CocoTea” to community involvement and educational initiatives, she offers a glimpse into how Blue Turtle continues to thrive while honoring its deep-rooted traditions.

The Inspiration Behind Blue Turtle Tea & Spice Co.

SBS – What inspired you to start Blue Turtle Tea & Spice Co., and how did you identify the niche for specialty teas and spices in your community?

Alexandria – I am proud to be the third-generation owner of Blue Turtle. Although I was not the original founder, I am committed to continuing the legacy of providing the community of Columbus, Ohio, with a diverse selection of loose-leaf teas. Tea holds both historical significance and personal value to me, as well as to each of the previous owners of Blue Turtle. It is our shared dedication to preserving this tradition that drives me to ensure the business thrives for future generations.

Crafting Unique Blends

SBS – Can you share the process behind developing your unique tea blends, such as “Ooh La La” and “CocoTea”? What factors influence your flavor combinations?

Alexandria – Blends at Blue Turtle often originate from a moment of inspiration or a customer suggestion. For instance, our “CocoTea” blend was created after a customer inquired about hot cocoa packs. In response, we developed a unique tea blend that captures the comforting, nostalgic essence of drinking hot cocoa on a chilly day while still preserving the distinctive flavors of tea. The creation process involves a great deal of trial and error, with input from myself, my employees, friends, and family, until we achieve a blend that meets our high standards.

Sourcing Ingredients with Quality in Mind

SBS – How do you source your ingredients, and what criteria do you use to ensure they meet your quality standards?

Alexandria – Our ingredients are carefully sourced from a variety of trusted suppliers. Our teas are sustainably sourced, from crop to cup, ensuring the highest quality and ethical practices. Additionally, our herbs, spices, and blending ingredients are organic, and many are certified kosher, reflecting our commitment to quality and sustainability.

Sustainability and Ethical Sourcing

SBS – In what ways do you incorporate sustainability and ethical sourcing into your business practices, particularly regarding your organic spices and herbs?

Alexandria – I am committed to ensuring that every company with which Blue Turtle sources ingredients is eco-friendly and sustainable. We purchase our ingredients directly from suppliers who purchase directly from growers in over 50 countries, and each supplier undergoes a rigorous quality check to confirm they are sourced ethically. For example, our “Cup a Day” tea includes turmeric, which is sourced from the remote mountains of Kerala, India. The sourcing partner for this ingredient is the Peermade Development Society (PDS), a non-governmental organization dedicated to the sustainable development of small and marginal farmers in India.

For more than 40 years, PDS has worked to empower farming communities, providing them with the tools and knowledge needed to achieve economic self-sufficiency. PDS partners with over 2,000 small-scale farmers in the Western Ghats region, helping them attain organic certifications and implement sustainable farming practices. Their efforts allow crops such as black pepper, ginger, cloves, and turmeric to be grown together organically, which enhances both the biodiversity and economic resilience of local farms. All materials from PDS are traceable back to the field level, ensuring complete transparency in our supply chain. It is this level of time, research, and commitment that we seek in our suppliers.

Overcoming Challenges

SBS – What challenges have you faced in establishing a physical storefront, and how have you overcome them to create a welcoming environment for customers?

Alexandria – I feel fortunate that when I acquired Blue Turtle, it already had an established brick-and-mortar location. The previous owner did an excellent job of creating a space that felt like stepping into your grandmother’s home, providing a sense of warmth, familiarity, and comfort. As part of our ongoing efforts to grow and improve, we will be relocating to a new storefront in the late winter months. This move will not only make our shop more accessible to the community but also provide easier visibility and wheelchair accessibility.

One of the challenges I’ve encountered thus far is that customers have had difficulty finding our current location, and I hope to address this by moving the store closer to the main street of Uptown Westerville, where it will be more visible and convenient for both new and returning customers.

Balancing Tradition and Modern Trends

SBS – How do you balance the traditional aspects of tea culture with modern consumer preferences and trends in the beverage industry?

Alexandria – This is a nuanced question, as the concept of “traditional tea” can vary greatly. For example, “high tea” originated from British society, while the traditional methods of tea preparation in China, Japan, and India each have their own rich histories and cultural significance. Since “tradition” can mean different things to different people, I strive to offer a diverse range of options to cater to the varied preferences and expectations of all our customers.

Educating Customers

SBS – Can you discuss the role of education in your business model, such as offering newsletters with tea recipes and history, and how it enhances customer engagement?

Alexandria – Education has become a key component of Blue Turtle’s business model. Through our newsletters, we provide valuable insights into the history of tea, the unique benefits of different varieties, creative ways to reuse tea leaves, and interesting recipes. For many of our subscribers, these newsletters serve as a way to broaden their understanding of tea and encourage them to explore new varieties and try new recipes. Those who take the leap often find that having more knowledge enhances their tea experience, and they appreciate the expanded selection and options available.

Building and Maintaining a Loyal Customer Base

SBS – What strategies have you employed to build a loyal customer base, both locally and online, and how do you maintain these relationships?

Alexandria – Our customers enjoy several unique benefits that enhance their experience with Blue Turtle. One of the main offerings is our newsletter, which not only provides valuable information about the history and health benefits of tea but also includes exclusive recipes — many of which are shared by our customers. We make it a point to give a small shout-out to those who contribute, which creates a sense of community within the tea-drinking world. This creates opportunities for conversation amongst new and returning patrons and encourages our customers to explore their culinary creativity.

In addition to the newsletter, we offer a stamp program that rewards customers with a complimentary bag of tea on their 10th purchase. This incentive encourages customers to try new varieties with minimal risk or simply treat themselves by restocking their favorite blends.

For our online customers, we offer free shipping on domestic orders over a certain amount, as well as the option for free in-store pickup. Many of our customers are returning patrons, and I genuinely enjoy seeing them come back to restock and, often, to try something new. Our system also allows us to create customer profiles (for those who opt-in) so we can track past purchases and offer personalized recommendations based on their preferences.

The Role of Community and Partnerships

SBS – What role does community involvement play in your business, and can you share any partnerships or events that have been particularly impactful?

Alexandria – At Blue Turtle, we deeply value the importance of community engagement, as many of our customers come to us through word-of-mouth referrals. Recently, we had the privilege of sponsoring the Westerville Symphony, and we look forward to continuing our partnership with them at future events. Additionally, we participated in a silent auction, and we are excited to be a part of the Westerville 2025 Farmers Market, as well as other upcoming events in the Uptown district.

Effective Marketing Strategies

SBS – What marketing strategies have most effectively promoted your brand and products to a wider audience?

Alexandria – Word of mouth has been the most effective way to promote Blue Turtle’s brand and products to a broader audience. When people discover a great tea shop, they naturally want to share it with their friends, family, and peers — and we truly appreciate that. Finding high-quality tea at a reasonable price can be a challenge, so when customers find a place they trust, they’re eager to spread the word.

Managing Inventory

SBS – How do you handle inventory management to ensure product availability without overstocking, especially with perishable items like teas and spices?

Alexandria – This is an ongoing balancing act. We order a limited quantity of products based on what we know will sell, but there are times when some items may be temporarily out of stock. We do our best to anticipate seasonal trends and use historical data to maintain an adequate inventory. However, trends can change quickly. Over time, I’ve learned that being out of stock on a few items here and there isn’t necessarily a negative; in fact, it often means that we are offering our customers the freshest products possible.

Handling Seasonal Demand

SBS – How do you manage the seasonal fluctuations in demand for certain products, such as spiced teas, during the fall and winter months?

Alexandria – We manage seasonal fluctuations by promoting Flavors of the Month, which helps highlight teas that might otherwise go unnoticed throughout the year. This strategy ensures that we keep our offerings fresh and exciting for our customers. As mentioned earlier, this approach does come with the risk of occasionally being out of stock on certain items, but we believe it’s worth it to ensure that no one receives outdated products.

Advice for Aspiring Food and Beverage Entrepreneurs

SBS – What advice would you offer to aspiring entrepreneurs looking to enter the specialty food and beverage industry?

Alexandria – First and foremost, take care of yourself. Don’t let others make you feel guilty for maintaining a traditional job while you’re working to build your business. Prioritize the customer experience, whether online or in-store, and ensure that each interaction leaves a positive impression. It’s also essential to build relationships with other business owners in the community you’re looking to enter. Their support and friendships can be invaluable as you grow your business.