The Weekly Newsletter of Chubeza Farm
THANK YOU!!
At the peak of August’s blazing heat, we're delighted to present a new Chubeza associate: Tea Lovers — a visionary enterprise seeking to create a new tea culture in Israel. Their mission is to make tea far more than a refreshing, thirst-quenching drink. Tea Lovers transform tea into something that enhances cocktails, parties, and music, while sparking a connection between people to create friendship and community.
The story of Shura and Yoel, the entrepreneurs behind Tea Lovers, began in a café... Both men hailed from the culinary and restaurant world. At a certain stage in their passion to bring tea into the spotlight at social and dining occasions, they began importing loose-leaf tea. In time, they realized there was no practical solution for preparing iced tea in cafés and restaurants. The next stage: they began making large quantities of high-quality iced tea and storing it in a giant-sized jerrycan. The tea was excellent, high-quality and — took up way too much storage space.
One day, as the partners made great efforts to brew a superb, giant vat of tea, they were dismayed to discover that it turned out way, way too strong…Yet, like so many sagas of entrepreneurship and development, this painful frustration is what actually sparked discovery: someone suggested using the super-concentrate as a tea essence. Why not give it a try?
The pioneer tea essence Shura and Yoel crafted was called “Naughty Cherry” — a blend of black tea, cherry, and other herbs. They offered it for a trial to cafés they worked with. The newborn drink became an immediate hit: delicious, refreshing, effective, and joyful.
Following this first (naughty) success, requests started pouring in: Could you make sugar-free essences? What about caffeine-free infusions? And have you thought about combining superfoods into the magic formula?
Yoel and Shura got straight to work testing out new flavors and combinations. Over time, six more concentrated tea infusion blends joined Naughty Cherry: Herbal Infusion, Sunny, Turmeric Masala, Chai Masala, Wild Hibiscus, and Matcha. Every Tea Lover tea is made with natural ingredients, gluten-free, and preservative-free (except Matcha), and must be refrigerated after opening.
At their start, long into the wee hours of the night the partners would brew their tea extracts in a café kitchen, delivering bottles throughout the city by bicycle. As they grew, they moved operations to the Moscow Brewery for four years while searching to partner with a suitable local manufacturer. As they scoured the country from north to south, Shura and Yoel reached Keshet in the Golan Heights, home to a natural juice press using fruits from Galilee and the Golan. This choice was as much about people as professionalism — a connection that is part of Tea Lover’s DNA.
In 2023, as they prepared for the Rosh Hashana season, the partners dreamed up tea box gift packs — and true to their caring spirit, they sought packaging with social value. The winner: ILAN’s Melichson House, a factory that creates job opportunities for people with special needs. What began then as a temporary solution became a permanent partnership — all Tea Lover packaging is now lovingly handled by the skilled, caring team at Melichson House.
Behind every bottle of Tea Lovers stands a small team with a big dream: to offer a healthy, delicious drinking experience and develop a new tea culture in Israel. They know every tea essence by name, how it was born, and the perfect moment of each day to savor it. They don’t just make tea— they research, taste, and listen to what customers request and need. Every Tea Lovers essence is a tiny piece of art that brings people closer.
What Tea Lovers’ founders wished for themselves—and found along the journey—they now share with us all: good company, inspiration, peaceful living, a healthy lifestyle, a nutritious balance for body and soul, and harmony between movement and rest.
Each bottle yields 12 to 18 cups of tea. Tea Lovers encourage you to enjoy great cups of hot, iced, or fizzy tea, or blend it into cocktails. (Check their website for creative ideas.)
DON’T DELAY! ADD AMAZING BOTTLES OF TEA LOVERS TEA TO YOUR CHUBEZA BOX VIA OUR ORDER SYSTEM TODAY!
May we all enjoy balance and goodness. May the war end, speedily bringing all hostages and soldiers home. May we be blessed to sit together and sip iced tea in peace. May the month of Av bring comfort!
From all of us at Chubeza
