About Cultivate Taste Tea

Cultivate Taste Tea is an international award-winning, luxury single-origin loose-leaf tea company dedicated to showcasing tea as an elite agricultural product of place; much like fine wine or specialty coffee.

Founded by Jennifer Nowicki, a globally recognized Certified Tea Specialist with over 30 years of elite industry expertise, Cultivate Taste Tea is built on unparalleled palate-driven selection. Profiled in Tea Journey Magazine (November 2025) for her professional tea-tasting credentials, Jennifer has twice represented the U.S. tea industry internationally at World Tea Conferences in China and regularly teaches masterclasses at tea festivals nationwide.
Backed by an exceptional track record of 1,100+ global reviews with a 4.9 out of 5-star rating, our brand bridges the gap between rare, purist tea cultures and high-end consumers, hospitality partners, and national distributors.

The Uncompromised Standard: Purity Over Trends

We do not create blends. We do not add flavorings. We do not sell “dessert” or novelty teas.
What we offer instead is tea in its most honest, unadulterated form: whole leaves, clearly defined origins, and transparent sourcing. Every tea in our collection is hand-selected for its complexity, balance, and character, sourced directly from small, quality-focused producers across Asia.

Expertise That Guides Every Selection

Jennifer’s background includes advanced professional tasting, dual bachelor’s degrees (Humanistic Studies & Business Administration), and selection as a semi-finalist in the prestigious Draper Competition at Smith College and a graduate of the gBeta accelerator (where she stood as the only female founder selected to pitch across major Wisconsin tech hubs). She was also selected for the 2023 WIN Cohort at Babson College.
This rare combination of academic rigor, startup acumen, and a world-class palate allows Cultivate Taste Tea to serve both discerning global collectors and elite commercial buyers.

A Trusted Partner for Home, Retail, & Hospitality

Cultivate Taste Tea is a fully vetted, enterprise-ready operation. Beyond serving our direct-to-consumer community across the US and internationally, we maintain robust distributor relationships with major networks including UNFI Endless Aisle, Sysco, Cheney Brothers, Bozzuto’s, Pod Foods, and Faire.
Our award-winning, competition-grade Gyokuro, premium Taiwanese Oolongs, and rare dark teas are meticulously curated for:
      • Michelin-level Restaurants seeking thoughtful, high-margin beverage programs.
      • Boutique Hotels, Spas, & Luxury Hospitality Groups focused on an elevated guest experience.
      • Corporate Gifting Programs looking to impress high-net-worth clients with quiet luxury.
      • Specialty Retailers emphasizing true quality, provenance, and education.

At its core, Cultivate Taste Tea exists to honor the work of skilled heritage producers and to elevate what tea can be when treated with intention. We invite you to taste nuance, seasonality, and place—cup by cup.

“I’ve been lucky enough to sample many great teas and meet wonderful people on my journey. Now I want to share my knowledge and appreciation for a good cup of tea.”

Jennifer Nowicki

 Tidbits about Jennifer

  • 35 years in the natural gourmet food industry.

  • 30 years in the tea industry.

  • Avid gardener preferring local, organic, and heirloom varieties.

  • Leadership team Eagles Heights Community Garden, Madison WI for seven years, one of the oldest and largest – organic community gradens in the USA.

  • Graduated from the Specialty Tea Institute in 2009.

  • Only person to represent Wisconsin and the first from UWGB to be a semi-finalist in the 2019 Draper Competition

  • One of eight people to represent the USA tea industry in two world tea conferences in China in March 2019.

  • Part of the 2023 Babson WIN Cohort