{"id":1520,"date":"2023-11-06T13:16:45","date_gmt":"2023-11-06T12:16:45","guid":{"rendered":"https:\/\/wirtschaftsstandort-ostfriesland.de\/?p=1520"},"modified":"2023-12-18T12:10:26","modified_gmt":"2023-12-18T11:10:26","slug":"franz-thiele","status":"publish","type":"post","link":"https:\/\/wirtschaftsstandort-ostfriesland.de\/en\/people-of-the-region\/franz-thiele\/","title":{"rendered":"Franz Thiele"},"content":{"rendered":"\t\t
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\u201cUnchallenged world champion tea-drinkers.\u201c<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Tea is more than just tea. Particularly in Ostfriesland. Here, tea belongs to the cultural heritage and is part of the way of life. UNESCO has even included Ostfriesland\u2019s traditional tea ceremony in the Intangible Cultural Heritage List. The company Thiele & Freese in Emden has been a cornerstone of this culture for 150 years. <\/p>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t

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How can someone who still hasn\u2019t discovered their passion for tea be encouraged to give it a try? \u201cNothing could be simpler\u201d; says Franz Thiele, carefully pouring a cup. \u201cDon\u2019t talk about it, just get them to try\u201d, is his solution. Keeping a totally straight face, he asks with just a hint of irony whether there are even people that don\u2019t drink tea. <\/p>\n

Cleverly said. Statistically speaking, he\u2019s probably right. According to the Tea Report issued by the German Tea Association, in 2021 roughly 95,000 cups of tea were drunk in Germany – per minute. In other words, the average German drinks around 30 litres per year. Current trend? On the increase, of course. But 30 litres? The statistics say it\u2019s only 30 litres? People from Ostfriesland will just grin at that. They must drink about ten times that amount here. \u201cWhen it comes to drinking tea, we are the unchallenged world champions\u201d, declares Franz Thiele with pride. And he\u2019s the one to know: for about 40 years now, the man born in 1957 has been steering the course of one of the last remaining tea producers in Northwest Germany, which is run as a family business.<\/p>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t

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Franz Thiele<\/figcaption>\n\t\t\t\t\t\t\t\t\t\t<\/figure>\n\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
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From grocer\u2019s shop to tea empire<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Let\u2019s take a brief look at the company history. It all began with a grocer\u2019s shop founded on 1 May 1873 in Emden by the two businessmen Carl Thiele and Peter H. Freese. Carl\u2019s brother Franz joined them two years later. He gradually shifted the emphasis to importing and retailing tea. When Freese left the company in 1901,
it belonged completely to the Thiele family. Carl and Franz, his daughter Magdalene and his sons Fritz and Franz and their cousin Gebhardt skilfully steered the firm through the turbulent first half of the 20th century. <\/p>\n

After the Second World War, Franz Snr. \u2013 son of the founder \u2013 took the helm. The company\u2019s headquarters were bombed out, like most of Emden town centre, but despite the disaster, the Thiele brand survived. Franz Thiele organised the reconstruction, managed the purchasing side of the business and even took personal charge of designing the characteristic company logo that is still used today. The whole region is featured in his self-confident slogan: \u201cIn Ostfriesland, people drink Thiele tea\u201d. His son, another Franz, adds with emphasis: \u201cand at any time of day and at every opportunity\u201d. <\/p>\n

He joined the management team in 1983 aged just 26 years, but christened with tea, you could say, during his specialist training in Hamburg\u2019s Speicherstadt. He thus confirmed the two principles of tradition and quality in the year the company celebrated its 100th anniversary. Principles still practised today. With deep conviction. <\/p>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t

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Change in generation<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
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Business succession issues are frequently a particular challenge in many companies, including those run by families. Differing expectations can make getting in just as difficult as getting out. That doesn\u2019t apply to the Thieles. \u201cI simply grew into it bit by bit\u201d, says Franz Thiele. Other options were available, but he deliberately opted to continue the tradition \u2013 although as a schoolchild he would have liked to become a doctor or lawyer, he adds. \u201cI\u2019ve only just realised that I\u2019ve always looked for jobs with plenty of
responsibility.\u201d<\/p>\n

He sees the transition from one generation to the next as an exciting phase and a continuous process. \u201cYou come with an outsider\u2019s view and see structures and workflows possibly in a different light to your predecessor\u201d, clarifies Franz Thiele. He thinks modernisation is important to keep the brand alive. \u201cBut it won\u2019t happen overnight\u201d. What matters is preserving the heart of the company and its guiding principle. \u201cCustomers and staff must be able to rely on this.\u201d<\/p>\n

His son Lennart agrees. He has taken on a number of tasks in the company. Besides digitalisation, administration and human resources, he\u2019s also responsible for online trading. Purchaser orders regularly arrive in Emden via the internet from all corners of the world. He\u2019s never felt pressure from his parents, says Lennart, born in 1988. \u201cThey gave me total freedom in my choice of career.\u201d They just had one mutual agreement: he should announce whether he would take over running the company in the fourth generation, at latest by the age of 30. \u201cWe wanted to give him time to work out what he really wanted and not to make a premature, rash decision based on gut feelings\u201d, emphasises his mother Celine.<\/p>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t

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Respect for Ostfriesland\u2019s tea culture<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
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Celine Thiele comes from Hamburg. Moving from the city on the river Elbe to Ostfriesland was a challenge, she remembers with a laugh. But she\u2019s long since felt at home in Emden. She has earned her position as CEO in the company, despite initial difficulties with a purely male management team in the early days. \u201cBut I managed to assert myself\u201d, she says cheerfully. <\/p>\n

Today her main passion is for their tea shop: the \u201cThiele Tee Kontor,\u201d just a stone\u2019s throw from company headquarters. It\u2019s an ideal place to relax from the stress of shopping over a \u201cKoppke\u201d (\u201ccuppa\u201d) and find out all sorts of information about Ostfriesland\u2019s traditional tea ceremony, as well as choosing the right blend to take home afterwards. Celine is particularly taken with the tea culture so deeply rooted in the region. \u201cI\u2019m full of respect for the deep bond that people here have with their tea.\u201d <\/p>\n

Her husband Franz Thiele knows where this comes from. Tea stands for values: for cultivated togetherness and the art of enjoying the experience, for composure and conviviality.
\u201cFor chilling, as young people say today.\u201d
A good opportunity for their son Lennart to speak up: \u201cOf course it\u2019s all based on the quality of the product. That has to be assured at all times.\u201d To uphold the quality promise, for example for traditional Thiele products such as the strong, aromatic \u201cBroken Silber\u201d (broken silver), the company has worked right from the very start with tea plantations in the valley of the Brahmaputra River in the North Indian province of Assam. This is the world\u2019s largest tea-growing region. The contacts established with the owners of the tea plantations are handed down in trust from one generation to the next. Franz Thiele is glad: \u201cThis kind of business is still done by handshake.\u201d<\/p>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t

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In the tasting room, the freshly arrived tea samples are tested for smell, appearance and taste \u2013 up to 600 samples a day. Photo: THIELE TEE<\/figcaption>\n\t\t\t\t\t\t\t\t\t\t<\/figure>\n\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
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Soloists for a well-sounding orchestra<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
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From mid-May, Franz and Lennart Thiele can be found on the first floor of their small manufactory on Emden\u2019s Falderndelft harbour, waiting for the first samples of the new tea harvest. In the tasting room, they test the smell, appearance and flavour of the freshly arrived tea leaves. They taste up to 600 samples a day. The tea sommeliers are absolutely in their element here and totally uncompromising in their verdict! Often it\u2019s a case of tiny nuances in flavour, but this is exactly the secret behind the success of Ostfriesland\u2019s genuine blends. <\/p>\n

It takes experience as well as sensitivity and meticulous care to achieve the right mixture in the blend. The professionals have no more than six weeks to do their job during the main purchasing period in May and June. The best lots are in great demand and the competition never sleeps. So they have to be quick. <\/p>\n

Thiele likes describing his work in terms of music: \u201cI see myself as the conductor and imagine I\u2019m working with a large number of soloists, in other words, the different varieties of tea. It\u2019s up to me to see which will go well together and work in perfect harmony with the orchestra\u201d. In other words, guaranteeing a consistently perfect flavour. In the end, that is all that matters, says Franz Thiele. <\/p>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t

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At the THIELE TEE Kontor in Emden, you will be surprised by a variety of discoveries about our genuine East Frisian tea.<\/figcaption>\n\t\t\t\t\t\t\t\t\t\t<\/figure>\n\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
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THIELE & FREESE GmbH<\/h4>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Phone: 04921 25184<\/a><\/p>\n

Mail: info@thiele-tee.de<\/a><\/p>\n

Web: www.thiele-tee.de<\/a><\/p>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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\u201cUnchallenged world champion tea-drinkers.\u201c<\/p>\n","protected":false},"author":9,"featured_media":3730,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"neve_meta_sidebar":"","neve_meta_container":"","neve_meta_enable_content_width":"","neve_meta_content_width":0,"neve_meta_title_alignment":"","neve_meta_author_avatar":"","neve_post_elements_order":"","neve_meta_disable_header":"","neve_meta_disable_footer":"","neve_meta_disable_title":"","neve_meta_reading_time":"","_themeisle_gutenberg_block_has_review":false,"footnotes":""},"categories":[48,1],"tags":[58,50],"class_list":["post-1520","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-people-of-the-region","category-unkategorisiert","tag-emden-en","tag-protagonists-of-the-region"],"acf":[],"yoast_head":"\nFranz Thiele - Wirtschaftsstandort Ostfriesland<\/title>\n<meta name=\"description\" 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