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Alex started VIRTUE Tea in 2017. They detail the beginnings of their company in their Starter Story interview: 
Q: How did you get started on VIRTUE Tea?
Our tea journey started in a little unusual way. We both lived and worked close to each other in Vancouver and Montreal but never met. We both ran away with the circus on different shows, me with Cirque Du Soleil as a rigging automation tech and Andrea as an aerialist acrobat with Cavalia. It was during my travels in Europe I was introduced to high-grade oolong tea and that was it...I was hooked!
> In the process of launching a business, I discovered freedom but it takes work and dedication. Freedom isn’t free.
A few years later I’m working on a show where I was flying this beautiful bird named Andrea who I knew was going to change my life.
The biggest challenge I found was sourcing high-grade tea, making it affordable to tea drinkers, and making sure of an ethical supply chain. Our mission has always been minimizing the environmental impact of the business and donating parts of our proceeds to nonprofits.
What changed was reading Let My People Go Surfing by Yvon Chouinard, founder of Patagonia. Doing what we could to be an environmentally conscious business wasn’t enough anymore... we needed to make a real impact.
So now we’re investing in backyard compostable bags, order tea in much larger quantities to minimize our carbon emission with transport AND we installed a program on our website which lets us know how much we need to donate each month to organizations who plant trees in the amazon to balance the emission created by shipping orders. And this is only for 2020!
Serving iced tea at the local farmers market in 2018