Good appetite for Samoan turmeric at London’s Caffe Culture

Tapping into trends has proven to be fruitful for ELife Samoa Wild Turmeric Drink at Caffe Culture 2018, in London. 

Robyn (second from left), Elena and Etu at the show.

The drink proved to be a big hit with trade visitors at the Caffe Culture Show 2018 in London.

With the UK food and beverage industry experiencing an increased business and consumer focus on healthy eating, functional food and drink and a plant-based diet; a product with a great taste, a convenient and easy to use format, excellent nutritional value and a 2000-year-old reputation as a functional food and multifunctional traditional medicine really can’t go too far wrong.

Renowned for its medicinal properties, turmeric has been used in traditional medicine in many different cultures for thousands of years. In Indian Ayurvedic and traditional Chinese medicine, fresh and dried turmeric has been consumed as both a prevention and therapy for a range of diseases as well as applied externally for its antiseptic and antibacterial properties.

Turmeric has been hailed by its fans as “nature’s miracle” and the “golden goddess” but it was something much more basic, the delicious spicy aroma of Etu Tusitala’s warming vegan friendly turmeric latte drink, that initially brought visitors to the Elife stand on the PTI Europe booth.

“Fortunately, the taste is also fabulous.” said Robyn Ekstrom, the Pacific Trade Invest (PTI) representative in Europe. “With UK consumer interest in healthy options growing consistently and food service businesses always looking for a new innovative product to give them the edge, ELife’s product taps into current market trends.

“Mind you, it was the enthusiasm and excitement generated by the ELife team of Etu and Elena Tusitala and William Chadwick that had people stopping at the PTI Europe booth to discuss the product and possible ways they could use ELife Samoa Wild Turmeric Drink in their business,” Ms Ekstrom said.

Mr Chadwick observed, “It’s a long trip but it was well worth it to be at an industry and trade show in London promoting our product and making connections with people and businesses we would never reach otherwise.”

Elena Tusitala said, “We’ve received really good product feedback from people who are experienced professionals in the UK high end food service and retail industry.

“Trade Shows like this are definitely the best way of promoting our product but they also give us a real opportunity to pick up new ideas and learn about industry segments and how they work. It’s the ultimate direct market research,”  Etu added.

ELife received lots of support during this, their first foray into the UK and Europe with visits to the booth by celebrity Rugby players, Fereti and Manu Tuilagi and PTI New Zealand’s Trade Commissioner Michael Greenslade.  PTI New Zealand also provided support which enabled ELife to take part in this event.

PTI Europe will be providing the opportunity for three Pacific Island exporters of premium branded coffee, tea, soft drinks and other non-alcoholic products to showcase their wares at the European Coffee Expo, Olympia London 21 and 22 May 2019.  For further information, email PTI Europe’s Robyn Ekstrom at

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