A Perfect Blend: WEOC and NLOWE Support The Newfoundland Tea Company's Growth
Originally published in The Advisor
Since launching in November 2022, the WEOC National Loan Program has provided over $16 million in funding to more than 335 women-led businesses in 137 communities across Canada, including many in Newfoundland and Labrador. One of those businesses is The Newfoundland Tea Company, whose owner Nicole Keats, has found support through both the Newfoundland and Labrador Organization of Women Entrepreneurs (NLOWE) and Women’s Enterprise Organizations of Canada (WEOC). We asked Nicole to tell us more about her business and how the WEOC National Loan Program is helping further her success.
Can you share with us a bit about how your business got started?
The inspiration for The Newfoundland Tea Company comes from my roots and a love for quality food and drink. My parents are Newfoundlanders, and while I didn’t grow up here, I spent a lot of time visiting as a kid. Some of my best memories are of sitting at the table with my Nan and Pop, drinking tea with Carnation Milk —an experience that always felt comforting and familiar.
When I moved to Newfoundland, I opened Freshwater Inn in Gambo and then Bistro on Roe in Gander, which I ran from 2003 to 2023. Throughout my career, I’ve had the chance to connect with so many people who shared my appreciation for great food, good company, and the little things that make life special.
Tea felt like a natural next step—something that could capture that same feeling of warmth and connection. I wanted to offer high-quality, organic teas that not only taste amazing and are good to our planet, but also celebrate Newfoundland’s rich culture and traditions. So, in 2016, I started my tea business with eight blends. I have since grown my product line up to include 28 blends in three sizes, tea filters, branded pottery, and clothing.
At the heart of it, The Newfoundland Tea Company is about more than just tea. It’s about slowing down, savouring the moment, and feeling connected—whether it’s to a place, a memory, or the people around you.
Can you share a milestone from your entrepreneurial journey?
After 20 years of running my restaurant full time and only having time to work on The Newfoundland Tea Company part time, one of my biggest milestones was being able to give my full attention to the tea business. When I sold the restaurant in 2023, I finally had the time and energy to really focus on growing the tea company. Now, my products are available in shops and cafes outside of Newfoundland too and I’m in a position to earn a full-time income doing something I’m so passionate about. That feels amazing. It’s been a lot of hard work, and while it’s not quite where I want it to be yet, seeing it all come together has been incredibly rewarding.
How has the WEOC National Loan Program support helped you build your business?
The WEOC National Loan Program has helped me open a small shop and warehouse space here in Gander, which has been a game changer for my business. Having a dedicated space has allowed me to manage inventory more efficiently, process orders faster, and create a welcoming spot where customers can experience our teas and other Newfoundland products firsthand. It’s also given me the opportunity to expand my product offerings and take on larger orders, helping me grow the business in ways that wouldn’t have been possible before. This support has truly helped me take The Newfoundland Tea Company to the next level.
What are you excited about right now?
Right now, I’m really excited about the growth and momentum The Newfoundland Tea Company is experiencing. With our teas now available in stores in six provinces and one territory – and having our own shop and warehouse space in Gander – it feels like things are really coming together. I’m also excited about expanding our product line and exploring new ways to share Newfoundland culture through our teas. There’s still so much potential and I’m looking forward to seeing where this next chapter takes me!
Thanks to the support of the Government of Canada, the WEOC National Loan Program has been able to make it easier for women entrepreneurs to access the financing they need to grow and thrive.