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When Walter Whittard first set up store selling tea, coffee and cocoa, he had no idea what the next century or so would bring. It’s a story of breaking with tradition, war and disaster, survival, success, innovation and creativity…Walter Whittard was never the sort to compromise. At the age of 17 he quit the family leather business out of frustration with his father’s way of running things, and took a job with a tea trader in London’s bustling city centre. Eight years later – aged just 25 – he opened his own shop in bustling Fleet Street, with a simple philosophy: to “buy the best”. In those early days the walls would have been lined with huge tea caddies, and filled with the scent of roasting coffee. Walter insisted on blending his tea and roasting his coffee on site; he also had a keen eye for a marketing opportunity, and targeted the nearby law courts by describing his tea as “The Barrister’s Refresher”. It wasn’t long before Walter started to make a name for himself. In 1892, a “Lady L” from Cheltenham wrote to the store that “We like the tea very much, and have recommended it to our friends.” Another customer was similarly impressed: “I received the tea safely, and am much pleased with its quality, it is very good indeed, and I shall recommend it to my friends. The tea however recommends itself.” In 1935 Walter died, and the business fell to his sons Dick and Hugh. It was a tough time to take over any business: the effects of the Great Depression were still being felt across Europe, and a new war was looming on the horizon. Undeterred, the Whittard brothers took the helm, their father’s philosophy to “buy the best” firmly entrenched in their minds.
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