We’re excited to introduce you to the always interesting and insightful Roger Owens. We hope you’ll enjoy our conversation with Roger below.

Roger , appreciate you joining us today. One of the things we most admire about small businesses is their ability to diverge from the corporate/industry standard. Is there something that you or your brand do that differs from the industry standard? We’d love to hear about it as well as any stories you might have that illustrate how or why this difference matters.

Star Spangled Tea was born out of a desire to bring new life to the American tea industry, which we found to be stagnant and uninspiring. Our mission was clear: revolutionize the culture of tea in America. My wife, Aimee, and I wanted to support a patriotic, veteran-owned tea company that was bold, exciting, and embodied the adventurous spirit of America.

During the COVID-19 pandemic, we spent three days searching online for a brand that checked all these boxes, but we came up empty-handed. That’s when we decided to create our own tea company—despite knowing very little about tea at the time. Over the next two and a half years, we immersed ourselves in learning everything we could about tea, developing our first blends through extensive research and testing.

On September 12, 2022, we officially launched Star Spangled Tea. This date was chosen intentionally, as it marks the day Americans truly came together in unity following the tragic events of 9/11. It symbolizes our commitment to fostering a sense of pride, community, and adventure through every cup of tea.

Great, appreciate you sharing that with us. Before we ask you to share more of your insights, can you take a moment to introduce yourself and how you got to where you are today to our readers.

I began my journey in the U.S. Army, serving first as a Combat Medic and later transitioning to the role of a Combat Engineer. In January 2002, I deployed with the 3rd Brigade of the 3rd Infantry Division, taking part in the Invasion of Iraq and the capture of Baghdad—a mission that lasted until July 2003. In January 2005, I redeployed with the 1st Battalion, 15th Infantry Regiment of the 3rd Infantry Division for another tour in Iraq, which extended until January 2006. Our primary mission was to locate and neutralize IEDs in and around the Salah Al Din province, near Samarra.

During my time in the Middle East, I was introduced to the rich and welcoming chai culture that is so integral to the region. Like many soldiers, I carried pieces of that experience back home with me. Years later, inspired by my wife and son encouraging me to explore teas during the COVID-19 pandemic, I began to rediscover the world of tea. As I browsed through options at grocery stores and online, it became clear to me that the tea industry was in desperate need of innovation—a fresh approach to make it more appealing to the average American. And so, my journey into tea began.

We’d love to hear a story of resilience from your journey.

Our journey has been defined by resilience. We started with nothing but a dream and a dining room table—no garage in this story. Every step forward has been a learning experience, whether through mistakes or countless hours of research. One of our biggest challenges has been mastering modern marketing. It’s one of the toughest aspects of running a business, and those who excel at it make it look deceptively simple. Truthfully, it’s anything but. Success in this area, like in many others, requires unwavering determination and persistence. Only through hard work and perseverance do the answers eventually reveal themselves.

Any fun sales or marketing stories?

Next month, I’m taking a major leap by attending the largest natural products trade show in the U.S.—Natural Products Expo West in Anaheim, California. This is my fifth expo, but it’s by far the biggest, and I’m going all in. To make it happen, I took out a small loan and will be driving cross-country from Georgia to California. It’s a bold move—pitching to top brands and distributors for three full days—but one I truly believe in. Along the way, I’ll be stopping on the iconic Route 66 to create social media content and live stream the journey. I’m confident this trip will be a game-changer and an incredible success for us.
I’m thrilled to be attending Natural Products Expo West, where we’ll be showcasing our incredible blends. This event is more than just a gathering—it’s an opportunity to connect with industry leaders, gain fresh insights, and draw inspiration from trailblazers shaping the future. I’m excited to present our brand and immerse myself in the energy of this innovative, ever-evolving community. Honored to be part of a movement bringing a uniquely American spirit to the tea industry.

Contact Info:

• Website: https://starspangledtea.com/
• Instagram: https://www.instagram.com/starspangledtea/
• Facebook: https://www.facebook.com/starspangledtea
• Twitter: https://x.com/AmericasTeaTime

Image Credits

Star Spangled Tea