CCTV Script 21/04/14


— This is the script of CNBC's news report for China's CCTV on April 21, Monday.

Welcome to the CNBC Business Daily.

Tea isn't just a beverage. To many, it's a tradition.

But as lifestyles change, tea companies are having to adapt to new consumer trends.

Julia Wood spoke to the CEO of BOH Plantations in Malaysia who's now at the helm of an 85 year old company founded by her grandfather.

She explains how the the tea industry, along with her very own company's focus, has changed over time..

Rows and rows of tea bushes... breathtaking views... and cool, crisp air.

This is Boh Plantation's tea estate in Cameron Highlands, Malaysia... where the brand is a household name.

With a commanding 70% market share, Boh also exports to as far as the USA and United Arab Emirates .. But its focus, first and foremost, is on maintaining its dominance at home.

[CAROLINE RUSSELL / CEO, BOH Plantations] "We are malaysian. this is very very central to our being.

Boh Plantations was founded by Caroline Russell's great grandfather... JA Russell who transformed the steep virgin jungle slopes into the first highlands tea garden in the country.

Fast forward to today, and its four tea gardens fill 12-hundred hectares. Unlike many of its peers, Boh processes and packages 4 million kilograms of tea on site each year... enough to make five and a half million cups of tea daily.

Russell, is now leading the profitable company through its third generation..

But continuing the legacy so carefully cultivated by her family, is no easy task.

[CAROLINE RUSSELL / CEO, BOH Plantations] "It comes with a great deal of responsibility when you move into a family business that has been around for 85 years, when you step into leadership roles, there you do have a sense of duty and perhaps more specifically a sense of stewardship. that it's not yours but it's something you are a caretaker of."

JULIA WOOD: How have you put your own personal stamp on Boh Tea?

[CAROLINE RUSSELL / CEO, BOH Plantations] "I think my interest has been very different from my father's. He is an agriculturalist through and through. His greatest love is going around the tea bushes. I perhaps have focused us a bit more onto our customer, with my passion perhaps being the marketing end of the business."

And it's that passion that drives much of what Russell wants to achieve for Boh - creating a sustainable and profitable business that's bigger than one person or even one family.

Julia Wood, CNBC Malaysia

Also weighing on the broader tea market is the long dry season that's left Asia's premier tea-growing regions parched.

Analysts are expecting this to lead to a rise in tea prices across the region.

That wraps up this edition of the Business Daily.

I'm Sri Jegarajah, reporting from CNBC's Asian headquarters.

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