The ninth month of the Islamic calendar, Ramadan, is a month of fasting from sunrise to sunset-the rhythm of which profoundly influences the tea trade. The first meal after sunset is almost always accompanied by a cup of hot green tea; during evening gatherings with relatives and friends, tea is served continuously. Tea consumption reaches its annual peak in the lead-up to Eid al-Fitr, requiring importers to prepare goods 60-90 days in advance to ensure arrival at destination ports before the start of Ramadan. This means that Chinese tea companies must closely align their shipping plans with the Islamic calendar, with orders from North Africa peaking around March. Missing this window means missing out on more than 30% of the annual sales volume.
