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Endeavour for a better tea

Belinda Neame

A brand new tea range has hit the Canberra market and its concept comes from a long-standing passion for food and gardening.

Founder & Certified Tea Blender of Endeavour Tea, Matthew Petrucci, was brought up surrounded by cooking and urban gardening. Inspired by his Italian immigrant grandparents, he had an appreciation of fine flavour and homemade food from a young age.

“During summer weekends in Sydney we would indulge in making food from scratch, harvest and tend to a garden brimming with fresh produce.”


After spending some time as an apprentice chef, Matthew furthered his culinary education in tea blending and has taken Endeavour Tea to the marketplace.

“Learning about tea felt like a natural progression of my interests. To date, I am still utterly fascinated by the notions of provenance, terroir and the incredible variety surrounding tea production.”

Jasmin Wong, Creative Director of Endeavour Tea has been instrumental in facilitating the design, sourced the packaging, produced the photography and is the number one tea taste tester and critic!


Endeavour teas are created and hand-blended by Matthew and instead of sticking with the tradition of ‘high tea’ customs, the range is inspired by dessert and cocktail flavours, such as Cherry Sour, Summer Sonnet and Tropical Slice. These can be drunk hot or cold, and used as cocktail mixers.

“We’ve also chosen to reimagine classics with the finest quality loose leaf teas we can source, profiling and blending them to achieve a desirably smooth result.”

Before they’re released, Endeavour teas go through a detailed tasting and cupping process. Mathew is adamant that tea, with its diversity of flavour, shape and origin, offers a lot but is neglected by the punter.

“Yet in the past ten years, we have elevated coffee to a purity of flavour and substance. We want there to be such a renaissance of tea and its perception.”


Inspired by the flavours, aromas and colours of classic Mediterranean cooking and gardening and fascinated by the natural flavour of teas grown and processed around the world influences Endeavours tea range. Going beyond the milk and two sugars experience by making blends that are inspired by favourite foods like apple pie (Lady Rose) and grenadine syrup (Cherry Sour), or smells of an Australian backyard during summer (Summer Sonnet).


Not only is the tea beautifully blended, the duo have also put a lot thought into the packaging. Minimising environmental impact and maintaining high aesthetic appeal by using recyclable Kraft tubes. And what is Matthew and Jasmin’s standout tea blend? 

Endeavour Breakfast! It boasts a delicious and complex flavour profile, with notes of warm honey, spice and malt. A complete package for a full morning routine – a bold, malty Assam, a mid-elevation Ceylon tea for all-round strength and character, and a Kenyan tea which lends its copper-like colour, aroma and depth. A retake on English breakfast tea, something that can stand on its own without the need for milk. It’s bold, brisk and smooth without bitterness.”

You can find Endeavour Tea at Shop Girl Flower Girl at Ainslie shops and you can also buy directly from the website.

Matthew and Jasmin will also be making regular appearances at local markets. They are currently at Farmers & Foodies on Friday nights at the Old Bus Depot on Sunday’s, and at the Live.Love.Ainslie Spring Fair on 17 September at the Ainslie Shops.

the essentials

What: Endeavour Tea
Where: Online at


Belinda Neame

Belinda is HerCanberra's Production Manager. A foodie and lover of handmade, Belinda enjoys nothing more than a good coffee and seeing Canberra businesses thrive. In her 'spare time', Belinda organises the quarterly Canberra street food event, The Forage with her husband Tim. More about the Author

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