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ITO EN (North America) Inc. was founded in May 2001 with the mission of introducing ITO ENs line of green tea products and establishing a culture and interest in authentic green tea in the United States and beyond. In order to accomplish these goals, the company developed a three-tier strategy, simultaneously entering the beverage wholesale, retail, and restaurant industries. In 2002, the Teas Tea line of natural, unsweetened bottled tea was launched. The product line functions as the centerpiece of ITO EN (North America) Inc. for it upholds ITO ENs principles of Natural, Safe, Healthy, Well-Designed, and Delicious. The product line, along with the Gotta Juice line, was first introduced through wholesale distribution in New York City and the Tri-State area. In order to give access to a wider clientele base, a flagship was launched on New Yorks Madison Avenue, home to many of the worlds most prestigious retailers. The flagship holds the ITO EN New York store and KAI Restaurant, which have both received positive reviews from critics and the public. The breadth of ITO EN (North America) Inc. is increasing through the development of new beverage and loose leaf tea products, the expansion of its distribution network to a national level, e-commerce, and the growth of its retail and restaurant operations. With the attention of industry, the media, and the public, ITO EN (North America) Inc. is well on its way to making green tea a true part of the new American culture.