Kipling's India lured the man whose taste made Lipton a byword in tea

NOBLE FEARNLEY HUTCHINSON FLEMING TEA TASTER 7-3-1919 - 24-2-2012

By InvestSMART · 4 Apr 2012

By InvestSMART ·
4 Apr 2012

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NOBLE FEARNLEY HUTCHINSON FLEMING

TEA TASTER

7-3-1919 24-2-2012

NOBLE Fleming, whose taste helped establish Thomas J. Lipton as the world's biggest tea company, has died at a nursing home at Saint-Vaast-la-Hougue, France. He was 92.

The firm had been founded late in the 19th century by Sir Thomas Lipton, a Glaswegian merchant who started bypassing traditional trading and wholesale distribution channels to sell teas at low prices to the poor working class. In 1893 he established the Thomas J. Lipton Co, a tea packing firm with its headquarters and factory in New Jersey.

Fleming, who was known as "Toby", was born in Wales and served in the Royal Indian Navy during World War II.

He came to the tea business through his love of the India described in the works of Rudyard Kipling. Sir Thomas Lipton's senior tea taster was a friend of his parents and, when the young man was invited to join Lipton as a tea taster in India, he jumped at the chance.

He then began a lifetime of travelling to plantations in India, Sri Lanka, Indonesia, China and East Africa in search of the perfect leaf. He evaluated the tea on the basis of soil, elevation, rainfall, temperature and quality of management.

Back in the US, where he was based from 1946 and was for many years head of Lipton's Royal Estates subsidiary, Fleming and his team of experts would study the "tone" of the leaves, place them in white bone china cups, pour in a precise amount of skimmed milk, then stir, sniff, gurgle and sip. At the end of the process he would tell his agents what to buy at auction.

Fleming always attended these tea tastings in a tailored suit and the whole procedure was conducted with an air of ceremony down to the chrome-plated spittoons that received the discarded samples. By the time Fleming retired in 1983, Lipton was a byword on the world tea market.

After retirement, he moved to France. He is survived by a daughter.

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Frequently Asked Questions about this Article…

Who was Noble Fleming and why is he important to the history of Lipton tea?

Noble “Toby” Fleming was Lipton’s senior tea taster whose palate and sourcing decisions helped establish Thomas J. Lipton as a leading name in the global tea market. He travelled to plantations around the world, evaluated leaves for quality, and advised agents what to buy at auction, contributing to Lipton’s reputation and growth.

How did Thomas J. Lipton build its position as a major tea company?

Thomas J. Lipton built its position by bypassing traditional wholesalers and selling packed teas at low prices directly to working-class consumers. Founded in 1893 with headquarters and a factory in New Jersey, the company combined that distribution approach with rigorous quality control led by expert tasters like Fleming.

What criteria did Fleming and Lipton use when sourcing tea from plantations?

Fleming evaluated tea based on factors such as soil, elevation, rainfall, temperature and quality of plantation management. He and his team also examined the ‘‘tone’’ of the leaves and tested brews in a standardized way to decide what to buy at auction.

What was Lipton’s tea tasting process and why did it matter for quality control?

Lipton’s tasting procedure was formal and consistent: leaves were placed in white bone china cups, a precise amount of skimmed milk was added, then tasters stirred, sniffed, gurgled and sipped. This ritualized approach ensured consistent assessment of flavour and helped maintain product standards across large-scale sourcing.

How did global tea sourcing contribute to Lipton’s product strategy?

Lipton sourced tea from a wide range of regions—India, Sri Lanka, Indonesia, China and East Africa—so expert tasters could find the best leaves for consistent blends. That global reach allowed Lipton to combine different origins for reliable quality and supply.

What role did auctions and agents play in Lipton’s tea procurement?

Fleming evaluated teas and then advised Lipton’s agents on what to buy at auction. Auctions were a key procurement channel, and the tasters’ guidance ensured the company acquired the right lots to meet its quality targets.

What is Lipton’s ‘Royal Estates’ reference in the article?

The article notes Fleming was based in the U.S. from 1946 and for many years headed Lipton’s Royal Estates subsidiary. This indicates an internal division responsible for parts of Lipton’s sourcing or estate management, reflecting the company’s organized approach to tea production and quality.

What lessons for everyday investors can be drawn from Lipton’s history and Fleming’s work?

Lipton’s story highlights how consistent quality control, direct distribution strategies and global sourcing can build a strong consumer brand. For investors, it’s a reminder to value companies that combine disciplined supply-chain practices, brand trust and scalable operations—factors that helped Lipton become a byword in tea.