Volume13, Issue 3

Volume 13 Issue 3 Autumn Issue 2006

Historically traditional tea has been the largest segment at nearly $2 billion in sales but it has been recently overcome by RTD tea. Its price points have been stagnant for years, if not decades and it could typically be bought for under $3 per package of 100 count teabags. In recent years, in an attempt to get away from these low price points, packers have been moving to smaller size packaging while trying to maintain the old price points. Packers are beginning to use the health message to promote tea but advertising for this segment remains minimal. Tea consumed outside of the home in restaurants is usually not as good as that prepared within the home because tea is difficult to prepare correctly. Operators are beginning to do a better job for two reasons; consumer demand and the recognition that properly prepared and merchandised tea can be very profitable to the foodservice operator. Some high end restaurants in the USA are even going so far as to employ Tea Sommeliers. Within a relatively short span of only ten years RTD tea has grown from virtually nothing to become the single largest tea segment. It has broadened the appeal of tea to a much wider audience which consists of all age groups and genders. Importantly, many powerful marketing alliances have been formed with soft drink and water companies who have joined forces to put together compelling marketing campaigns. Prospects for future growth are excellent. Specialty Tea is the fastest growing segment in the entire USA Tea Industry.

Continued on page 2

Newsletter of The Tea Association of the USA, the Tea Council of the USA & the Specialty Tea Institute

TEABITS

Listen! The wind is rising, and the air is wild with leaves. We have had our summer evenings, now for October eves!

~Humbert Wolfe

Inside this issue:

Tea Consumption 1-2 Trends Tea Cloud 3 Consumers 3 Re-discovering Iced Tea Hawaii’s First Tea Tasting 4-5 Southern Association Of Tea 5 Tea Association Holiday Dinner 6 STI Announces New Structure for Certification Program 7-8 World Tea Expo 9 A Simple radio 10 Tea Puzzle 11 Ying Yang 12 Tea Association Int’l Gathering 13 Tea in the City 14 What’s New with STI? 15 Calendar of Events 16

Tea Consumption Trends in the US By: Mr. Joseph Simrany (Excerpted from China presentation- September 2006)

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It is benefiting from the fact that there is a ten fold increase in the number of tea rooms in the United States growing from about 200 ten

years ago to 2000 today. Also, most of the thousands of coffee houses in the USA have also added specialty tea to their product offerings. In addition many entrepreneurs have launched virtual tea shops over the internet making it very easy for American Tea consumers to buy Specialty Tea. Some of the prime reasons why there is so much growth in this area have to do with consumer awareness and demand for high quality teas, the allure of high profitability to the entrepreneurs and the promise of health benefits. This brings us to an overall review of the consumer issues driving tea trends in the United States. The most significant contributor to consumer perceptions/trends about tea is the growing number of scientific studies suggesting tea plays a role in the inhibition of many chronic human diseases. In fact, one of our scientific advisors told us that the number of scientific studies conducted on tea 15 years ago were only 3 or 4 per year globally. Today, he advises, the number is more like 300 studies being conducted per year globally. The tremendous versatility of tea, as consumed in the USA, also appeals to the individuality of consumers. To borrow a phrase from one of our fast food restaurants, tea consumers could literally “Have it their Way!” We have hot tea for consumers seeking to relax, iced tea for consumers looking to be refreshed, tea in cans and bottles for consumers on the go, instant tea for those in a hurry, teabags for those looking for convenience, loose tea for those seeking a total experience, tea in restaurants, tea at home, tea capsules, tea

powders to mix in your bottle water, Bubble tea for those seeking a unique experience, tea served with cucumber sandwiches and accompanied by music from a Harpist or violinist for those seeking a bit of elegance, tea with enhanced antioxidant levels and the list goes on and on. The concern with obesity in America, particularly amongst our young people is also driving people to tea. In foodservice, the promise of high profitability and low start up costs are also driving many decisions to get into the business as are increasing preparation and holding options that make it easier for operators to prepare and serve a good cup of tea. There is also a growing trend in the United States to consume “natural foods” which favors tea in general and organically grown teas specifically. This trend is fueled by a growing concern about the safety of foods ingested from a stand-point of pesticide/herbicide residues or presence of harmful bacteria The prospects for future growth of tea in the USA are excellent with the slowest growth being realized in the traditional tea segment of only 2-3% per year and the highest growth occurring in the Specialty Tea segment where we can expect annual increases in the 10-20% range. RTD tea will also continue its rapid expansion realizing gains in the area of 5-10 % annually. The best tools to drive this continued growth in the USA as well as to encourage growth in the global markets are the tools that we have been using to drive the past growth. The most important tool that we all have is to continue to associate tea consumption with good health. Consumers are becoming increasingly aware of the role that they play in the determination of their own health. Adding tea to their diets and to their lifestyles is a near perfect way to help ensure that they are doing the right thing.

Mr. Simrany

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For many of us in this land of cold drinks, tea cloudiness can be the bane of our existence. What is it, anyway?... Why does tea cloud?... How do you “cure” it?..., etc., are all questions that I have been asked during my career.

Let’s review the causes of cloudiness.

Tea is made up of hundreds of different flavor and aroma compounds, oils, elements, etc., which are extracted from the leaf upon brewing. Particulates can form in tea and make it cloudy due to the interaction of these tea solids (principally flavonoids, theaflavins, thearubigens, etc.,) with any materials that may be contained in the water and with caffeine. For instance, in hard water, high levels of Manganese, Magnesium, Calcium, etc., can form “chelates” with caffeine, and or the tea solids, to make a particulate that will fall out of solution and cause cloudiness. Temperature is also a factor. Hot water will accommodate more solids than cold water, which explains why tea often clouds when it cools. Many tea boxes display directions that recommend adding some hot water to the tea in order to reduce or eliminate clouding. This works, because by adding hot water, you are effectively heating up the solution, and allowing it to accommodate more solids in solution.

The reason that tea made in cool or cold water, such as “refrigerated brewed” iced tea clouds less is that the cold water does not extract as many solids from the tea leaf, thereby, reducing the amount of solids that could theoretically form chelates.

Decaffeinated tea is also less prone to clouding, as caffeine, which is an important contributor to chelate formation due to its molecular size and configuration, is virtually absent.

Generally, lower quality teas will not cloud as much as higher quality teas. Poor teas simply lower the amount of tea solids available for extraction. So you may end up with clear tea, but it will taste weaker. Higher quality teas are deemed “higher” because they have more solids extracted, hence have stronger flavors, aromas, and taste. For example, strong, CTC type teas cloud more readily than larger leaf orthodox teas. However, the inclination to cloud is NOT always an indicator of a tea’s quality. Thick teas such as Assam tea, almost always clouds due to the high tea solids generated when brewing. By the way, Assam teas cloud in Hot water as well. Indeed, this “cream” is a highly desirable attribute for teas from this region.

Finally, you should note that you are unable to taste cloudiness! Cloudiness has no effect on flavor, just on the appearance of your tea.

So the next time you see your tea cloud, be awed by the natural chemistry in your glass or cup, and enjoy without fear!

If you have any questions you would like answered by me, please send it to Tea, A Magazine.

-Pearl Dexter Tea A Magazine 860-456-8651 teamag@teamag.com

gxt VÄÉâw

Graph available at www.nrn.com Nation’s Restaurant News 3

Volume13, Issue 3

The Hawaii Tea Society started back in 2003 with a small group of artists, a research scientist, some fledgling tea growers and enthusiasts in Volcano Village on the Big Island of Hawaii. The groups’ beginning desire to see a small scale Camellia sinensis tea industry matched with a unique sense of place in Hawaii’s communities has provided at best a thriving organization dedicated in educational, cultural, hybridization and promotion of Hawaii grown and manufactured tea and tea products. Since the organizations inception there now stands an active number of tea growers established around the Big Island with expansions to outer island and a membership base of eighty. Over the past three years the Hawaii Tea Society has collaborated with leading research scientist Dr Francis Zee, of the Pacific Basin Agricultural Research Institute and Agricultural Extension Agent Dwight Sato from the College of Tropical Agriculture University of Hawaii at Manoa. Both institutions have provided a number of resources in tea research, propagation and support. CTAHR facilitated a home base for the ongoing activities of the Hawaii Tea Society enabling the organization to provide workshops and speakers to the general public. In 2005 the Hawaii Tea Society became a non-profit organization receiving funding from county and federal offices to support on going programs.

Presently on the Big Island there is a diversity of tea growing practices from backyard growers, farmers, field and forest cultivation. They all experiment with cultivar tea plant materials processing green, black and oolong tea. Hawaii’s growers have also had the opportunity to have scientists and growers from leading tea-producing countries closely viewing these varied practices with enthusiasm. Their reported expertise has brought about a new wave of tea professionals consulting in refining tea processing techniques and niche marketing. The Hawaii

Continued on page 5

Mr. Dwight Sato Tropical Agriculture & Human Resources

The Hawaii Tea Society will host this event during it’s annual general membership and election meeting on Sunday October 29th at the Hilo Woman’s Club on 7 Lele Street from 2-5 PM located across from the Gilbert Carvalho Park in Hilo, Hawaii. 100% Hawaii grown Camellia sinensis tea will be the focus of the competition along with the yearly report by the Hawaii Tea Society on Hawaii’s new diverse agricultural tea industry and programs. There will be a silent auction, educational materials, plant sales and door prizes. Guest Speaker Jim Reddekopp of the Hawaiian Vanilla Company will speak on “The Creation of a new Industry”. This event is free and open to the public.

Hawaii’s first ever tea tasting competition!

Ms. Eva Lee Hawaii Tea Society

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Tea Society with assistance from CTAHR is helping Hawaii’s tea growers with a propagation program that will therefore assist growers to start up their own propagation methods enabling Hawaii to participate as a specialty tea growing region in the global market. Key to the success of this program is the partnering HTS has with CTAHR. The Mealani Experimental Station is located in Waimea on the Big Island and is directed by Station Manager Milton Yamasaki. He oversees the stations tea project, propagating cultivars and processing methods. The knowledge that Yamasaki’s team acquires is supported by the University of Hawaii Manoa Campus and is disseminated to the Hawaii Tea Society and general public.

While the progress is promising and as Hawaii gets closer to being an established tea-producing region a challenge yet to overcome is the concern with quality control and truth in labeling

for consumer confidence supporting Hawaii grown tea. Government certification is on the horizon. The Hawaii County Department of Research and Development has funded training opportunities for the Hawaii Tea Society’s leadership program to attend the Specialty Tea Institute seminars for

education and certification in tea standardizations of the world tea industry. Paralleled with the agricultural requirements in creating Hawaii’s new tea industry is the development of local representation that has an acute understanding of tea’s history with a presence that speaks from the unique perspective of sustainability for Hawaii.

- Ms. Eva Lee High Tea Society

For more information on the tea competition and event please go to www.hawaiiteasociety.org or call: (808) 967-7637

Southern Association of Tea Businesses, Inc.

Setting the Standard for Excellence

Since our inception as the first regional tea association in 1998, the Southern Association of Tea Businesses, Inc. has been a force in the tea industry. We are committed to supporting each other and do not view ourselves as competitors. Each member is unique in their participation in the tea industry, yet we all share the goal of educating the public on the joys of taking tea. We are a non-profit and volunteer-driven association. Our members hail from Alabama, Florida, Georgia, Kentucky, North Carolina, South Carolina, Tennessee and Maryland.

From tea room owners to tea wholesalers, tea speakers to tea etiquette consultants, tea magazine editors to internet tea entrepreneurs our members’ involvement in the tea industry sets us apart and makes the Southern Association of Tea Businesses, Inc. unique. Many of our members hold Level I, II and III Certification from the Specialty Tea Institute.

Our meetings are held twice a year and focus on a wide-range of topics related to tea and small business. Kenya is the featured tea producing country for the upcoming meeting on January 14, 2007. The meeting will kick off with an African-inspired meal

complemented by tea from Kenya. David Walker, of Walker Tea will be our guest speaker.

He will provide a multi-media presentation on tea plantations, tea production and other fascinating information about this fast-growing tea producing country. A continuing education segment, “Planning and Hosting a Tea Tasting”, will be presented by one of our members. The Southern Association of Tea Businesses, Inc. continues to grow and expand across 8 states, while maintaining the warmth and camaraderie that is so much a part of our character. For more information please visit our website: www.teabiz.org

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Volume13, Issue 3

Tea Association of the USA Holiday Dinner

2006

Monday December 4th, 2006

At The 3 West Club 3West 51st Street

New York City, NY 10019

Honoring the contributions of Mr. Bruce Bramen of Reily Foods Company

to the Tea Industry

For more information please visit www.teausa.org Or contact Yseult Lorseille at ylorseille@teausa.org

212-986-9415

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Volume13, Issue 3

STI Announces New Structure of the

Certification Program The romance of tea, its rituals, its health-promoting qualities - any number of tea’s qualities and characteristics have been an invitation to open the door to the world of tea. Having accepted the invitation, many have become tea professionals. Since 2002, tea professionals have had the support of the Specialty Tea Institute, a professional trade association, as a resource to grow as a tea professional, and to grow the tea industry itself. The very heart of the Specialty Tea Institute’s mission statement recognizes that in order to promote awareness and consumption of specialty and premium teas, there is a need to increase the amount of information and knowledge available to members, the trade, the media and consumers. Included in the vision for addressing that need has been the creation of a certification program for tea professionals. The groundwork for that aspect of the institution was laid in 2004 with the introduction of the Foundations of Tea: Level 1 and Level 2 classes. The tremendous response to these classes has been seen not only in consistently sold-out classes, but in the attendees’ expressed appreciation for the tea knowledge presented and their enthusiastic demand for more. So it is with great excitement generated by the realization of this long-standing vision combined with the recognition of the potential at hand for not only STI, but the entire tea industry, that STI announces the new classes for 2007 and introduces an overview of the new structure of the certification program. The professional series begins with Level 3, already launched in January 2006, with Level 3: Black Tea. In this 2-day class, tea professionals from 3 of the traditional countries of origin for black tea present in-

depth information on seemingly endless aspects of an array of teas as they are brewed and tasted. In January 2007, we will introduce Level 3: Oolong Tea. Oolong teas of China and Taiwan will be featured in this one-day class. We are honored to have Steven Chao of Eastrise Trading Corp. and Thomas Shu, of ABC Tea House willing to share their expertise with us. In the future, Level 3 will continue with a one-day class on green tea and another on white and pu’erh teas. The Sensory Evaluation Class, a cupping class, also to be offered first in January 2007 completes the Professional Series: Level 3 curriculum. This one-day class will focus on professional tasting techniques and how to taste for specific qualities in a tea. Upon successful completion of these 5 classes, which can be taken in any sequence after Level 1 and 2, a certification award for Level 3: STI Tea Specialist will be granted. The STI Certification Program continues with Level 4, 5 and 6. Level 4 will further develop the STI Tea Specialist’s in-depth knowledge of tea – the leaf, the plant and the beverage - by examining the people, technology, and cultures where teas are produced. It will include examining the various regions, and varietals, as well as the art, science and ceremonies of tea by country. The Level 4 core curriculum will also include one-day classes on the basic chemistry of tea, health benefits, etc. All classes will be presented by hands-on professionals in the industry. With the successful completion of these classes, a certification award for Level 4: Senior Tea Specialist will be granted.

Continued on page 8

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Level 5 will explore tea as a beverage and its relationship to food. This level is designed with aspiring tea sommeliers and hotel and restaurant industry specialists in mind. Finally, Level 6 will include educational tea tours to the traditional countries of origin. These tours will be not only inspiring, as anyone who has been there will tell you, but above all they will be specially designed to complete and compliment the entire Professional Level Certification Program. Alternatively, individuals could elect to participate in an intern program within the tea industry. Certification awards will be granted upon completion of Levels 5 and 6. Continuing education classes will round out the program over time, adding timely information, special topics and tea tasting opportunities. Already, tea class graduates are including their professional education through this program in their résumés. Tea companies in the industry are recognizing the opportunity and the value in educating staff and management, acknowledging that the more we know about tea, the more we can sell. China Mist is the first company to have contracted directly with STI to bring the Foundations of Tea: Level

1 and Level 2 to its four regional divisions so that staff, management and distributors could complete this program. The impetus to create this program has come from the vision of established tea professionals, the expanding goals of current tea professionals and their businesses and the rapidly increasing interests of a growing consumer base. We invite you to take the next step, and the next class, towards your future in the world of tea and the Specialty Tea industry.

Ms. Donna Fellman

Tea Education Alliance Chairman, STI Education Committee

donna@teaeducationalliance.com

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The World Tea Expo recognized as one of the fastest growing shows! Recently, the World Tea Expo was recognized by TradeshowWeek as one of the “Fastest 50” growing trade shows in the US and Canada. The actual fastest will be named in early November in Boston and is based on the shows attendance, net square feet of exhibit space, and number of exhibitors from 2003-2005. The Expo more than doubled in all criteria. Further, the 2006 World Tea Expo last March in Las Vegas had nearly a 60% growth in attendance. We attribute this growth primarily to the growing consumer demand for tea in the US and the need for a market placed focused on tea and tea-related products. There has been a proliferation of new tea rooms across the country and an increased awareness of the category by major retailers. In addition, the re-branding of the event to the World Tea Expo and a focused marketing effort on attracting buyers from the grocery, large chain, and foodservice sectors has attributed to the phenomenal growth. The 2007 World Tea Expo will be held June 9-11 at the Georgia World Congress Center in Atlanta, GA. Over 300 world-class companies from around the globe will be exhibiting during the three-day event. An unparalleled conference program consisting of 50 seminars and workshops on the business of tea will be held in the mornings. Throughout the day, special events are held ranging from the Japanese Tea Ceremony to Cooking with Tea demonstrations by leading chefs. Capped with a Keynote Speaker and an Opening Night Reception, the World Tea Expo is an action-packed must-attend event for anyone in the business of tea. Over 5,000 attendees are expected at the 2007 Expo.

The floor plan is nearly 80% sold out and can be viewed online at www.worldteaexpo.com along with an interactive directory of exhibitors. A significant increase in participation from China is expected through a new partnership with CEMS, an international trade show organization. They will join the ranks of the large number of international exhibitors from India, Sri Lanka, Japan, Nepal and other important growing regions. The conference program, the largest in the world on the business of tea, continues to evolve with defined tracks for tea knowledge, sales and marketing, foodservice solutions, tea and health, and business development. It will be our largest and best conference program to date featuring speakers from Progressive Grocer, Beverage Spectrum, Mintel, and the American Botanical Council. Once again, the Specialty Tea Institute will hold its Certification courses as a part of the Expo which will continue to elevate the standards for the industry. The Tea Association of the USA continues to support the Expo as the Marquis Sponsor as a part of our long-term partnership. Beginning this year, the Tea Association is planning to hold a special networking event in conjunction with the World Tea Expo. The partnership between the Expo and the Association clearly strengthens the event to continue to catalyze the growth of tea sales in the US. We look forward to catalyzing the continued growth of the tea industry and your business at the World Tea Expo, June 9-11 in Atlanta!

Mr. George Jage President, World Tea Expo

702-253-1893

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Volume13, Issue 3

A Simple Radio

As the most popularly consumed beverage in the world (next to water) it is a little known fact that Kenya is the largest supplier of tea. Kenyan tea draws its premium quality from the ideal growing conditions found in the lush, rolling highlands of the Aberdare Ranges. It is in those highlands that some of the greatest tea in the world is produced and Watiri Michuki, founder of The Highland Tea Company, planted her first seedlings. With a mission to provide the world with premium teas and her children with a premium education, Watiri dedicated her life to the growth and proliferation of their specialty teas and their ‘Karurumo’ or ‘Little Treasure’ –a 30-acre tea garden. This ‘Karurumo’ provided them with the ability to create The Highland Tea Company in 1991. Wanja, Watiri’s daughter, graduated from Columbia’s Business School in 2002 and has since made a place for their teas in the United States market place. Their situation however, is unfortunately, completely unique. Kenya’s tea farmers are illiterate, without access to any means of education or media communication. Kenyan tea farmers cannot learn about new methods of farming and husbandry that could impact their farming output significantly from trade magazines or journals. Without access to daily weather forecasts, they cannot anticipate El Nino, drought or other factors that have major impact on their tea crops. Additionally, without any information about how HIV/AIDS is spread or treated, tea growers and pickers are at increased rate of contracting and dying from the disease, and infecting loved ones. A tea picker’s child does not know that in America, children go to school and that they too, could one day go to school in this country, like Wanja. Solar-powered radios have been developed “To provide sustainable access to information, education and energy to the people who need it most” by The Freeplay Foundation (www.freeplayfoundation.org). A simple radio, which we in the developed world take for granted as a low-tech fact of life, has the power to change the fate of millions of people. A radio can profoundly impact the world of a child, a parent, a community, a country. A radio can control the spread of disease, raise a child’s dreams and aspirations, and let a farmer know that his crop is organic and valuable. A radio can create an authentic connection between the source of Kenya’s tea and the people who buy and benefit from it each day. A radio can create powerful possibilities. The Highland Tea Company recognizes these possibilities and works incredibly hard to get radios into the hands of tea farmers around the world. To help, or simply for more edification, visit www.highlandteacompany.com and www.freeplayfoundation.org.

Brooke Jankow

brookej@starfishjunction.com

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Tea Puzzle

There are 10 tea related terms hidden in this puzzle! Can you find all ten?

Here are some hints: 1- They’re great for the body 2- Strong taste, grown in Northeast section of India 3- June is… _____ Tea Month 4- ______ Tea Institute 5- Partially fermented 6- Tea is ______ for you! 7- The “champagne” of teas 8- Largest tea producing country 9- To allow to steep 10- Proper term

*Answers of page 16

D K B E I T P F A R U G D X J M B W C R M W N H L O F C F F Y L C D N Q A Y J L X A E B Y R J U T I A A Z U M J I B V Z S M Y H N Z O R G S H J E N D O C A K I K J Q M J W L B E H L P N X G D K E N Y A E R A X Y J Y L O O L O N G I T N E Z B G Y C W W I U F R Z V G U I L Z E A T H S M D A I B O H W R K I T O R L E T T S Y S C Y A U O M N N L I A K D L H J G I R L K R J G E R A I B P N A G W Q N P G K D Z M V U C Q M T R E W F H E N A C A R Z N E H L J O U H B A U N L Z I E X C P J A S S A M S M T G S M C F N I S W G M Z M Y A C K G Y I X G U W K N R D E C I L Q V N H F S

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Yin Yang- Two Great Tastes

Back in the 1970s, there was a quirky little

commercial advertising a candy where two

figures collide. You got your chocolate in my peanut butter, one would exclaim. The other would retort you got your peanut butter in my chocolate. To everyone’s great satisfaction, we discover that the two tastes, taste great together. Who hasn’t faced this great quandary of choosing between two desires? Since their introduction to the West, tea and coffee have found themselves on the opposite sides of the wrong conjunction. Coffee OR tea? The Cha Dao Tea Company has responded with a new drink little known outside of Asia, Yin Yang. Yin Yang is a lightly sweetened blend of coffee and tea that reconciles two of the worlds most passionate beverages. Ghim-Sim Chua, founder of the Cha Dao Tea Company calls Yin Yang, the biggest thing to hit America since the espresso cart, and judging from the explosion of that industry, he may be right. The two drinks blend surprisingly well. The coffee’s acidity and toasty bitterness

are evenly tamed by black teas more complex tannins and smoky herbal notes. Cha Dao’s combination of punchy Breakfast Blend and drip coffee are also a worthy contender stand alongside America’s espresso addiction. Unlike pure coffee however, Yin Yang leverages the theanine found in tea to provide a long, even stimulation; perfect for breakfast or that afternoon pick-me-up. While most Hong Kong café’s mix their brews with whatever is available, Cha Dao has partnered with Alaska’s top coffee company, Kaladi Brothers. The coffee is their exceptional Red Goat blend comprised of Mexican and Sumatran beans. Both the coffee and the tea are also organic so the bottled result doesn’t blanch in the face of competitors. With the large coffee vendors strengthening their offerings of tea and derived beverages like chai; it is no surprise to see growing tea bottlers like Cha Dao putting the other oar in the water. Who will win out? Much like the characters in that long ago commercial, a new combination ensures everyone does. Drink up!

-Vincent Kovar

vincent@chadaotea.com

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Tea Association

International Gathering Atlanta, GA June 7-8, 2007

In conjunction with the

World Tea Expo

The tea industry’s networking connection!

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Tea in the City: London, available September 2006, includes insider tips, maps and historical information surrounding tea establishments and tea retailers in the British city famously known for tea drinking. Authored by London tea professional Jane Pettigrew and American tea specialist Bruce Richardson, this handsome new publication leads tea lovers on a refreshing tour of nearly 100 of London’s “must-sip places,” including scores of colorful photos that provide a preview of each location.

In addition to the detailed maps and other time-saving transportation tips, this essential book also guides travelers through an exploration of the new diversity of tea establishments in London. While the well- known tea rooms are still going strong, the exciting thing about the London tea scene is the new and vibrant look emerging at those venues offering more contemporary approaches.

“Working on this book has given me a chance to tell other people about some of my favorite tea spots,” said author Jane Pettigrew. “I want to make sure they don’t miss those hidden treasures that never find their way into the pages of ordinary London guide books.”

Tea in the City: London is the second in a series of new tea guides published by Benjamin Press. It joins Tea in the City: New York (2006) and will be followed by Tea in

This unique guide is a treat for both local tea lovers and international visitors who will now be able to

explore the wide range of tea experiences on offer in London today. This well-researched, beautifully photographed book delivers hours of pleasure exploring, sipping and shopping for the cup that cheers.”

- Bill Gorman, Executive Director, UK Tea Council

“

For more information, contact:

Amy Wise, Media Manager

(800) 765-2139 or amy@

elmwoodinn.com

www.benjaminpress.com

Tea in The CiTy: London l Deciding where to take tea in London can be an overwhelming decision for the first-time visitor, but now a new guide from Benjamin Press will help travelers sip and shop their way through London like a connoisseur.

the City: Paris (March 2007). For inquiries on purchasing the pocket guides (4 1/2” x 7 1/4”), resellers and the public may contact Benjamin Press, the publishing division of Elmwood Inn Fine Teas, at 800-765-2139 or www.benjaminpress.com. Also look for the Tea in the City series in select bookstores, tea shops or online at amazon.com.

“... a most welcome guide to the true brews.”

- Hattie Ellis, author of Tea: Discovering, Exploring, Enjoying

Tea

in th

e C

ity

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Volume13, Issue 3

SPECIALY TEA INSTITUTE’S YEAR WRAP UP!

As we approach the end of 2006, it has become clear that the specialty tea industry continues to grow dramatically from year to year. With the increasing demand of STI’s Tea Certification Program and membership growth, the Specialty Tea Institute is working hard to make positive changes that will allow us to keep up with our evolving industry. To date, STI has certified 525 people in Foundations of Tea: Level One and 451 people in Foundations of Tea: Level Two since its launch two and a half years ago - July 2004. With only two venues under its belt, STI has certified 51, “Foundations”, graduates in Level Three: Black Teas, its first year presentation beginning in January 2006. Our membership base grew an estimated 30% this year and we look to continue this trend in 2007. Our existing, new and potential STI members should expect new membership benefits and opportunities as we continue to build STI and its resource base. Our goal is to maintain and grow our relationships with our members by working towards the informational and tangible needs that have been voiced by the community. We continue to appreciate your support in tea, our associations and programs! Thank you and we are looking forward to an even brighter 2007. Sincerely, Kisha Omer, STI Program Coordinator

2007 STI Tea Certification Seminars: SAVE THE DATE!

January 20-23, 2007 Specialty Tea Institute Tea Certification Program: San Francisco Foundations of Tea: Level One Foundations of Tea: Level Two Professional Series - Level Three: Oolong Teas Professional Series - Level Three: Professional Cupping and Sensory Evaluation San Francisco, California Location: Carnelian Room (near Moscone Center) Tel: (212) 986-0250 Email: komer@teausa.org Website: http://www.teausa.org May 3-4, 2007 Specialty Tea Institute Tea Program @ SCAA Conference & Expo Foundations of Tea: Level One Foundations of Tea: Level Two Long Beach, California Location: Renaissance Hotel (2 days prior to SCAA) Tel: (212) 986-0250 Email: komer@teausa.org Website: http://www.teausa.org

June 12-13, 2007 Specialty Tea Institute Tea Certification Program @ World Tea Expo Foundations of Tea: Level One Foundations of Tea: Level Two Professional Series – Level Three: Black Teas of China, India, Sri Lanka & the World Atlanta, Georgia Location: Georgia World Congress Center (2 days post the WTE) Tel: (212) 986-0250 Email: komer@teausa.org Website: http://www.teausa.org July 7-10, 2007 Specialty Tea Institute Tea Certification Program: New York Foundations of Tea: Level One Foundations of Tea: Level Two Professional Series - Level Three: Oolong Teas Professional Series - Level Three: Professional Cupping and Sensory Evaluation New York City Location: TBA Tel: (212) 986-0250 Email: komer@teausa.org Website: www.teausa.org

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Calendar of Events

Tea Association Holiday Dinner: December 4, 2006

STI Certification Seminar San Francisco: January 20-23, 2007

STI Certification Seminar Long Beach: May 3-4, 2007

Tea Association International Gathering Atlanta: June 7-8, 2007

World Tea Expo Atlanta: June 9-11, 2007

STI Certification Seminar Atlanta: June 12-13, 2007

Editor’s Corner:

Thank you for taking the time to read this issue of TeaBits. As always, we appreciate your feedback and invite you to write us. Please contact us with any information including tips you’d like to share, on going dilemmas or general suggestions you would like to contribute to future issues of our newsletter.

All comments are openly welcomed.

Sincerely, láxâÄà _ÉÜáx|ÄÄx Editor ylorseille@teausa.org Phone: (212) 986-9415 Fax: (212) 697-8658

Tea Scramble Answers:

1- Flavonoids 2- Assam 3- Iced 4- Specialty 5- Oolong 6- Healthy 7- Darjeeling 8- Kenya 9- Ferment 10- Camellia

sinensis

NEWSLETTER OF THE TEA ASSOCIATION OF THE USA,

THE TEA COUNCIL OF THE USA, AND THE SPECIALTY TEA INSTITUTE

420 Lexington Avenue Suite 825

New York, NY 10170

www.teausa.org

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