Volume13, Issue 4

Volume 13 Issue 4

Newsletter of

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

TeaBits

Winter Issue 2007

December 4, 2006 athering for yet

side from being the Vice President of Marketing

s part of his speech Bruce noted the growth the s

he Tea Association of the USA’s members,

Blow, blow, thou winter wind Thou art not so unkind, as man's ingratitude

~William Shakespeare

– Ganother year at the lovely 3 West Club in New York City, the Tea Association Holiday dinner was a great success. Over 80 tea industry professionals enjoyed cocktails, great food, networking, and the opportunity to catch

up with old friends. Part of the celebration included honoring a man who has contributed much of his time to the advancement of the tea industry, Mr. Bruce Bramen. Afor the Reily Foods Company, Bruce served on the Tea Association Board of Directors for 3 years. Even before he became a Director, his loyalty and diligence are some of the qualities that define the people of such a wonderful industry. Bruce’s marketing expertise made him a particularly important confident as the Tea Council developed their PR Program. Atea industry has under gone as well as the endlespotential for its future. He particularly emphasized the need to actively participate in networking events such as the Holiday Dinner and other Gatherings for the betterment of our industry. Tdirectors, staff, and friends would like to thank Mr. Bramen for his contributions and wish him and his wwonderful years in their retirement.

ife Karen many

Inside this issue:

Tea Association 1 Holiday Dinner 2006 More evidence for tea’s Anticancer potential! 2 African White Teas 3-4 ITO EN Tea Shop Rated Best Tea 4 WTE- Build Your Exper-TEAS! 5 Guidelines for purchasing Taiwan teas 5 Talking Tea 6-7 Tea Association International Gathering 8 A New Trend in Supermarket Shopping? 9 TEA by the SEA 9 STI News 10-11 Member Press Releases 12-13 WTE Schedule of Events 14-16 Tea Puzzle 17 Calendar of Events 18

2006 Tea Association Holiday Dinner

Honoring

Mr. Bruce Bramen

1

Volume13, Issue 4

www.foodnavigator-usa.com

More evidence for tea’s anticancer potential!

12/2 gpot -cancer effrange of tumours, says aUS Department of Aan ever growing body ocompound “These antic ial

1/2006 - Teas, bothent anti

reen and black, have ects against a wide new study led by the culture that adds to f science behind the

ted observations on the of

gri

s.

findings extend relaarcinogenic potent tea ingredients and

may benefit more by black teas,” wrote lead

rom the USDA.

sugg s drinking both green and autho n f

The health benefits of tearisk of certain cancers protection against Alzheimthe polyphenol content contains between 30 andextractable polyphenols, wthat has been oxidized bybetween 3 and 10 per cefermented tea and is somand black tea. Editors notetrue relative to catechins, Blmuc fla

Thetealepigepic

FrieUidinvehum

est that consumer

r Mendel Friedma

ranging from a lower to weight loss, and

er's, have been linked to of the tea. Green tea 40 per cent of water-hile black tea (green tea fermentation) contains nt. Oolong tea is semi-ewhere between green : (while the comments are ack & Oolong tea contain vonoids). h higher levels of other

four primary polypeaves are epigallocatallocatechin, epicatatechin.

dman and his co-workeuk, and Yeungnam Unistigated the ability to induan

henols found in fresh echin gallate (EGCG), echin gallate, and

rs from Keimyung, versities in South Korea

ce cell death in cancer

chinsand normal

catecells nine green tea

, threenine extracted using ein ethanol(80 per cent

ause tumoursible event during cancression is regarded as

bit carcinogenesis,” sai

black tea ttheaor a )/w “Bec r promotionrevesupp inhi

heaflavins, and ther an as aqueous and ater method.

may be the only er development, its

an effective way to d Friedman.

The researchers report tcatechins, theaflavins, tgeneral tea extracts dechuman breast (MCF-7), c(liver) (HepG2), and pro

activity.

“The anticaand of tea concentratio

hat the majority of the heanine, and all the

reased the numbers of olon (HT-29), hepatoma state (PC-3) cell lines,

ound to contain nd to have a higher

with the ethanol/water extracts fhigher levels of flavonoids a

rcinogenic effects of tea compounds leaf extracts varied widely and were n dependent over the ranges from 50 og/mL of tea compound and from 50 crog/g of tea solids,” wrote the .

to 400 micr

pr

to 400 miresearchers

However, tnot found activities.

The researcstudy, but suggested thcell death (apoptosactivate

he flavonoid levels of the teas were to correspond with the anti-cancer

hers did not undertake a mechanistic state that previous studies have e flavonoids can induce programmed

is), stop P450 enzymes that o-carcinogens, stop the transmission y tumour promoters, bind to damage ly involved in cancer promotion, or formation of new blood vessels in the iogenesis).

of signals bDNA usualinhibit the tumour (ang

Whether thadditively study, said

“Because it from cell asdestruction suggests the

e tea compounds work independently, or synergistically merits further

the researchers.

may be too risky to translate results says to in vivo effects, the observed of a broad range of cancer cells need for animal and human studies ascertain whether the observed wide potencies of tea compounds and teas corresponding effects in vivo,” they

designed to variation incan predict said.

Written By: A Food Navigator-USA Staff Reporter Source: Journal of the Agricultural and Food Chemistry

Published on-line ahead of print: ASAP Article doi: 10.1021/jf062276h S0021-8561(06)02276-X “Structure-Activity Relationships of Tea Compounds against Human Cancer Cells”

Authors: M. Friedman, B.E. Mackey, H-J. Kim, I-S. Lee, K-R. Lee, S-U. Lee, E. Kozukue, and N. Kozukue

2

Volume13, Issue 4

African White Teas

For the past year STI member Teacraft Ltd has been working with Satemwa Tea Estate, the

h Satemwa’s General

would even taste of tea, a making in the Dark e let the teas speak for

a Ltd launched six variants of s been extraordinary”.

and needs nimble fingers and great

Satemwa plucks leaf from abushes with local names of Zeach cultivar showing its owthe white teas are finished. White teas are minimally

one by hand. First the plucked leaves are laid

ime the leaf is - and inspected

imes in the sun, ing. This process

eas he

smallest commercial tea garden in Malawi to develop and perfect a range of African White Teas. Satemwa has been in the same family for three generations and makes some of the best black teas that Malawi sells but had never before considered producing specialty teas. Now this technical collaboration with Teacraft has resulted in the perfection of a range of natural hand made White Teas that are unique in flavour and to our knowledge are the only White Teas being produced commercially in the whole of Africa.

hite Teas traditionally come from China. Teacraft’s roving tea man Nigel Melican reportsW“When we first discussed producing hand made white tea in Malawi witManager we didn’t know if it could be done or, if it could, whether it and if it did whether we could teach the intricate art of white teContinent. Now we know the answer to each question is Yes! – and whemselves”. Nigel’s other tea company Nothing But Tet

Malawi White Teas on its website in November 2006 “and demand ha Good White Tea making begins in the field – hand plucking single buds (for Needles) and fine tender two leaf and a bud tips (for

eony). This is hard workPpatience but white tea cannot be made from tough old leaf.

range of Central African cultivars – omba, Chilwa, Salima and Mulanje – n distinctive flavour and colour when

processed and are never made using machinery as are conventional green, black and oolong teas – for white tea everything is dout to wither on a tray in a shady place – this gives slow loss of field moisture while, within the leaf, the finished flavour and aroma is slowly generated. Depending on ambient conditions withering can take up to two days during which tturned over – carefully to avoid bruising itmany times.

When the withered leaf is ready it is moved to a dry airy place, sometsometimes in a breeze, depending on the local weather, to encourage drycan take another two days before the leaf is crisp and dry – sufficient to keep it stable during storage. Before packing all Malawi White Tea leaf is carefully inspected again and sorted into grades. The Malawi wild crafted White Teas are available as single bud Needles – equivalent to Chinese Yin Zhen Needles, and young tippy Peony – equivalent to Chinese Pai Mu Dan - made from fine two leaf and a bud shoots. The colours, tastes, and aromas are not at all like standard China White T- having a pale peachy pink liquor and a distinctly floral aroma – but tdelicacy and sweetness are similar. Chrissie Greetham, Marketing Director of Nothing But Tea says “at present we are selling six types of Malawi White Teas – all exclusive to Nothing But Tea and in small amounts only – but trials continue in Malawi so different tastes and types will be available soon”. It is

Cont’d on page 4

3

Volume13, Issue 4

understood that Peony and Needles will be followed by a previously unknown format code-named. ‘Antlers’ that will be particularly suited to Iced Tea production. After these are launched the Satemwa specialty portfolio will be extended to include orthodox greens and olongs. Chrissie advises “we suggest you steep your Malawi White Teas at 75°C (170°F) for

your personal taste”. eas to be sold confirms

onderful spectrum of successive steeps while

pleasurable feature of these teas is the distinctive floral aroma on the in leaves) best enjoyed by separating wet

arm infusion from beneath the lid offers a galaxy of changing aromas unlike any other tea I kfor it – try some for yourse

ofive to six minutes – but do experiment to discover what suitsFeedback from customers who have tasted the first Malawi White TNothing But Tea’s excitement “we find that multiple steeping gives a wflavours with rosy floral and spicy notes becoming more marked in the pale apricot hue of the liquor remains constant”. Nigel concludes: “a particularly

fusion (the wet leaf from liquor using an infuser or

bw

etter still in the mug of a professional tea tasting set – sniffing the

now – but don’t just take my word lf”.

- Nigel Melican Teacraft – www.teacraft.com & Nothing But Tea www.nbtea.net

ITO EN Tea Shop Rated Best Tea In Zagat’s 2007 New York City Gourmet Marketplace Guide

t Marketplaces has awarded est Tea” to ITO EN in the 2007 edition. The ITO EN Shop is located at 822 Madison Avenue between 68th

e 2005 World Tea Expo. The company also

o market green tea, a traditional Japanese beverage. Today, ITO EN, LTD. is firmly positiogreen tea beverages, developing a steady stream of new products that specifically address customer needs and lifestyles. Known as a trendsetter in Japan's beverage industry, intensive research and development has allowed the company to cultivate better tea, and positioned them as the first company to create a patented method of bottling green tea in a manner that carefully preserves its distinct flavor and integrity. Additional information can be accessed through www.itoen.com

Japan’s Premiere Green Tea Company Continues To Please American Palates Dec. 1, 2006 -- New York, NY – The Zagat Guide To New York City Gourme“Band 69th Streets. “We are honored to receive Zagat’s Best Tea award for the third consecutive year,” said Rona Tison, vice president of corporate relations for ITO EN (North America) Inc. “ITO EN has been in the green tea business for over 40 years and is the pioneer in ready-to-drink green tea beverages in Japan. We are thrilled that the American public so enjoys both our loose leaf and ready-to-drink teas.”

Since establishing their U.S. operations in 2001, Tokyo-based ITO EN has introduced the green tea culture to the American market through the TEAS’ TEA line of all natural, unsweetened ready-to-drink teas, which received the ‘Best Flavor’ and ‘Best Packaging’ awards from thimports and markets Sencha Shot and the award-winning Tea Apple and Tea Lemon from their line of natural fruit teas. Recently, the company acquired Mason Distributors, a Florida-based vitamin and supplement manufacturer, which gains them entry to the ever-growing U.S. supplement market. The ITO EN Tea Shop, located on Manhattan’s Madison Avenue, has received the 2005, 2006 and 2007 Zagat Gourmet Marketplace award for ‘Best Tea’, and the company also operates the renowned KAI and Donguri restaurants in New York City.

Established in 1966, Japan-based ITO EN, LTD. was founded tned as the world's leading supplier of green tea leaves and

. -Rona Tison, Vice President of Corporate Relations, ITO EN

4

Volume13, Issue 4

BUILD YOUR EXPER-TEAS! --Trends, Business, Tastin est conference program

gs, Pairings: it’s all in the largever at the World Tea Expo 2007--

Las Vegas, NV, December 14,

iggest Conference Program

is the most expansive

2006—The World Tea Expo has just announced its conference program for 2007. With more than 50 workshops and seminars, 30,000 net square feet of exhibit space, 300 exhibitors, and over 5,000 buyers expected, the World Tea Expo is the nation’s premier marketplace for tea. The Expo will take place at the Georgia World Congress Center in Atlanta, June 9, 10, and 11. BEver This program the World Tea Expo has ever offered, with several defined tracks so attendees can get the most out of the conference and find exactly what suits their interests. Tracks include: Mover and Shaker, Small Business Merchandising, Tea & Health, Business Management, Food Service Solutions, Sales & Marketing, Tea Knowledge, Focused Tastings, and Tea & Food Pairings.

The three-day program features panel discussions including “Tea Room Survivors;” seminars such as “Super Trends: What’s New and What’s Next” presented by Mintel and “Specialty Packaging Strategies to Increase Sales;” a special workshop, “The Way of Tea” presented by the Ura Senke Foundation; and many more. A series of focused tastings will feature specific growing regions including India, Nepal, Sri Lanka, and Zheijiang, China. Additionally, the Specialty Tea Institute will be holding certification classes in conjunction with the World Tea Expo on June 12 & 13. Members of the tea trade can’t afford to miss this invaluable and exciting educational program. A

Brian Keating, publisher of the

egistration for the World Tea

o register or to find more

om.

or the complete schedule of

n page

Specialty Tea is “Hot” Report (TM); Jeffrey Klineman of Beverage Spectrum, Judith Princz of Progressive Grocer, and Mike Ferguson, Chief of Staff of the Specialty Coffee Association of America. RExpo is open now. Registrants will save 40% by registering before January 26, and 20% before March 30. Tinformation on the World Tea Expo, including the floor plan, an interactive directory of exhibitors, and a full listing of events and seminars, visit the website, www.worldteaexpo.c F

Lineup of Experts upermarket Phil Lempert, S

Guru® and food editor and on-air correspondent for NBC's TODAY Show, will deliver the keynote address on opening night. Just a few of the many other notable speakers in the lineup include

the three-day seminar series, see the Events Schedule At-a- Glance, including the Conference Program, o14.

Guidelines for purchasing Taiwan teas

There are no speci erve, listen, and taste’ to learn m

ont’d on Page 7

al tricks for selecting tea. One simply must ‘obsore about it. There are a couple Taiwanese sayings that convey this idea: ‘Wenzhang, fengshui,

cha’ (Essays, Fengshui, and tea–few people truly understand them) and ‘Cha wu wu, wu bai hu’ (All teas look the same; make whatever claims about them, and no one will know the difference!). It is likely that you will meet an unethical tea merchant here and there, one who charges more than a tea is really worth. However, there are some guidelines you can follow to select good tea if you are willing to spend a little time to investigate. The first thing to remember is that tea prices fluctuate according to the season and market demand. Also, I have always advised friends– if you can’t differentiate between the appearance, fragrance, taste, and aroma of two teas–buy the least expensive one. Why pay more if you can’t taste the difference? In reality, there is no good or bad tea; it all depends on your own preference. At different ages and times of our lives, our preferences for tea will be different. Therefore, if after you drink a tea, you still want to drink it again, then it’s good enough. There’s no need to buy blindly according to price. So-called high-end tea is not good quality because the price is high; actually, the price is due to recognition and respect. After you are a connoisseur of the taste, fragrance, and aroma of tea, then you can assign recognition according to your own evaluation. Below are a few steps you can follow to evaluate tea quality and make a selection.

C

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Volume13, Issue 4

“Talking Tea”

he says, a tad apologetically, not mentioning that the Tie Luo Han is a connoisseur tea that is practically unknown in America, one of the most famous (and rare) teas from the cliffs of the Wuyi Mountain in Fujian, China. “I really like an oolong that’s been fairly well oxidized,” he continues; “One of my other favorites is from Taiwan, the Dong Fang Mei Ren. It has a taste that’s about as close to a Darjeeling as you’ll get outside of Darjeeling!” he exclaims, least I get the idea that David is something of a China tea snob. “In the wine world you have two kinds of people,” David laughs, when I actually ask him if he’s a China tea snob. “There are Bordeaux people and there are Burgundy people. In the tea world, you have something of the same thing with China tea people and Indian tea people. OK, I’m a Burgundy person, and I do like China tea, but that doesn’t mean that I won’t enjoy a great Cabernet Sauvignon or a great Darjeeling. The fact is, there’s really only two kinds of tea in the world, good tea and bad tea. And good tea is the one that you drink with friends, the one that gives you the pleasure of another’s company, or the one I happen to have in front of me at any given moment. “Both tea and wine are, essentially, really simple agricultural products that play a very complex socio-cultural role in our lives. Neither tea nor wine is a necessity for life, but we drink them because, in some way, they fill a void in us.” What else do tea and wine have in common? “History”, David says. “In the history of tea cultivation and drinking, you could simply substitute “Camellia sinensis” with “vitis vinifera” and you’d have exactly the same story. Just as wine cultivation and drinking was spread in Western Europe by monks, monasteries being the centers of wine making, tea has a similar association with Buddhist monks spreading their tea culture around Asia. The parallels have always fascinated me!” David’s expertise as a wine professional and a tea enthusiast was evident in his follow-up detailed discussion about the horticultural and philosophical similarities between wine connoisseurship and tea appreciation. So I had to ask about his new membership in the STI. “Of course I’m taking the whole STI Tea Certification program in San Francisco, all four classes, starting at Level One. I used

Cont’d on page 7

There are two kinds of people in the world; those who are members of the Specialty Tea Institute and those poor souls who don’t give a hoot about the difference between a Pekoe and a Pu-erh. We all pity those people in the second group (what squalid, deprived lives they all must lead) but as a member of STI you might not know that ours is one of the most diverse group of professionals ever assembled. STI Members come from all walks of life: there are pharmacists and spiritualists, physicians and cowboys. And now there’s an oenophile. David Campbell recently joined STI after a 30-year career in the wine business, most recently as the CEO of the Clos du Val vineyards in Napa Valley, California. You know the Clos du Val wines – they’re the award-winning “French style” wines which, in the past five years, have become the most visible wines in Hollywood. The vineyard is a premium brand noted for producing small yields of elegant, balanced wines and has been featured as the drink of choice by both the Sopranos and the gals in Sex and the City. It’s the wine that director Steven Spielberg chose (over champagne, by the way) for Tom Hanks to pour when he wanted to romance Catherine Zeta Jones in his movie The Terminal. Having been in charge of Clos du Val’s 49% growth since 2001, it’s safe to say that David Campbell knows wine. So the question is: What does he know about tea? Answer: Oolongs. When I spoke with David one afternoon a few days after Christmas, he was in his California home sipping a Tie Luo Han. He translated the Mandarin for me: “The Tie means “iron” and the “Luo Han” is a Buddhist term for ‘enlightened being’. My Mandarin teacher is a Pu-erhs drinker and he chides me for having an unrefined palate, but I’m an oolong person”,

David Campbell (right) in Taiwan (Oct. 2006) with Marty Wu of Insun Tea Mfg. Co. (left)

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Volume13, Issue 4

Guidelines for Purchasing Taiwan teas-

to be an academic, trained in political theory, and I know that in order to be a good teacher, you must first be a good student. I know I’ll learn a lot about tea by being in the classroom.” He laughs again; “That’s how I’ve gotten through life, you know,” from political theorist to wine executive to tea pundit: “I’ve tried to be a good learner.” I have a feeling that we’ll all be learning from David Campbell for a long time to come. David Campbell is the owner of Tillerman Teas in California, and an independent consultant to many winery clients (U.S. and overseas markets) on strategic planning, marketing, and operational structure at Strategic Solutions for the Wine Industry.

Written By: Ms. Vivian Swift Tea Association of the U.S.A., Inc.

1) Observe the appearance of the leaves in detail: Good tea leaves must be thoroughly dry and the shape should be smooth and even. They should not have too many broken edges, and there should not be many stems, yellowed leaves, or other odd elements. The shape of the leaves depends on the type of tea. For ball-shaped tea, the tighter the leaves are rolled, the better; the size of the balls should be consistent as well. Wenshan Pouchong leaves are long and slightly twisted, not rolled. Tungting tea is rolled into a half-ball shape. Iron Goddess is a tight, ball shape. White Tip Oolong is naturally curly. Dragon Well tea leaves look like tiny swords, and black tea leaves are small, thin, and wiry. In addition to shape, look at the color of the dry leaf to distinguish quality. Fresh, non-baked tea leaves are bright and glossy. Baked and aged teas are dark and smooth. 2) Smell the fragrance of the leaves: Before you brew your tea, smell the fragrance of the dry leaves–it should be pure and fresh. Learn to recognize the quality of the fragrance. Good quality green and Pouchong teas should not smell baked. White Tip Oolong should have a fruity fragrance; black tea should be slightly malty. Tea should never have a stinky, burnt, smoky (with few exceptions for Lapsang Sochoung), oily, or other strange smell. 3) Evaluate the taste and fragrance of the brewed tea: The color, fragrance, and aroma of tea are mutually connected. Wenshan Pouchong tea is greenish-yellow with a natural floral aroma, and a fresh, flavorful taste. Tungting Oolong is a deep, golden brown color, with a floral scent, sweet aroma, and long-lasting sweet finish. Iron Goddess has a brownish liquor and a hearty fragrance, rich and fruitlike; it is smooth and soothing to the throat. White Tip Oolong is reddish-orange, with a ripe fruity flavor, honey-like fragrance, and soothing, smooth taste. Dragon Well is yellowish green, with a slightly vegetal or grassy aroma, and a lively, fresh flavor. Black tea is a deep reddish-black color, with rich layers of fragrance; sugar and milk can be added to enhance the flavor.

4) Examine the brewed leaves: After you taste the tea, remove the leaves from the teapot. Look at the color: do they appear tender or mature? Look at the condition of the leaves: are they oxidized, rolled, and baked properly? For example, Dragon Well leaves consist of young buds and tender whole leaves, yellowish-green in color. Wenshan Pouchong leaves are also whole but more mature than Dragon Well; the leaves should be slightly red around the edges and a lively green in the middle. Basically, any tea made from the buds of a tea tree, like White Tip Oolong or Dragon Well, should contain many small, tightly shaped buds. By contrast, Wenshan Pouchong, Tungting, Iron Goddess, and High Mountain teas are picked after the buds open, so it is not a sign of quality if these teas contain too many small leaves and buds. Also, if the color of the leaves is very green, the oxidation may be too low. Evidence of oxidation should appear around the tips and edges of the leaves, outlining them with a red color. The darker the leaves, the heavier the oxidation processed. The darker the color and the harder to the touch, the heavier the baking has gone through. On the contrary, the brighter the color and the softer the leaf, the lighter the baking has gone through. Handpicked leaves are more regular in shape; machine cut leaves tend to be irregular. You can also identify the type of tea cultivar and whether it is a hybrid or not by examining the brewed leaves. In short, by spending a little quality effort examining the brewed leaves, you can really enhance your tea experience.

By: Thomas Shu (info@teaone.com) Sources: 1-Tea and Life (Tea-One Tasting Class) 2-Taiwan Tea Manufacturer’s Association 3-Taiwan Tea Experimental Station

7

Volume13, Issue 4

The Tea Association of the USA, Inc. announces the International Tea Gathering in Atlanta, GA on

June 7-8th, 2007!

Numerous tea industry professionals worldwide will be in attendance at this memorable event. Join us

and enjoy great food, cocktails, and plenty of networking opportunities. This exciting 2 day

event will be held in conjunction with the World Tea Expo! View the full schedule of events on www.teausa.org and don’t forget to mark your

calendar to be a part of all the excitement. See you in Atlanta!

The tea industry’s networking connection

Registration Begins Monday February 5, 2007!!! 8

Volume13, Issue 4

A New Trend In Supermarket Shopping?

ges in single serving sizes were the most popular... but ITO EN is finding that mainstream shoppers are looking for 'family size' products that fit the 'convenience food' demand by US consumers.

Initially the company introduced their 16.9 oz. bottles of TEAS' TEA and quickly ound that there wa

Did you know that

they're fast,

and es, a

red product emium blished rican's

y store catch...

en at

n the past year, ITO EN has

ealth food' arena of retailchannels such as Whole Foods and Oats, to the Targets, Raleys and supe markets of t

s a demand for a two-ter size

categorythe TEranked volume data), vmainstresignificabeverage The incrnatural weekly f

ers have on the specialty health food retatype of growhealthy brands, such as TEAS' TEA expect in the coming years. And, are we really looking at a turning point in what will make up the American diet in the years

-Rona Tison, ITO EN

Americans are eating more meals at home these days? But, looking forconvenient

healthy... yprepa

but specialty prproducts. According to a report puin Food Technology Magazine, Amewere spending more at the grocerthan in restaurants. But there's aWhile eight out of 10 meals were eathome, they were not 'homemade.' No-prep convenience foods and bevera

Im'h

oved from the specialized

Wildneighborhood he country.

ahead? r

fli . Using the natural supermarket

as a barometer for growth, where AS’ TEA two-liter bottles are as the top three in category (according to the latest SPINS ast opportunities exist in the am supermarket channel for

nt growth for the natural category.

easing presence of organic and product offerings targeting the

amily shopping-trip to the grocery store is here. This is a trend that has already begun and shows no chance in the foreseeable future of slowing down. With

that in mind, what implications will the competition that these other, call them 'mainstream' retail

ilers and what th can the once niche

Auckland Arts Festival in March 2007 TEA by the SEA: An International TEA Experience TeabytheSea1@aol.com WEB: tbythesea.com 805-4887377 Proprietor: Cynthia Yoshitomi "Each cup of Tea represents an imaginary voyage" Catherine Douzel

9

Volume13, Issue 4

The Specialty Tea Institute is speeding ahead this year, with the launch of new tea certification classes, a “Spotlight” member intact, and even the addition of a 5th venue to add to its current certification program offerings. And that is just the beginning of what to expect from STI this year! The news on the STI Certification Program, if you haven’t heard already, is the new structure of the program and the new 2007 class launches. For those of you who read last quarter’s Tea Bits article on the STI Tea Certification Program, written by Educational Committee Chairman, Donna Fellman, you are aware of the basic structure. On the next page, you will find a diagram that outlines the structure we have in place to date. In summary, with regards to what STI currently offers, Tea Certification Program attendees must take each level as a pre-requisite for the next level. An option to test out of Level One and Two is available for a fee, but interested parties must contact STI directly to make those side arrangements. Once you advance to the Professional: Level Three series, attendees must complete all five classes offered for Level Three to move on to Level Four but there is no order required in which classes you must complete first. Level Four will be offered in the same structure as Level Three. It is with great pleasure that I announce that STI will be adding a fifth venue in which members and non-members in the tea industry can take Tea Certification courses! Currently, STI is researching a venue that will launch in the late 3rd quarter or early 4th quarter of 2007. The date and location should be announced around March or April of 2007! Below is the listing of the classes to be held in 2007, so mark your calendars or register today! Lastly, it is STI’s honor to announce our “Spotlight” member this year…CHINA! After discussions for the last two years, it will be our pleasure to work with China and promote their teas here in the United States in 2007. In addition, a tea tour delegation will launch this year in May of 2007 in which members will have the opportunity to visit the producing country and its tea estates. Details are currently being formulated and an announcement will be made as soon as preparations are solidified! For additional information on any programs offered by the Specialty Tea Institute, please contact Kisha Omer at komer@teausa.org or 212-986-0250. Thank you, Kisha Omer STI Program Coordinator January 20-23, 2007 (REGISTER TODAY)

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) Website: http://www.teausa.org May 3-4, 2007 (REGISTER TODAY) 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) Website: http://www.teausa.org or www.scaa.org June 12-13, 2007 (REGISTER TODAY) 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 or www.worldteaexpo.com July 7-10, 2007 (SAVE THE DATE) 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 Website: www.teausa.org

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Volume13, Issue 4

Foundations of Tea: Level One

(*All classes are prerequisites to

Foundations of Tea: Level Two

Professional Series: Level Three (You must complete all 5 classes to graduate)

Title to Accomplish: Tea Specialist

Level Three: Black Teas (2 day class)

Level Three: Oolong Teas (1 day class)

Level Three: Professional Cupping & Sensory Evaluation

(1 day class)

Level Three: Green Teas (1 day class)

Level Three: White & Pu’erh Teas

(1 day class)

Level Four: Advanced Tea Specialist

(several courses to complete: TBA)

Level 5 (Undecided – TBA)

(several courses to

complete)

Level 6: Educational Tours to Producing Countries

(Completion of Program)

11

Volume13, Issue 4

ITO EN Partners With Andrew Weil, M.D., To Develop Green Tea Beverage Line

Weil For Tea To Debut During Upcoming Expo West Natural Products Show New York, NY – ITO EN (North America), INC announced that the company has entered into a partnership with world-renowned leader and pioneer in the field of integrative medicine, Andrew Weil M.D., to develop a line of green tea beverages. The complete Weil for Tea line will make its debut at the 2007 Expo West Natural Products trade show in Anaheim, CA., in conjunction with a personal appearance by Dr. Weil. Select products from the line will be previewed during the Winter Fancy Foods Show in NYC. Buyers and distributors interested in attending an exclusive reception at Expo West to meet Dr. Weil and review the line should contact Jim Hoagland, VP of Sales/Specialty Division on 303.928.2318. “There is a tremendous amount of synergy between Dr. Weil’s company vision and our own,” said Rona Tison, vice president of corporate relations for ITO EN (North America), INC. “We are both in-tune with living and promoting a healthy lifestyle through the type of products we offer. This partnership will enable each of us to combine our core strengths to bring a new, holistic line of products to market”

Dr. Weil has been a long time proponent of green tea and it’s restorative properties. Visiting Japan frequently and having lived there for a period of time, he is well acquainted with ITO EN and its stable of healthy products. “I consider ITO EN to be the largest and best producer of tea products in Japan, and I am proud to be partnered with them as they continue to develop their products in North America.” He is the Founder and Director of the Program in Integrative Medicine (PIM) at the College of Medicine, University of Arizona, where he is also a Clinical Professor of Medicine and Professor of Public Health and the Lovell-Jones Professor of Integrative Rheumatology. Dr. Weil received both his medical degree and his undergraduate AB degree in biology (botany) from Harvard University. He is the author of several best selling books that support healthy living.

-Rona Tison, Vice President of Corporate Relations, ITO EN

Eat Your Chocolate – Green! Two of today’s most popular pleasure foods –green tea and chocolate!

Mt. Vernon, IL – December 21, 2006 – KEIKO, purveyors of over 200 exclusive Japanese Shaded Green Tea products, creates truly visionary products. They may take time to “catch on”, but when they do it is immensely fulfilling to the KEIKO Team. The latest product in the KEIKO “Green Kiss” line, “Green Chocolate”, is a leading-edge, all-natural candy, the first such product available in North America. Thirteen years ago, the KEIKO product developers had an unusual idea: blend their signature KEIKO Green Tea Powder with fine white chocolate. At the time, this was a very big risk and an “idea before its time”. The result was a beautiful celadon-colored chocolate with an unforgettable taste appeal. Today their “Green Chocolate” has become one of their best selling products. The best of both worlds: green tea and chocolate!

For more information please visit HTUwww.keiko-tea.usUTH

12

Volume13, Issue 4

New Sachet Line by for a Better Cup of Tea China Mist Tea Company Unveils a New Line of Tea Sachets

®

Each box is color-distinct and holdsindividually wrappe

15 d sachets in a self-dispensing

s the as

ent, ting

lack, oolong and herbal teas.

John Martinson and Dan Schweiker in 1982 with delicious iced teas blended for the foodservice industry. Years later, s Pure Teas®, was achets

vailable for retail sale

Biggins at

SCOTMist Teas®sacheblendstea an The sallowi

tea to experience the agony of the leaf durinsteeping. In layman’s terms, the larger bag gives more room for the tea to expand inside the bag, which creates a more flavorful cup of tea. “We’ve given our China OO Romm our

TSDALE, AZ – January 11, 2007 – China Tea Company is updating its Leaves Pure

package. The self-dispensing package allowrestaurant or retail outlet to display the tewith no need for additional display equipmand the customer has the experience of selechis own tea sachet. The Sachet Line includes twelve blends of bgreen, white,

by China Mist® Sachet Line with a larger t bag, new packaging, and additional including four organic varieties, a white d an oolong tea.

ilken sachet bag has increased in size, ng for whole leaves of tea to be included in

re volumetric opportunity for the the bag and mo China Mist Tea Company was co-created by

g

sachet line a makeover,” said the hot tea brand, Leave Mist Tea Company President and C

ie Flammer. “We wanted to show acquired featuring tea bags, sand loose tea. In 2005, Martinson and Schweiker passed the teaspoon to Rommie Flammer, who leads China Mist Tea Company as President. Additionally in 2005, China Mist became the exclusive importer of Mokarabia Real Italian Coffee. China Mist Teas and Mokarabia Real Italian Coffees are distributed nternationally and ai

customers what a fantastic product these tea sachets really are, so we put more information on the packaging. The sachets are the highest-end of our hot teas, and we wanted to express that to the end user. The best way we could do that is by placing the info right on the box.” The packaging has been updated to include a photograph of the loose tea and a diagram of a tea sachet to show the customer what a sachet looks like, since this is a relatively new product to the public.

through chinamist.com.

or more information contact Kiley F480.998.8807 or Kiley@chinamist.com or visit www.chinamist.com.

A Women’s Weekendheld April 20 - 22, 20with a class on “Herbaplenty of time to relaafternoon class “Peacbrunch and Japaneseby Pau

Te 07. l In

x wh e in a tea c

la Winchester, pGathering, Inc., 5742 Kenw

a Retreat in historic Arrow Rock, Missouri will beThe retreat will begin on Friday evening April 20 fusions, the Healthy Elixir”. On Saturday there is ile hiking, shopping or visiting friends before the Bowl of Tea.” The retreat ends on Sunday after aeremony. Teas and all tea classes will be presented resident of Twelve Winds Tea Company/Herb ood Ave. Kansas City, MO 64110.

Women’s Weekend Te ta Retrea

Ifchco

you love tea and would like taracteristics from a tea professional, thordinated weekend retreat w

o experience various kinds of teas, increase your knowledge of teas and learn is retreat is sure to please you. This specially designed and

ill give you an opportunity to explore the world of teas, as well as visit the historic village of Arrow Rock.

For more info: Contact Paula Blevins at (660) 837-3268

13

EXHIBIT HALL OPEN

11:30 am – 5:30 pm

Keynote Speaker – Phil Lempert

5:45 pm – 7:30 pm

Japanese Tea Ceremony (Ura Senke Foundation)

Special Events Pavilion 1:00 pm

Registration Open

8:00 am – 6:00 pm

Schedule of EventsRegister Online at www.worldteaexpo.com

Friday, June 8thFriday, June 8thFriday, June 8thFriday, June 8th

Exhibitor Set-up

8:00 am – 8:00 pm

Saturday, June 9thSaturday, June 9thSaturday, June 9thSaturday, June 9th

Registration Open

7:00 am – 5:30 pm

Educational Conferences

(See Detail)

8:30 am – 12:00 pm

Tea Event - TBA

Special Events Pavilion 2:30 pm

Tea Event - TBA

Special Events Pavilion 4:00 pm

Opening Night Reception7:30 pm – 9:30 pm

Iced Tea Shake-Off

(Exhibitors Only)

8:00 am – 11:00 pm

14

EXHIBIT HALL OPEN

11:30 am – 5:30 pm

Korean Tea Ceremony

Special Events Pavilion 1:00 pm

Schedule of Events (contSchedule of Events (contSchedule of Events (contSchedule of Events (cont’’’’d)d)d)d)

Sunday, June 10thSunday, June 10thSunday, June 10thSunday, June 10th

Registration Open

7:00 am – 5:30 pm

Educational Conferences(See Detail)

8:30 am – 12:00 pm

Cooking with Tea Demonstration

Special Events Pavilion 2:30 pm

Cooking with Tea Demonstration

Special Events Pavilion 4:30 pm

EXHIBIT HALL OPEN

11:30 am – 3:30 pm

Cooking with Tea Demonstration

Special Events Pavilion - 12:30 p.m.

Monday, June 11thMonday, June 11thMonday, June 11thMonday, June 11th

Registration Open

7:00 am – 2:00pm

Educational Conferences(See Detail)

8:30 am – 12:00 pm

Japanese Tea Ceremony (Urasenke Foundation)

Special Events Pavilion - 2:00 p.m.

Exhibitor Break-Down3:30 pm –8:00 pm

Tuesday, June 12thTuesday, June 12thTuesday, June 12thTuesday, June 12th Wednesday, June 13thWednesday, June 13thWednesday, June 13thWednesday, June 13th

Exhibitor Break Down

8:00 am – 12:00 pm

STI Certification Classes

9:00 am – 5:00 pm

STI Certification Classes

9:00 am – 5:00 pm

Special Workshop: “The Way of Tea”taught by the Ura Senke Foundation, sponsored by

AIYA America3:00 pm - 6:00 pm

STI Networking Reception6:30 pm –8:30 pm

15

Basics of Analytical Testing for Tea

Brian T. Schaneberg

Young Tea Drinkers –Straight from the

Source

Mike Farrell

Specialty Packaging Strategies to Increase

Sales

Richard Cohen

Presentation is Everything:

Hospitality Ideas when Entertaining

Alda Ellis

The Art of Retailing: Merchandising, Sales, and Customer Service

Robert H. Hedrick

Tricks of the Trade: Using Designer

Secrets to Increase Sales

Lisa Scruggs

Retail Location & Leasing Strategies

Andrew Hetzel

Negotiation and Bargaining for the Tea

Business Owner

Andrew Hetzel

Legal 101: What You Need to Know Besides

Tea

Kristen Schneider

Powerful Marketing with Direct Mail

Beth M. Johnston

Is Your Print Ad Making You Money?

Susan YachiyeMcKeen

The Power of PR: Your Free Media

Lisa Boalt Richardson

Tea 101

Bruce Richardson

Why Is Tea Made the Way It Is?

Nigel Melican

Qualit-TEA Assurance

David DeCandia

Focused Tasting: Nepal

Himcoop

Focused Tasting: India

Tea Board of India

Super Trends: What’s New and What’s Next

Brian Keating &

Mintel

State of the Grocery Industry and the Tea

Category

Judith Princz

Ethical Tea Purchasing & Your

Customers

Keith Hutjens & Anthony Tellin

Rooibos & Honeybush: Africa’s Healthy Herbal Tea

Niell Coetzee

Demystifying the Health Benefits

Joe Simrany

Health benefits of Herbal Tea and Tisane

Ingredients

Mark Blumenthal

Creating a Customer Service Culture

Mick Hager

Tea Room Survivor Panel

Susan YachiyeMcKeen (moderator)

POS Technology for the Retail Industry

Charlie Jeffers

Developing A Marketing Plan

Chris Houchens

How to Conduct a Successful Tea

Tasting

Anupa Mueller

Build Skills & Confidence: Public

Speaking for Entrepreneurs

Lisa Braithwaite

The Top 10 Teas of China

Philip H. Parda

Want to Be a Chinese Tea Master?

May Hung

Romancing the Leaf: Using Tea Culture & Folklore to Increase

Sales

Dan Robertson

Tea & Chocolate Pairing

Queenie Fok

Tea & Dessert Pairing

Queenie Fok

Tea & Cheese Pairing

Mim Enck

Beyond the Health Sell: What Consumers

Want

Jeffrey Klineman

Riding the Wave: Lessons from the Specialty Coffee

Boom

Mike Ferguson

Hot Topics Super Panel

John Snell (moderator)

The Truth about Tea & Health –Part 1

Dr. Ron Sebold

Theanine in Tea, You, & Me

Paul R. Holgren, Ph.D.

The Truth about Tea & Health –Part 2

Dr. Ron Sebold

Tea Solutions for Foodservice

David A. Gotowko

Fill the Void: Tea Events to Boost Your

F & B Business

Jeffrey Hattrick

Iced Teas: Bring on the Chill

Richard Guzauskas

The Nuts & Bolts of Constructing Your Online Tea Shop

Colby Pierce

Creative Collaborations: Join

Forces to Boost Sales

Rona Tison

Big Profits from Your Smallest Customers

Tammy Seibert

Ashlie Cravens

Enhancing Green Tea’s Healing Power

Qin Yin

Training for Tea

Elizabeth Knottingham

The Art of Tea Blending

Mim Enck

Focused Tasting: Sri Lanka

Sri Lanka Tea Board

Focused Tasting: Zhejiang, China

Zhejiang Camel Transworld

8:30

–9:

309:

45 –

10:4

511

:00

–12

:00

8:30

–9:

309:

45 –

10:4

511

:00

–12

:00

8:30

–9:

309:

45 –

10:4

511

:00

–12

:00

Saturday, June 9thSaturday, June 9thSaturday, June 9thSaturday, June 9th

Sunday, June 10thSunday, June 10thSunday, June 10thSunday, June 10th

Monday, June 11thMonday, June 11thMonday, June 11thMonday, June 11th

Foodservice Solutions

Sales & Marketing Track

Tea Knowledge Track

Focused Tastings

Mover & Shaker Track

Small Bus. Merchandising

Tea & Health Track

Business Management Tools

Tea & Food Parings

Educational Conference DetailEducational Conference DetailEducational Conference DetailEducational Conference Detail 16

Volume13, Issue 4

Tea Puzzle

1- A cup of tea averages 40 milligrams of this

- Very convenient form of tea

- Flower used to scent a Chinese based Green Tea

- Not a Producer

- A blend of Black Tea & spices commonly drunk in India

- Home of Ferntea Limited

- Read them for fun!

- “Tea Can Do That”

*Answers on Page 18

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

2 3 4 5 6 7 8

17

Calendar of Events

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

STI Certification Seminar New York: July 7-10, 2007

4th Annual Scientific Symposium Washington D.C: September 18, 2007

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

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.orgPhone: (212) 986-9415 Fax: (212) 697-8658

Cover Page Photos: (from top left to bottom right): (1) Malcolm Shalders of Reily Foods, Karen Bramen, Eric Pelz (Karen’s son- top), Bruce Bramen, Joe Simrany, Carol Simrany, John Sillars of Reily Foods (Bruce’s replacement), & Kathy Shalders; (2) Bruce Bramen; (3) Mim Enck of East Indies Company – USA, Jane McCabe of Tea & Coffee Trade Journal, Joe Simrany, Pearl Dexter of Tea A Magazine, & Polly Amici; (4) Vic Ferretti of Kentea Limited, Jem McDowall of Universal Commodities (Tea) Trading, Inc., Jennifer Vilot of American Instants, & Doris Ferretti

Tea Puzzle Answers: 1- Caffeine 2- Instant 3- Jasmine 4- Consumer 5- Chai 6- Sri Lanka 7- Tea Leaves 8- Lipton

18