Tea Professionals Honored in New York City! Quarterly Newsletter

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

Volume 15, Issue 2

Is an International Classification System for Tea Possible?

2

Tea in Vancouver 3

Coffee and Tea Don’t Raise Breast Cancer Risk

4

Can the Tea Industry Reduce Obesity Statistics?

5

Flavonols May Slash Colorectal Cancer Risk

6

Former Tea Association Chairman Wins Book Award

7

WTE Wraps Up Hugely Successful Show

8

Jump-Starting Your Tea Business at WTE’s New Business Boot Camp

9

Iced Tea: A Summer Tradition

11

Tea to Flavor Food Products

12

2008 Annual Golf Outing Recap

13

STI Class Schedule 14

Editor’s Corner 14

Inside this issue:

Summer Issue 2008

The Specialty Tea Institute (STI) recognized the first group of tea professionals to complete its Level Three Tea Certification Program held at a special celebration in New York City at the Millennium Broadway Hotel on June 30, 2008. A total of 15 students graduated from the program after completing a series of foundation and advanced courses requiring a total of 80-100 hours of class and study time.

Each student was awarded the title of Certified Tea Professional (CTP) and received a “diploma” awarded by their instructors: Donna Fellman, Phil Parda, Yoon Hee Kim, and Suzette Hammond.

The President of the Tea Association, Joe Simrany, was also on hand to personally congratulate the students and wish them well with their future endeavors. The Chairman of STI, Richard Guzauskas, sent the students a message of congratula-tions for all of their work and dedication to the program.

The STI Certification Program was launched on June 26, 2004 and is the most sought-after educational program in the tea industry. It has attracted students from all segments of the tea industry and all corners of the globe. It is even considered necessary training for many executives from major tea packers, operators of tea rooms, executives from supermarket chains and sales brokers because of its professional content. The Tea Association of the USA, celebrating its 108th birthday, is one of the first trade Associations in the country and the leading voice for the Tea Industry in the USA.

Photo on left: Suzette Hammond, Rebecca Sheeren, Judy Larkin, Danielle Beaudette, Lisa Richardson, Lynayn Mielke

Photo on right: Karen Hartwick, Gretchen Iler,

Gillian Niblett, Amy Lee, Mohammed Hanif

For more information about STI Certification Programs, including future courses offerings, and for a list of the recent graduates and their affiliations, visit www.teausa.org or contact Ellainy Karaboitis at ekarabotis@teausa.org.

By TIM BOND

Classifying global tea types in a harmonized fashion is an approach that is challenging to say the least! Why bother in the first place? Is a harmonized system useful, valuable or even possible? Both buyers and sellers must have a common understanding of the commodity and the requirements of both the customs authorities and their business partners. Add in the need to provide the consumer with accurate information across the globe and the need for clear understanding and common ‘language’ is obvious.

So, what are we talking about? Green tea & black tea are surely not difficult to differentiate and after all the tasters tongue is king isn’t it? Where do you place Darjeeling or a high grown Ceylon (Sri Lankan) tea? Under fermented orthodox black teas can seem very ‘green’ in appearance and flavor. Where is the line drawn? This differentiation is based on the idea that green tea gives a green colored tea liquor (the liquid left after the tea leaves have been brewed and removed) which indicates that there has been little or no oxidation. Japanese Sencha is a great example of a ‘green tea’. Previously the degree of ‘browning’ in tea was erroneously called ‘fermentation’, a phrase which has been in use for decades. The International Standards Organization (ISO) in the last revision of the Black tea definition have recognized this and changed the wording to ‘oxidation’.

Black tea has brown/black colored leaf and an amber to deep red-brown liquor indicating a high level of oxidation converting the colorless catechin flavonoid anti-oxidants to red-brown thearubigins.

So far so good but is there any contention? What about White, Red and Blue tea??? Can these also be defined by level of oxidation? Where does the original definition / naming come from? White tea is traditionally Chinese in origin and the phrase ‘White’ refers to the microscopic leaf hairs giving the dry tea an almost whitish appearance. What color is the liquor? From pale green (silver needle type) to amber (Pai Mu Dan type), so why isn’t this called green or black tea? Blue tea? Is there a tea that gives a blue infusion? Does this look like ink? Actually, no. Blue tea is also known as ‘Oolong’ [aka ‘Wulong’ meaning ‘black dragon’ when translated from the Chinese - a description of the shape of the tea in the dry state]. The term blue refers to the bluish color of the leaf tea in the dry state. Where does Blue tea fit on the oxidation scale? Actually in the middle a bit like a Darjeeling. Confused? Wait until you get to Red tea! Red tea can be Rooibos from the South African plant Aspaathus linearis, not ‘tea’ by the strict definition of being manufactured solely and exclusively from Camellia sinensis. However if it comes from China Red tea is actually ‘Black tea’ from a western perspective. The name ‘Red’ is a mistranslation of the Chinese for ‘black’ and after all isn’t the liquor more ‘Red’ than ‘Black’?

Thankfully help is on hand with the ISO tea committee attempting to produce a harmonized classification system at international level. For example, the current definition of ‘black tea’ is periodically reviewed and in addition ISO are currently working on new definitions of White, Green and ‘specialty’ (Chinese base) teas. These are based on processing definitions rather than visual clues and historical anecdotes so watch this space for (hopefully) some more clarity and agreement in the industry.

Is an International Harmonized Classification System for Tea Possible?

Page 2 TeaBits Volume 15, Issue 2

Tea in Vancouver By ELIN HEADRICK

Page 3 TeaBits Volume 15, Issue 2

Vancouver’s setting is stunning. Its urban center dramatically contrasts the surrounding natural beauty. Bridges span waterways, and high-rises stand before lush green mountains. With the impending arrival of the 2010 Winter Olympic Games, new projects, venues and public transportation fill the city. While exploring Vancouver, I made my way to five distinct teahouses. Tea is a popular beverage here, and the moderate climate makes it a great place to explore the drink.

Just across the causeway from the downtown core, in the shopping and culinary center of Granville Island, is the Public Market – a foodie paradise. This sprawling building is packed with a huge variety of specialty food vendors. Marked with a large vertical sign that reads “TEA,” Granville Island Tea Company is easy to spot. About a hundred green tins filled with tea line the walls of this busy but friendly spot. Before arriving in Vancouver, I heard their Masala Chai was the best in the city, so I had to try it. It was just right: not too sweet, not too spicy, and perfectly creamy. They have a small tea bar with seating, but I chose to wander the booths with my yummy Masala Chai, looking for the perfect complementary chocolate.

Muzi is a fresh, modern teahouse on Vancouver’s Burrand Inlet waterfront. Their focus is matcha, the frothy green tea of the hallowed Japanese tea ceremony. Muzi sources high quality matcha made from 100 percent Nishio region tencha leaves ground into a fine powder. The deep emerald green liquid is visually stunning and quite a treat to sip. I enjoyed Matcha Immunity, a specialty drink made from matcha, honey and lemongrass. It was a little sweeter than I expected, but very good. The flavor was bright and grassy, evidence of the quality of the leaf. Muzi offers seven

hot matcha drinks plus a variety of other loose-leaf teas. There are tins of matcha for sale in beautiful, minimalist packaging along with all of the matcha prep implements. They have partnered with chocolatier Thomas Haas to create special chocolate bars – Tea Bar, Matcha Bar, and Chai Bar – using single-origin cocoa beans from South America. This is a great place to relax, use the free WIFI, and enjoy a contemporary take on an ancient drink.

Murchies is a large tea and coffee store in the center of downtown. This shop is predominately retail with a café in the back. This 114-year-old British Columbian company focuses on fair trade tea and coffee and combines a corporate feel with friendly service. Many items including pots, cups, bulk tea and coffee, and gourmet dry goods are for sale. The café offers 30 teas by the pot or cup that are prepared using tea bags. I chose their fruity Black Currant, made from a blend of black teas. The treat case displays sweets and sand-wiches. This is a popular spot for a light workday lunch or an after-noon cup of tea.

Teaz Tea Boutique, on Vancouver’s west side, is a great shop to peruse. They carry two proprietary lines, Teaz and Herbal Republic, which are sourced from small tea gardens. I brought home the fruit tea they were sampling, Apple Jacks, which is a delicious caffeine-free blend of apple, candied papaya, ginger, and carob bits.

(Continued on next page).

Among the typical accoutrement, yerba mate and matcha prep accessories are also for sale. The shop is lined with tins and opaque bags of specialty tea, and large photographs of tea gardens offer a connection to the source.

Shak Tea in the Mount Pleasant area hosts a global tea oasis. It has a comfortable, cosmopolitan vibe and an amazing array of quality teas. A dark wood tasting bar offers samples of three different teas. Yellow walls, a deep eggplant ceiling, and pendant lights provide an inviting place to enjoy tea and conversation. Shak Tea’s selection of about 85 teas focuses on estate-specific blacks and superior grade Japanese and Chinese teas. I chose a unique 2005 Green Pu-er Ming Yuan served gongfu style. This Chinese style service of a succession of short steepings perfectly brought out the varying nuances of this Pu-er. The owner, Maria, was very friendly and informative, and she continually readied my next steeping. The depth of the quality of tea, thoughtful preparation, and kind service made Shak Tea a special experience.

Vancouver is a lively, beautiful city to visit any time of year. Its tea culture is certainly worth exploring!

granvilletea.com

muzitea.com

herbalrepublic.com

murchies.com

shaktea.ca

Page 4 TeaBits Volume 15, Issue 2

Elin Headrick is a freelance tea writer and graphic designer who blends a love of tea with design work for tea packaging and promotion. She regularly travels throughout the US enjoying and reviewing teahouses.

For more reviews of teahouses around the country, please visit teafolio.com.

By JOENE HENDRY

NEW YORK (Reuters Health) - Results from a decades-long study may enable women to drink coffee or tea without worry that doing so will increase their risk for breast cancer, study findings suggest.

"In this large cohort of women, with 22 years of follow-up, we observed no association between coffee (caffeinated or decaffeinated) and tea consumption and the risk of breast cancer," Dr. Davaasambuu Ganmaa told Reuters Health.

"Coffee and tea are remarkably safe beverages when used in moderation," said Ganmaa, of the Harvard School of Public Health in Boston, Massachusetts.

Ganmaa and colleagues assessed coffee, tea, and caffeine consumption among 85,987 women who participated in the Nurses' Health Study. The women were between 30 and 55 years old at the start of the study. Over 22 years of follow up, 5,272 women developed breast cancer.

After accounting for other factors potentially associated with breast cancer risk, such as age, smoking status, body mass, physical activity, alcohol intake, family history, menopausal status, history of hormone therapy, and number of children, the researchers found no elevated risk of breast cancer among women who reported drinking 4 or more cups of caffeinated or decaffeinated coffee or tea per day, compared with those who drank less than 1 cup daily.

They also found no apparent association between the occurrence of breast cancer and intakes of other caffeinated soft drinks and chocolate, which contribute to overall caffeine intake.

SOURCE: International Journal of Cancer, May 2008

Coffee and tea don't raise breast cancer risk

Can one industry come together to significantly reduce the obesity statistics?

Could that industry be the TEA INDUSTRY? Do you think those of us in the tea industry could make a difference? My name is Dharlene Fahl-Brittian and I think we are the perfect industry to take on this challenge. We have the perfect beverage at our fingertips (and in our teacups) to help in this endeavor to lower the current obesity numbers. Most of us have chosen this industry for the health benefits of our product. We are a natural fit for the fight against excess fat.

The current obesity statistics are literally killing us. It is now projected that the upcoming generation is going to die at a younger age than the generation preceding it. This is a first in our history.

Heart disease, diabetes, hypertension and so many other obesity related diseases are on the increase and affecting younger and younger people at alarming rates. In the state of California alone, the annual cost of caring for obesity-related illnesses now exceeds 28.5 billion dollars.

Are we just raising a generation of overindulged, spoiled and lazy kids? I think not. I believe it goes much deeper than that. As a matter-of-fact, I know firsthand that is not the main issue that needs to be addressed. I was an overweight child, a fat teenager, and eight years ago, I was a morbidly obese adult. Having lost 100 pounds, I know the issue is just as much about self-worth and self-esteem as it is about nutrition and exercise. I am also the mother of two formerly overweight teens.

So, now, with a tiny tea business, (www.TakeUpTheCup.com) I am stepping out there and choosing to do something about obesity. I am creating a self-esteem program for overweight teens and tweens. It is called Lean Teen Self-Esteem (www.LeanTeenSelfEsteem.org) and several folks from our industry are already supporting this program – supporting it by providing tea and tea products for the kids to taste and sample. Part of the journey to self-awareness in this program will involve learning about tea and tasting it in a whole new way and then incorporating it into a new lifestyle. When an individual is empowered from within they are naturally going to make better choices for themselves and their health – this is the number one goal of the program.

Lean Teen Self-Esteem is operated under the umbrella of a non-profit foundation (www.pplf.org) and is currently seeking corporate sponsorship from within the tea industry to assist with the final program, and then, the launch of this program into Boys & Girls Clubs, YMCA’s, After School Programs, Recreation Centers, Private Medical Practices, Diet and Nutrition Centers, Private Wellness Clinics, and, of course, offered to families to do what they can from home.

If anyone would like more information on this program or would like to contribute to the good health of our future leaders, please contact me at dharlene@takeupthecup.com.

If you would like to do something in your own community, contact me at the same email address and I would be happy to give you ideas as to how you can get your products and your business involved in a worthy cause. Obesity affects everyone, from toddlers to seniors: somewhere in there is a good fit for you and an opportunity to get noticed in your community in a way you probably never thought of. If enough of us come together – if ALL of us come together and commit to doing something about obesity – what do you think that would do for OUR industry? It seems like it is Win-Win for everyone. This is about TEAming up – are you up for the challenge? Will you be a part of the TEAm?

Dharlene Fahl-Brittian

Author, Inspirational Speaker, STI Member

619.258.1043

Page 5 TeaBits Volume 15, Issue 2

Flavonols May Slash Colorectal Cancer Risk: Study

Page 6 TeaBits Volume 15, Issue 2

By STEPHEN DANIELLS

17-Jun-2008 - An increased intake of antioxidant flavonols from tea, onions, beans, and apples may slash the risk of colorectal cancer by a whopping 76 per cent, suggests a new US study.

Analysis of data from a randomized dietary intervention trial showed that the overall class of flavonoid compounds was not associated with a risk reduction, but flavonols - a sub-group of flavonoids, did significantly reduce risk, according to findings published in this month's Cancer Epidemiology Biomarkers & Prevention.

The study adds to a growing body of science linking increased consumption of flavonol-rich foods, such as fruit and vegetables, to risk reductions for a range of cancers, including lung, pancreatic, and breast cancer.

Almost one million new cases of colorectal cancer are diagnosed every year around the world, according to the World Health Organization (WHO). It is the third most common cancer globally. A diet high in fat, refined carbohydrates and animal protein, are reported to increase the risk.

Moreover, genetics susceptibility is responsible for less than five per cent of cases, according to the WHO, showing the importance of diet to potentially reduce the risk.

Flavonoids, found in certain wine, fruits, vegetables, tea, nuts, and chocolate, have received extensive research due to their potent antioxidant activity and purported health benefits. Many have also been implicated in possible protection against diseases such as cancer and cardiovascular disease.

Study details

The researchers, led by Gerd Bobe from the National Cancer Institute, used data from the updated flavonoid database from the US Department of Agriculture to quantify the intake of 29 individual flavonoids, total flavonoids, and six flavonoid subgroups among participants of the Polyp Prevention Trial.

The trial studied the effect of a low-fat, high fiber diet, rich in fruit and vegetables on the recurrence of pre-cancerous polyps in the colon and rectum. Over 2,000 men and women were randomly assigned to either the 'healthy' diet, or a normal diet.

Using food frequency questionnaires, Bobe and co-workers analyzed dietary consumption of the polyphenols, and, after adjusting for potential confounding factors such as age, fiber intake, BMI, sex, and the use of regular non-steroidal anti-inflammatory medication, they found that an increased intake of flavonols was linked to a 76 per cent reduction in the recurrence of advanced tumors.

Lesser benefits were observed for increased intakes of kaempferol, found in Brussels sprouts and apples, and genistein found in soy, added the researchers.

On the other hand, no benefits were observed for total flavonoid intake, they added.

"Our data suggest that a flavonol-rich diet may decrease the risk of advanced adenoma recurrence," concluded Bobe and co-workers.

Back-up

In 2006, Italian researchers reported that a diet rich in certain flavonoids could reduce the risk of colorectal cancer by over 40 per cent. Writing in the same journal as the new study, lead author Marta Rossi said: "The findings of this large study provide support for an inverse association of selected classes of flavonoids with colorectal cancer risk."

Colorectal cancer is one of the most curable cancers if diagnosis is made early.

Source: Cancer Epidemiology Biomarkers & Prevention

1 June 2008, Volume 17, Pages 1344-1353, doi: 10.1158/1055-9965.EPI-07-0747

"Dietary Flavonoids and Colorectal Adenoma Recurrence in the Polyp Prevention Trial"

Authors: G. Bobe, L.B. Sansbury, P.S. Albert, A.J. Cross, L. Kahle, J. Ashby, M.L. Slattery, B. Caan, E. Paskett, F. Iber, J.W. Kikendall, P. Lance, C. Daston, J.R. Marshall, A. Schatzkin, E. Lanza

Former Tea Association Chairman Wins Book Award

Cooper Tea Company CEO and former Tea Association of the USA Chairman, Barry Cooper has been honored with a silver medal for his book, “Silver Spoons, Mad Baboons, and Other Tales of Tea.”

Cooper’s book chronicles his life of adventure and forty years spent chasing the perfect cup of tea. “Barry Cooper’s name has become synonymous with tea. A larger-than-life figure, Barry has helped shape the tea industry as we know it today and will surely become part of the folklore remembered for generations to come,” advises Joe Simrany. Cooper writes of lessons learned while being trained in England’s most esteemed tea house; reveals truths regarding the struggles between tea growers, buyers, blenders, and merchants around the world; and finally, tells the inside story of the gambles he took to develop his own line of signature teas.

“A page turner from the very first page…not just another book about tea,” raves The Tea House Times. “In a brisk and cheerful narrative, Mr. Cooper relates his lifetime of experiences and adventures…as one might expect, he has packed a lot between the covers of this delightful volume,” notes TEA a Magazine.

Cooper himself muses, “I’m honored to receive the award but honestly, writing the book itself was its own reward. When putting each story down on paper I got to relive some amazing times and remem-ber some of the great men in the industry. I hope others who knew them will think I did them justice.”

The Independent Publisher (IPPY) Book Awards are awarded to the best independently published books of the past year. This year's contest attracted 3,175 total entries. Books came from 49 U.S. states, D.C., and U.S. Virgin Islands; 9 Canadian provinces, and 16 countries around the world. “Silver Spoons” won in the Business/Career category.

“Silver Spoons, Mad Baboons, and Other Tales of Tea” is available at amazon.com and at select bookstores across the country.

Page 7 TeaBits Volume 15, Issue 2

World Tea Expo® wraps up hugely successful show.

Las Vegas, NV—With a record number of participants flood-ing the Mandalay Bay Convention Center in Las Vegas, the World Tea Expo® was a true reflection of the growing category it serves. For five consecutive years, the Expo has increased in size and scope, this year hosting 284 exhibiting companies and 4,632 attendees. Participants hailed from 49 countries including Germany, Canada, Korea, India, and South Africa. "In light of current economic conditions, this year's Expo was highly successful—especially in terms of the quality of buyers present," said George Jage, World Tea Expo® President. "This is a testament to the strength and vitality of the tea industry in North America."

The quality of the buyers was a common theme among exhibitors who attended the event, May 30-June 1, 2008. Many exhibitors stated that this was the best World Tea Expo® yet for attracting key decision makers with purchasing power. According to Joel Rosenberg from Golden Star Tea Co. “It was our first time exhibit-ing at World Tea Expo® and I was impressed by the diverse types of accounts visiting our booth, which included domestic and foreign retailers, as well as distributors. The interest and orders generated were significant.” Those comments were echoed across the exhibit floor and supported by post-show statistics, stating that more than 85 percent of attendees played a role in the purchasing process. Buyers included those from mega corporations such as HomeGoods, McDonalds, Amazon.com, Wegmans, Whole Foods Market, Bellagio Resort, Wynn Las Vegas and more.

The Expo also debuted a number of new features including the much-anticipated World Tea Championship™, a two-day intensive New Business Boot Camp™ for new and aspiring tea business owners and an Executive and Technical Series™ for top executives, research scientists, product formulators and ingredient managers. On the show floor, participants enjoyed Cooking With Tea

demonstrations by celebrity chefs; Japanese, Chinese and Korean tea ceremonies; and a new cupping pavilion where exhibiting tea companies could conduct tastings with prospective buyers.

The expo has touted a 34 percent annual compounded average growth since its inception in 2003 and will continue to mirror the industry’s phenomenal growth. The World Tea Expo® will return to the Mandalay Bay in Las Vegas, May 2-4, 2009. For more information on the World Tea Expo® visit www.worldteaexpo.com.

The World Tea Expo® is a robust marketplace that brings together hundreds of new products, the latest industry innovations and relevant, cutting-edge educational sessions, providing tea professionals with a one-stop opportunity to help drive their business, fuel industry growth and encourage further exploration of the art and science of tea. As the first and fastest grow-ing North American trade show dedicated solely to the tea industry—the World Tea Expo® attracts more than 4,500 leading tea professionals, merchandisers, R&D executives, scientists and entrepreneurs annually. The World Tea Expo® is produced by SFG Group LLC, headquartered in Las Vegas, NV. For more information, visit www.worldteaexpo.com.

Page 8 TeaBits Volume 15, Issue 2

Jump-Starting Your Tea Business at the World Tea Expo’s New Business Boot Camp

Page 9 TeaBits Volume 15, Issue 2

What is one of the best invest-ments an aspiring tea entrepre-neur can make? Answer: Attend the New Business Boot Camp (NBBC) for tea entrepreneurs at the World Tea Expo, which made its debut this past May.

Billed as a “one-of-a-kind, two-day, intensive and hands-on program covering critical topics facing the tea room entrepreneur”, the NBBC featured eight sessions over a two-day period covering everything from tea production to hiring the right staff and provided n u m e r o u s n e t w o r k i n g opportunities.

When I mentioned to friends and family that I would be attending the NBBC, they were amazed. A class specifically designed for tea entrepreneurs, they marveled. Wow! I thought so too. Not only would I have the chance to learn from such industry luminaries as Jane Pettigrew and Bruce Richardson, but I would be able to compare notes with others in the same boat.

Getting the Party Started

Although the NBBC did not start until May 28, organizers got the party started early with the launch of the 2008 New Tea Biz Yahoo group on May 15. This gave instructors the opportunity to hone their classroom presenta-tions by understanding their students’ expectations and gave students the opportunity to start the networking process and give instructors feedback on what they wanted from the experience.

Pre-class discussions ranged from who the participants would be to how to make accurate financial projections. Overall, the Yahoo group served to ignite attendees’ excitement and prepare everyone for two days of intensive learning.

Around-the-Country Representation

Increasing the richness of the NBBC experience was the diversity of the participants. Attendees came from all corners of the country as well as a smattering of places outside the United States, including Canada, Mexico, Israel, South Africa, and Japan.

Thirty-five states were repre-sented in all, but by far the largest contingent was from California, with 34 participants. According to Charles Cain, Director of U.S. Operations at TeaGschwendner USA, Inc., the large number of participants from California was not surprising. “We are hearing A LOT of noise coming from Southern California. My sense is that this will be a hotbed of tea activity over the next five years.”

Altogether 55% of all U.S. partici-pants came from seven states (California, New York, Arizona,

Texas, Florida, Michigan, and Washington). Conspicuously absent from the roster were representatives from states such as Missouri, Ohio, and the Dakotas. But all in all, lots of opportunity to learn from aspiring as well as established tea entre-preneurs from many backgrounds.

Information Overload

Like most participants, I arrived in Las Vegas the night before the first day of the NBBC. Although it took me longer to get from the airport to my hotel room at the Luxor than from Los Angeles to Las Vegas, I was pleased to find my home away from home a clean, well-appointed space. I consid-ered exploring the sights, but quickly dismissed the idea, remembering that I needed to be up and at breakfast by 7:00 AM the next morning.

Sure enough, by the time I found the breakfast room at the enormous Mandalay Bay Resort and Casino the next morning, it was quickly filling up with bright-eyed attendees. The break-fast was simple, but satisfactory. The tea selection, however, was completely uninspired, to put it nicely. Let’s face it; this was a room of tea snobs, in the best sense of the word. We expected high-quality, loose-leaf teas steeped to perfection. Luckily, the powers that be heard the rumbling and at subsequent breaks and meals, the tea selection improved considerably.

(Continued on next page).

All attendees were divided into four teams: Matcha, Jasmine, Rooibos, and Oolong. Each team had the same sessions; only the rotations were different. I belonged to Team Matcha. The first session started promptly at 8:00 AM and fortunately, our first session was Tea 101, taught by Tea Consultant and Author Jane Pettigrew. I say “fortunately” because it was an excellent introduction to tea, including its variety and production. Subse-quent sessions that first day included Reality Check, taught by Bruce Richardson of Elmwood Inn Fine Teas, which included a sprinkling of history, traditions, and business considerations, Marketing and Building Your Customer Base, given by Beth Johnston of Teas Etc., Inc., which included a fun group exercise marketing common household items like paper clips, and Procurement and Merchandising Strategies, presented by Charles Cain of TeaGschwendner, which gave participants the tools needed to determine which teas to offer, where to get those teas, and how to package and price them.

At the end of the first day, it was time to unwind and network with fellow attendees. A no-host bar offered a variety of drinks. I spoke with some fellow Californians as well as some industry folks who

attended the networking event. But by 8:00 PM, I was ready to retreat to the solitude of my hotel room to rest up for another full day.

The second day of classes began the same as the first. I made a point of seeking out new people to sit with during each break and meal. It’s the perfect opportunity to meet as many folks as you can. You never know who might offer you that answer you are looking for or that inspirational story to keep you going.

For Team Matcha, the second-day sessions began with Using Technology to Manage Your Tea Room, taught by Ronald Eng of Infusions of Tea and Kopius Teas. He covered all the ways in which technology, including POS systems, accounting systems, the Internet, and desktop publishing, can simplify the process of tracking your business. Next up was Elisabeth Knottingham of Seattle’s The Teacup, who offered lots of sound hiring, firing, and training advice for ensuring happy and effective employees. In Creat-ing Your Strategic Business Plan, Karen Durkin of Houldsworth, Russo and Company had one goal—demystify the process of writing a business plan. And f ina l ly , Attorney Kristen Schneider of Keria Teas, LLC provided an overview of all the

legal issues tea house owners need to consider.

The second day seemed to race by and before we knew it, it was time for the graduation ceremony and a final chance to chat with fellow participants.

All in all, it was an amazing two days of education and community.

Continuing the Discussion

Since the NBBC ended, we have continued our discussion back online via our Yahoo group. Thanks to Charles Cain, we even arranged a conference call to address a number of topics that had generated a lot of talk, includ-ing organic labeling, green pack-aging, and financial matters. And thanks to Attendee Jim O’Brien, there is even a new LinkedIn group for tea entrepreneurs. Making the entrepreneurial journey is that much sweeter with company.

Erika Cilengir

Aspiring Tea Entrepreneur

Ecilengir@aol.com

Membership Update We welcome the following companies to the Tea Association of the USA:

• Peet’s Coffee & Tea

• S&D Coffee Inc.

Iced Tea: A Summer Tradition By CHARLENE PHILLIPS

Page 11 TeaBits Volume 15, Issue 2

As we celebrate the beautiful sun-filled days of summer, thoughts of slowing down with good friends and enjoying tall glasses of iced tea come to mind. Drinking iced tea is a uniquely American tradition with roots dating back to the summer of 1904. In fact, over 80% of the tea consumed in the USA is “iced tea,” unlike most other countries that prefer the tradition of “hot tea.” And next to water, tea is the most consumed beverage in the world!

To celebrate this “cool” American tradition we visit the story of its birth. Although, the history of icing tea has records preceding 1904, it was appreciated by the masses during the hot days of the 1904 St. Louis Fair. The story begins with an Englishman named Richard Blechynden, a tea merchant from Calcutta. Mr. Blechynden came to America to represent India and it's tea. While attempting to serve boiling hot tea to uncomfortably hot fairgoers, Mr. Blechynden had an idea. He decided to quickly invent a way to “ice” his tea by pouring it through iced lead pipes. The result was the amazing fresh beverage we know as “iced” tea. It proved to be just what the thirsty fairgoers needed, and further enhanced India’s role as a major tea grower and exporter.

Today, India is the top-producing tea country in the world, although Sri Lanka is the largest exporter of tea. Over 227,000 tons of Ceylon (Sri Lanka) tea is exported each year. This represents 19% of the global demand for tea! Imagine Sri Lanka with its sprawling mountainside tea gardens. Each morning, tea plantation workers dressed in colorful saris pluck tealeaves while carrying large baskets on their backs. Paid by the number of baskets they collect, the workers move at an astounding rate, plucking two leaves and a bud from each bush in a methodical and rhythmic fashion.

Ceylon tea is exceptionally pure and is said to be the “cleanest” tea in the world. Due to optimal growing conditions, very little residue from pesticides is found on the tealeaves. The fresh clean flavor and high antioxidant properties of fresh brewed loose Ceylon tea can’t be matched by commercial instant or bottled tea. The light astringent quality and rich golden color and flavor makes it distinctively unique and refreshing.

Page 12 TeaBits Volume 15, Issue 2

20-Jun-2008- A flavor company has launched a new range of tea-inspired products which it hopes will be used in foods, not just beverages.

I n t e r n a t i o n a l F l a v o r s & Fragrances Inc. (IFF) has expanded its existing tea portfolio with flavors from around the globe which focus on four categories - white, black, green and Oolong tea.

In the US, tea was considered old fashioned but attitudes have shifted and now it is a "more trendy" drink, according to IFF flavor creation manager Marie Wright.

She also believes that tea will emerge as a food flavor for products such as marinades, sweets and dairy.

Wright told FoodNavigator-usa.com: "At first when you think of tea you think of a beverage but it has an application outside the realm of beverage.

"I think we are going to see an emergence of tea right across the categories."

Nestlé already sells Green Tea Kit Kat bars in Japan and in the UK ingredients firm Pecan Deluxe recently revealed plans to add green tea extracts to chocolate.

The US market for tea is expected to double over the next five years, boosted by a growing interest in

wellness, according to Packaged Facts.

The group estimate that sales for instant, leaf, liquid concentrate and ready-to-drink tea will reach nearly $15bn by 2012, compared to $7.4bn this year.

It said that tea's "all-natural halo" and its lower caffeine content than coffee or cola is one of the major attractions for consumers.

However, Wright added: "One of the most interesting aspects of tea is emotion. It is a very relaxing beverage. There is a lot of association between food taste and emotion and there is some connection there that needs to be explored."

IFF worked directly with growers from tea plantations to develop its new portfolio of flavors which in-cludes White Peony, Long Jing, Gyokuro, Oolong Tie Guan Yin, Darjeeling, Jasmine Green, and Chrysanthemum.

Wright said: "The flavors in capture not only the classic attributes that differentiate one varietal from another, but also the subtle, elusive nuances.

"The hearty toasted molasses notes of Darjeeling, the delicate apricot and brown spice character of White Peony tea and the fresh-cut grass aroma of Long Jing, are expertly crafted and recreated for a full, authentic experience."

In the US, 82 percent of tea is drunk as iced tea but Wright added: "There has started to be a change in the perception of tea.

"In response to that, we saw that there was a huge opportunity to develop our portfolio and become much more specialist."

IFF said the tea flavors come from the tea itself as well as IFF recreating the essence but the emphasis is on naturals from the named source.

The US, China and Singapore are the key markets and the flavor profile can be changed to suit different global tastes. Jasmine tea, for example, would have less astringency and be more floral in Asia whilst in the US it would be less floral and have more of the tea profile.

People in the US tend to drink black and green tea, while white tea is emerging and there is an interest in Oolong.

SOURCE: foodnavigator-usa.com

Tea to Flavor Food Products

By SARAH HILLS

Industry Professionals TEA-Off at Annual Golf Outing Page 13 TeaBits Volume 15, Issue 2

2008 TOURNAMENT WINNERS

1st Low Net - Joe Coudon (65)

2nd Low Net - Romy Reichl (73)

3rd Low Net - Mike Medcidik (73)

1st Low Gross - Mike Moore (85)

2nd Low Gross - Peter Goggi (86)

3rd Low Gross - Greg Shayka (88)

Longest Drive (M) - Peter Goggi

Longest Drive (W) - Eunice Bigelow

Closest to Pin #6 - Peter Goggi

We would also like to thank Unilever and ITO EN for donating ready-to-drink iced tea to keep our golfers hydrated throughout the tournament.

The Tea Association would like to thank the following companies for their generous

sponsorships:

Henry P. Thompson

Kentea Limited

Plantextrakt

El Vasco S.A.

Universal Commodities (Tea) Trading Inc.

Photos (clockwise) 1. Mike Medvidik of Custom Co-Pak

takes a practice swing 2. Ira Barbakoff of Eastern

Tea Corporation and Dominick Mariano of RPM

Warehouse pause for a photo 3. Marty Kushner of the Tea Council, Ralph Genzano of

RFG Commodities and Domenick Ciaccia of

Universal Commodities (Tea) Trading, Inc. enjoy a cocktail

on the terrace.

June 24, 2008 - Local tea professionals gathered at a new venue for the Tea Association's Annual Tea Outing: the beautiful Siwanoy Country Club in Bronxville, NY. Site of the first PGA Championship held in 1916, the course provided a challenge to the golfers, as well a beautiful locale to re-connect with customers, coworkers and friends.

A special thank you to the Siwanoy Country Club and the Tea Association Events Committee for hosting the event and Ahlstrom FiberComposites for sponsoring our $25,000 Hole-In-One Prize Tournament.

If you missed this year’s event, we strongly urge you to consider attending in 2009. The Annual Outing provides a unique opportunity to network with other tea industry professionals and to reward your employees, suppliers, and customers. It is also a way to show your support for the Tea Association and its member organizations.

Page 14 TeaBits Volume 15, Issue 2

For planning purposes, please keep in mind these are tentative dates for the STI 2009 Certification Program. These dates are subject to change as we get closer

to the actual event. For more information, contact Ellainy Karaboitis at ekaraboitis@teausa.org or 212.986.0250.

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 or general suggestions you would like to contribute to future issues of our newsletter.

All comments are openly welcomed.

Sincerely,

Jennifer Valle, Editor

jvalle@teausa.org

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

362 5th Avenue, Suite 801 New York, NY 10001 Phone: 212-986-9415

Fax: 212-697-8658 E-mail: info@teausa.org

Web: www.teausa.org

Please note that the opinions expressed in the articles do not necessarily reflect the opinions of the management of the Tea Association of the USA, the Tea Council of the USA or the Specialty Tea Institute.

STI Certification Classes - Tentative 2009 Schedule WINTER FANCY FOOD SHOW

January 18-20

Location: San Francisco, CA

Class Details: January 20 - Level 1 and Level 3: Black

January 21 - Level 2 and Level 3: Black

SCAA

April 15-16 Symposium, April 17-19 Show

Location: Atlanta, GA

Class Details: April 19 - Level 1

April 20 - Level 2

WORLD TEA EXPO

May 2-4

Location: Las Vegas, NV

Class Details: May 4 - Level 1 and Level 3: Oolong

May 5 - Level 2 and Level 3: Cupping

SUMMER FANCY FOOD SHOW

June 28-30

Location: New York, NY

Class Details: June 30 - Level 1 and Level 3: Green & White

July 1 - Level 2 and Level 3: Green & White