( A Decade of Tea Cultivating )

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World Tea Expo

Celebrates a 10-Year Milestone This June in Las Vegas
Trade shows are more than just an opportunity to see and be seen, they signify the growth and innovation of the industry, and the closeness and significance of the community. World Tea Expo personifies tea. ( By Aaron Kiel )
pproximately 6,120,000 samples of tea have been tasted at World Tea Expo in the last decade (thats nearly three gallons per attendee). And, conservatively speaking, 35,000 different flavors of tea have been savored at the event, 17 tons of premium tea have been showcased, 1,000 new products launched and some 480 educational conference sessions have been taught. Overall, more than 33,000 people have attended World Tea Expo in the last 10 years, to meet with more than 1,700 tea and product suppliers in 200,000+ net square feet of space. World Tea Expo 2012, June 1 3 in Las Vegas, Nev., is expected to draw more than 4,500 delegates from around the world, and it marks the expositions 10year anniversary as well as teas significant growth over the years. Indeed, the anniversary and statistics for World Tea Expo are impressive, and the event is the largest B2B trade show for premium tea and related products, but its the greater story of teas growth thats especially extraordinary.

Ten Years Of Tea

Vendor, expert and 10-year World Tea Expo exhibitor Mim Enck, president of East Indies Coffee & Tea Company, says, As an agricultural product, tea is always changing. Consequently, the industry has transformed tremendously over the last 10 years, and World Tea Expo has evolved right there with it.

Enck adds: As a comparison, I think of the wine industry. It used to be very stringent in terms of pairing white wine with fish and red wine with beef. The tea industry was a lot like that with its proper traditions, but now were not so frightfully serious. The tea community is playful and innovative with its approach to the beverage and the blending of teas and traditions. At the same time, were attracting a different generation of tea drinkers, including men and college students. Were much more approachable. Retailer and World Tea Expo attendee Lisa Baughman, of Take Thyme Today, reflects on the Expos shes attended during the last 10 years. When I think of the

Expo in the last decade, I think of demographics and how the industry has matured from simply tea rooms to innovative tea retail storefronts and chains. Undeniably, tea has a much broader audience now. Its more available and theres a wider variety. Were seeing finer teas and loose leaf teas in the aisles. The flavoredtea world has advanced, and so have methods for brewing tea. And as the industry has progressed, so has my business. I have a deeper knowledge of the beverage and a more successful retail business, thanks to attending World Tea Expo. Im looking forward to the 2012 Expo this June and moving right along with it, into our industry of tomorrow.
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World Tea Expo exhibitor Beth Johnston, founder and CEO of Teas Etc., has witnessed a tremendous amount of change over the last decade. Frankly, I feel privileged to have been a part of the evolution of specialty tea in North America, which wasnt even a blip on the consumer radar 10 years ago, she says. Fast forward to 2008 and the inaugural World Tea Championship, now the North American Tea Championship, which brought about a professional panel of judges to cup and rate various categories of specialty teas right here in the U.S. Like wine ratings, this gives consumers a guide to the finest specialty teas available in the market and a tool to learn what to look for in these spectacular teas.

Tea Education
Kim Jage, sales and marketing director, World Tea Media, believes education has played a big role in teas growth over the years. In the last decade, the tea industry has educated tea consumers about quality, thus improving their palate and desire for better tea. Were still a bit behind here, but many retailers and manufacturers are mak-

ing progress, and consumers are increasingly looking to buy better teas; they want to know what makes certain teas high quality rather than relying on the manufacturers word or enticing packaging. At the same time, industry members continue to discuss and ask one another, How do we internally define quality, and thats fabulous. Were scrutinizing our own product; were asking what Fair Trade really means; and were asking if products calling themselves ready-to-drink tea should contain a minimum of teas total dissolved solids, or if tea-flavored sugar water should be allowed to call itself tea. Mike Spillane of G.S. Haly Company in California, says, World Tea Expo is educating the industry from the top down. Those tea companies are then going out and educating their customers, and then those customers are educating each other through social media. Its been fascinating to watch World Tea Expo as a lightning rod of education, creating a community to exchange ideas to create a North American tea industry. Ten time World Tea Expo exhibitor and tea expert Rona Tison, senior vice

president of corporate relations for ITO EN (North America) INC., a subsidiary of ITO EN, LTD., says When founded, World Tea Expos vision was to develop and bring greater awareness to the tea industry. Its exciting to see that vision executed through all the training and education that Expo offers each year. Its commendable how World Tea Expo has attracted all of the industry players, to create a dialogue to support the growing trend of tea. Over the past 10 years, the show has encouraged camaraderie with everyone working together to educate and communicate to the public what the beverage is all about.

Teas Rise
On the whole, tea has grown considerably in the last decade and it continues to grow in the marketplace. According to projections from Packaged Facts, in their study Tea and Ready-to-Drink Tea in the U.S., 4th Edition, tea retail market growth will edge up from approximately 6.6% in 2012 to 8.7% in 2014, reaching $8.3 billion in that year. Indeed, teas popularity has increased

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( A Decade of Tea Cultivating )

in the last 10 years, and the tea retail trend hit a nice stride in 2011, according to World Tea Media. The company cites numerous and recent retail developments as indicators of teas bright future, including: tea retailer Teavana and its IPO; Canadian-based DavidsTea opening two retail stores in N.Y.C., adding to its lineup of 69 locations; and Starbucks Coffee Company hiring tea-retail expert Charles Cain as its new vice president for Tazo tea merchants and operations (leading to much speculation regarding Starbucks plans to launch tea retail outlets). World Tea Expo 2012 presenter David Sprinkle, research director for Packaged Facts, who will present Understanding the Tea Retail Shopper at the show, agrees that the horizon for tea looks bright. Factors spurring continued overall growth of the tea market include: the success of refrigerated and RTD tea; the acquisitions of Honest Tea and Sweet Leaf Tea that will continue to expand the distribution channels for these and other organic and specialty brands; the sustained promotion of tea by the big restaurant chains, led by McDonalds; the proliferation of tea rooms and other tea offerings at foodservice; the continued recognition by consumers of teas healthy properties and their switch to tea from carbonated soft drinks. Sprinkle adds: The tea market is undergoing a transformational change, driven by flavor, variety and quality innovation. At the heart of the change lies specialty tea. Competition between distribution channels for the specialty tea consumer is fierce, with foodservice and retail players increasingly pursing multi-channel distribution strategies. Ultimately, however, the tea industry as a whole is the winner, as specialty tea products bring more rewards to marketers and more satisfaction to consumers than the more commoditized products they are replacing. Looking back on tea over the years, Spillane, of G.S. Haly Company, notes that Americans took tea and converted it from a commodity industry into a cottage industry with many smaller companies that compete against the big guys. He says theres still traditional premium tea, but there are also creative lifestyle blends and many ready-to-

2012 World Tea Expo Best New Product Awards Winners

TEA WARE CATEGORY WINNER 1660 Tasting Cups, by 1660 London Renowned British ceramicist Peter Ting and tea-smith Timothy dOffay joined forces two years ago to design these cups, which are each shaped to enhance the drinking experience of green, black and fragrant teas. The concept is similar to connoisseur glasses that help certain wines release their maximum potential. INNOVATION WINNER Slim Steeper Cold Brew Tea Infuser by The Tea Spot The eco-friendly Slim Steeper works with disposable water bottles and loose leaf teas to make fresh tea on-the-go. Cold brew and drink tea in just 10 minutes; add more water and resteep. TEA AS AN INGREDIENT WINNER (TIE) Swirl Green Tea Cold-Brewed On The Go!, by Breezy Spring LLC Swirl is a trendy new concept that combines premium green tea with convenience. Its unique, slender tea bag goes into a water bottle for brewing anywhere. Designed for fast brewing in cold water, Swirl works in hot water, too. It also used all natural ingredients, is naturally decaffeinated, zero calories and contains no sugar or gluten. TEA AS AN INGREDIENT WINNER (TIE) Indie Teas arTEAsan Magic Mushroom Spice Rub, by Indie Tea This delicious, organic blend of roasted yerba mate porcini mushroom is infused with gourmet salt and savory spices like cumin, fennel, coriander, garlic, onions and more. Its 100 percent natural and delicious on veggies, beef and pork. TEA ACCESSORY WINNER (TIE) Tea Traveler Tasting Collection, by Teas Etc. The popular Tea Traveler, by Teas Etc., revolutionized premium loose-leaf tea on the go, and its now available in a fashionable gift collection, featuring traveler size and pre-measured packets of premium loose leaf tea. Its also customizable on multiple levels, including logo and teas that reflect your companys style. TEA ACCESSORY WINNER (TIE) Tea-Themed Greeting Card Line, by Love and Scandal Tea Company This new greeting card line features vintage photo images, contemporary, traditional and sometimes cheeky warm wishes. Also, the cards include a bagged tea sample from renowned tea vendors, as a special gesture. BAKED GOODS WINNER Farmhouse English Biscuits, by Imported direct by Tri-Connect, Inc. Farmhouse English Biscuits is a family-owned and operated bakery located in the northern countryside of England. Their biscuits are made with grandmas original recipe, traditionally baked with the finest ingredients. The range consists of highly giftable ribbon tubes, to deep embossed tins for the holidays. PUBLICATION WINNER The Users Guide To Scone Making and Scone Mixes by Victorian House Scones, from The Tea House Times This concise guide is complete with photos, detailing the how-tos of scone making in general and flavor creation. While written to accompany Victorian House Scones mixes, the principles are universal and apply whether you are working with their mix, one from a different manufacturer or your own recipe. OPEN CLASS WINNER Indie Tea Tee-Tins...Mad Party, by Indie Tea These lively tins depict the famous Alice in Wonderland tea party with an all-over black print and red glitter accents, and they include a tea shirt. The Tee-Tins tees are a sustainable line of tea-inspired apparel (organic cotton and recycled polyester), printed with phthalatefree inks and packaged in a latch-lid tin. PACKAGING WINNER Convenience Packaging for Puer Teas, by Wild Tea Qi The award-winning Puer Teas are now available in 100-percent recyclable, convenient packaging for single-serving ease for tea on the go. The unique breakaway bars, discs and balls are hand pressed with a special fragrant wood that gives the Puer teas a truly unique flavor.

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drink teas that have shaped the tea landscape. The industry is being pulled apart, and thats not a bad thing, he says.

Specialty Tea
Well-known tea expert and World Tea Expo exhibitor John Chaffey, Metropolitan Tea Company, says the industry recreates itself continuously, much to the pleasure of palates everywhere waiting for the next great taste. He also points to specialty teas growth over the last 10 years. The specialty element of tea pushing through the mainstream is evident with recent events such as the Nestle purchase of Sweet Leaf; Coca Colas Gold Peak and Honest Tea; and the Pepsi-Lipton ice tea partnership, he explains. Chaffey adds: The consumer demand is allowing breakthroughs like the Teavana IPO. Rapid expansion of companies, like Argo Tea Caf, point to strong ground support. This has been cultivated through careful attention to the growing health interest of todays consumer and the education of

industry-insiders at programs presented by associations like the Specialty Tea Institute or trade fairs such as World Tea Expo. The growing competition spawns interesting innovation, which can be viewed side-byside at exhibits like World Tea Expo. Their Expo program has sustained much support as a grassroots community function. Fifty-year tea industry veteran David Walker, Walker Tea, has watched teas dramatic evolution, and he believes this is the most exciting time for tea. In the last 10 to 15 years, specialty tea has come into the market on the coattails of specialty coffee, he explains. And World Tea Expo and the North American Tea Championship have made a great impact on quality tea in the market; Ive seen it with my own eyes and palette. Also, consumers have become more aware of quality tea and various selections. They know how to talk about tea now, and theyre more passionate about the product.

Celebrating 10 Years
Chaffey, of Metropolitan Tea Company,

says, We are pleased to view the 10year anniversary of World Tea Expo as yet another confirmation of teas success over the last decade. George Jage [World Tea Expo founder], Kim Jage and their team really make the difference in their effort to put the World into the Expo. In honor of World Tea Expos 10-year anniversary this June, the event is promoting its new No Repeat policy for the 40+ in-depth, hands-on educational seminars, skill-building workshops, technical sessions and focused tastings. The Expos entire 2012 curriculum covers new ground and the hottest topics facing the industry. In addition, the event includes the annual Tea Infusion Challenge, the North American Tea Championship Winners Tasting Circle and the World Origin Tasting Tour. At World Tea Expo, we always strive to stay one step ahead of emerging trends, so we can deliver a relevant event to participants that fuels business growth, says Kim Jage of World Tea Media.

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