Source: World Tea Media | Released Aug. 20, 2013
LAS VEGAS – Aug. 20 -- From the mechanics of selling and serving great tea to global tea consumption trends, World Tea East @ Atlantic Foodservice Expo (#WorldTeaEast) -- Oct. 20-22 at the Georgia World Congress Center, Atlanta, GA, -- features some of the hottest and most rewarding educational sessions in the tea industry. With seminar topics, tastings and workshops that drive business, World Tea East is the premier regional trade show for the tea industry. The conference answers current business challenges, provides real take-away solutions, and focuses on fueling the expanding demand for specialty tea and related products. Registration for the event is open now at www.WorldTeaEast.com.
According to Euromonitor International, a world leader in strategy research for consumer markets and one of the key educational participants at World Tea East, the global retail value of tea in 2012 was US$40.7 billion. World Tea East analyzes this market, evaluates and makes recommendations on the latest trends, and serves up the tools that professionals need to enhance their business and profit from tea and related products. The event also showcases innovative companies, the finest teas and hundreds of products, wares and specialty items.
Specialty Teas & the American Consumer
World Tea East speaker Peter Martino, CEO of Washington, D.C.'s Capital Teas, LLC, a fifth generation, family-owned specialty tea merchant, says specialty tea has come into a new "golden age of tea," with many in the industry educating consumers, developing their palates and boosting overall tea consumption. His "Selling Specialty Teas to the American Consumer" session looks at capitalizing and participating in that trend through an educational and experiential sales approach.
"There's a lot of passion and consumer enthusiasm for tea --- with brisk sales," says Martino. "However, Americans are not quite there yet in terms of their knowledge of tea and palate. To remedy this, the tea industry should focus more on educating the customer. Retailers should always take on a multi-sensory learning approach to tea, so consumers can see it, taste it and smell it. Utilizing flavored teas can also act as a gateway to improving customers' palates. Consumers respond to and seek out flavored teas, and those teas can be a stepping stone to other more sophisticated tea types. Overall, it boils down to education and selling the kinds of teas that consumers want now, and then focusing on the kinds of teas consumers want as their tastes change and evolve."
During his session, Martino plans to: identify modern trends in the American tea palate and factors influencing those trends; review how brewing methods affect the tea palate and consumer preferences; and discuss how a business can leverage the American tea palate to boost overall sales of specialty tea.
Tea & Global Lifestyle Changes
World Tea East speakers Jonas Feliciano and Elizabeth Friend, analysts at Euromonitor International, are scheduled to present, "The Branded Age: How Global Tea Players Leverage International Lifestyle Changes to Drive Consumption." This workshop outlines tea trends and opportunities and illustrates growth prospects with Euromonitor's foodservice, soft drinks and hot drinks data.
According to Feliciano and Friend, because of an over-saturation in the tea industry, manufacturers are looking to change the context in which tea is being consumed, rather than driving incremental tea demand. In retail, this is manifesting in the form of packaged tea sold in modern retail shops growing at the expense of unpackaged tea sold in traditional markets. To sufficiently differentiate these new products, manufacturers are turning to "premiumisation," functionality benefits, and various ready-to-drink iterations that can't easily be created at home. Likewise in foodservice, operators are betting on tea-themed shops to be the next wave in modern chained cafés, using the third-place benefit to draw tea-drinkers out of their homes.
"The growth of tea is strong across many international markets," says Feliciano. "We're seeing tea transition from its traditional standing to a more modern and café-culture context, and premiumisation of tea is a trend around the globe. However, tea manufacturers and distributors need to understand tea developments from country to country, as it's so multi-faceted. Of course, the savvy tea company will understand they cannot have one cure-all strategy when going to market; they need to tailor their efforts by country, based on data and real intelligence from each region. Knowing this will help a company take advantage of the huge opportunities."
According to Euromonitor International -- whose in-country analysts track tea consumption, trends and future opportunities in every region -- the top five tea markets of 2012, by retail value, are: 1) China - US$9.5 billion; 2) Japan - US$4.7 billion; 3) Russia - US$3.7 billion; 4) The United States - US$2.1 billion; and 5) Germany - US$1.9 billion. And the top five forecasted growing tea markets are: 1) China, 2) India, 3) Pakistan, 4) Iran and 5) The United States.
Trending: Beer, Wine & Tea
For the World Tea East tasting session "Vino Teano & Tea Lagers," Martino and his colleague Nkaiso Akpabio, Capital Teas' vice president of retail operations, will help businesses "think outside the teabag." The two presenters will spike teacups with Capital Teas' innovative beer and wine-enhancing tea sachets.
"With a tea sachet, you can infuse an inexpensive brew and make your own kind of simple, yet perfect craft beer," says Martino. "And once the beer is tea-infused, it will be sweeter, creamier and less filling. Tea-infused wine will be bolder and loaded with antioxidants and a touch of caffeine."
Capital Teas currently sells 10 innovative Tea Lager sachets, including: Cherry Blossom Rose Organic; Cream Earl Grey Black; Genmaicha; Harbor Breeze; and Invigorating Mint Mate. Simply place one tea sachet in a tall glass, fill with beer and cold brew for five minutes. Also, Capital Teas' Vino Teano mixers let aficionados easily steep their glass of wine with a Cherry Blossom Rose Organic sencha green tea - just one offering from the innovative line.
A Co-Located Event
World Tea East will also co-locate with Clarion Events' Atlanta Foodservice Expo, which covers food and beverages, kitchen equipment, technology systems and services, foodservice tools and more. The event targets those involved in the restaurant, foodservice and hospitality industries, such as restaurant owners, general managers, chefs, kitchen managers, bar managers, purchasing managers, hotels managers, F&B directors, commercial dining managers and school foodservice managers.
In addition to attendee "traffic" from Atlanta Foodservice Expo, World Tea East organizers expect tea professionals and buyers, coffeehouse owners, retailers, food and beverage manufacturers, distributors, grocers, hoteliers, chefs, restaurateurs, fast casual operators, spa owners, inn keepers and others to attend. The event is specifically designed as an east coast event for professionals who cannot attend World Tea Expo in Las Vegas, NV, each June.
For more information on attending, exhibiting or sponsoring World Tea East @ Atlantic Foodservice Expo, e-mail firstname.lastname@example.org or call 702-253-1893.
About World Tea Media
World Tea Media, a division of F+W Media, is an integrated media company dedicated to providing business solutions to the global tea industry. Events include the annual World Tea Expo, the largest and most prominent event for the industry, and World Tea East, the regional event for the northeast, mid-Atlantic and southeast United States. World Tea Media also produces the North American Tea Championship and World Tea News. The North American Tea Championship is the only professional and independent competition that distinguishes the highest quality and best tasting teas commercially available in the North American marketplace. World Tea News is an online portal that offers in-depth news, features and business insight for the global tea industry. World Tea Media is headquartered in Las Vegas, Nev.
About F+W Media Inc.
F+W Media is a community-focused, content creator and marketer of products and services for enthusiasts. The Company offers a diversified portfolio of books, ebooks, magazines, events, competitions, ecommerce, education, video and more. F+W Media serves 20 different markets, including writing, fine art, genealogy, antiques and collectibles, design, outdoors and horticulture. Its growing portfolio includes print and online properties, free and for-fee subscription sites, educational programs, competitions and events.
About Clarion Events
Clarion Events -- organizer of Atlanta Foodservice Expo -- is one of the world's leading independent event organizers, staging more than 200 events annually across the globe. More than 12,000 companies trust Clarion with their custom events each year and more than 700,000 people give their valuable time to visit these events. This success has come from identifying high-value, niche audiences in difficult-to-reach markets and then building them into market-leading products. From just 70 employees in one office in 2004, there are now more than 400 people working directly for Clarion Events from 13 offices in 10 different countries.
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