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Sales and Marketing Tea Knowledge
Business Development Sales & Marketing Tea & Health Tea Knowledge

 

 
Tuesday, May 27
PRE-CONFERENCE WORKSHOPS
8:00-5:30 Tea Business Boot Camp This one-of-a-kind, two-day, intensive and hands-on program covers critical topics facing the tea entrepreneur as well as provides a solid foundation of tea education. The faculty is made up of top notch educators and experienced experts successfully working in the tea industry today.
Wednesday, May 28
PRE-CONFERENCE WORKSHOPS
WORLD TEA ACADEMY LIVE!
8:00-5:30 World Origin Tasting Tour Attention passengers! Please take your seats and buckle your seat belts for an unbelievable day trip around the world of tea. This full day session is a highly interactive, educational, and entertaining program covering the tastes and cultures of some of the most important tea growing regions in the world. 8:00-5:30 Core.01 Essentials of camellia sinensis Here's your chance to experience a "taste" of what World Tea Academy has to offer in person while at World Tea Expo 2014 in Long Beach. This course is the first step to achieving industry certification and putting yourself ahead in the industry.Donna Fellman
Thursday, May 29
WORLD TEA SEMINARS
FOCUSED TASTINGS
SKILL BUILDING WORKSHOPS
8:00-9:30
Current Trends and Future Outlook for Tea Join three of the world’s leading business marketing intelligence companies as they share exceptionally key information from their massive resources covering the booming specialty tea industry. A rapidly growing tea industry is thirsty for specific data, along with product trending paths and market catalysts. Expert analysts from these three ventures will both provide their individual summary spotlight on the industry and then join together for a moderated panel discussion. This information-filled session will be followed by a question and answer period.
David Sprinkle, Lynn Dornblaser, Jonas Feliciano, Brian Keating
business
How to Source & Select Your Teas "Few questions are more fundamental when opening a specialty tea business than, 'Where do I find my teas?' and 'What teas should I choose?" This workshop will start you on your journey of answering these questions. This is not a workshop on tasting and evaluating teas, rather it is in introduction to the art of deciding what teas are right for your business and how do you go about finding those teas. We will discuss different strategies and considerations on deciding on the right tea selection. Also, with an eye toward pros & cons, and practicality vs. ideal; we will also examine the many different ways to source specialty tea in 2014, and how to make your decisions between different suppliers and teas.
Bill Waddington
8:00-9:30 teaknowledge
The Evolution of Flavor Gain practical information and clarity on a topic that is overwhelming and misunderstood by many tea retailers. This session is a real-world look at flavored teas and what you need to know to be more effective in educating consumers about the facts on flavor. This is not a science class! During this session blind tastings will provide you with personal preference insight. Additionally you will be led through the evolution of flavor starting with the base tea selection, to multiple batches of the same leaf with various flavors applied, to the end result of the finished product. Walk away with a clear understanding of what flavor is and how it impacts your tea business.
Chris Johnston
teaknowledge
A Taste of Hunan Information for this session is coming soon.
Hunan Tea Company
8:00-11:00 teaknowledge
Tisane, Herbal Tea & Herbal Infusion: An Exploration From Seed to Cup Discover the word of herbal teas through understanding cultivation, harvesting, uses and tasting. Develop a more in-depth understanding of the most common herbals and those that are emerging.
Scott Svihula
teaknowledge
Tea Cupping 101 Anyone can buy and sell tea. However, the most successful tea professionals rely on depth of knowledge, experience and credibility that can only be developed from daily comparative tasting. The cupping method is internationally regarded as the industry standard for evaluating tea quality, from the garden to the consumer, and all points between. During this session, learn basic techniques for evaluating tea using the professional cupping method, and apply those techniques in creative and practical ways to build a solid foundation of sustainable business growth.
Mo Sardella
teaknowledge
Blending Award Winning TeasJoin us for a hands-on presentation exploring the inspiring world of blending teas and herbal infusions with master blender Steve Schwartz, CEO and Founder of Art of Tea. Art of Tea is a boutique tea importer & wholesaler of award winning organic and specialty teas. This class is designed to expose participants to the basic formulas and techniques of the art of blending. All blends will be made by hand in small batches followed by tasting.
Steve Schwartz
9:45-10:45 wellness
Tea & Health Experimental and human research studies suggest that regular consumption of tea is associated with an array of health benefits, including impacts on chronic conditions like cancer, diabetes, heart disease, neurodegenerative diseases, and obesity. Emerging research suggests tea may also play a positive role in cognitive performance, immune function, and bone health. Understanding the research approaches by which these benefits have been demonstrated and the relative strength of this evidence is essential before translating this information to the public. Jeffrey B. Blumberg, PhD, FASN, FACN, CNS
business
Federal Trademark Registration: Are You Ready? After many agonizing "do-overs" you have finally settled on a great name and logo. Are you ready to file for trademark protection? Come discover the nuts and bolts of filing for Federal Trademark protection, including the costs involved, and receive guidance on when to turn it over to an expert.
Kristen Schneider
     
11:00-12:00 pioneering
Success from the
Front Lines With the right approach, every small business has the potential for great success. While location and building a strong customer base are likely to play a role in that, one thing all successful retailers have in common is their commitment at working hard to make it happen. Join our panel of thriving tea retailers who are successfully working on the front lines of the industry. Moderated by Editor Lorna Reeves, of TeaTime Magazine, this group will share their expert advice, challenges and best practices straight from their industry experience.

David Barenholtz, Julee Rosanoff, Emeric Harney, Shabnam Weber, Lorna Reeves
salesandmarketing
Cultivating the Next Generation of Tea Connoisseur Millennial and Mosaic consumers make up 25% of the US population and exceeds $200 billion in spending power. Connecting with and cultivating consumers in this demographic is not only critical to sales today, but will define your business in the future. Let's study how to Connect, Cultivate, Grow!
Kevin Christiansen
11:00-12:30 teaknowledge
Teas that Depend on Nature's Intervention This session will feature five teas that only develop their unique character when certain natural conditions coincide. The powers of Nature always play a special role in creating individual teas which each have a distinct character, but these five teas depend more than others on Nature's intervention.
Jane Pettigrew
teaknowledge
The Chemical Mysteries of Puer Tea, the 'Fat Burner'Camellia Sinensis present a three-pronged laboratory-series on Pu-er + aged teas: Which micro-organisms are present in these teas. Concentration of molecules present that have an effect on the human metabolism's capacity to reduce lipids. Concentration of lipid-lowering agents in various infused Pu-er teas and their potential to break down fat cells.
Kevin Gascoyne
       
Friday, May 30
WORLD TEA SEMINARS
FOCUSED TASTINGS
SKILL BUILDING WORKSHOPS
8:00-9:30 wellness
Current and Emerging Regulatory Issues in the Tea & Infusion Products Industry Members of the tea industry face unique and challenging regulatory issues.  In this session, Kleinfeld, Kaplan, and Becker attorney Dan Dwyer will review some of the key regulatory hurdles industry currently faces as well as recent enforcement activities against tea products.  He will also discuss emerging issues for the tea industry, including the status of proposed regulations implementing new requirements under the FDA Food Safety Modernization Act, and opportunities for engagement and cooperation offered by the American Herbal Products Association.

Dan Dwyer
salesandmarketing
20 Marketing Angles You Might Be Missing or Afraid to Use In a lecture and workshop setting, explore the passion that inspired your business. Compare that with what you believe will seduce your customers. Then systematically cultivate your platform. Stating with a list of 20+ new-ish ideas, personalize your strongest possible tea message - the connection you want with your best customers.
Babette Donaldson
8:00-9:30 teaknowledge
Sensory Evaluation of Tea The sensory evaluation of tea consists of a technique that allows us to express in words what is perceived through our senses. Using a cupping protocol, you will perform a detailed analysis with sight, hearing, smell, touch and taste. To make this sensory evaluation as objective as possible, we use a standard language to describe the feelings and memories evoked by the tea. This standard language is expressed in the dictionary of aromatic descriptors. The aim of cupping is to distinguish and describe our sensory appreciation of the tea: its color, shape, aroma, flavors, referring to items we know, from an objective perspective. The technique can also determine quality attributes and identify defects on tea.
Victoria Bisogno & Jane Pettigrew
teaknowledge
Discover the Artful Pairing of Japanese Teas & Wagashi Tea Sweets Experience the ancient old tradition of Japanese teas with Wagashi, Japanese confections that evolved into an art form in the ancient Imperial capital of Kyoto. Learn the history and essence of green tea varietals paired with the cherished seasonal confections that continue to be a vital force in Japanese life. From the ceremonial green tea- matcha to a roasted green tea-hoji, enjoy the delicate notes of green tea while savoring the exquisite beauty and flavors of the prized Wagashi.
Rona Tison
8:00-11:00 teaknowledge
Tea Processing - An Experiential Lab, Day 1 Roll up your sleeves! In this two-day class your basic understanding of how tea is made will be taken to an entirely new level through hands-on experience. Participate in the process of transforming several pounds of raw tea leaf material into white, green, yellow, oolong, and black teas. From withering to rolling and shaping through oxidation and the final firing, every stage of processing expresses the art and science of tea production. Each of these stages will be discussed and then experienced through the feel, fragrance, and flavor of the tea leaves. The class concludes with an analytical cupping of the five teas produced. Attendees are expected to have basic knowledge of tea and cupping experience.
Donna Fellman & Bill Waddington
teaknowledge
Tea Cupping 201: The Next Level Building upon the foundation of standardized tea cupping protocol (as experienced in Cupping 101), Cupping 201 provides participants with critical discussion points and hands-on tasting activities designed for today's Tea Professional. Reinforcing the importance of daily tea cupping as a critical component of sustained business growth, Cupping 201 will challenge your senses, enable you to apply your tasting skills to daily operations, and help you build confidence and credibility within the Specialty Tea industry. Recommended tea cupping experience: 3-5 years.
Mo Sardella
teaknowledge
Blending Award Winning TeasJoin us for a hands-on presentation exploring the inspiring world of blending teas and herbal infusions with master blender Steve Schwartz, CEO and Founder of Art of Tea. Art of Tea is a boutique tea importer & wholesaler of award winning organic and specialty teas. This class is designed to expose participants to the basic formulas and techniques of the art of blending. All blends will be made by hand in small batches followed by tasting.
Steve Schwartz
9:45-10:45 business
David & Goliath: Building Your Own Successful Tea Business Close to a Teavana The session aims so help participants in creating a successful tea business in the same community, the same town, or even the same shopping area as a Teavana store (or other large specialty tea company). The session will focus on how you can carve out niches in the specialty tea business that elevate customers' tea experiences beyond that of shopping at a large chain store, and to develop those customers into loyal promoters of your business.
Peter Martino
teaknowledge
A Social History of Tea in the UK and the USA To coincide with the publication of the new edition of A Social History of Tea, Jane Pettigrew and Bruce Richardson will tell the story of tea's rise in importance in the culture and commerce of Britain and the USA. Through 360 years, tea has grown from its initial role as an expensive aristocratic luxury beverage to become an essential part of everyday life. Along the way it caused civil and international wars, brought about the introduction of new laws and taxes, influenced politics, architecture, interior design, manners, mealtimes and fashion. It affected trade, created wealth, sustained workers through the industrial revolution, gave strength to the temperance movement, and helped women in their fight for the vote. Today, its powerful and positive health message has led to an ever-increasing interest in the world's favourite restorative, recuperative and refreshing drink.
Jane Pettigrew & Bruce Richardson
     
11:00-12:00 salesandmarketing
Impactful Visual Merchandising for Retail & Online Stores! Ever wondered how some stores like Pottery Barn, Crate & Barrel, or Williams-Sonoma create an instant buying reaction for their customers? Here you'll learn how to create attractive, impactful displays for your store and you're on line presence that will help set you apart you're your competition and generate higher sales for your stores.
Ellen Leaf-Moore
business
Tea Room Survival Why are some tea rooms more successful than others? They treat their business like a serious corporation – policies in place, employee training, interactions, and advancement. They keep trying new things, adding new events, changing with the times. They keep in touch with customers. They have more than one revenue stream.
Gail Gastelu
11:00-12:30 teaknowledge
Mixology 101: Using Tea Infused Cocktails to Grow Your Brand Tea infused cocktails have taken the craft cocktail world by storm and are prominently featured in many of America's trendiest bars and restaurants. Learn to create your own signature tea infused cocktails and use them to grow your brand by hosting popular events and cultivating new relationships in the hospitality industry.
Abigail St. Clair
teaknowledge
Detecting Defects in Tea Manufacture Defects in tea occur during the manufacturing process, while converting the green leaf into made tea. This is due to the lack of proper supervision, and can continue further by lack of care during the storage and transit stages, prior to, and during export. This presentation takes the attendees through the various processes involved in making tea, and highlights some of the common mistakes made through lack of attention, resulting in tea which is unfit for sale and consumption.
David Walker
       
Saturday, May 31
8:00-9:30 wellness
The Science Behind Health Claims on Tea Beverages: What are we really drinking? In this presentation, how health claims on tea beverages are made and what the numbers on tea beverage label really mean will be discussed. Audiences will also understand tea, tea beverages (ready to drink tea), health benefits of teas and what really antioxidants are after this presentation.
Youngmok Kim Ph.D
pioneering
The New Face of Retail Join some of the brightest up and coming stars of tea retail in the United States as they come together to discuss the current and upcoming trends in tea retail. This panel will include experts in the area of tea education, in-store blending, popup retail, bitcoin payments, and true tea sales. You do not want to miss this session! Elyse Petersen - Moderator
Panelists - TBA
8:00-9:30 teaknowledge
The Keys to MatchaIn this class we will cover the key things to look for when sourcing Matcha from a supplier. We will then use different grades in latte/smoothie and tea preparations to see why you would use different grades.
James Oliveira
pioneering
Teas From Thailand During this session, David DeCandia will showcase three main teas: Green , Oolong and Black, all grown in the Mae Salong area in the northern mountains of Thailand at 5,000 feet elevation. Attendees will examine the dry leaf (Wulong species), the infused leaf, the aroma and the liquor. They will also talk about the multi-step processes that these teas go through - from hand plucking (done by the Ahka tribes) to drying - that make these teas very unique. Students will cup each tea and discuss the advantages these teas possess for use in flavoring, blending and as standalone teas.
David DeCandia
8:00-11:00 teaknowledge
Tea Processing - An Experiential Lab, Day 2 Roll up your sleeves! In this two-day class your basic understanding of how tea is made will be taken to an entirely new level through hands-on experience. Participate in the process of transforming several pounds of raw tea leaf material into white, green, yellow, oolong, and black teas. From withering to rolling and shaping through oxidation and the final firing, every stage of processing expresses the art and science of tea production. Each of these stages will be discussed and then experienced through the feel, fragrance, and flavor of the tea leaves. The class concludes with an analytical cupping of the five teas produced. Attendees are expected to have basic knowledge of tea and cupping experience.
Donna Fellman & Bill Waddington
pioneering
Bringing 3rd Wave Coffee Innovation & Excitement to TeaTwenty years ago a revolution known as The Third Wave revitalized the specialty coffee sector with an expanded variety of high-end products and innovative beverage preparation techniques. This demonstration showcases cutting-edge "pour over" methods in an interactive way that promotes customer engagement while fostering tea/tisane product knowledge and appreciation.
Joshua Russert
teaknowledge
Tea Baking Basics This course is specifically designed for the following three groups of people: (1) business owners who want to create their own signature tea / (2) small tea merchants who want to have a pilot baking unit / (3) entrepreneurs who want to become contract tea bakers or sell raw materials. Tea baking is designed to create signature teas. From any given tea, with a specified program, a "tea baker" can introduce a new tea that has never been tasted on the market before. Unlike roasting of coffee beans, where there is high heat with continual movement of the beans, tea baking is a stand still low heat to penetrate the leaves. Previously, continual baking was often used to stabilize the conditions of the leaves. Now, individual signature baking opens another set of windows of opportunity to create another layer of complexity and uniqueness to the teas you sell. Special Note: a pilot Tea Baking Unit will be on site for this workshop.
Thomas Shu & Jerry Liu
9:45-10:45 business
The Crowdfunding Success Pattern The purpose of this lecture is to share "best practices" alongside supporting data to showcase "success patterns" in the crowdfunding landscape. Designed for beverage entrepreneurs looking to leverage crowdfunding for a start-up project, this talk will use real life case studies to teach how to maximize success with this new funding model.
Brian Meece
salesandmarketing
Keeping the Customer Engaged This course will teach tea room owners & store managers how to continually engage clients through focused customer programs, events & promotions. Attendees will learn about various options and the mechanics of implementing them successfully in their businesses.
Anupa Mueller
     
11:00-12:00 salesandmarketing
Building Communi-TEA with your Customers Online How can you use social media, online promotions and email marketing to increase customer retention and brand awareness? Can your blog serve as an educational resource while enhancing web visibility? This session will teach attendees some simple, actionable steps for building and maintaining an online social presence to drive sales.  Attendees will learn how to create an online community that brings their fans together from far and wide.
Katie Young
wellness
Wellness Teas: Why Ignoring Herbs Could be Costing Your Business Wellness teas, often overlooked by Camellia sinensis devotees, are central to what many consumers think of as 'tea.' Ignoring this market, and mental association, could be limiting your sales and growth. Find out why and what you need to do to tap into this huge and growing, health-conscious niche.
Toffler Niemuth
11:00-12:30 teaknowledge
Pairing Teas with Chocolate & CheeseThis session will teach attendees all about the use of tea as a pairing beverage when tasting chocolate and when pairing with cheeses, as a refreshing alternative to wine, beer and other spiritis. A professional and well considered tasting of green, oolong and black tea will be offered during the session.
Robert Wemischner
teaknowledge
Tea & Scotch - The Perfect Match of Two WorldsThere are many remarkable similarities between the age old traditions and flavors of our beloved beverage and scotch.  Join Shabnam Weber as she uncovers these connections and teaches attendees all about the critical role terroir plays in both of these complementary beverages.
Shabnam Weber
       

Click Here for Full Session Descriptions