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For Immediate Release

Aaron Kiel
ak PR group
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World Tea East Serves-up the Business Side of Tea, Oct. 2 - 3 in Philadelphia

Event Features a World Origin Tasting Tour and a Pre-show New Business Boot Camp

LAS VEGAS, Nev. (July 31, 2012) –After a successful launch in the fall of 2011, World Tea East returns to Philadelphia, Penn., Oct. 2 - 3 at the Pennsylvania Convention Center. The trade show supports and fuels the expanding demand for specialty tea and related products in the Northeast, mid-Atlantic and Southeast United States, and provides solid tea education, expert-led sessions, innovative manufacturers and suppliers, the best new tea products, focused tea tastings, workshops and other special events for tea professionals. Registration for World Tea East, produced by the organizers of World Tea Expo, is open at

"We anticipate nearly 100 exhibitors and a 1,600+ high-level audience of buyers and decision makers at World Tea East," says George Jage, founder and president of World Tea Media. "This year's event analyzes the business of specialty tea, 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. Overall, attending 'East' allows professionals to discover new products, learn how to optimize merchandise, gain product knowledge and network with peers in an intimate setting --- all in the burgeoning tea community of Philadelphia."

Jage expects tea professionals, coffeehouse owners, retailers, food and beverage manufacturers, grocers, hoteliers, chefs, restaurateurs, fast casual operators, spa owners, inn keepers and others to attend. "There are so many business segments on the east coast that can tap into tea opportunities and benefit from this widespread, growing category," he says.

In addition to the exhibit showroom with cutting-edge products, World Tea East features a New Business Boot Camp, a World Origin Tasting Tour, numerous educational seminars, focused tea tastings and hands-on skill building workshops. Seminar topics cover the latest trends in the industry, answer current business challenges, provide real take-away solutions and debunk both tea and business myths. Some sessions cover tea rooms, chocolate, pairings, taste biology and how tea is grown. Focused tea tastings include type-specific tastings, and all educational programs ensure that professionals at every experience level stay informed, knowledgeable and ahead of all things trending in the realm of tea.

New Business Boot Camp

This two-day intensive and hands-on program provides training and knowledge to run a successful tea business --- right from the start. The Camp --- which takes place right before World Tea East, from Sept. 30 - Oct. 1 --- 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.

Tea expert, author and New Business Boot Camp presenter Jane Pettigrew believes it's critical for new retailers and tearoom owners to understand the basics about tea. She advises them to attend the Boot Camp, and learn about vital subjects, like the difference between tea and herbals and the details of the different categories of tea and their brewing requirements. "When setting up shop, any business is going to make expensive mistakes, which are hard to rectify later," says Pettigrew. "Tea retailers must know as much as possible about the product. They must be able to engage with customers, grab their attention, intrigue them with fascinating information, explain the teas and draw people in to the amazing world of tea. When new Boot Campers arrive for their first day, they often have no idea of how much there is to know. By the end, their heads are buzzing with all the knowledge and sensory experiences the two days have offered, and they will have fallen totally in love with tea. Just as important, they are filled with the passion that they need in order to make a new business a success."

Another key Boot Camp presenter and expert, Jack Groot, says, "My goal at the World Tea East Boot Camp is to help retailers succeed. That is why I do what I do." Groot is the founder and creator of JP's Coffee & Espresso Bar, Rubyjuice Fruit & Smoothies, Rubyjuice Franchise, Breakpoint Coffee Kiosk, On Track Coffee Consulting and the Midwest Barista School. "I hate seeing business people suffering when they don't have to. Not knowing things that can make them money, save them money and allow them to live the dream."

Groot adds: "People going into business are often at the mercy of what other people tell them --- both for the good and the bad. There are good people and bad people, accurate information and inaccurate information. It is often hard to distinguish between them, especially when one has little or no knowledge about something or they have a hundred things to pay attention to and this is just one more. I love being able to turn people on to good information that has a real and lasting benefit for their business. And that is what I do at the Boot Camp."

Groot notes that day one of the New Business Boot Camp is all business. Topics include the basics of tea business, marketing, legal, purchasing and inventory, and Tea 101. Day two is all about the leaf and includes the World Origin Tasting Tour.

World Origin Tasting Tour

This one-of-a-kind tasting and educational event, on Oct. 1 from 8 a.m. to 5 p.m., stops at seven different countries of origin --- Sri Lanka, India, China, Japan, Kenya, Nepal and Taiwan.

At each "stop," attendees explore the country's tea culture, look at unique manufacturing processes and taste six to eight teas that are authentic to each origin, providing delegates a solid understanding of the flavors and profiles of each. This highly interactive, educational and entertaining program covers the tastes and cultures of some of the most important tea growing regions in the world.

For the tour, an expert guide will lead delegates on a tea journey through each country. At each destination, attendees will explore the country's tea culture, unique manufacturing processes, and taste four to six teas that are authentic to that origin. The tastings give attendees a solid understanding of the flavors and profiles of each.

Focusing on Immediate Business

According to World Tea Media Sales and Marketing Director Kim Jage, the World Tea East launch in 2011 was a big success for a small regional conference. "Like last year's exposition, the 2012 event is designed to help facilitate immediate or near-term business for the holiday season and first-quarter. Attendees and exhibitors realized and reported considerable success last year. And the expo and sessions this year can help businesses take immediate action after the show, to harvest the power of tea."

'East' by the Numbers

While World Tea East is primarily marketed to states east of the Mississippi, since it's a dedicated regional show, five percent of the total expo attendance last year included international registrants from Barbados, Bermuda, Canada, Israel, Jamaica, Romania, South Africa, United Arab Emirates and the United Kingdom. In addition, 84 percent of attendees last year had buying authority; 78 percent came to find new products; 45 percent attended to place purchase orders; 23 percent had been in business three to five years; 18 percent had been in business six to 10 years; and 22 percent had been in business more than 10 years.

For more information on attending, exhibiting or sponsoring, visit or call World Tea Media's customer service line for World Tea East at 702-253-1893.

About World Tea Media

World Tea 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.

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