Friday, May 18, 2012

2012 Educational Conference

The World Tea East Educational Conference is comprised of: Core Seminars, Focused Tea Tastings, and World Origin Tasting Tour. Each program is designed to meet specific needs.

Attending the Educational Conference keeps professionals of all experience levels informed of the latest trends, imperative industry statistics, product and business development knowledge.

 

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Tea Knowledge

Sales and Marketing

Business Development
Tea Knowledge Sales and Marketing Business Development
Monday, October 1
8:00 - 5:00

World Origin Tasting Tour

The World Origin Tasting Tour is scheduled to stop at Sri Lanka, India, China, Japan, Kenya and Taiwan. Once we (ahem) land at each destination, an expert tour guide will lead us on a journey through his country showcasing the beauty of the origin our beloved beverage comes from. At each destination, we will explore the country's tea culture, unique manufacturing processes, and taste 6 - 8 teas authentic to that origin giving you a solid understanding of the flavors and profiles of each. But don’t get too immersed as we will be back on the plane many times as we visit 6 major origins throughout the day. At each destination, we explore the country's tea culture, unique manufacturing processes, and taste 5 teas authentic to that origin giving you a solid understanding of the flavors and profiles of each.
Tuesday, October 2
CORE CONFERENCE SEMINARS (Lectures)
FOCUSED TASTINGS & WORKSHOPS
8:00-9:30
Branding, Messaging and Marketing a Tea Business This session will show attendees how to use consistent messaging to build a strong tea business brand, to effectively market their brand, and to grow their brand in a manner aligned with the company’s mission.
Peter Martino Peter is a dynamic, highly driven entrepreneur and attorney who is a graduate of the U.S. Naval Academy and Georgetown Law. He is a former nuclear submarine officer and serial entrepreneur who sold his first company, a financial software developer, to a public company. In 2007, Peter co-founded Capital Teas with his wife Manelle, taking advantage of her 120-year family tradition in the tea trade, and since 2010 has embarked upon a rapid expansion program. In addition to overseeing financial and legal operations of Capital Teas, Peter drives the company’s brand through retail store design, tea selection and marketing, and online strategy. His mutli-faceted career includes practicing law in New York City at the nation's most successful litigation boutique, as a Presidential appointee to a Senior Executive position at the U.S. Department of Homeland Security, as a real-estate developer, and as a business consultant. His favorite role is developing companies and brand strategies for market success.
Innovative Use of Tea – Agglomeration Description is Coming Soon
Gregory Drew Bio is Coming Soon		 8:00-9:30
Pair Like A Pro – Pairing Fine Teas as you Would Wine Fine teas deserve the respect that is so often reserved for fine wines, and that includes learning how to properly pair those teas in varied circumstances. This class will take a global view of tea and food pairing, to open your eyes to the incredible possibilities. Food and wine pairing has been studied, revered, and practiced for generations. It is time for those same techniques to be applied to our own industry.
Cynthia Gold Cynthia Gold, Tea Sommelier, L'Espalier at the Mandarin Oriental, Boston discovered her passion for tea after taking enlightening excursions into the tea fields of Asia, where she uncovered the pure beauty of tea. Ms. Gold is one of a handful to have brought, "Tea Cuisine," to the United States where she has been actively combining teas with food via pairings or within dishes for the last twelve years. Her award winning work has been highlighted internationally in publications such as Art Culinaire, Cheers, TEA a Magazine, Sante, Boston Magazine, Harpers Bazaar, Cigar Lifestyles, Vegetarian Times, The Wall Street Journal, Asahi Weekly, The Wheat Club and J Magazine (Japanese Publications), Plate, Culture, Yankee Magazine, FRESH Magazine, DinnerWHERE and others. She enjoys teaching and writing about tea and ‘Tea Cuisine' . Her book, ‘Culinary Tea' is currently available in the US, Europe and Asia. She is currently working on a book focused on Tea Cocktails.
9:45-10:45
How is Your Company Making A Difference When we realize the harm we all have been giving to this planet, our only home, we will want to change the way we behave. The first step is to wake up, a cup of tea could help. Tea gives goodness to wherever it goes. “Giving” is the key. But where to give? That is the question. Now, let’s find an answer…
Miriam Novalle Miriam Novalle is the CEO and founder of the world-renowned T Salon in New York City, which was founded in 1992. She has created a unique and thriving business by introducing the traditional rituals of tea dinking to the global market. Miriam is a “nose-by-trade,” with the natural ability to detect harmonious blends of aromas and flavors. Dubbed a “Tea Guru” by the New York Times, Ms. Novalle has used her rich life experiences to make T Salon a great success. She was born and raised in New York City and educated in the U.S., south of France and in Italy. In addition to being a successful entrepreneur, Ms. Novalle is known with her humanitarian efforts. T Salon is well known with being eco-friendly so that the joys of tea could be shared with future generations. Currently, Ms. Novalle finished having her teas put on the line for US Foods with eight non-GMO sustainable bags and two ice teas.
Retail in the City Description is Coming Soon
Emeric Harney Emeric Harney is like a blended tea: part zest for sourcing like his father, with a chic, yet understated design aesthetic undoubtedly from his mother, and last, but not least, the endearing charisma of his grandfather. As a third generation Harney, tea is in Emeric’s blood. Despite years spent in both Los Angeles and Paris pursuing a career in fashion, Emeric feels most at home in his family’s teashop, where he enthusiastically and patiently explains each and every nuance of the teas to his earnest customers. Emeric is now the General Manager at the Harney & Sons SoHo teashop, where he continues the family tradition of making great tea an everyday luxury for New Yorkers and tourists alike.		 9:45-11:15

Oolong Tea Journey into the vast world of oolong teas: explore significant and subtle taste differences and discuss what those differences mean in terms of quality, processing and price. Learn about the regional variations and processing distinctions. Discover how to distinguish between premium quality and unwarranted premium pricing. Overall gain the understanding and confidence to purchase and sell better quality oolong teas.
Beth Johnston Beth Johnston's unquenchable thirst for tea began with a delicious cup of Mango Ceylon while on her honeymoon in 1998. Shortly thereafter, she discovered her passion for tea and founded Teas Etc., a leading supplier of award winning, direct trade teas. Her extensive travels have afforded her the opportunity to evaluate tea with some of the world's masters. In a defining moment, Teas Etc. became the ONLY female-owned company to win in the 2008 World Tea Championship hot tea category. They continued their success in 2009, 2010 and 2011, capturing multiple awards. The company's success is driven by Beth's creative, high-energy business style and an unwavering commitment to customers and quality. With office/showrooms in China, South Florida and Atlanta's AmericasMart, Teas Etc has grown from a one woman, garage-based operation to a USDA Certified Organic Processor that supplies retailers and wholesalers with premium quality bulk, prepackaged and private label tea products around the globe.
11:00-12:00
Your Tea Business on The Go You’ve set up your storefront or website as well as your social media presence. You’ve made your tea choices by tasting and blending. Just like you, in your decision making process, your potential customers need to know what makes your tea different and unique. The key to sales is in the taste.
Jo Johnson Jo began serious tea exploration 8 years ago when, as a corporate executive, one New Years Eve, she and a friend found themselves the only employees at the office and decided to go for tea at he Palm Court. This became an annual event and evolved to formal catered afternoon teas, high teas and tea tastings for restaurants, gift boutiques, tea cafes and private clients. Jo currently focuses on Tea Business Consulting and Service Training, Tea Event Catering and Coordination, Tea Product Marketing/Promotion. STI Certified, her Offsite Catering Tips was published in World Tea News, “Mobilitea”, January/February 2012. She is also co-author of “The World’s Special Tea, The History Of Tea For Children” © 2011, and has a new title in the works “The Princess Arrives With Tea”© 2012. Designer/creator of AMOVABLE Tea, the tea service on wheels.
Applying Big Business Marketing Principles to Your Tea Room This class will teach tea room owners/managers how to select and apply proven marketing techniques including practical and effective tips on selection and pricing of tea and teaware. It will include specific suggestions for Tea Events, seasonal strategies and loyalty programs as well as offer examples of sales and communication strategies.
Anupa Mueller Anupa Mueller heads up her own business, Eco-Prima Tea in Westchester, NY, which carries over 300 teas from all over the world. She is the U.S. representative of the renowned Makaibari Tea Estates in Darjeeling, India – legendary for its advocacy of organic, biodynamic and Fair Trade principles. Eco-Prima Tea supplies several of the largest specialty tea packagers in the United States as well as small tea rooms, cafes and online providers with organic, conventional and fair trade teas. Since November 1999, Anupa also operates Silver Tips Tea Room in Tarrytown, New York. The Tea Room carries over 150 loose leaf teas from all over the world and is open daily for Afternoon Tea and Lunch. Loose leaf tea, teaware, gifts, tea books and gift certificates are also available. Silver Tips has evolved to a tea salon and become a favorite meeting place for friends, colleagues, families and groups.		 11:30-1:00
Finding Terrior in Cholocate Attendees of this tasting will see chocolate in a completely new way. They will learn that chocolate, like tea, is an agriculture product with many production variables. Those variables create a food with tremendous flavor diversity that is especially compatible with tea.
Susan Cohen Bio is Coming Soon
Wednesday, October 3
CORE CONFERENCE SEMINARS (Lectures)
FOCUSED TASTINGS & WORKSHOPS
8:00-9:30
Forum on the Future of Victorian/Traditional Tea Rooms Traditional/Victorian tea rooms are demanding businesses, with low success rates of late. Is there a future for this genre of tea business? Is there a demand for afternoon tea? Are customers coming for the tea, or the teacup? Can this type of tea business attract the young people newly interested in tea? What formulas work for the successful tea rooms? Our panelists, experts in this style of tea room, and owners of successful Traditional tea businesses, will share their insights.

Moderators:
Annelise Pitt, Owner, Thistledown Cozies
Brenda Ghorashi, Owner, The Tea Parlour
Applying Principles of Taste Biology to the Appreciation of Teas and Food Pairings In this lecture/workshop, you will develop a fresh new understanding of how the taste system works; experience the practical application of this system for enjoying the tastes of tea; and find a renewed appreciation for the versatility of tea as a partner both with and in foods.
Virginia Utermohlen-Lovelace Virginia Utermohlen has had a life-long fascination with individual differences in sensory perception, specifically taste perception. This fascination stayed in the back of her mind as she pursued a BA in physics and an MD (she was awarded the Honor Prize for Psychiatry for her graduating class). After training in pediatrics and a postdoctoral fellowship at Rockefeller University, she became part of the faculty of the Division of Nutritional Sciences at Cornell University, one of the premier institutions in the world for research on nutrition and eating behavior. At the end of 2010, she (partially) retired to continue her research into taste perception. Through her new company, Taste Science LLC, she has developed a simple system, based in fundamental biology, for understanding the tastes of tea and tea-food pairings, and for understanding why people differ in their tea choices.
Renee Senne Renee is a graduate of La Varenne cooking school in Paris with diplomas in culinary studies and pastry. After returning stateside in 1990, Renee taught at Peter Kump’s New York Cooking School (now the Institute of Culinary Education), and owned and was the executive chef of two award winning restaurants and an exquisite pastry shop in Ithaca, New York. In 2008 Renee began working with the East coast grocery chain Wegmans, teaching culinary skills to up and coming store chefs and customers, training cooks for homes of special needs children and adults, and working with Cornell University’s Food and Brand lab to study how and why students make food choices. Most recently Renee has been developing recipes for tea pairing to spotlight Dr Virginia Utermohlen’s work in taste perception. 		8:00-9:30
Unuasual Japanese Tea Description coming soon.
Jane Pettigrew In 1983, with two friends, Jane opened and ran Tea-Time, an art deco style teashop in London. Since then, she has written 13 books on various aspects of the beverage, its manufacture, associated table wares, rituals, history and recipes. Over the years, she has also worked as editor of Tea International, as Managing Director of St James's Teas and as consultant and trainer to The UK Tea Council. She has trained staff at some of London's most important five star hotels, has run training programmes for a number of tea companies, and teaches Tea Masterclasses in the UK and abroad for anyone who wants to know more about tea in order to enhance their business or personal life. Jane writes regularly for various magazines and websites, speaks at conferences and events around the world, and appears regularly on television and radio.
9:45-10:45
Geo Location Target Marketing Geo Location Target Marketing enhances your advertising campaigns and reaches the growing number of consumers who rely on smart phones and social media. Geo-location or technology based marketing often falls under the category of Guerilla Marketing as it does require time, effort, and imagination without a large financial investment.
Susanna Reppert Susanna Reppert Brill, is the owner of The Rosemary House, a retail herb and spice specialty shop opened by her mother in 1968. Next door her sister Nancy operates Sweet Remembrances Tea Room in charming downtown Mechanicsburg, PA. Susanna's formal background is in public policy from Penn State University and her continuing education work is as a clinical herbalist through The School of Herbal Therapuetics. Her business know-how all comes from first hand learning through "The College of Hard Knocks" through 25 years of first hand experience operating a specialty shop. Susanna's presentations are always lively, enthusiastic and very informative.
A Step Toward Caffeine and Antioxidant Clarity In 2011 the CAMELLIA SINENSIS team collaborated with TransBIOTech, in an extensive $25,000+ laboratory series to study the levels of antioxidants and caffeine in a large diversity of premium teas. Testing was based on regular cup content in the context of daily consumption. Kevin talks us through the very surprising results.
Kevin Gascoyne British tea taster Kevin Gascoyne first bought tea in Asia in 1989 and has spent every Spring there for the last 18 years. Starting as a tea writer for publications in the U.K., U.S.A. and Japan he is still writing and is co-author of the best-selling, international prize-winning book THÉ: histoire, terroirs, saveurs™ to be released this November in English. Living in Montréal, he is one of 4 taster/owners of Camellia Sinensis, whose catalogue and annual Spring Tasting gained great renown over recent years, 2011's event was attended by over 700 people. As well as regular radio, TV and public appearances he runs 2 tea schools, a wide selection of workshops, seminars, has taught tea botany at the Uni. of Guelph and the Uni.North Bengal, India, business consulting in Canada and the U.S.A.. One of his favourites is training prospective wine sommeliers. He also works with the Canadian Tea Ass.		 9:45-11:15
Tea Lattes With tea being the hottest thing in the coffee industry, coffee shops are introducing new specialty tea beverages to bridge the gap for the dark cup loyalist. Learn the tricks of the trade for making tea-based lattes to lure the coffee customer into your store and win them over.
Mim Enck Having a strong culinary background, Mim Enck discovered that tea blending was the perfect "next step". Tea blending is really learning to taste and as in the culinary world, tea blending is learning what works together to create a whole and the courage to follow the creative within. Ms. Enck was Vice-President of the American Premium Tea Institute and presently a member of the Specialty Tea Institute Advisory Board. She is also a member of the World Tea Expo Advisory Board and active member of the Mid-Atlantic Tea Business Association. Ms. Enck believes that this amazing beverage is a "connection to many people and their cultures" and is a healing element in today's world.
11:00-12:00
Bush Craft - How is Tea Grown for Real We all know our tea but how many would recognise a tea bush? How is it grown, and where? How can one green bush make so many different teas? Naturally a tree – how do we keep it as a bush – and why? How long does it live? What do we do to make it flourish? Organic tea – how is growing that different from conventional tea? What’s the difference between a tea garden, tea estate and tea plantation? Why are clonal teas so popular with producers? Can I grow a bush at home? Some tea growing FAQs answered. Nigel Melican Nigel Melican has 30 years experience in the tea industry both as a product developer and plantation trouble-shooter with Unilever and since 1990 as owner and managing director of his tea consultancy company Teacraft and his specialty tea e-commerce company Nothing But Tea. Nigel's eclectic tea technology expertise has assisted clients in 26 countries from Australia to Zimbabwe. His particular interest is in assisting hand made tea manufacture and marketing by small farmers and encouraging more sustainable tea growing and manufacturing methods.
Tea, Nutrition and Health: Myths and Truths for the Layman This session will provide an overview of tea components and their health benefits, review peer-reviewed studies related to tea and health and refute and correct commonly held myths about the relationship between these tea components and health.
Kyle Stewart Certified Tea Specialist (CTS), Advisory Board Member for Specialty Tea Institute (STI) and instructor for STI's Tea Certification Program, has developed tea business relationships with renowned chefs, sommeliers, heads of state and Fortune 500 Companies. He appears regularly as a tea expert for local and national TV and was the beverage expert for a 26-episode cable program titled "What's Brewing?" Co-owner of The Cultured Cup for 16 years, Stewart regularly presents lectures at the Dallas Museum of Art, Crow Collection of Asian Art, Southern Methodist University and Art Institute Culinary School. Kyle's tea presentations explore world cultures and how aspects of these tea rituals can be a part of our modern day lives. His talks appeal to a broad audience: elementary schools, corporations, restaurants and civic organizations. Kyle has Bachelor’s and Master’s degrees in music from Iowa State University and Northwestern University respectively.
Neva Cochran Neva Cochran is a registered and licensed dietitian and works as a nutrition consultant in Dallas, TX. She has been a nutrition writer and researcher for "Woman's World" and "Maximum Fitness" magazines and also works as a consultant to food industry clients; such as the Egg Nutrition Center, Corn Refiners Association and Solae Soy. Neva currently serves on the American Dietetic Association (ADA) Nominating Committee and previously was president of the Texas and Dallas Dietetic Associations, Chair of the American Dietetic Association Foundation, a member of the ADA House of Delegates and an ADA media spokesperson. Neva regularly appears as a nutrition expert on "Good Morning Texas," a widely watched Dallas Ft. Worth TV program. Neva earned a Masters of Science in nutrition from Texas Woman's University and a Bachelor of Science in nutrition and dietetics from the University of Oklahoma. She completed her dietetic internship at Presbyterian Hospital in Dallas. 		11:30-1:00
Pairing Tea and Truffles This session will provide the attendee with an inside look at the world of truffles and tea
Brenda Board Born and raised in a small bird sanctuary town in North Carolina. She operated in Awbury Arboretum then in Rittenhouse Square and Chestnut Hill between 1992 and 2002. She decided to become a chef in 2002. She received an Associate of Arts degree graduate of The Restaurant of Walnut Hill College and The Wine School of Philadelphia in 2004. She was also in the Society of Wine Educators, Chapter Chairperson of the American Wine Society and Northeastern North Carolina Wine Society. In France, she created the position for Oliver & Company Tea Room as wine sommelier. In 2007, an Oxford University Trinity College internship in Oxford, England. In that same year she received a Bachelor of Science degree in French Pastry Arts. In 2010, Brenda became Chef Patissiere, Tea Chef, Tea Sommelier, Chocolatier and Truffiere. Brenda now uses this knowledge during her monthly high tea pairing events and is delighted to find a harmonious balance of savory and sweet.

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