Never at a loss for words…

Never at a loss for words…

Tea Journey Magazine was funded at dawn by more than 560 backers who contributed $128,000 during the past 60 days…

To our backers around the world:

Those who know me well, know that I’m never at a loss for words… until now.

Tea Journey was funded at dawn — fittingly by donations from tea lovers on the other side of the world in China and Australia as their day was winding down.

I fell asleep at 5am and awakened to the news with tears of joy…. and relief.

Today is DAY ONE. We can now get on with the joyous task of producing the world’s first truly global, truly collaborative magazine for tea lovers. Its creation demonstrates a rare ability to bridge borders and cultures, to share the stories of the tea lands that introduce growers and artisans to the millions who cherish their labor of love.

You can expect the inaugural issue and both the iOS and Android apps to be ready by the end of the month.

On behalf of the Tea Journey partners and advisors, writers and editors.

Thank you.

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Where do the most recent Tea Journey backers live? Here are their names and the home countries of some of the final 50 donors who contributed to the campaign:

Gordon Zhang, China | Margaret Cusak, Australia |Roquen Lómë, Prague Czech Republic | Marc-André Rivet, Montreal, Canada | Richard Tao, US | Jesse Örö, Finland | Debbie Forlanski, Canada | Goh Cheng Fai, Hong Kong | Danny Moortgat, Belgium | Scott Svihula, Florida | Nancy Cocianchi, Argentina | Nigel Melican, UK | Sabine Jürgenmeier, Germany | Wouter Verelst, Malawi | Ernestas Klevas, Frederiksberg, Denmark | Stefano Grassi, Italy |

There is power in this venture that speaks to community more than cash…

The other day, inspired by Jennifer English, the @urbanmommies hosted an online fundraiser for Tea Journey that resulted in nearly 300,000 direct contacts and 5 million social impressions on Twitter and greatest single-day tally of subscribers during the campaign.

The entire world is thirsty for tea knowledge. While the US is home to the largest number of backers, Canada, I’m proud to say, has the largest concentration of subscribers. Tea drinking UK is exploring more diverse teas as are India and Australia. Those in China and Taiwan and Asian tea lands are next, not for lack of knowledge but out of a desire to better understand the markets where they send their precious tea. Gourmands in Western Europe (Germany-France-Benelux) placed their countries high on the list. There are South American fans from seven countries (Argentina tops the list followed by Brazil where out of the goodness of their hearts tea lovers Victoria Bosogno (Spanish) and Kelly Stein (Portuguese) translated and then forwarded the Tea Journey message). Those from tea lands in Africa (including the Middle East) follow. Backers hail from CIS and the Czech Republic, from Mexico and the Caribbean islands and even Iceland where Frank Woolny was the ninth backer to contribute.

The first? That was Peter Wilson, who inspired us with these words:

“…with every tea I taste, and every word I read, I sink deeper into such a joyful state of being that I want to keep going and going. It’s a bit challenging sometimes to find good information about tea in the west, so when I learned of this magazine, not only did I decide that I would contribute, I set my alarm for 12am the morning that the Kickstarter campaign opened, in the hope that I could say I was first to contribute! I’ve told all of my friends, and I’ve also sent letters to all of my favorite tea suppliers (like Harney, DAVIDsTEA, Tea Trekker, and Tea Source), asking them to consider supporting and encouraging more people to become enthusiasts like me. Thank you for all that you do, and best of luck with your magazine! I’m privileged to say that I support it, and I look forward to continuing my own tea journey.”

Backers believe passionately in our mission: Listed below are some of those who donated in the past week to put us over the top.

Mehmet Emin Akyuz, Stephan Baudet, Lorraine Collins, Shawn Geitner, Christopher Day, Peter Ericson, Amethyst Bussey, Nathan Hevenstone, John Alfone, Jaime Chartrand, Eva Lee, Mark O’Deady, Faye Lang, Guy Sirkes, Barbara Broido, Shari Bayer, Jen Piccotti, Joyce Maio, Najat Abdou, Pamela Tucker, Ruth Tobias, Laurence Wooding, Glen Knauer, Dominik Wittenberg, Sean Mates, Rick Ha, Margo Sparto, Raelene Gannon, Kaiting Zhou, David Bess, Brett Holmes, Ellie Chu, Rick Doten, Lisa Braithwaite, Cindy Beeman, Samantha Molineaux, Barb Goldstein, Linda Gaylard, Geena Matuson, Mark Nicholls, Dawn Hoffman, Jeffrey Lorien, Sophia Nadur, Michelle Rabin, Matt Jaffe, Bob Krul, Noah Van der Laan, Andre Gauthier, Rona Tison, Manuel Legault-Roy…

What powered this extraordinary event?

The generosity of Founding Sponsors:

Camellia Sinensis | Seven Cups Fine Chinese Teas | Young Mountain Tea | Craftea | Mad Monk | Misty Peak Teas | Jalam Teas| Tea Squared | Tealet | Australian Tea Masters | Adagio Teas | Nothing But Tea | Teatrade | Yunomi Tea | Firsd Tea | Smacha Tea Company | Hong China Tea | Teatulia | Lochan Tea Company | Mighty Leaf Tea Company | International Tea Importers | International Tea Masters Association | Rolling Leaf | El Club del Te | Rishi Tea | Tea Total | Teatrade Mart | TeaLula | The Green Teaist | World Tea Podcast | Tea Lifestyle | World Tea Academy | P&T – Paper & Tea GmbH | The Daily Tea | Wild Qi Tea | Tea Vivre | Conundrum Tea | Tea Cosmos | The Tea Emporium | Teas Etc | UK Tea Academy | Mary Cotterman | Royal Tea New York | ITO EN | JoJo Tea | G.S. Haly Co. | Hawaiian Rainforest Tea | 4 Track Tea | Ocha & Co | Hankook Tea | Eco-Cha |

(This is a partial list with more signing on daily through the end of World Tea Expo, June 15-17 in Las Vegas, drop by and see us at Booth 251. If your company is interested in becoming a Founding Sponsor email:,, or

How many people support Tea Journey…

It’s an astronomical, gratifying, amazingly large number of people around the globe.

Google Analytics shows that has attracted visitors from 85 countries. Literally every country in Western Europe where subscribers from UK and Germany lead; seven countries in South America, twelve countries in Africa, the Middle East, Turkey, Iran. India is home to the fourth largest number of subscribers There is great support for Tea Journey in Nepal and PakiMARKETING-KickstarterProjectsWeLovestan and Sri Lanka.

There are only four countries in all of Asia where tea lovers have have not visited the website… Iceland and the Caribbean Islands are represented. We love island people from the Azores and Madagascar and the Philippines to Indonesia, Malaysia, Australia and New Zealand. Frank Miller paved the way inThailand and Vietnam. A special shout to Kevin Gasgoyne and Jeff Fuchs in my beloved Canada. There are now 600+ paid subscribers and more than 10,000 names on our free newsletter list.

In thirty days, how can this be?

Let me share a quick story: On Thursday Tea Journey was invited to attend a blazingly fast and fun #TwitterParty hosted by @urbanmommies, an online community of mothers founded by Jill Amery. A TwitterParty is a moment-in-time chat room that afforded us an opportunity to share our love for tea and trivia with @urbanmommies. Jill made a special appeal to support our Kickstarter project in the closing days of the campaign.

Together the Tea Journey team generated hundreds of tweets that led to hundreds more re-tweets that encouraged thousands of tea lovers to echo their support — which mushroomed into hundreds of thousands of individual contacts.

That single one-hour event brought us to the attention of almost 300,000 individual members of the @urbanmommies online community and their friends and it generated 5 million impressions globally. It was the GENIUS-INSPIRED work of Jennifer English… executed with precision by the Tea Journey partners, writers and marketing staff.

Early in the week Jennifer English sent out a call that mobilized her friends to organize an online contest with prizes for participants. Marketing director Ashley Sostaric-Finkes and her marvelous social media assistant Alexandra Enns joined the stream with the help of contributing editors Nicole Martin, Dan Robertson and Jennifer Quail, and bloggers Rachael Carter and Geoffrey Norman; and contributors Elyse Petersen and tea companies including Seven Cups and A Gift of Tea, Scandalous Tea and Tea Wagon.

Together we shot a single bright beam in the night typing so fast we got lost in the moment. The resulting surge made Friday our single biggest day for paid subscribers.

There is still work to do. We have only three days and we are still $4,000 short of our goal. Backers have contributed more than $10,000 in the last 10 days.

Together we can do this.  The entire tea world is watching. Wednesday June 1 is the deadline. Click here to show your support.

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Tea Journey: A Kickstarter “Project We Love”

Tea Journey: A Kickstarter “Project We Love”


Badges for Projects We Love

The Kickstarter Blog ·
To date, there have been more than 280,000 creative projects on Kickstarter — phew! Whether you’re a backer looking to find great ideas, or a creator looking for inspiration for your own project (or both), we want to help you find compelling ideas that are thoughtfully presented, exciting, and that bring communities together. With this in mind, we’re excited to introduce Projects We Love, a simple way for us to feature projects that go the extra mile.

MARKETING-KickstarterImageProjects We Love is an evolution of Staff Picks, a feature we used in the past to connect creators and backers around best-in-class projects. The difference is that Projects We Love automatically get a nice little badge, so that everyone can tell when we’re extra excited about a project. Projects We Love are featured by a team that works to surface extra-bright projects. They’re not paid endorsements, and like any other project, they retain complete creative independence. Most simply, a Project We Love badge is a show of respect and enthusiasm from us at Kickstarter.

Take a look at some existing Projects We Love, and you’ll see well-crafted videos, striking images, a clear plan, an excited community, and a lot of creativity. While there’s no recipe for making a Project We Love, we do have some tips on how to get featured. We also send out a newsletter every week featuring three Projects We Love — sign up to receive it, and you’ll be on your way to discovering world-class projects that delight and inspire.
Onwards and upwards!

Reprinted from the Kickstarter Blog

Friends in Tea

Last week donors pledged $15,000 to bring Tea Journey to life.

As you read this note our total paid subscriptions will top 325 and our Kickstarter campaign will have reached nearly 30% of the final goal. There are now 30 days left in the campaign. Many Kickstarter ventures are fully funded in a 30-day window but we need to act quickly to draw attention to our “replenish rewards.”

We need to make the most of each day…

Founding sponsors have committed an additional 1,000 packets of tea and several new tea experience rewards totaling $20,000. This boosts the value of Tea Journey rewards to $95,000 USD (our current goal).

The word is getting out. We have 185 Kickstarter subscribers (and another 130 who subscribed direct from the website). They hail from Iceland and Indonesia to Eastern Europe, India, UK and New Zealand. Those who see the prototype tell us they love it.

The combination of support from bloggers, media and social media has brought us this far but reaching goal depends on peer-to-peer appeals to your friends in tea. Eighty-two percent of our Kickstarter donors are friends in tea. They are responding to short personal notes at a rate of 1% – that’s 5 per 500 notes sent.

A simple note is all it takes: 70% of millennials prefer a “peer” endorsement and rely on non-celebrity bloggers over the glitz and glam of stars. Only 3% of the 14,000 consumers surveyed by Collective Bias say they even consider buying a product endorsed by a celebrity.

The articles, images and video in Tea Journey are authentic, unvarnished, detailed and devoted to tea. Your note should be the same.

Do these five things and we will be celebrating our success on June 1.

1) Open a PayPay account and add $30 (for up to 500 names). GreenInbox only accepts PayPal payments.
2) Signup for (and select and upload either your Facebook friends, Twitter followers, Linkedin connections or email contact list). Click the check box beside the names of everyone you think will be interested in Tea Journey (up to 500).
3) Personalize the note below.
4) Click send.

If you are short of cash I will be happy to reimburse you…. better yet, send a note to with your Paypal email and I will send you $30 in advance.

I emailed 317 appeals this week and there were 60%+ opens resulting in several donors.

I know a lot of people but not nearly enough to reach the Kickstarter goal.

If you help us by doing this, I am convinced that together the tea community will reach the $96,000 goal but it needs to be done now…. send as many as you can as quickly as practical. It takes donors several days to evaluate the magazine. In many instances it takes appeals from three or four of you to tip the scale.

Tomorrow is too late.



Dear (or Hello, or Hi) <first_name>

Tea Journey magazine presents authentic and elusive tea knowledge translated from publications in China and other tea lands. The mobile app and website is a collaboration between western tea journalists and tea experts to introduce readers to the world’s finest gardens and teas. Choose from these awesome tea rewards:
I did!
Your Name

GreenInbox ADVICE

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2) Make the message positive
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Most email providers (like gmail) will mark your message as spam if it includes,, tinyurl etc. Moreover, better to use the full link since people like to know what’s the target web page. Using the full link will increase the number of people that actually click on it.

Tea Journey

Tea Journey

Thirty Days

During the past decade I have met thousands of tea drinkers on a path of discovery, a journey to find the special teas that tantalize their sense of taste and reward them with tales of exotic terroir and artisanship so compelling they are eager to share.

I believe that there is a perfect tea for each of us and that finding that tea is the key to fully realizing the health and wellness tea brings.

But finding that tea and preparing it correctly requires knowledge not easily obtained.KICKSTARTER_Higishyama_360px

Ron Studd put it this way: “I have a strong feeling that there are many interested in getting to the next level with tea, but they don’t have a good way to get there specifically with knowledge.  I know that was a problem I had when I returned to the States.  You get people that say they’re enthusiasts, but when their depth of tea knowledge and practice is so shallow, it’s tough to find inspiration and encouragement that can only come from a wider community of other enthusiasts at or beyond your own knowledge.”

In the past year I assembled an awesome team of journalists and tea experts in the tea lands and their counterparts in the west dedicated to obtaining and sharing authentic, elusive and exclusive knowledge. We call our venture Tea Journey. It was christened by Tony Gebely and ratified by a group so passionate about tea I am humbled to stand as their leader.* Together we created something very special, a digital magazine available online, via iOS and Android and downloadable as a PDF.


This mobile magazine features articles written in the tea lands by native-speaking writers. The articles are beautifully illustrated and there are informative videos that bring history to life and describe the amazing work that goes into creating tea:



Click to view the prototype we created. I know you will find the content compelling. Then join us.

Three hundred enthusiasts already have invested $25,000 in making this Kickstarter project a reality.

MARKETING-TJ_SigArt_China_360pxRon Studd continues: “When reading the magazine articles, I kept thinking ‘this is exactly what I need!’ Even for topics that I may be familiar with, there’s so much effort that went into making the content intuitive and interesting that any level of enthusiast will enjoy.  It’s also just nice to know ‘I’m not the only one interested in this!’ ”

There are 30 days left in the campaign. Our goal is 1,000 paid subscribers. Those who donate receive their choice of amazing gifts of tea; tea experiences of a lifetime or splendid teaware.

Choose from hundreds of rewards valued at $95,000.

That’s what it will cost to launch Tea Journey. The deadline is June 1.

Are you in?

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If you already donated or subscribed, please share the news with your friends in tea by clicking the link below:







*The Tea Journey Team

Dan Bolton, Editor/Publisher
Nan Cui, Associate Publisher
Si Chen, Senior Editor
Hans Niebergall, Business Development
Ashley Sostaric-Finkes, Marketing Director
Suzette Hammond, Education Director
Beibei Lu, Art Director
Jennifer Sauer, Video Editor
Kathe Meseman, Finance Director
Contributing Editors

Ian Chun, Origins
Jennifer English,
Jennifer Quail,
Teaware & Antiquities
Cynthia Gold,
Culinary Tea
Bruce Richardson,
Tea Retail
Dan Robertson,
Jennifer Sauer, 
Jennifer English,
Tea Journey Podcast
Cynthia Gold,
Tea Cuisine


Stephen Carroll
Barbara Fairchild
Jeff Fuchs
Keith Horner
JT Hunter
Nicholas Lozito
Nicole Martin
Frank Miller
Katrina Munichiello
Hans Niebergall
Geoffrey Norman
Stephenie Overman
James Norwood Pratt
Dan Robertson
Felicia Stewart
Peter Surowski
Jason Walker
Nathan Wakeford

Victoria Bisogno, El Club Del Te
Kevin Gascoyne,
Camellia Sinensis
Tony Gebely, World of Tea
Austin Hodge
, Seven Cups Fine Chinese Tea
Joshua Kaiser, Co-founder Rishi Organic Tea
Brian Keating, Sage Group
Bob Krul
, Boreal Wildcraft
Andrew McNeill, Seven Cups Fine Chinese Tea
Dr. Nada Milosavljevic
, Harvard Medical
Elyse Petersen, Tealet
Jane Pettigrew, UK Tea Academy
James Norwood Pratt, Tea Lovers Treasury
Dan Robertson, The Tea House

Founding Sponsors:
Camellia Sinensis | Seven Cups | Mighty Leaf | Mad Monk Tea | Tealet | CrafTea | Tea Squared | Jalam Teas | Misty Peak Tea | Tea Total | Yunomi Tea |Tetulia | Lochan Tea | Teatrade Mart | Rishi Organic Tea | Adagio Teas | World Tea Academy | Hong China Tea | Smacha | Young Mountain Tea | Nothing But Tea | Australian Tea Masters | ITI | Paper & Tea GmbH | International Tea Masters | Wild Tea Qi | The Green Teaist | El Club Del Te |  Rolling Leaf | World Tea Podcast | Tea Lula | Daily  Tea | Conundrum Tea | Tea Vivre (watch for updates as additional founding sponsors sign up every day.)

Companies interested in becoming founding sponsors should contact Suzette Hammond at to inquire.

Locating the Richest Tea Retailers – Need to Know

Location data is critical to retail success and essential to expansion planning. Market research firm AggData offers a revealing tool that TIME Labs used to rank the richest retail locations in the U.S.

You can experiment with it free online.

The interactive form compiles the U.S. median income of brands based on updated 2013 Census data. TIME ranked 2,996 chains by comparing the median income of the counties where stores are located. TIME used this information to rank the richest  department stores, grocery stores, and restaurants by location. You can use it to perform some useful local reconnaissance on tea, coffee and cafe chains.

TEABIZ150831_ART_StoreComparisonI started with 390-store Teavana and DAVIDsTEA. The table only ranks U.S. locations which include 311 Teavana stores and 24 DAVIDsTEA locations along with 30 Argo Tea locations. In 2013 the median household (inflation adjusted) income for the entire country was $51,939 according to the U.S. Census Bureau.

DAVIDsTEA has located its shops in very high income counties (Chicago, Boston, New York, San Francisco) with a mean income of $73,226. These stores are located in counties ranking in the top 30% of U.S. incomes. Teavana is more broadly dispersed with mall stores in 46 states. Teavana Tea Bars are located in places like Manhattan and Beverly Hills. The median county income for Teavana locations is $62,304. Teavana locations are situated within counties with households in the top 41% of U.S. incomes. Argo follows with stores in five states and a median county income of $56,263. These locations rank within the top 44% of U.S. household incomes.

By comparison Starbucks has 12,231 locations in all 50 states (and two territories) with a median $52,739. The company also operates 27 Seattle’s Best Cafes in 16 states where the county median is $56,261. This number does not include the many thousands of non-branded locations where Seattle’s Best is sold.

TEABIZ150831_ART_SearchToolTo investigate competitors within your own market click this image and scroll to the bottom of the TIME page. Then use the search box to compare chains including Dunn Bros. Coffee, Coffee Beanery, Dutch Bros. Coffee, Tim Hortons, Gloria Jean’s Coffees, Tully’s Coffee, Panera Bread, Au Bon Pain etc. Peet’s Coffee & Tea was not listed.



Household median income, from the 2013 American Community Survey, is averaged across all counties for every retail location available from AggData to find the “median shopper income.” Estimates for shopper’s income would likely show greater disparity if calculated by geographies smaller than counties, which include a broader spectrum of household incomes. Only brands with stores in 20 or more U.S. states are considered national chains and used in the lists above. Though all brands are available in the search feature regardless of the number of states they operate in.

∞ ∞ ∞

Tea Biz serves a core audience of beverage professionals in the belief that insightful journalism informs good decision-making in business. Tea Biz reports what matters along the entire supply chain, emphasizing trustworthy sources and sound market research while discarding fluff and ignoring puffery.

Tea Biz posts are available to use in your company newsletter or website. Purchase reprint and distribution rights for single articles or commission original content.  Click here for details.

China’s One Belt, One Road – Need to Know

China is making its biggest splash in tea in modern times this summer at Expo Milano 2015 the world’s largest food and beverage tradeshow.

LOGO-ChinesePavilionMilano2015“Never before has Italy hosted so many tea experts from China all together with so many companies representing the excellence of Chinese tea,” writes Marco Bertona, chairman of the Tea Association of Italy. The China Pavilion in Milan is shaped like fields of wheat rippling in the wind to reflect the theme, “Land of Hope, Food for Life.” It has been visited by almost 250,000 tourists since it opened in May.

Chinese Tea Culture Week” which ended Sunday brought to light a political mandate to make China the world’s greatest tea exporter.

In 2013 Xi Jinping, China’s new president, proposed The Belt and Road Initiative, a modernization of the Silk Road Economic Belt and the 21st Century Maritime Silk Road. The goal is reviving ancient trade routes between Asia and Europe. The proposed trade and infrastructure network passes through more than 60 countries and regions, with a population of 4.4 billion. Nations along the route produce more than 80% of the world’s supply of tea.


China Pavilion at Expo Milano 2015

Unlike past initiatives which emphasized quantity over quality, this time China is determined to dominate the global market for premium tea.

In 2014 more than 80% of China’s tea exports were low grade green tea destined for Africa, Europe and Russia. Right now there is a surplus of commodity tea and a scarcity of premium tea making this a good time to export fine tea. During the past decade the green tea that China exported sold for between $1 and $2 per kilo. In December 2014 the world average price for tea sold at auction was $2.56/kg down from $2.72/kg the previous year. The average dropped an additional 30-cents to $2.42/kg by the end March 2015, according to statistics compiled by the Central Bank of Sri Lanka.

China Daily reports that the average price of Chinese tea increased to $4 per kilo during the past few years. Last year Chinese tea exports $4.19 per kilo. This is a big improvement but is still not enough to be profitable, according to Chinese traders.

TEABIZ_ChinaTea_OneRoadOneBeltChina’s tea market was valued at $56 billion (RMB 350 billion) in 2014. Exports comprise only $1.27 billion of market value, but were up 2.1% compared to 2013. Export volume declined 7.5% during that same period, an indication that China is shipping greater quantities of higher-value tea.

Sri Lanka, the world’s second largest tea exporter, gets the highest average price for commodity teas auctioned anywhere in the world. But the Colombo Tea Auction average is still less than $5 per kilo. Asia Syaka, a global commodities brokerage notes “Sri Lankan orthodox black tea continues to command premium pricing in the international market with prices averaging $4.97 per kilo.”

Specialty teas, in contrast, sell for $150 a kilo with some bringing $350 to $400 per kilo.

Untapped Capacity

In 2013 China was the world’s second-biggest tea exporter at 322,600 metric tons behind Kenya’s 494,400 tons. That year Sri Lanka exported 319,600 metric tons. In 2014 Sri Lanka stepped up exports, setting a record at 327,800 metric tons and China fell to third.

China is without doubt capable of meeting global demand for premium tea. It is the only large tea producing country capable of mass producing all six kinds of tea. China already produces 40% of the world’s tea and is developing thousands of additional acres per year. Tea is grown there on 6.7 million acres (2.7 million hectares) and it is exported to 120 countries. China’s tea is marketed by more than 200,000 companies representing the work of 30 million growers.

China retains its customary lead in the production of green tea, exporting 79% of the global total and accounting for 80% of value. In most instances exported Chinese tea is blended with herbs and fruits. In the US sales of green iced tea have increased significantly as national restaurant chains promote green tea’s health benefits. At least 10% of the nation’s restaurants now serve green tea alongside traditional black.

Despite its massive production capability “China is not strong enough in exports of tea leaves, tea extracts and deep-processing elements which are fundamentals of the tea industry,” according to Wu Zhibin, vice chairman of the Chinese Tea Culture International Exchange Association told Taiwan-based Want China Times. Deep-processing is the Chinese term for what in the west is known as value-added tea.

“The domestic market values low-production, handmade teas but the global tea market prefers mass-produced teas that are standardized in quality and taste,” according to Wu Jing, editor-in-chief of tea portal He told China Daily that “export teas are grown specifically for that purpose and not consumed domestically.”

Tea Culture Week at the Chinese Pavilion is an opportunity “to support top brands of Chinese tea industry in their path towards growth and worldwide development,” said Zhibin. He praised the top Chinese exports brands which were recognized at as special award ceremony in Milan.

“With rising production costs in China and competition that is likely to intensify, Chinese tea producers have to find new strategies to boost Chinese brands and their sales on the global stage,” says Ji Xiaoming, president of Jingwei Fu Tea Co and chairman of the Shaanxi Tea Association.

“Only if the Chinese tea industry is strong, the Chinese tea culture can be innovative and can be promoted all around the world,” Wu told Xinhua News Service.

Unprecedented opportunity

China Daily reports that “One Belt, One Road” is a rare opportunity to turn Chinese tea consumption into a global phenomenon.

“That is the dream of the country’s tea companies – which are still largely unknown to the world. They are ready to grab a piece of the action in an anticipated market boom,” according to the newspaper.

“The Belt and Road Initiative is not just a rejuvenation of the ancient silk road, but also a comeback of the ancient tea road,” said Jiao Jialiang, chairman of LongRun Group, a Chinese conglomerate specializing in food and health products.

Jiao, who is also a member of the 12th Chinese People’s Political Consultative Conference, told the newspaper that “China’s tea industry will embrace an unprecedented window of opportunity as the Initiative presses ahead.”

Growers and producers spent generations refining the Chinese way of manufacturing tea with its many unique regional variations,” according to the newspaper: “Tea is not simply beverage, but a unique opportunity to share China’s culture.”

“It’s believed the practice of tea culture can take the spirit and wisdom of humans to a higher level, and its study covers a wide field with rich content,” the paper reported.

Tea culture will lead the way boosting the Belt and Road Initiative, said Jiao, “as tea culture spreads around the world, the whole industry will take off,” he said.

Although export figures may continue to trough in the short term, says Wang Jianrong, director of the China National Tea Museum: “The future of Chinese tea exports will be bright if we continue to penetrate overseas markets with tea culture, something that is not reflected in trade figures.”

∞ ∞ ∞

An informal assessment of China’s export market for tea.


China has the land, tea varieties, tea quality, government incentives and motivation to excel in tea exports. The growth of tea retail outlets (T2, Teavana, DavidsTea, TenRen) is a very promising development. 1400 years ago China was the top tea exporter and even after India replaced it as a quantity supplier China always offered more varieties and higher quality orthodox, remaining dominate for centuries. India is the only producing country with similar capacity and it cannot effectively compete. Kenya will remain the dominate commodity supplier of black tea, but remains an insignificant supplier of green. Anything the Chinese can do with green they can industrialized and scale for black, but doing so is not profitable with Sri Lanka, India and Kenya in the picture. China is expert at orthodox green and while it will step up its black tea production for Asian consumption, European and US export, it will make its greatest gains in premium green/white, pu-erh and oolongs. China’s RTD tea market is valued at about $29 billion. China’s Ting Hsin International Group not only dominates China’s RTD market but the international RTD market as well with a 10% global market share, according to a financial report by LD Investments, published by Seeking Alpha. Look for breakouts in RTD and value-added tea products from concentrates and extracts to supplements and cosmetics. These are more likely to be developed in collaboration with Japan (ITO EN) and Taiwan (TenRen, Tingyi and Master Kong) using inexpensive Chinese tea from the mainland. Right now China is primarily developing extracts and “deep-processed” tea for its own domestic market.


Globally the demand for black tea is much greater than green. Right now there is a glut of commodity black teas and a shortage of “quality” CTC that is clean, certified and reasonably priced. China loses money producing cheap green and loses volume if they focus only on premium. Conversion to a dominate black tea supplier offers little financial incentives. Ultimately demand for fine green teas will grow due to its health benefits and the adoption of green by foodservice (in US Wendy’s green iced tea at 6,000 stores). Tea exports represents such a tiny fraction of foreign trade that the Chinese government stands to gain very little (other than prestige) from the increase in tea exports. Tea exports earned $1.27 billion which represents about .056% of China’s $2.25 trillion exports. Electronics and other agricultural products generate a lot more money than tea. Unlike the more profitable exports which receive significant government support, much of the investment on outbound marketing will be made by the 200,000 existing tea companies, none of whom are well known brands. Even the largest holds minuscule market share compared to multi nationals like Unilever, Tata Global Beverages or Nestle.


Chinese tea culture is fascinating, varied and universally appreciated. China exports tea to 120 countries. The country will more fully develop its impressivle portfolio of prized teas (premium green, oolongs and pu-erh) and that will generate significant income for regional producers willing to undertake mass production. Ultimately these firms will spend the money it takes to promote their offerings in Europe and North America. China’s domestic market currently values low-production, hand-made teas. The global tea market prefers mass-produced teas that are standardized in quality and taste. In time China will show the benefit of its hand-made teas by making them more available in the global market while at the same time collaborate with Western ventures such as Starbucks/Teavana and Unilever/T2 to produce more commercially successful mass-market teas.  In sharing its finest teas China gradually transitions from a commodity producer earning $4 per kilo to a quality producer capable of marketing teas at 10-times that rate and with the capacity to supply the entire world’s demand for premium teas.


A slowing economy makes it more difficult for Chinese firms to invest the marketing dollars it takes to win share in export markets, but its own domestic demand for cleaner tea will help offset these costs. Learning to market value-added tea domestically is a precursor to global expansion and tolerance for the millions it takes to promote a Lipton or Tetley brand (ie. its latest global ad campaign cost Lipton $40 million, no Chinese company has ever invested that kind of money to promote a tea brand). Another threat is global instability that impacts trade (China territorial expansion, tension with Japan, aggressive behavior by surrogate North Korea) are factors. However, the single greatest threat in my view (and a primary motivation for exports) is the fact that young people in China consider traditional tea “old fashioned” and are not practicing the tea traditions of their parents. Consumer surveys reveal that nearly 70 percent of those born in the 80’s do not like to drink tea. This rises to 95% for those born in the 90’s. Tea is not cool, shops are largely antiquated and there is no marketing beyond basic grocery display. Relatively little good tea is purchased in grocery. Ultimately tea must appeal to a new generation of consumers. As one critic noted: “if all the tea stores look like archaeology dig sites and antique stores, then it won’t attract a lot of customers.” Revenue from a lively domestic market is essential to expansion of exports.

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Tea Biz serves a core audience of beverage professionals in the belief that insightful journalism informs good decision-making in business. Tea Biz reports what matters along the entire supply chain, emphasizing trustworthy sources and sound market research while discarding fluff and ignoring puffery.

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Tea subscriptions (A-M) – Mother’s Day Tea Gift Solution

Mother’s Day is just a few days away and it is reasonable to assume that a fair number of people have not yet gotten around to figuring out the perfect gift. Instead of running to stores or getting a last minute something that she might not need, check out these “tea of the month” clubs and tea subscription programs that might offer a special gift that she will enjoy long after Sunday.

Tea of the Month Clubs – A-M

Adagio Tea – Tea of the Month Club
Join for the 6 month or 12 month option. Select your favorite tea type: flavored, decaf, herbal, black or green/oolong. Adagio will send two teas every other month. You can see the list of teas in the lineup here. The 6 month club costs $39-49. The 12 month club is $74-$94.

Art of Tea – Tea of the Month Club
Subscribers can choose a monthly option of $18/month, a 6 month subscription of $16.20/month, or a 12 month subscription of $12/month. Choices include caffeine-free, iced tea, premium single origin, pyramid teabags, signature tea and wellness tea.

Imperial Tea Court – Tea Club
The Four Season Club offers a tea selection every three months ($121). There is also a 6 month membership (3 shipments over the 6 month period for $176) and a 12 month (monthly delivery for $291). The tea types included are outlined on their page.

The Devotea USA – Tea of the Month Club
Each month subscribers receive a packaged assortment of four teas: The Devotea blends, single estate teas and some “club only” offerings. The club is a 12 month club with three different tiers available. “Taster’s Delight” provides an assortment of four teas that equal approximately 30 cups for $13.99/month. “Drinker’s Essentials” yields 100 cups for $27.99/month. “Addict’s Nirvana,” $40.99/month, yields 200 cups. Three-month gift subscriptions are available for $48. The May assortment included Champagne & Berries (a green tea blend from Teas Etc.), Mokabari East Assam (Lochan Teas), White Teas Concoction Liquorice (Devotea blend), and Spearmint Tisane (Devotea USA). Click here to see the March and April offerings.

Jing Tea – Tea of the Month
Each month you receive a shipment of two 50gram bags of tea. You can choose three month (£75 for U.S.), 6 month (£135) and 12 month (£260). May was a very jasmine month with jasmine pearls and jasmine silver needle. June will bring Iron Buddha and Yellow Gold.

Republic of Tea – Tea of the Month
The program offers four different monthly options ($90-$99 for 6 months) focused on their teabag selections: Citizens’ Favorites, green, caffeine-free/decaf, and wellness. There is also a loose tea option ($120 for 6 months). Six and twelve month options are available.

Tealet – Global Tea Tasters
Tealet is a company focused on linking customers directly to farmers. In this program you’ll receive four teas every two months (60 grams each shipment). An annual subscription of six shipments is $215.70. A six month subscription is $128.85 for 3 shipments. Along with the tea will come information about the growers as well as information to help you better understand tea.

Teance – Tea Subscriptions
Teance has two different tea subscription programs available. The 3 month or 6 month Tea Subscription ($73.95/$144) and the 3 month or 6 month Connoisseur Subscription ($145/$260). The Connoisseur Subscription offers teas they do not usually sell online.

Teavana – Tea of the Month Club

Teavana offers a 12 month subscription program for $250. Recipients receive two 2-oz. tins of tea each month. The idea is that the teas can be consumed individually or blended together for a unique taste. The 6 month club is $130. The May offerings were a Monkey Picked Oolong and a Citrus Lavender Sage. The tea list can be found by clicking the link in the Description section of the 12 month program.


Q|A with World Tea Expo’s New Owners – Need to Know

It’s only been a week but Penton Group President Fred Linder was gracious in answering five questions on the future of the World Tea Expo and its ancillary business ventures. Linder will oversee World Tea Expo as part of Penton Exhibition Services which supports more than 100 events across five sectors. Linder also runs the company’s New Hope Network.

LOGO-PentonPenton is a large business-to-business publishing company based in New York. It’s flagship tradeshows include Natural Products Expo (West and East) and the Multi-Unit Food Service Operators Conference. The company also publishes Nation’s Restaurant News, Natural Foods Merchandiser and Supermarket News.

In announcing the acquisition Linder retained the core team that includes Event Manager Samantha Hammer Mitchell, Education Program Manager Monique Hatchett, Customer Service Manager Edie Gillette and Tea Academy Director of Online Education Donna Fellman. Hammer Mitchell is a former Penton event manager. Click here for details of the sale.

Tea Biz: Mr. Linder please share your vision for World Tea Expo and its ancillary educational program, competitions, industry awards and newsletter.


Fred Linder

Linder: It’s a bit too soon for me to articulate a strategy for the individual part of the business.

We bought World Tea Media because we like the Tea category and we feel that we can help the industry grow as we have proven in other Food sectors, most notably in the Natural Products industry.

I also think that World Tea Expo is a better fit inside of Penton. We will work with the leadership within the Tea group to evaluate what is working and what may need improvement.

Tea Biz: The tea community wryly observes “there are beverages, and there is tea. They are not the same thing.” During recent years the Expo floor was opened to many classes of beverages from artichoke, coconut and vitamin water to liquid herbal supplements. Will that continue?

Linder: Again, that will be determined in conjunction with the Tea leadership team. From a very general point of view, I am not a fan of diluting, but I also don’t think it’s an all or nothing approach. We have an excellent track record in other industries of making sure that attendees and exhibitors have an authentic experience that is aligned with their and the industry’s expectations, while still allowing for growth and innovation. Authenticity is key.

LOGO-WorldTeaExpoTea Biz: The Expo is noted for an exceptional educational program seen by industry veterans as catering mainly to those who want to get into the business. What will Penton do to entice the best and brightest veteran retailers, wholesalers and exporters to attend and share their insights and expertise both from the podium and casually on the exhibition floor? Vendors realized more sales and bigger sales in the past. Attracting premium buyers to the event is the tide that lifts all boats. How will Penton draw quality buyers to the event?

Linder: We have an excellent database across Penton and deep experience with education, most notably, for innovators and entrepreneurs. In addition, our marketing capabilities are second to none. By combining these disciplines with the expertise within the Tea team we will create a winning formula for growth in both quality and quantity. Ultimately, the success of any show is about the right attendees having the right conversations with the right exhibitors through a mix of networking and a vibrant education program.

Tea Biz: Will Penton through its North American Tea Competition take a leadership role in defining and advancing standards for specialty tea?

Linder: At this point I don’t know enough to answer this question. We did have standards programs in other businesses so we are experienced in the mechanics of what that could look like, but what Penton’s role in that might be is an unknown to me at this time.

I will say that although we have owned the business for only a week, I am really impressed by the staff and their enthusiasm and passion for the business and the industry. I will rely on their expertise and guidance a lot on where and how Penton will best fit into aid and abet in the growth of the category.

There’s much to learn, but through our broad experience with education, content trade shows, combined with an understanding of the food and food retailing sectors it will be a very exciting time for all of us. I am very bullish on the future.


Fredrik M. Linder is an expert in natural products and the health and wellness arena and has a passion for the industry and its mission. Fred’s industry relationships are deep, which allows him to understand where all of the companies and products fit together, how they are trending and gives him direct access to the top leaders in the industry who look to him as a sounding board. He was instrumental in the development of Penton’s data and insight products for the natural products industry. Fred also runs Penton Event Services supporting all Penton best in class events. In addition, Fred is responsible for Club Industry, LDI and the newly acquired World Tea Media assets. Fred serves on several boards including SISO and the Company Council of IADSA (International Alliance for Dietary Supplement Associations). In the past he served on the boards of the Tuberous Sclerosis Alliance, The Coalition to Preserve DSHEA, Bastyr University, and The Dietary Supplement Education Alliance. In addition to New Hope and the Penton Exhibitions Services team, Fred oversees Club Industry and Live Design. Prior, he was employed with Meredith Corporation, Capital Cities/ABC and Universal Media.

Fredrik M. Linder
Group President, Lifestyle & Penton Exhibition Services

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Tea Biz serves a core audience of beverage professionals in the belief that insightful journalism informs good decision-making in business. Tea Biz reports what matters along the entire supply chain, emphasizing trustworthy sources and sound market research while discarding fluff and ignoring puffery.

Tea Biz posts are available to use in your company newsletter or website. Purchase reprint and distribution rights for single articles or commission original content.  Click here for details.