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 GreenInbox.com (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 dan@tea-biz.com 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.

Dan

SAMPLE LETTER

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: https://www.kickstarter.com/projects/teajourney/tea-journey-magazine
I did!
Your Name

GreenInbox ADVICE

1) Focus the message on the recipient, not you.
2) Make the message positive
3) Keep the message short.
4) Include a clear call to action.
5) Do not use short links (like bit.ly)

Most email providers (like gmail) will mark your message as spam if it includes bit.ly, goo.gl, 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. https://www.kickstarter.com/projects/teajourney/tea-journey-magazine

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.

KICKSTARTER_GlazedTeaCup2_360px

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:

YIXING POTTERY
https://youtu.be/mRu5xdcVRXs

CHIGUSA MEIBUTSU
https://animoto.com/play/5ddO72eWDl5RYi9oxotVxA

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?

Dan's Informal Signature_240px (Blue)

If you already donated or subscribed, please share the news with your friends in tea by clicking the link below: https://www.teajourney.pub/social

KICKSTARTER CAMPAIGN
https://www.kickstarter.com/projects/teajourney/tea-journey-magazine

DOWNLOAD LATEST PROTOTYPE
https://www.teajourney.pub/tea-journey-prototype.pdf

PRESS COVERAGE: YAHOO FINANCE
http://finance.yahoo.com/news/tea-journey-magazine-announces-official-100000148.html

PRESS COVERAGE: WORLD TEA NEWS
http://worldteanews.com/news/tea-writers-plan-to-kickstart-global-magazine-for-premium-tea-drinkers

LATEST PRESS RELEASE
https://www.dropbox.com/s/g4b9fbdkh3cadwa/Tea%20Journey%20Kickstarter%20Launch%20Press%20Release%204-4-16%20extended%20version.docx?dl=0

SUBSCRIBE LINK / FOUNDING SPONSORS
https://www.teajourney.pub/subscribe

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

________________________________________
Contributors

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
________________________________________
Advisors

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 suzette.hammond@teajourney.pub to inquire.

Australia’s First Specialty Tea Trade Show and Conference – Need to Know

Australia’s First Specialty Tea Trade Show and Conference – Need to Know

Cunningham Pier, Geelong, Victoria

Cunningham Pier, Geelong, Victoria

The Australian International Tea Expo October 17-18 is Australia’s first specialty tea trade show and conference.

The resort town of Geelong, Victoria, about 45 miles from Melbourne, is the location of the inaugural trade show and conference which includes a tea education program and a black-tie Golden Leaf Awards dinner.

TEABIZ150824_AustralianTeaExpo_FINALTea classes will be held throughout the show from 10 am to 5 pm each day at the Geelong Boat House, according to Sharyn Johnston, founder of the Australian Tea Masters Association, which is organizing the event.

The event is destined to become the “epicenter for tea specialists and tea products in Australia,” according to Johnston. “Industry professionals and tea enthusiasts will connect face-to-face to unveil new products, optimize high quality merchandise, gain in-depth product knowledge, and network with their tea loving peers,” she said.

The Golden Leaf Awards is a new competition, judged by professional tea cuppers, to distinguish the highest-quality and best-tasting teas commercially available in the Australian marketplace. Several categories within each class of tea will be judged during October prior to the expo, and the winners will be notified the day before the event. Winning companies receive a formal announcement letter that includes the tea’s scores, as well as a print-ready seal that can be used for all promotional materials and packaging. For more information, click here.

The awards will be presented during a formal black tea dinner at the Novotel Geelong on Oct. 17. The dinner will feature a delicious menu with each course paired with the perfect tea. The banquet includes cultural entertainment. To reserve a seat click click here.

Johnston said the event will help Australians discover and experience specialty tea while celebrating the cultural diversity of teas from around the world.

Events include:

  • A “Frozen” themed tea party for kids (at the 100 year-old carousel on the bay)
  • High teas on the bay
  • Plus many forms of entertainment including traditional Japanese tea ceremony, Korean Tea ceremony on the main stage, in the middle of the Expo hall.
  • Help support the fight against ovarian cancer by attending our Frocktober morning tea. Find out more here.

To register to exhibit, click here.

∞ ∞ ∞

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.

Tea Cozy Competition Sweeps Australia

Rainbow Delight by Heather Graham - Courtesy ABC Gippsland

Rainbow Delight by Heather Graham  – Photo Courtesy ABC Gippsland

Participants took up knitting needles, chain mail and astroturf to create some of the most unusually tea cozies for this year’s Fish Creek Tea Cosy Festival in Australia. Featuring music, movies, music workshops, a makers’ fair, and afternoon teas, the ten day festival (May 16-25) is also hosting its second tea cozy competition.

Fish Creek, known locally as “Fishy,” is a township located in South Gippsland, Victoria, Australia. Victoria, where Melbourne is also located, is a state in southeastern Australia. According to the festival website, “The Tea Cosy (Festival) reflects the rural setting of Fish Creek, the

1066AD by Rhonda Mayo and Steampunk Tea Cosy by Andy Macpherson

1066AD by Rhonda Mayo and Steampunk Tea Cosy by Andy Macpherson

nurturing and welcoming nature of the town, the blending of traditional and new enterprises and the opportunity to reinvent an iconic symbol of everyday life.

The 165 entries came from all over Australia as well as from other countries across the globe. The judging categories included traditional, aquatic, “exbuberant whimsy,” and even “butch” which were tea cozies made by men or for use by men. Contestants could compete in the junior, open, or senior categories.

One unusual group of entries came from knitters in Tecoma who created cozies to protest the construction of a McDonald’s in their village.

Tecoma Knitters Protest Cosies - Courtesy ABC Gippsland

Tecoma Knitters Protest Cosies

Children’s book author and illustrator Alison Lester was the judge. The festival is sponsored by Madame Flavour teas, Regional Arts Victoria and the South Gippsland Shire Council.

Source: ABC Gippsland, Fish Creek Tea Cosy Festival

Need to Know (April 7, 2014)

What tea professionals need to start the week —

It’s QingMing….The Global Dubai Tea Forum is about to begin…JT&Tea, a new business from Thomas Shu and Josephine Pan….Rooibee Red Tea for the Whole Family….Arizona Iced Tea off to court…and before you go to buy your Chamomile Colored Mini Cooper T, read this report.

 

Qing Ming Is Over so Pre-Qing Ming Tea Is on the Way

This year’s Qing Ming Festival was on April 5, celebrating the arrival of spring and the remembrance of ancestors.

For tea lovers, Qing Ming indicates that the much coveted pre-Qing Ming teas will soon be available. Pre-Qing Ming teas are the first harvested each season. Plucking can begin as early as mid-March and finishes just before the festival. Demand is always high for these young leaves.

Interested in pre-Qing Ming teas? Keep in mind that not all tea plants grow at the same time or the same rate, so not all pre-Qing Mings are created equal. Teas like dragonwell are premium pre-Qing Ming picks, while teas from places like Yunnan that are warmer have already passed the moment of the youngest, most tender leaves.

 

Reports from the UAE and the Dubai Global Tea Forum

Tea Biz editor Dan Bolton has just arrived in Dubai for this year’s Dubai Global Tea Forum. Dubai has seen an increase in tea trade volume of 29% in the last year and an increase in value of 34%. They are now the world’s largest re-exporter of tea, with more than 60% of market share.

The forum will be attended by delegates from 30 tea producing and consuming countries. It opens on Tuesday, April 8 and will close on Thursday, April 10.

Bolton will be providing reports from the conference to Tea Biz so keep watching.

 

JT & T Inc. to Promote Taiwanese Teas

Screen Shot 2014-04-07 at 10.01.29 AMJosephine Pan and Thomas Shu, the team behind ABC Tea, has announced the launch of a new tea company JT & Tea Inc. (ABC Tea is now a division of JT & Tea.)

JT&T will be launching an Oolong Sommelier course, a certification program to become a Taiwan Oolong Specialist. JT&T will operate events at the 2014 World Tea Expo on behalf of the Taiwan Tea Manufacturers’ Association including a world origin tasting tour, an oolong rolling demonstration, and a class on tea baking. They will also operate another Taiwan Oolongs Study Tour (TOST) from October 23 – 30, 2014.

Full coverage of JT & T Inc. will come later this week on Tea Biz.

 

Rooibee Roo, Bottled Rooibos for Kids

Screen Shot 2014-04-07 at 10.08.23 AMRooibee Red Tea has announced the release of a new product, Rooibee Roo, a bottled rooibos for kids. The concept was to provide the health benefits of rooibos in a form that was more appealing to children by adding cherry, orange and mango flavors. Because it is rooibos, it is naturally caffeine-free.

According to Rooibee Red’s Chief Tea Officer Heather Howell, “I’m happy to fulfill the need of a healthier drink option for children by offering a tea with kid-friendly flavors, filled with unique minerals and antioxidants that also fall in line with school nutrition standards,” said Howell. “As a parent I know how important it is to feel confident about what your children put in their bodies.”

The new product was introduced at Natural Products West and will be sold online and in a limited number of retail stores.

 

Off to court for Arizona Iced Tea…again…

In a battle that seems like it will never end, a judge has refused an interim buyout payment of $200 million in the AriZona Iced Tea ownership dispute. This will force things to trial beginning next month. Behind the dispute? Co-founder John Ferolito is trying to sell his 50% stake, claiming that the company is worth $4 billion. His partner Domenick Vultaggio said it’s only worth about $400 million. You can read more about the case here in a World Tea News report from 2012. It may be two years old, but since then it’s really been more of the same.

 

In the Market for a Tea-Fueled Car?

Mini-Cooper-T-626x489And finally, there may have been some disappointed tea fanatics when they found out the new MINI Cooper T that operated on tea leaf biofuel was only an April Fools joke. MINI sent out the release, reporting that their car could get 40 miles per cup of tea and was available in Chamomile Yellow, Red Bush, and Earl Grey. It also offered a Dunk Filtration System that would keep peckish drivers or nearby pedestrians from dipping their biscuits into the fuel tanks.

You can see the original post on the MINI UK Facebook page.

 

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Tea Biz serves a core audience of beverage professionals in the belief that insightful journalism informs business decision making. 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.

Need to Know (March 24, 2014)

What tea professionals need to start the week —

New York Coffee & Tea Wraps Up…Tough week at the tea auctions… Third Street Chai breaks into Whole Foods in a big way…New book on Homegrown Tea

 

New York Coffee & Tea Another Sold Out Success

This past weekend New York Coffee & Tea Festival filled the floors of the 69th Regiment Armory on Lexington Ave. in Manhattan. Once again this year the show was sold out well in advance of the weekend, including tickets for a VIP hour Saturday morning that allowed early admittance to those ticket holders. 7,000 attendees were expected.

Sixty exhibitors set up shop across the 25,000 square foot space. A number of presenters, well-known to tea aficionados, were on the festival schedule. Jeni Dodd of Jeni’s Teas and Thomas Shu of ABC Tea presented on Taiwanese teas. Emeric Harney, the creator and manager of Harney & Sons’ Harney SoHo tea cafe, was on the schedule to talk about the people and plants of tea. Judith Krall-Russo prepared a talk on the history of women and tea.

The pairings are always quick to fill up and this year was no exception. L’Espalier’s tea sommelier and author of Culinary Tea, Cynthia Gold, introduced attendees to the art of pairing tea and cheeses. A Gift of Tea’s Jo Johnson talked tea and chocolate and Capital Teas’ Peter Martino explored tea infusions for cocktails. Shu and Dodd teamed up again to talk about finding “harmony” in tea, solving the mystery of the perfect combinations of tea, water, timing, and temperature.

Given the speed of ticket sales and the fact that next year will be the 10th anniversary, you may want to start planning your trip for 2015 now.

Coffee & Tea Fest Philly is scheduled for November 8-9, 2014.

 

Going once, going twice…Not Sold!

It was a tough week at the tea auctions this past week as prices were lower than anticipated. African Tea Brokers reported that Kenya tea prices were low this week with top grade teas, broken pekoes and pekoe fannings all selling for less than the week prior. Nearly 14% of the tea was unsold and more than 17% was unsold the previous week. Pakistan was the big buyer.

Bangladesh saw lower prices also for the sixth week in a row. A glut of poorer quality leaf that remained from the end of the season was blamed. 54% of the tea was left at the end of the sale, topping the 50% that was left at the previous auction. An auction official blamed the quality of tea on offer, citing big demand for high quality tea which seemed to be at short supply.

Things at Coonoor were no better where the Coonoor Tea Trade Association reported that 34% of their tea remained unsold at the end of the auction even at a lower price point than usual.

 

Third Street Chai Releases Ready-to-Drink Tea Line

Boulder, Colo. based Third Street Chai has been selling this spicy tea since 1995, a time when most people had never heard of the stuff. Nearly twenty years later, they’re still in the thick of things. They’ve established themselves as a source of hand-blended chai (blending and milling whole spices for each batch) and claiming the title of the first Fair Trade certified chai. Now they are preparing to release a new ready-to-drink teas at Whole Foods stores nationwide.

Third Street will be selling unsweetened and lightly sweetened black and green teas, incorporating flavors like raspberry, honey and mint. These Fair Trade certified, non-GMO drinks will be sold in 14 ounce containers.

Whole Foods helped make this product a reality by selecting Third Street for one of its Small Producer loans. Their in-house microbrewing and focus on traceability of ingredients made the company stand out.

Source: Food Navigator

 

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Tea Biz serves a core audience of beverage professionals in the belief that insightful journalism informs business decision making. 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.

Gathering for Tea: Festivals and Fun

As interest in tea has grown in the United States and Canada, the number of tea festivals and other tea gatherings has multiplied. There are active festivals in Toronto, Los Angeles, San Francisco, New York, Ottawa, Seattle, and a host of other sites. As tea lovers reveled in the wealth of opportunities that had emerged, the sad announcement was made that after seven years of operating, the Victoria Tea Festival would no longer occur.

The news added a challenge for TeaTime Magazine which had developed a special event in conjunction with the festival called “An Occasion for Tea.”

TeaTime, under the direction of editor Lorna Reeves, chose not to cancel their event, however. Instead it has been expanded to a full weekend of activities and events for tea lovers.

Fairmont Empress Hotel Victoria, BC - Site of 2014 "An Occasion for Tea"

Fairmont Empress Hotel Victoria, BC – Site of 2014 “An Occasion for Tea”

From Friday, Feb. 7 to Sunday, Feb, 9, 2014, tea enthusiasts will gather at the Fairmont Empress Hotel in Victoria, British Columbia for three days of tea experiences. There will be afternoon tea in the Empress Tea Room, tea tastings, book signings, presentations, and a self-guided tea tour. The weekend’s presenters are Jane Pettigrew, James Norwood Pratt and Bruce Richardson. For more information, visit Tea Time Magazine or email events@hoffmanmedia.com

Can’t make it to Victoria, but are interested in other tea festivals around the U.S. and Canada? Here’s a list of some options to consider as a vendor or an attendee:

February
Toronto Tea Festival – Feb. 1-2

March
San Francisco International Tea Festival – March (TBA)
Coffee & Tea Festival NYC – Mar. 22-23

May
Charleston Tea Plantation’s Annual First Flush Festival – May (TBA)
Kulov Tea Lovers Festival, Los Angeles – May (TBA)
World Tea Expo, Long Beach, Calif. – May 29-31

July/August
Rocky Mountain Tea Festival, Boulder, Colo. – July/August (TBA)

September
Los Angeles International Tea Festival – September (TBA)
Canada Coffee and Tea Show, Toronto – Sept. 28-29

October
Northwest Tea Festival, Seattle, Wash. – Oct. 4-5, 2014
Vancouver Tea Festival – November (TBA)
Coffee & Tea Festival Philly – Nov. 8-9
Ottawa Tea Festival – November (TBA)

Will you be attending any festivals this year? What do you find most useful about participating in these events?