Like father, like son

Only a few hours remain in the already-successful Kickstarter campaign to launch Nepal Tea, LLC. This is the time to pour it on. Donors can contribute through Wednesday, March 8. – Dan Bolton


Nischal Banskota at Kanchanjangha Tea Estate

Nishchal Banskota is 24.

He is pictured at right in his not-so-long-ago teens, perched on a rock in the family’s Kanchanjangha Tea Estate, the first tea garden in Nepal to achieve organic certification.

His father, Deepak Prakash Baskota, is nearing four score. The path these two men travel closely adheres to the ancient proverb “Like father, like son” a beloved truth first published in the 1300s but with an oral tradition as old as mankind.

Nishchal is Deepak and Dambar Baskota’s youngest son. He graduated last year from Colby-Sawyer College in New London, New Hampshire, settled in Jersey City, NJ and in May 2016 launched Nepal Tea, LLC.

Nepal Tea is one of very few companies that imports single-origin tea direct from the garden. This guarantees quality and freshness and a good return for growers who can bypass middle-men in the supply chain.

“Not only does Nepal Tea believe in providing the best quality tea to the tea drinkers around the world,” Nishchal says proudly, “It infallibly does so with the “Do Good to Others” motto and farmer’s first approach. This is what distinguishes us from the numerous commercial tea whole-sellers/retailers.”

Did you hear his resolve in that statement?

Six decades ago when his father was only 15 year old, Deepak Prakash Baskota recalls the first time he saw the thousands of hectares of tea gardens that blanket the foothills of India’s Darjeeling tea growing region. He left inspired. On returning to the village of Phidin, he shared his vision of planting a tea garden near Ranitar in the remote hilly region of Panchthar district in the rugged Himalayan foothills. In 1954 growing tea was a new concept. Villagers questioned his ambitions and his grandiose dream of one day building a tea factory.

Deepak Prakash Baskota, his wife Dambar and youngest son Nishchal

In response he decided to dive head-first into the project. First he read everything he could find to read, borrowing books to better understand what was required, and then exploring the nearby hills in search of terrain suitable for tea. Ranitar is 50 kilometers north of tea-rich Ilam but the only way to know for certain whether tea would thrive was to conduct soil tests. Deepak learned that the nearest soil laboratory was in Siliguri, West Bengal and so he walked 167 kilometers across the foothills of northern India carrying two heavy sacks of soil. The trip took three days. Later he discovered that delivering a handful of soil would have been sufficient.

Encouraged by the positive results but unable to purchase land, he and his wife, Dambar, planted the first tea trees in their backyard. Then, as the trees matured during the next four years, he invested in new plantings, visiting Darjeeling as often as possible to learn how to make tea.

Gradually villagers began to grasp the potential and offered adjacent land for expansion until there was more than 200 acres. Growers established a cooperative to sell their leaves. Eventually they produced enough leaf to require a factory which was completed in 1984.

The family prospered, making Nishchal’s childhood very different than that of his father and mother. Yet he developed the same confidence and self-motivation that led him to found a national newspaper at 17 and manage a project to build a school for underprivileged children during his college years. He volunteers for the Nepal Red Cross Society and 4 E’s Social Service programs. He worked as a financial planning analyst during his school years.

Nishchal Banskota

“While finance remains my keen interest of study, it has not limited me to explore beyond my apparent horizon and make a difference,” says Nishchal, “I constantly attempt to challenge my entrepreneurial spirit to drive change.”

Nepal Tea is a fine purveyor worthy of your donations but its mission runs deeper than commerce.

Children in Nepal do not receive a free education. One-in-four live in poverty and only 57% of Nepali adults can read and write. Banskota said a portion of tea sales are donated to a scholarship fund that has educated 2,300 students since 2002.

Nishchal would like every child of the 600 farmers who work at the Kanchanjangha Tea Estate and Research Center (KTE-RC) to have the opportunity he enjoyed.

This is your opportunity to make the vision of two generations of dreamers a reality.

Nepal Tea LLC Kickstarter campaign

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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WINNIPEG, Canada

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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: dan.bolton@teajourney.pub, liz.eaton@teajourney.pub, hans.niebergall@teajourney.pub or suzette.hammond@teajourney.pub):

How many people support Tea Journey…

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

Google Analytics shows that TeaJourney.pub 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”

MARKETING-KickstarterProjectsWeLove

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!

Kickstarter
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 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.

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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?

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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.

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.

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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.

BIO

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

Fred.Linder@penton.com

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