Tea Shop Closings

A running list of permanent tearoom and tea merchant closures in Australia, Canada, New Zealand, UK, and the United States.

To add a business to this list email Dan Bolton (dan@tea-biz.com) with details and a link to a news report, press release, or a Facebook page announcement. Tea Biz also publishes Tea Shop Obituaries that celebrate the life of tea businesses that have served their communities for five or more years. Owners are encouraged to share their experiences so that other shops will benefit.
Tea Shop obituaries are 350-word interviews illustrated with a photo.

CANADA

The Canadian Federation of Independent Business (CFIB), which represents 110,000 small ventures reported in April that 58% of members surveyed said they could not pay May rent without government assistance. Only 18% of small businesses indicated they are now open. The survey of 10,500 businesses was conducted April 17-19.

Victoria, British Columbia
Just Matcha Tea Shop (established 2013-2020)
Locations: 2021 Oak Bay Ave. | 544 Pandora Ave.
Tiffanie and Kip Home announced the temporary closure of their two tea shops in mid-March but could not make rent payments. Unable to reach an agreement with their landlord (who graciously deferred rent) they decided to close permanently in April after seven years, according to the Times Colonist. “I’m not going to triple my revenues when it opens again and you need to do that in order to cover the rent for the three months that you missed,” Kip told the newspaper. Kip said the company spent a lot of money in January and February restocking inventory and buying merchandise for the upcoming tourist season that relies heavily on cruise ship visitors and public events. The couple and their two business partners hope to one day reopen on Pandora Ave.

UNITED STATES

A National Restaurant Association survey of 6,500 restaurant operators found a 78% average drop in sales during the first week of April, compared with the same period last year. The U.S. restaurant industry lost 3 million jobs in March with sales plummeting by $25 billion. The association estimates that 44% of restaurant and cafes operators were forced to temporarily close in March with 3% permanently closed. The survey indicated 11% of respondents anticipate closing permanently due to the crisis. Sinensis Research reports that as of mid-April 31.7% of U.S. specialty tea businesses are temporarily closed with 2.3% closed permanently. In a report on the impact of COVID-19, founder Abraham Rowe estimates 9,200 layoffs. His survey of 1,600 shops showed that “81.8% of specialty tea businesses have laid off staff.”

Doylestown, Pennsylvania
The Zen Den (established 2011-2020)
Location: 41 E. State Street
Owner Annette Coletta announced the closing of the popular shop in April, according to the Doylestown Patch. The shop featured many live events and was favorite of artists and musicians. Coletta intended to sell the business and was in discussion with buyers when the coronavirus lockdown forced her to close the shop. On Facebook she wrote: “I have had some of the best years of my life here and made so many friends and acquaintances that I’m very grateful for having. What began as a way of coping with a personal crisis after a horrific car accident, has now ended through a global crisis. What began as an idea in someone with no business experience, The Zen Den grew to earn “The Best of Bucks/Mont” several years in a row—-I have more gratitude and pride than I can articulate—-I have ALL of you to thank!” Liquidation of inventory is planned by April 30. “I will go forward knowing that I gave it my EVERYTHING and ran an honest, ethical business for 9 years and that I did the best I could—-I have no regrets,” writes Coletta.

New Orleans, Louisiana
Coast Roast Coffee & Tea (established 2015-2020)
Locations: 2381 St. Claude Ave.| 801 Magazine St. (2018-2020)
Owner Kevin Pedeaux, a 12-year veteran with three shops in Louisiana and two in Mississippi closed the company’s St. Roach Market and Auction House Market locations in New Orleans but continues to operate the 3618 Magazine Street store which opened in 2019, according to a report in the Uptown Register. Service is limited to delivery, online order for pickup, and show and order-to-go. Pedeaux said in March he had to lay off 12 staff members but in April is back up to five. “It was personally a huge victory to get back to 7 a.m. to 7 p.m. hours,” he told the newspaper.

Need to Know

Tea industry news for the week of April 13
– Grocery Sales Spike
– Tea Production Declines
– Health Misinformation
– Skipping Port
– Edible Tea

Consumers emptied shelves stocking up on tea, but there is plenty more in warehouses.

Tea sales in grocery spiked as consumers rushed to stock up ahead of lockdowns in the US, Canada, and the UK. Sales in the UK the week of March 21 rose 55% compared to the previous year, according to Nielsen market research.

Grocery shoppers in the UK, on average, spent an additional $80 (£62.92) stocking up during March.

In the US, market information provider IRI in Chicago reports an 11% increase in year-to-date in sales of packaged tea in multi outlets (including grocery and convenience stores). Dollar sales of instant tea mixes rose 12%. Sales of refrigerated teas increased by 9.4%, and sales of refrigerated ready-to-drink coffee grew 23% year to date, compared to the same period in 2019. Coffee sales were up 8.2% to $2.6 billion through March 22.

Major brands, including Lipton, Tetley, Twinings, and PG Tips assured consumers confronting empty shelves that supplies were sufficient as grocery sales rose 20% to their highest level in a decade, according to Kantar Research. Herbals associated with improving immunity spiked as well with top sellers listing ingredients such as echinacea, ginger, ginseng, and lemon and honey.

Production Declines 

Plucking resumed Monday April 13 in Darjeeling on government orders limiting the workforce to 25% of normal. A large factory like Thurbo, one of the Goodricke Group, employs 400 but can operate with 100 staff by reducing the number of processing lines. Processing capacity makes it possible to resume plucking the valuable first flush leaves.

Financial analysts at ICRA estimate India’s tea industry will experience a decline of 90 million kilos in 2020. The estimate assumes 45-50 million fewer kilos of tea from plantations and 45 million fewer kilos from smallholders. Annual tea production will decline 6-7% in Assam and West Bengal and another 5-6% in South India. Bought-leaf factories remain closed.

ICRA estimates that the earliest tea estates could start production would be around the third week of April, given the present situation, according to The Economic Times. The government permitted plantations to resume harvesting this week, but mandates staffing at no more than half previous levels. Social distancing and health precautions are to be enforced. Since the lockdown, now in its third week, weeds are encroaching, pest counts are high, and a light pruning is needed before plucking resumes. These actions will add INRs15 per kilo to the cost of production, according to ICRA, noting: “Any decline in production in the second flush teas would result in a substantially higher cost per kilo.” In India, labor expense accounts for 65-70% of the cost of production.

Kenya saw exports decline by 4 million kilos in February to 40.5 million kilos compared to February 2019 totals, according to the Agriculture and Food Authority. Disruptions in the auction at Mombasa are to blame as the weather is excellent with moderate temperatures and favorable rainfall in the western and rift valleys. The harvest increased to 49.2 million kilos compared to 31.4 million kilos during the same period last year. Smallholders contributed 19 million kilos to the total. Prices at Mombasa were down, averaging $2.13 per kilo compared to an average price of $2.16 per kilo in February 2019.

Curfews in Sri Lanka temporarily stopped tea production in March. Plantations Minister Ramesh Pathirana said the nation’s tea plantations would be allowed to continue operations so long as they adhere to guidelines set by the Health Ministry. To facilitate transactions, the Ceylon Tea Traders Association has switched to online auctions after 137 years of outcry bidding. Banks and the government departments regulating food safety and trade that are essential to export are now open three days a week but operated by half their usual staff.

In Vietnam, first-quarter tea exports declined 2.4% in volume and lost 19% in value compared to the previous year. Shipments to China, Taiwan, and Russia, were virtually halted. The US is one of the top five destinations that together account for 75% of Vietnamese tea. Prices declined 13.5% to $37 million in February, averaging $1.48 per kilo, according to the Vietnam Tea Association. Trading partners are asking for lower prices, delayed delivery, and even canceling contracts, according to the association.

Health Misinformation

Physicians strongly disclaim a post stating that drinking tea is an effective cure for COVID-19, the disease caused by the newly discovered coronavirus. The World Health Organization (WHO) in March declared there is no known cure for COVID-19. “To date, there is no vaccine and no specific antiviral medicine to prevent or treat COVID-2019,” according to WHO. The post, incorrectly attributed to CNN, appeared on WhatsApp and Facebook and was widely shared. The report did not appear on CNN. “While tea may strengthen immunity, there is no “research” indicating benefits for COVID-19 patients,” according to Dr. Jayaruwan Bandara, director of the Sri Lanka Medical Research Institute, as reported by AFP in a Fact Check published March 26.

“News reports in China in February also picked up on the claim that tea could be used to stop the virus but said it was not true,” according to the BBC News Reality Check.

Related…

Sri Lanka is promoting black tea as an immunity booster, and India may soon follow.

Citing a study by the Tea Research Association (TRA) that Ceylon tea contains high levels of theaflavin, Sri Lanka initiated an advertising campaign claiming that ‘Ceylon Black Tea’ enhances COVID-19 immunity. TRA maintains that theaflavin, the main polyphenol in black tea, boosts immunity based on studies published in medical journals

A 2003 experiment involving 21 volunteers by Dr. Jack Bukowski at Harvard Medical School showed that immune system blood cells from tea drinkers responded five times faster to germs than did the blood cells of a control group. Bukowski explained that L-theanine is broken down in the liver to ethylamine, a molecule that primes the response of an immune system element called the gamma-delta T cell.

“We know from other studies that these gamma-delta T cells in the blood are the first line of defense against many types of bacteria, viral, fungal, and parasitic infections,” he said. In 2007 Bukowski demonstrated that drinking five cups of tea daily increased the body’s ability to ward off colds and flu. His work appeared in The Journal of the American College Of Nutrition

The United Planters Association of South India (UPASI) Tea Research Foundation is compiling a brief to convince the Tea Board of India to follow Sri Lanka’s lead in promoting tea as a wellness drink.

Tea Board Chairman PK Bezbaruah told the Hindu Businessline, “Indian teas, particularly Assam and the South Indian teas, have a very high proportion of the Theaflavin compound and hence should ideally be more effective.”

“I think this can help push exports, particularly at a time when the output is expected to be at least 15% lower this year,” Bezbaruah said.

Skipping Port

Shipping companies are bypassing Indian ports essential to the tea trade. Container ships generally stop at one or two local ports to load cargo before traveling between continents. When containers are delayed in reaching port, ship captains have no reason to stop.

Canceling India’s tea auctions for two weeks to prevent the spread of the coronavirus set in motion a sequence leading to this unusual logistical snafu. Tea is exempt from transport restrictions, but shipments delayed at auction experienced further problems in transit as law enforcement agencies stopped trucks en route to ports. Exporters next experienced numerous cancellations of consignments following the collapse of retail demand in foodservice. New buyers are scarce, leading to acute cash flow problems that subsequently hampered exporter’s ability to meet contracted delivery dates.

NEW PRODUCTS

Edible Beetroot & Parsnip tea


Edible Tea

Nim’s, a UK-based fruit crisp brand, recently introduced the first edible teas. These can be brewed or eaten as a snack. Nim’s located in Sittingbourne, produces air-dried snacks using beetroot and pineapple, kiwi and pineapple, and beetroot and parsnip. The tea sells for $6.25 (£5) for 12 sachets. Once the tea is steeped, you can enjoy the rehydrated fruit and vegetables “Drink, Eat and be Healthier.”

Arizona Iced Tea introduces Hard Tea with vodka

Vodka Tea

Arizona Iced Tea launched a 5% ABV ginseng and honey-flavored green tea blended with vodka. The new line is named Arizona Hard. The initial rollout in Canada features 473ml single tall cans or 12-ounce (355ml) six-packs. The suggested retail price is CAD$3.49 for the individual can. In Canada, spiked tea can be delivered to your home by food delivery services such as SkipTheDishes.

Darjeeling Silence is Deafening

Darjeeling Silence is Deafening

In West Bengal, India massive crowds are pressing for Gorkhaland statehood

Internet service in the Darjeeling Hills was disabled June 19 and service providers remain under orders not to allow online communication through July 25. The order is a security precaution to pre-empt organizers from coordinating protests throughout the region from Siliguri to Sikkim and north to the border with Nepal.

DARJEELING, West Bengal

Residents near the Sadar police station in Darjeeling normally file 30 complaints a day, mostly for petty crimes. Not a single complaint has been filed since June 9, shortly after hundreds of thousands of Gorkha began a strike for statehood now in its 33rd day.

Residents are keeping their distance from local police and riot-clad members of the Central Reserve Police Force (CRPF) following weeks of unrest in which seven people have died and hundreds more, including police, were seriously injured. Heavily armed CRPF were deployed to Darjeeling, Kalimpong, and Sonada on July 14. There are 11 CRPF companies now in place in the region but they are not under siege. In most cities, police stand watch over peaceful gatherings.

Headlines worldwide portrayed the violence with a reminder of the 1,200 killed during similar uprisings from 1986 to 1988.

Residents describe a different story.

Allan Rai is a 20-year-old studying tea management. He asked that his location and personal details remain private at this time.

The protests are orderly and residents are determined to prevail, he writes.

“On reading your recent article as well as sharing it with a few of my companions, we felt that the information you were provided was quite biased and portrayed only one side of the story,” writes Rai.

The article he is referring to appeared in World Tea News under the headline: Darjeeling Uproar Disrupts Tea Operations.

He counters with these points supporting the Gorkha protest:

  • Firstly, the ongoing movement is a mass movement not adhering to any political party. The common people of the entire region are supporting the demand for a separate state irrespective of their caste, creed, religion, and other differential status. The Gorkhas from different parts of India as well as those across the world have come in support for Gorkhaland.
  • With regards to the strike being held off for 12 hours on the auspicious occasion of Eid, our Muslim brothers and sisters are in solidarity for our demand for Gorkhaland and were willing to continue with the strike even on the day of their festival.
  • Approximately 70% of people in Darjeeling and adjoining areas of Doars depend on income from tea plantations directly or indirectly. In almost all the tea factories, 99% of the workers are the natives i.e., the Gorkhas. A separate state is the aspiration of each individual worker in these factories.
  • Tea workers were protesting for the minimum wage act, which has not been implemented in Darjeeling and Dooars. The Gorkhaland movement began stirring among tea workers who fully support the movement for a separate state. They even carry their lunch from home and actively participate in the rallies every day.
  • The movement would not have gained such vast momentum if it were not for social media. Not only the Gorkhas, but people from other communities in India and from several parts around the globe are in solidarity for the cause of Gorkhaland.
  • Gorkhaland is not a separatist movement, unlike Kashmir where they are demanding a separation from the nation entirely. Our movement is for a separate state within the Indian nation for the cause of our IDENTITY and DIGNITY that has been denied to us for the past 110 years.
  • The movement here is rather democratic and apolitical. The only visible violence is the atrocities committed by the Bengal Government by ordering forces to charge and fire bullets at peaceful protestors in broad daylight.
  • The violence on June 17 that claimed four innocent lives was due to a clash between the protestors and the armed forces. This was because on previous days these armed forces charged women and elders who were peacefully protesting. On June 16 police raided the house of the Gorkhaland Territorial Administration (GTA) chief. The media flashed that they found weapons and explosives when all that they found was an archery kit that was for training school children, agricultural tools and other traditional weapons along with two cartons of fire crackers. The media termed these “weapons and explosives.” This led to a massive rally in Darjeeling. When the armed forces tried to intervene, it led to a clash and resulted in the death of the four martyrs.

Gorkha tea worker in Darjeeling

The Current Situation

Each day thousands of tea workers from the fields join city residents at a now-familiar 10 a.m. gathering at the historic Darjeeling train station. They rally, tour the city along Mall Road and end their protest at Chowk Bazar. Some groups chant in front of the magistrate’s office. Groups of 500 to 2,000 listen as speakers from the organizing bodies address the crowd for about an hour before dispersing.

There is nothing much else for locals to do. The tea gardens are closed, the factories idle. The tourists are too scared to stay, schools are closed, outdoor sporting events canceled. Restaurants, pubs, shops, and grocers as well as banks and ATMs are locked to prevent looting, according to the Times of India.

Residents report that each day you see the same faces whether the march is for the GJM (Gorkha Janmukti Morcha), the GNLF (Gorkha National Liberation Front), the ABGL (Akhil Bharatiya Gorkha League) or the CPRM (Communist Party of Revolutionary Marxists). All support the effort to establish Gorkhaland, a state carved from the upper reaches of West Bengal.

The scene is familiar to travelers. In January in Chennai tens of thousands of protestors expressed their outrage over the ban of a traditional bull-taming contest known as jallikattu. The sport was continued.

Five years ago, thousands in Darjeeling took to the streets to peacefully protest the expansion of 50 Wal-Mart locations across India. I missed a flight to Kolkata due to the resulting congestion in every village along the 60-mile road to Bagdogra Airport.  There are many names for the protests which draw the people of India into the streets carrying signs and chanting. Nationwide a cessation of work is know as a hartal. Locally these strikes are called anishchitkal bandh (indefinite strike).

One key difference is the interruption of the internet, which has choked off contact with the Gorkha. The Hindu reports this decision has led to widespread resentment, which is being tapped into by the movement. On Monday the GJM marched to the magistrate’s office demanding that internet service be restored.

Peaceful street protests

Dangerous Precedent

“This movement is not a sudden, it has been prevalent for 110 years, however, it was highly voiced out during the year 1986 under the leadership of late Subash Ghising,” writes Allan Rai.

“During the ongoing agitation in those days my father was among the activists for the cause of Gorkhaland. The movement turned out to be violent, killing 1,200 innocent civilians as well as injuring many. Despite this violence the demand for Gorkhaland was not fulfilled,” he writes.

“Instead they settled with the Darjeeling Gorkha Hill Council (DGHC), a semi-autonomous body to look after the administration in the hills. This granting of autonomy led the masses to believe that now the hills would see better administration and development,” reports Rai.

Here is an excerpt from my upbeat report at the time:

“A new territory was carved from West Bengal’s Darjeeling district but India rejected demands for a separate state. The Gorkhaland Territorial Administration (GTA) will have powers to manage public works, social welfare, health and forests and agriculture including valued tea gardens. Existing land records will be transferred to the authority

“The agreement will end the violence in the hills of Darjeeling and pave the way for development,” newly elected West Bengal Chief Minister Mamata Banerjee told the crowd of joyous Gorkhas gathered in the village of Pintail. She praised the signing as historic. “There is nothing to fear… Bengal is not being divided. Darjeeling is close to our heart,” she said.

“There will be an elected local body, there will be schools, colleges, hospitals, jobs will be available and Darjeeling will shine,” said Banerjee who shared her vision of Switzerland as a model.

Autonomous Region Fails

“The autonomy status was just a farce and the state still continued to intervene and rule over the region, depriving it of the development it deserved,” according to Rai. “I’ve been well acquainted with this movement. Since I was a child, I heard stories about the agitation of 1986, which our loving elders referred to as the most devastating “chyassi ko andolan” one of the biggest and most violent movement in the history of Gorkhaland,” he continues.

Protests soon resumed, often involving garden workers, with frequent strikes disrupting tea production and reducing productivity.

Tensions are greater now than at anytime since the bloodshed of the 1980s.

“The agitation which has been going on for over one month will turn terrible and it will be a decisive battle for our independence,” GJM Chief Bimal Gurung told reporters Saturday night. “If I need to shed my blood I am ready to do that, but the fight will go on till Gorkhaland is achieved,” Gurung said.

So, Why Gorkhaland?

“Darjeeling tea is our pride and our heritage,” writes Rai. “It has been one of the world’s leading brands of tea. However, the tea plantations and factories in the region do not flourish or prosper to their full potential due to several reasons, one of them being inequitable distribution of monetary resource. The revenue collected from the Darjeeling tea does not return to those who produce it. Thus, there is not much monetary support to maintain the factories and the wages of the workers are very low compared to the wages of workers in other states of our country,” he writes.

“Workers are provided with facilities such as PF, Pensions that do not even amount to $15.50 (INRs1000) per month and medical facilities that are mentioned in the documents for name sake as there are no medical units or hospitals. Owing to these factors many factories in the region have been shut down. This has led to widespread unemployment resulting in deaths due to starvation as well as depression,” he said.

“When visiting tea estates, people usually meet the owners and managers of these estates. This leads them to understand only the owner’s or the manager’s point of view regarding the estates. However, they often fail to consider the daily wage workers of the estate and fail to understand or even consider the terms or the conditions in which they work to earn their minimal standard of living.

I’m sure when people drink our Darjeeling tea they sip it in delight but has anyone thought about the condition of the old lady in the garden who plucked those luscious leaves with her delicate hands? Or the ever-smiling man who turns these tea leaves into an aromatic sipping delight? Has anyone thought that even under these extreme and crucial conditions these simple workers do not fail to do their job and supply us with our world-famous brand of tea?

“The people of this region are very hardworking and generous, they work 8 hours a day for a meager amount of $2 (INRs130) per day. These workers are living in such harsh conditions yet has anyone even bothered to think about them? These are the things that one must ponder upon to realize the potential that the tea plantations will reach, if, a separate state is formed,” he concludes.

Sources: World Tea News, The Hindu, Indian Express

Next, Gorkhas speak in support of their cause:

Anjana Gurung
Anmol Gurung

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”

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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