World Tea Expo 2025

You will taste the six types of tea and learn evaluation and preparation techniques drawn from creative collaborations with renowned chefs, sommeliers, sensory evaluation scientists, and worldwide tea experts.

You'll learn:

• What Is and Isn’t Tea
• A Brief History of Tea
• How are Tasting Tea and Tasting Wine Similar and Different 
• What are the factors that make each tea type look and taste different
• Using Sensory Memory to Taste Tea

Plus sample six types of teas:

• White Category
• Green Category
• Yellow Category
• Oolong Category
• Black Category
• Pu’er Category

Tea Business Incubator is for anyone interested in starting a tea business or wanting more business insight about the tea industry.  We cover the business of tea, it is strongly suggested that for the basics of tea, you attend our Tea Primer on Sunday, March 24, 2025.
8:00am - 8:15am - Daniel Lewis - Introduction

8:15am - 9:15am - Stijn Van Schoonlandt - 
Unlocking the Future of Tea Storytelling with Generative AI
Are you ready to revolutionize the way you create video content about your passion and story around tea? Join us for an enlightening talk where we dive into the cutting-edge world of generative AI together with Stijn Van Schoonlandt who is supporting a large part of his business with different AI tools.
In this talk, you'll discover:

• Scriptwriting with AI: Learn how to utilize generative AI tools to craft engaging and dynamic video scripts that captivate your audience.
• Automated Video Generation: Explore the process of transforming your AI-generated script into a high-quality video with just a few clicks.
• Voice Over Mastery: Experience the seamless integration of AI text-to-speech technology to add professional voiceovers to your videos.
• Insights in creating your digital twin : curious to find out how you could possibly clone yourself? Let’s discover together what are the limits.

But that's not all—this is an interactive session! You'll receive a hands-on assignment to create your own video about the expo, applying the techniques you've learned. Showcase your creativity and technical prowess, and the most outstanding video will be awarded an incredible prize at the end of the conference.
Don't miss this opportunity to elevate your tea storytelling skills and be at the forefront of digital innovation. Join us and embark on a journey to mastering generative AI in video creation!

9:30am - 10:15am - Mark Arathoon -  Building Your Brand: 6 Reasons to Work with a Contract Manufacturer
Building your brand and partner with a contract manufacturer or fundamentals of contract manufacturing: contract manufacturing helps tea companies optimize resources, enhance product quality, and stay competitive in a dynamic market. A few of the pillars of why brands look to outsource their manufacturing to a third party.

1. Cost Efficiency: By outsourcing production, companies can avoid the high costs of establishing and maintaining manufacturing facilities. This allows them to leverage the expertise and infrastructure of contract manufacturers.
2. Expertise and Quality: Contract manufacturers often specialize in tea processing and have established expertise, which can enhance product quality and consistency.
3. Scalability: Businesses can easily scale production up or down based on demand without the need for significant investment in additional resources or equipment.
4. Focus on Core Competencies: Companies can concentrate on other critical areas such as marketing, branding, and distribution while leaving the production to specialized experts.
5. Innovation and Flexibility: Contract manufacturers can offer advanced processing techniques and flexibility in production schedules, enabling companies to quickly adapt to market trends and introduce new products.
6. Risk Management: Outsourcing production can reduce the risks associated with operational disruptions, such as equipment failures or supply chain issues, as these responsibilities are managed by the contract manufacturer.

10:30am - 11:15am -Dean Jablon - Pricing Your Products For Success
Understanding your product pricing is one of the most important facets of your business.
You will learn how to:

• Position your products to command the highest price possible.
• Target specific high profit customer groups.
• Upsell multiple products with each order to increase revenue.
• Offer tiered pricing discounts and other incentives.
• Capture customer feedback and offer value propositions.

11:15an - 12:15pm: Lunch

12:15pm - 1:00pm - Dale Willerton -  13 Costly Mistakes Tea Shop Tenants Make Negotiating New Leases & Renewals
The Lease Coach presents this session for both start-up tea shop entrepreneurs and existing tenants. Learn the 13 costly mistakes tenants make in the leasing process and what never to say or do in the leasing process. Find out how to negotiate for free rent, tenant allowance money, no deposits or personal guaranty’s, including site selection tips and must hear lease renewal do’s and don’ts.  How to effectively manage landlord and broker relationships so you stay in control and pay the lowest possible rental rate.  All session attendees will receive a complimentary copy of the book Negotiating Commercial Leases & Renewals FOR DUMMIES authored by the presenter Dale Willerton, The Lease Coach.

1:15pm - 2:00pm - Luke Cahill - Winning on the Shelf
How do you win in increasingly crowded, ever changing categories? What are the core keys to success to make sure your brand and package stands out? - How can you leverage and/or overcome category realities in a crowded space? - How do shoppers make decisions in the First Moment of Truth? What can you do to make sure your brand is chosen over competition? How do you become the go-to non-conscious choice for shoppers?

2:15pm - 3:00pm - CJ Sugita-Jackson - Creating Immersive Tea Experiences: From Ceremony to Themed
CJ will guide attendees through designing & executing captivating tea ceremonies and immersive themed events. By integrating entertainment and immersive opportunities, businesses can offer unique experiences that address growing consumer interest in the immersive food & beverage industries.

3:15pm - 4:00pm - Billy Dietz - Mastering Supplier Relations in the Tea Industry: Everything You Need to Know to Get Started.
This session provides essential guidance on establishing and maintaining successful relationships with your tea supplier, wholesaler, or blender. Learn how to effectively engage with suppliers as a new customer, including the key questions to ask and the inquiries you should be prepared to answer. Gain insights into fostering long-term, mutually beneficial partnerships that will support your business growth and ensure a consistent supply of high-quality tea.

4:15pm - 5:00pm - Q &A

Calling all veteran tea business owners who are ready to ascend to new heights of success! This is your opportunity to have your questions answered by our panel of tea industry luminaries. They’ll share the strategies, techniques, and insights that separate the exceptional from the ordinary. The challenges of tomorrow are different than the challenges of yesterday so let our experts give you the tools to tackle those obstacles and turn that bottom line from red to black! 
This was one of the most popular sessions of the 2024 conference, it was sold out so come early.

Kevin will address the reaction of taste receptors as it pertains to hot and cold beverages. Only to bring it forth to why it may be so that some people prefer hot tea brew and some may prefer cold tea brew scientifically.

Takeaways
(1) Science behind temperature tea tasting

(2) Choosing which teas taste better cold or hot

(3) Geographically preference

In the world of gourmet experiences, the combination of tea and cheese stands out as a sophisticated and delightful pairing. Join us for an immersive skill building session, where we will explore the principles of food and tea pairing, followed by a sensory tasting session designed to educate and inspire.
This session will begin with an introduction to the fundamental concepts of pairing tea with food, focusing on how different flavors, textures, and aromas can harmonize on the palate. Participants will then embark on a guided tasting experience, sampling a curated selection of teas and cheeses. Through this hands-on session, attendees will not only discover new insights about tea but also learn how to create compelling and complementary pairings.
Furthermore, Fabiola will provide practical advice on organizing similar tea and cheese events in your own business. By the end of the session, participants will be equipped with the knowledge and skills to host their own tastings, enhancing their offerings and attracting new customers with these unique experiences.
Join us for this delectable journey and elevate your tea business by mastering the art of tea and cheese pairing.
TakeawaysUnderstanding Tea and Food Pairing Principles: Gain insights into the core concepts of pairing tea with food, learning how flavors, textures, and aromas can complement each other to create a balanced sensory experience.
Hands-On Sensory Tasting Experience: Engage in a guided tasting of a curated selection of teas and cheeses, discovering new flavor combinations and deepening your understanding of both tea and cheese.
Organizing Tea and Cheese Events: Learn practical tips and strategies for hosting your own tea and cheese tasting events, enabling you to offer unique experiences that can attract and retain customers.
 

With the increasing popularity of matcha, the presence of Japanese green tea on the world market is stronger than ever before. Yet despite the abundance of instragrammable green lattes and smoothies out there, much of what Japan has to offer still remains largely undiscovered by the international tea community. Take a closer look, and Japanese green tea will appear surprisingly multifaceted, spanning from the fresh forest-like flavor of a classic Sencha to the nutty roasted aromas of Hojicha and much more in between. New and exciting initiatives such as the single origin tea movement are also taking Japanese tea into unexplored territory, making for new taste experiences previously unavailable. The art of roasting green tea has also being further refined, and is ripe for experiencing. A must for anyone interested in gaining or deepening their knowledge of green tea.

Takeaways:

Explain the background behind the great variety of flavor experiences.

Cover everything from tea plant cultivars to terroir.

Explore the long traditions and new bold initiatives that make the cultivation and processing possible.

Brewing techniques will be introduced,

The secrets behind a good Hojicha

Tasting:
・Cold brewed Single Estate Japanese Tea
・Freshly roasted Hojicha

The topic explores Rooibos, a caffeine-free herbal tea from South Africa, focusing on its
history, cultivation, and global rise. Originating with the indigenous Khoisan people, Rooibos
is grown in the Cederberg region and undergoes a unique process of planting, harvesting,
and fermentation. This herbal tea is valued for its antioxidants, essential minerals, and
nutritional benefits, making it a popular choice for promoting well-being. With various
grades and cuts affecting its flavor and quality, Rooibos has expanded internationally, now
used in beverages, food, and skincare. It is also recognized as a beneficial, sugar-free
alternative for children.


Takeaways:
Rooibos as a Versatile Beverage and Functional Food
Well-being Benefits and Wellness
Innovation and Economic Impact

Discover the rare, hidden gems of the tea world in this unique tasting opportunity .
This course takes you on a global journey to experience unique and rare teas from exclusive tea-producing regions. You will experience the distinct flavors, traditions, and stories behind these exceptional teas. 
Perfect for specialty tea enthusiasts looking to expand their palate and knowledge, this course will leave you with a deeper appreciation for the art of tea. Join us and indulge in the rare and exquisite world of artisan teas.

Come join Kurush Bharucha on a guided 'tea cupping' odyssey, as we taste his global 'flavourites' - their aromas and attributes ; their terroirs and tales.  Each sip will unveil a unique 'nature and nurture' fingerprint.....and make you smile

Join in the 'jelly-bean' test, as a first step in appreciating the nuances of tea tasting.

This session is to awaken your inner Tearista and help YOU in your tea journey - from infusiast to teaholic

Key Takeaways :
1. Appreciate the fundamentals of tasting (its why, how and what) - as you TEAse apart the subtleties between flavour, taste and aroma.
2. Understand the key sensory directions of the different types of tea....and start to build your own vocabulary of descriptors.
3. Learn to tell your recipe love story from 'tea-bud to taste-bud', using a 6P framework (provenance, plantation, processing, product, planet, people) ---Class limit of 50

Authentic brands deliver on their promise of a fine product and a rewarding taste experience in sincere and engaging ways. Successful tea brands are clear and consistent about what they stand for but never entrenched. The best remain culturally relevant to their target market by continuing to evolve.

Takeaways

• Tea’s diverse culture is simultaneously its greatest strength and the most formidable obstacle facing industrial-age commodity tea brands out of sync with consumer preferences.
• Despite the efficiencies of scale and marketing and 150 years of competition, small brands have shown remarkable resilience, still controlling 90% of the global market. Their success is a testament to their adaptability and understanding of changing consumer preferences.
• How we shop for tea has changed. E-commerce accelerated during the pandemic, driving record sales of packaged foods and at-home consumption. Distribution expanded, with global, national, and regional brands now selling directly to consumers, utilizing last-mile delivery managed by efficient service providers.

Of the many mysteries that the subjet of tea leaves us, one that I encounter the most is “how much caffeine is in my tea.” The short answer is, “it depends.” But what does it depend on? This talk gives an in-depth look into what factors go into the caffeine content of any particular tea. We will also look into some of the common myths about caffeine content and discover which ones are true or false, and why.
Takeways:
1.) Caffeine content in any particular tea is not a straightforward answer but there are clues that you can use to estimate it.
2.) Most of the myths about caffeine content in teas are misleading or false.
3.) Caffeine content in teas vary widely depending on a variety of factors other than the style of tea.