World Tea Expo 2025

You will taste the six types of tea and learn evaluation and preparation techniques drawn from Kyle Stewart's 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

As the trend for non-alcoholic beverages grows, café and tea business owners have a golden
opportunity to enhance their offerings and appeal to a more educated and health-conscious clientele. Join Dr. CJ Sugita-Jackson, a Certified Nutritionist, Master Herbalist, and expert tea blender, for an engaging workshop designed to elevate your drink menu and boost your business.
"Mastering the Art of Mocktails: Boost Your Business with Innovative Drink Menus" is tailored for businesses without a liquor license but eager to tap into the lucrative mocktail market. This session will provide you with the knowledge and inspiration to create a premium, high-priced mocktail menu that draws in discerning customers seeking sophisticated, non-alcoholic options.
Key highlights include:

• Understanding Your Audience: Learn how to identify and cater to the preferences of health-conscious and sophisticated consumers.
• Menu Design Principles: Discover the secrets to creating a balanced and appealing mocktail menu, incorporating seasonal and locally-sourced ingredients to elevate your offerings.
• Live Mocktail Demonstrations: Watch Dr. Sugita-Jackson demonstrate several innovative mocktail recipes, and enjoy tasting these unique creations to inspire your menu development.
• Marketing Strategies: Gain insights into effective marketing techniques, including social media tips and influencer collaborations, to attract a high-value customer base.
• Physical Takeaways: Leave with recipe cards, ingredient lists, and other takeaways to kickstart your mocktail offerings.

Whether you’re a café owner or tea shop manager, this workshop will provide actionable strategies to enhance your business and delight your customers with premium non-alcoholic beverages.

In today's competitive tea market, sourcing tea directly from origin can offer a significant edge. This session will provide a detailed guide on how to establish direct trading relationships with tea producers, ensuring quality, authenticity, and a unique market position. We'll explore the benefits, challenges, and practical steps involved in sourcing tea directly from its origin.TakeAways:

• Build initial relationships with Growers: 
• Resources on how to make the first contact with tea growers. 
• Logistics and Legal Considerations: Sourcing tea directly involves navigating complex import regulations. 
• The session will provide an overview of the necessary paperwork, permits, and certifications required to import tea in the US. Marketing Your Direct-Sourced Tea: 
• One of the biggest advantages of direct sourcing is the story behind the tea. Learn how to effectively share this story with your customers through your website, social media, and packaging.

This presentation delves into several critical aspects of environmental regulation and consumer protection: PFAS (Per- and Polyfluoroalkyl Substances), California's Proposition 65 (Prop 65), environmental marketing, and recycling issues including Extended Producer Responsibility. A comprehensive approach to environmental marketing, formulation, and packaging is vital for companies aiming to align with current environmental standards and consumer expectations. Understanding these issues helps companies mitigate risks, enhance brand reputation, and contribute to a healthier environment. This presentation aims to equip stakeholders with the knowledge to navigate these regulatory requirements and leverage environmental marketing effectively.
Takeaways (3)
Prop 65, PFAS, and other chemical regulatory issues
Environmental Marketing
Recycling and Extended Producer Responsibility

Unlock the secrets to successful tea marketing with an exclusive workshop hosted by the Boulder Tea Company. Join Sara Stewart Martinelli, owner and master tea blender, and Nathan Pulley, Director of Operations, as they share their expertise in both print and digital marketing. This hands-on workshop will cover everything you need to know to elevate your tea business.
Learn how to craft compelling stories and engaging content that highlight the unique qualities of your teas. Sara and Nathan will guide you through the nuances of traditional print marketing as well as effective strategies for digital platforms. Discover the art of tea photography, from lighting and composition to styling and editing, ensuring you capture the beauty of your tea products in every shot. Additionally, build a strong, recognizable brand that resonates with your target audience through branding techniques that create a cohesive and appealing brand identity across all marketing channels.
This workshop is ideal for tea business owners and entrepreneurs, marketing professionals in the tea industry, aspiring tea brand creators, and anyone passionate about tea and eager to learn more about marketing.

IKevin 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.
 3 Takeaways
(1) Science behind temperature tea tasting
(2) Choosing which teas taste better cold or hot
(3) Geographically preference

Step out of the Camellia Sinensis world to learn about other botanical supply chains.
What are the key differences in growing, harvesting and processing?
How do the supply chains work?
What are the main things to consider when purchasing botanical ingredients for my business?
What are the key drivers of quality when producing botanical ingredients?
The growth in fruit and herbal tea sales has outpaced those of black and green tea in recent years and this trend looks set to continue. Increasing awareness of health benefits and a desire for healthy beverage choices is driving innovation and increasing consumer demand.
Come away from this talk with a broader understanding of the complex supply chains behind individual fruit and herbal tea ingredients before they are used in finished products.
Learn about different production processes for fruit and herbal ingredients versus black and green tea and how they impact quality.
Gain a better understanding of purchasing options for botanical ingredients whether you are a startup, small, medium or large-scale operation.

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.

In this presentation, certified Japanese Tea Instructor Oscar Brekell will guide you through this intriguing and ever-changing field, and also explain the background behind the great variety of flavor experiences. He will go through everything from tea plant cultivars to terroir and, most importantly, the long traditions and new bold initiatives that make the cultivation and processing of these wonderful teas possible. Brewing techniques will be introduced, and finally he will also introduce the secrets behind a good Hojicha, roasting live on stage to offer the audience a truly special taste experience. A must for anyone interested in gaining or deepening their knowledge of green tea.


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

A generational perspective on how climate change has transformed Sri Lankan tea growing, its impact on growers' lives, and the efforts being made to mitigate these changes. Discover how consumers worldwide can play a vital role in protecting tea's future.
 

Years of inflation at the grocery store has made it harder that ever to convince consumers to pay extra for value-added attributes. How can premium tea navigate such a challenging environment and convince consumers to spend on high-quality tea when they are watching every dollar? In this session, we will look at what the rise in grocery prices has done to consumer mindsets and shopping patterns in the last few years and then describe the strategies that are working in the premium space: Leading with wellness, embracing “Little Treat Culture”, and targeting the luxury segment. Description: The attendees at the expo tend to be selling tea that is higher-quality and they all face a real challenge from consumers very frustrated with inflation and turning to mass brands, private labels, etc. This is true even if the Federal Reserve does bring inflation back down to 2% by the Expo because what consumers are reacting to is not inflation but price levels (it’s not that things are getting more expensive, it is that they have gotten more expensive and the reference point for what things “should cost” remains that of 2019). Of course, it is still possible for value-added categories to succeed and tea basically has three options. The first is wellness, because data indicates where consumers are willing to spend extra their top choice is wellness because it is “investing in themselves” and so makes financial sense even in tough times. The second is “Little Treat Culture” or what in traditional economic terminology is known as the “Lipstick Effect” or the idea that if budgets are stretched, people turn to small, affordable splurges to make themselves feel better. The third is to appeal to consumers whose incomes are high enough they do not really feel the sting of inflation, who are not numerous but who do have high spending power. The idea of this presentation is to lay out the consumer mindset as it currently stands and then take them through the routes where premium tea can succeed, with the idea the attendees will figure out which path makes the most sense for their own brand given its positioning.

You will better understand how consumers:

• currently shop for food and beverage products
• under what circumstances they will pay more for higher-quality teas  
• what strategies might work for them specifically to appeal to consumers in this environment

Understanding how to price your products to cover all of your costs can be confusing and feels like an exercise in futility. Doyle will help you identify what costs change, and what costs stay the same, no matter if you sell 1 unit or 1 million. Once you know this, then and only then can you determine a price based on your industry margins. That is why knowing what your break-even number can be is so critical. The concepts are straightforward and easy to understand.
3 Takeaways:
* Break Even formula,  Basic Pricing Formula, Target Margins by industry
* Pricing Strategies, Understanding Costs and how they affect pricing, and blended margin calculations
* Identify common pricing mistakes, hidden fees, and delve into the formulas and math in greater detail.

This session aims to equip attendees with the knowledge and tools needed to understand tea supply contracts. Participants will gain practical insights into key contract components, risk mitigation strategies, and negotiation techniques, all of which are essential for ensuring successful and sustainable tea business operations.

Led by Dananjaya Silva, creator of London’s most expensive tea, Golden Tips, featured in The Times and CBS, this session will guide you in crafting a first-class tea service in hospitality. Learn how to curate seasonal menus, ensure proper storage, and scale your offerings with practical, real-life examples.

In this session we'll explore the challenges and opportunities in developing RTD teas, including balance of ingredients, scaling formulations, brewing, and reviewing essential regulatory considerations.

Diving deeper into these topics:

• Balancing tea, flavor, juices, sweeteners and other ingredients in formulating your tea
• Differences between brewed tea leaves, tea extracts, tea concentrates, tea powders, tea distillates and tea flavors
• Technical limitations and opportunities in scaling your lab formulation to production
• Key regulation and compliance considerations in RTD teas

The supply chain for teas, herbs, and spices is a complex and intricate system that begins with cultivation in diverse climates around the world. Growers harvest these products, which then undergo processing, including drying, grinding, and blending. From there, they are transported around the world to brands, contract manufacturers, distributors and retailers. Along the way, stringent quality control and compliance with food safety standards are crucial. Each step, from farm to cup, involves coordination among farmers, processors, logistics companies, and retailers, all working together to deliver high-quality products to consumers around the world. 

The Rooibos Story will cover the following

1. How is it best consumed
2. Rooibos as a functional food
3. Rooibos Blends
4. Wellness and Rooibos
5. Health and Rooibos
6.  Innovation
7. Economic Opportunities

China, the cradle and “motherland” of tea, boasts a long history and profound culture of tea planting, processing, and drinking. Throughout this development, our diligent and wise ancestors continuously invented new techniques for tea planting, processing, and brewing.
With such a long history, it is fascinating to imagine how tea emerged from nature, gradually becoming China’s “state drink,” and how it spread worldwide. Over the course of at least 5,000 years, our ancestors have developed various types of tea. The most authentic and traditional Chinese teas are categorized into six basic types, known as the “Six Major Tea Categories” by tea professionals. As market demand continues to grow, it is essential to educate tea merchants, professionals, and our expanding community of tea drinkers about these categories. Through this forum at the tea expo, we aim to clarify misconceptions and correct misunderstandings regarding tea types, business practices, and consumption. This mission is crucial for the tea expo.
In the West, consumers are generally familiar with green tea, black tea, and Pu-erh tea. However, following recent trends in Chinese tea culture, more people are becoming aware of white tea and oolong tea. Each of these major categories includes representative and renowned subcategories, which will be a key topic of our discussions.
Additionally, different types of tea are produced through various processing methods, each requiring specific brewing techniques.

Three Takeaways: 
1. Brief History of Tea Drinking.
2. China’s authentic and traditional basic categories of teas—six major tea categories: Green tea, White tea, Yellow tea, Oolong tea, Black tea, Dark tea.
3. Brewing methods for different teas—water temperature, tea amount, brewing/steeping time.

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

 When it comes to starting an online tea business there is much to consider as you get started such as: 

• How much do I have to invest in this business? 
• Who will my target customers be? 
• How do I find reputable suppliers who can work with me to scale my business? 
• Where will I sell my products? 
• What prices will I charge for the products I sell? 
• Who are my competitors? 
• When can I expect to become profitable? 
• Why should I consider selling on Amazon? 
• Should I sell loose leaf tea or tea bags? 
• What packaging options work best? 
• How do I secure the best shipping costs? 

It is important to get answers to these questions and many other questions that arise as you move through the process of starting an online tea business. 
In my presentation I will provide answers to the above questions and share with you my Top 10 Ways to Build a High Profit Online Tea Business. 

In the bustling world of e-commerce, email marketing stands out as a crucial tool for driving revenue and fostering customer loyalty. For small tea businesses, leveraging email marketing can make the difference between a good year and a great one. If you're not generating between 30-35% of your e-commerce revenue through email marketing, this talk is essential for you. We'll explore practical strategies and actionable insights to help you harness the full potential of email marketing, ensuring your business thrives in a competitive market.

By the end of the session:

1) You'll be able to map out and implement a customer journey that maximizes acquisition and retention, enhancing customer loyalty and increasing lifetime value.

2) You'll walk away with ready-to-use templates that can be customized to fit your brand, helping you launch high-performing email campaigns that drive engagement and sales.

3) You'll learn how to create and optimize automated email flows that save you over 50 hours of work, allowing you to focus on other critical aspects of your business while your email marketing runs seamlessly in the background.

As the world grapples with the challenges of climate change, water scarcity, and environmental degradation, the tea industry has a unique opportunity to lead the way in sustainable practices. Individual consumers play a crucial role in driving this change. Here are three simple yet effective ways everyone can make a difference, ultimately contributing to a more sustainable tea industry.
Key Takeaways

1. Eat More Plant Based: Animal agriculture is a significant water user, so incorporating more plant-based meals can help reduce water consumption. As tea is often enjoyed with food, choosing plant-based options can complement sustainable tea choices.

2. Compost and Reduce Waste: Composting food waste reduces the amount of energy and water needed to produce new fertilizers. This practice also promotes sustainable tea production, as tea estates can adopt organic composting methods to maintain soil health.

3. Use Less, Choose Sustainable: Being mindful of overall resource usage can significantly impact water conservation. In general, every product we use daily takes resources to create. When choosing tea products, opt for sustainable packaging,  and eco-friendly brands that prioritize water efficiency in their production processes.

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.

Statements on your label can (and should) showcase how amazing your product is. However, certain claims can run afoul of labeling laws and regulations (which are enforced by government agencies such as the FDA), or can expose your company to the risk of being sued by competitors or class action lawyers who claim that your label is inaccurate or otherwise misleading.
Session Take-Aways
 

• The various types of claims (nutrient content, health, structure-function claims) and the importance of making permissible labeling claims.
• “High Risk” claims - Labelling claims to avoid and claims that should be made with caution (for example: “all natural,” “Manufactured in the USA,” “Antioxidant-rich,” and “No added sugar”).
• The increased focus on environmental factors – heavy metals, PFAS, etc. – and federal and state laws on claims like biodegradable, compostable, and “free of”
• Strategies for proactively protecting your business against unnecessary legal distractions relating to labelling claims that can hurt your bottom line and brand reputation.

Alcoholic Tea Beverages
In the evolving landscape of the beverage industry, understanding consumer preferences is key to staying ahead. This presentation dives deep into the intricate world of consumer drivers that shape beverage choices by exploring three main drivers: health, psychological drivers, and flavor trends.
Health drivers are increasingly influencing consumer choices, with a growing demand for beverages that offer functional benefits, such as low-calorie options, fortified drinks, and alcohol alternatives. We will analyze how health-conscious trends are reshaping the market and driving innovation in both alcoholic and non-alcoholic segments.
Psychological drivers, including the role of emotional connections and social influences, play a significant role in beverage preferences. This section will examine how brand perception, marketing strategies, and consumer experiences shape purchasing decisions and loyalty. Flavor drivers remain a cornerstone of consumer satisfaction. By exploring emerging flavor trends, their origins, and consumer drivers, this presentation will highlight how unique and diverse flavor profiles can captivate consumers and create lasting impressions. Attendees will gain actionable insights into leveraging these consumer drivers to develop strategies that cater to evolving preferences, ensuring success in both retail and food service settings.
 
Objectives:  
• Investigate emerging flavor trends, showcasing how innovative and diverse flavor profiles can captivate and retain customers
• Explore the psychological drivers, including emotional connections and social influences to understand how they shape consumer behavior
• Analyze how health-conscious trends are influencing consumer preferences for both alcoholic and non-alcoholic beverages

Follow Udaya as he covers the challenges of Organic Farming in Nepal.
In the case of Nepal, small farmers produce organic tea in their small farms.
Major challenges:

• Reduced yield
• Susceptible to pest attacks
• High input costs
• Labour intensive
• Due to open borders with the neighboring country, the prohibited inputs are easily available in the local market which is easy to access for the small farmers.
• Household monitoring and proper record keeping, documentation etc. are additional costs.
• There is no reputed certification agency in Nepal and still we have to be accredited by the CB of India or a European country.
• Unfavorable climatic condition

Solutions

• Awareness program to the farmers
• Optimum price of the organic product
• The government should launch a project to motivate the organic farmers/producers and there should be regular monitoring of the market to reduce the sales of the prohibited inputs.