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Sunday, March 23
 

10:00am PDT

Tea Primer - 101 Basics of Tea
Sunday March 23, 2025 10:00am - 4:00pm PDT
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
Speakers
avatar for Chris Johnston

Chris Johnston

Founder, Consultant
Having grown up in the tea business, Chris (Johnston) MacNitt started formally working in the family business in 2010. He was responsible for all tea quality and development. In 2017, he took a role at Starbucks, where he was responsible for quality and working with suppliers to elevate... Read More →
Sunday March 23, 2025 10:00am - 4:00pm PDT
Room #221
 
Tuesday, March 25
 

8:00am PDT

Tea Marketing Mastery: Branding Strategies to Elevate Your Business
Tuesday March 25, 2025 8:00am - 9:00am PDT
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.
Sara and Nathan will guide you through the nuances of traditional print marketing as well as effective strategies for digital platforms.
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.


TakeAways:

Learn how to craft compelling stories and engaging content that highlight the unique qualities of your teas.

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. 

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.
Speakers
avatar for Sara Martinelli

Sara Martinelli

Owner, Boulder Tea Company and The Boulder Dushanbe Teahouse
Sara Stewart Martinelli is the dynamic owner of Boulder Tea Company and The Boulder Dushanbe Teahouse. With a degree in anthropology from the University of Colorado and a certification in graphic design from The Colorado Institute of Art, Sara combines her diverse academic background... Read More →
avatar for Nathan Pulley

Nathan Pulley

Director of Operations, Boulder Tea Company
Nathan Pulley is the Director of Operations at Boulder Tea Company, bringing his extensive expertise in business management and operations to the forefront of the tea industry. With a strong background in strategic planning and organizational development, Nathan plays a crucial role... Read More →
Tuesday March 25, 2025 8:00am - 9:00am PDT
Room #221

10:15am PDT

How to Succeed With Premium Tea in a Budget-Conscious Era
Tuesday March 25, 2025 10:15am - 11:15am PDT
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.  It is 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.

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
Speakers
avatar for Matthew Barry

Matthew Barry

Insight Mgr. F & B, Euromonitor
Matthew Barry is an Insight Manager at Euromonitor International, specializing in food and beverage products with a particular focus on hot beverages. His analysis of the industry is often shared in business and trade press, including The Wall Street Journal, The Economist, and The... Read More →
Tuesday March 25, 2025 10:15am - 11:15am PDT
Room #221
 
Wednesday, March 26
 

8:30am PDT

"Taming the Tea Trade: Key Components of Effective Tea Supply Contracts"
Wednesday March 26, 2025 8:30am - 9:30am PDT

Navigate the contractual complexities of the tea trade with confidence! "Taming the Tea Trade: Key Components of Effective Tea Supply Contracts" will provide actionable insights into crafting contracts that protect your business and foster long-term supplier relationships. Discover practical strategies to mitigate risks, secure favorable terms, and negotiate like a pro—ensuring your tea business thrives in today’s competitive marketplace.
Key Takeaways:
  1. Master Contract Essentials: Identify and understand the critical components every tea supply contract must include to safeguard your business interests.
  2. Mitigate Supply Chain Risks: Learn proactive strategies to address common challenges like shipment delays, quality discrepancies, and pricing fluctuations.
  3. Enhance Negotiation Skills: Gain negotiation techniques to secure more favorable terms while building 

Speakers
avatar for Don Ho

Don Ho

Co-Founder, BDH Consultants
Don is the Founder and Owner of BDH Consultants. Don has been involved in the food service industry since 2013 when he decided to get out of the daily grind of corporate life after discovering his passion for tea. He sold his law firm and turned his hobby into a business. Don traveled... Read More →
Wednesday March 26, 2025 8:30am - 9:30am PDT
Room #221

9:45am PDT

Top 10 Ways to Build a High Profit Online Tea Business
Wednesday March 26, 2025 9:45am - 10:45am PDT

When it comes to starting an online tea business there is much to consider as you get started and Dean will cover all the important considerations. From capital startup investments to suppliers, inventory, shipping, and pricing. It is important to consider and evaluate everything. If you are looking for a place to start or something to reconsider this is the place to be.

Takeaways:

Where do I start.

A Guide to follow for success.

Questions answered.



Speakers
avatar for Dean Jablon

Dean Jablon

Business Development, Lifetime Tea
About Dean Jablon and Lifetime TeaAn internationally recognized tea expert, marketing leader and speaker, Dean advises clients throughout theUnited States and around the world about the challenges and trends impacting the tea industry. His pragmatic,action-oriented style inspires... Read More →
Wednesday March 26, 2025 9:45am - 10:45am PDT
Room #221

11:00am PDT

Making Permissible Labeling Claims and Staying Ahead of Class Action Lawyers
Wednesday March 26, 2025 11:00am - 12:00pm PDT
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.
Speakers
avatar for Lindsay Aherne

Lindsay Aherne

Of Counsel, Greenberg Traurig Law
Of Counsel at the law firm of Greenberg Traurig, LLPWebsite: https://www.gtlaw.com/en/professionals/a/aherne-lindsay-nLindsay is an attorney that assists clients across the nation with regulatory compliance and litigation (including lawsuits threatened or filed against the company). Lindsay has experience representing clients in the food, beverage, dietary supplement, medical device, personal care prod... Read More →
Wednesday March 26, 2025 11:00am - 12:00pm PDT
Room #221
 
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