Tea Biz
Tea Biz

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Tea Biz News and Insight - May 20, 2022

ABOUT THIS EPISODE

HEAR THE HEADLINES – Let’s All Celebrate International Tea Day | The Tea Day Sofa Summit is Monday, May 23 | Global Instability is Suppressing East African Tea Prices 

| NEWSMAKER – Sneha Balasubramaniam, Head of Marketing and Innovation at Tata Consumer Products

| FEATURE INTRO – This week Tea Biz travels to Montvale, New Jersey to the headquarters of Good Earth Tea a division of Tata Consumer Products that is celebrating its 50th Anniversary with a revival of two beloved teas.Good Earth Tea Celebrates 50th Anniversary – The Good Earth brand was founded in 1972 by a Santa Cruz-based herbal tea company that supplied tea to a local restaurant that expanded into a chain of 50 franchises. The brand experimented with herbal blends during its first two decades, producing more than 40 varieties. Tata acquired the company in 2005 and relocated offices to New Jersey.

The Tea Biz podcast delivers tea news that you need to know, a recap of the week's major headlines, with commentary and cultural trends. Hosted by Dan Bolton. It is the voice of origin for tea professionals and enthusiasts worldwide. Think of us as a digital caravan of story tellers, bringing authentic, authoritative and exclusive stories to you weekly from the tea lands. Hello everyone here this week's headlines. Let's all celebrate International Tea Day. The Tea Day Sofa Summit is Monday, may twenty three, and global instability is suppressing east African tea prices. Plus TEAP is travels to Montvale, New Jersey, where Good Earth is celebrating its fiftieth anniversary with a rearrival of two beloved teas. More in a minute. The first this important message. What makes a Perfect Cup of Ceylon tea? The Perfect Cup is from the tea businesses that ensure the protection of all the children living within their tea estates. We Salute Kailani Valley, tell a Wacky Lee, Bogajan, Thalawa, Harana and Elyptia tea estates. Support Save the Children Sri Lanka, the United Nations Food and Agriculture Organization, FAO, is hosting its annual international t day webcast on Monday may twenty three, beginning at noon cest at six am on the eastern seaboard. EST registration is free. Visit FAO DOT ORG international t day to participate. The opening...

...ceremony will be followed by a high level presentation and one hour panel discussion, beginning at one thirty PM cest. The event is translated into eight languages, Arabic, Chinese, English, French, Russian and Spanish. I FAO Director General, Dr Chew Thong You, will open the session, followed by a keynote address by Dr Amina Gurrib Farim, the former president of maries and a biodiversity scientist. FAO writes that quote. This year's celebration comes at a time when we need to find renewed commitment to our common objectives, including that of leaving no one behind, and t can play a key role. During the covid nineteen pandemic, tea brought comfort to millions around the world and a demand for the product. So a remarkable increase, spurred by purchases for in home consumption. Market information collected by F AOS Inner Governmental Group on tea showed the tea consumption expanded in all markets, even those that recorded a declining trend in per capita consumption over the years. More importantly, the data showed a surge in the demand for tea by the youth. This survey highlighted that young people rediscovered their love for tea during lockdown due to the hydration benefits and the feel good factor. In general, consumers said they were drinking tea for comfort and relaxation and to feel good. An increasing body of scientific evidence shows positive association between tea consumption and health benefits. Hence, drinking tea is a healthy social...

...activity. Demonstrations of tea drinking traditions will follow the address. The program features five tea loving countries, the Argentine Republic, the People's Republic of China, the Republic of India, the United Republic of Tanzania and the United Kingdom. Participants in the panel discussion include the Chief Executive of the UK tea and infusions associations Asian, the Deputy President of the China and Chamber of Commerce, Regional Manager of Kenya is t development agency, CEO of Dilmasin on Tea Company, the president of Italy's Teen Infusions Association and the CEO, John Davison, of actity business insight. Tea production generated seventeen billion in two thousand and twenty one, and World Trade is estimated at nine point five billion. According to FAO, one key characteristic of t is that smallholders are now responsible for an estimated sixty percent of world tea production. Importantly, says Fao, Te Generates productive jobs and empowers individuals, especially women, and their communities. The international tea day tea and Herbal Association of Canada hosted Sofas Summit is a must not miss event. This year they will conduct the Third Annual Sofa Summit from dusk until dawn on Monday may twenty three. The event hosted by TCHAC President Shamnum Webber, quote as a global village event of virtual gathering where experts in their field have conversations about tea health and tea culture and quote. The summit is on...

Youtube, live and free to all. Begins at eight thirty am on Monday may twenty third through seven thirty PM Eastern Standard Time and will take you into the homes and work places of t luminaries in Vietnam. Nepal, India, Europe, the US, China, JE, Pinchalaca, Africa and more. A schedule of all twenty five participants is now available at www t dot CAA. You can set a reminder at Youtube to watch SOFA summit. Two Thousand and twenty two, global instability is suppressing east African tea prices. In July twenty twenty one that Kenya t development agency set a minimum reserve price of two dollars and forty three cents per kilo for t sould at the Mumbosa auction to stabilize historically low prices. It didn't work. Ten months later, volume is strong that prices overall remain below the reserve minimum. Kenyan's export earnings grew thirteen point three percent in two thousand and twenty one, earning a hundred and thirty six billion shillings. That's about one point one seven billion US compared to two thousand and twenty. Several unpredictable developments combined to hold average prices is two, around two dollars and thirty cents per kilo. Over supplies the most manageable. The subsidies and painsentaves stimulated production in east Africa to do highs in spite of drought and high temperatures. Covid nineteen led traders to hoard tea, as Labor constraints reduce the spread of infection, but also depressed yield. That tea is now staling and needs to be sold. Finally, the conflict in Europe has...

...dealt a serious blow to the reliable settlement of payments, because Kenya, unlike market rival India, is adhering to US and EU sanctions. Prices rallied to an average two hundred and forty per kilo. The first week of May, with twelve point four million kilos for sale, select can you tea sold for two pot five three per kilo? Egypt and Pakstan were big buyers, but Russia and Ukraine remain absent. Russia is normally one of the top ten buyers. About a third of global tea exports are auctioned in Bombassa. In general, tea auctioned by Tanzania growers and those in Uganda is priced below Kenya's average. Tea Grown in Romwanda brings higher prices, averaging two dollars and ninety four cents per kilo. During two thousand and twenty one and nearing the pre pandemic like average of three dollars and five cents per kilo. One ask sports of thirty two point two million kilos in early May. During the first two months of the year, Rwanda's exports increased by seven point three percent compared to two thousand and twenty one, but the absence of Russian buyers and turboil and Sedan will likely curtail that upward trend as the year advances. Sales of Tanzanian tea brought dollar fifty one per kilo one average, and Ugandan tea soul for an average of a dollar forty three per kilo. Are Been An interre man in Bengalouru reports on this week's tea auction prices. INDIA TI price support for the week ending may fourteen. Two Thousand and twenty two auctions were canceled and she lunka last week. Even as economic crisis continues, and this is seemed to impact Indian Orthodox tea market, and some of this was already visible in sale...

...eighteen last week. Auctions by held across all centers in India. The Middle East was the biggest bio at the Calcutta auctions picking up for the eight percent of the Orthodox leaf on offer. Only fifty three percent of the jelling t on Offa was sold and mostly picked up by local bias. The average prices in Calcuttawa down for this week for all ties in south India, coaching. So an active market for both dust and leaf ty. Ex pats to the CIAS and release your active for Orthodox leave, while city see leaves are good updake from domestic bias in all south India. So it is seven percent of Orthodox leaf on officehold. And now what word from our sponsor? Hello, I'm Boten, a passionate tea drinker and the inventor of the ultimate tea machine, the brewmaker. One preparation is keyed to making fine tea. Sequential steepings delivered the best taste possible and unlock the true value of whole leaf, teath and botanicles. Brew automates that process without using any pots or capsules. This simple to operate smart from control device stores steeping profiles to consistently make great tea at the push of a bottom. Brew also reduces time, waste and energy. That's because I engineered the brew to Remember Control Settings for temperature, brewing time and quantity. Using my patented process lets you stack steep simply and conveniently. This way, tabios travels to mount will, New Jersey, to the headquarters of good or tea, the division of total consumer products that is celebrating its fifty anniversary with a revival of who below teas? Snee how Balas of...

Rainium, is head of marketing and innovation at TATA consumer products. She is a veteran brand manager who began her career as a marketing manager in Singapore with TATA Consulting Services. She worked for accenture in Mumbai before joining Tata and brand management in two thousand and fourteen. Sneehow it was named head of marketing and innovation in November two thousand and twenty one. The Good Earth brand was founded in one thousand nine hundred and seventy two by a Santa Cruz based herbal tea company that supplied tea to a local restaurant that expanded into a chain of fifty franchises. The brand experimented with herbal blends during its first two decades, producing more than forty varieties. Tata acquired the company in two thousand and o five and relocated the offices in New Jersey. Thank you so much for joining us on the tea Biz podcast. We greatly appreciate you for taking the time to talk with us today. Thank you so much. Ninety percent of consumers mention authenticity is an important factor in deciding which brands they like and support. The successful to brands are clear about their core purpose, delivering on the promise of a fine product and engaging in some sure ways. Will you discuss how good earth has retained its consumer relevance over a fifty years? Spam, goold Earth, for those who don't know, has is borne from California, from back in one thousand nine hundred and seventy two or so. It's a legacy brand and just like California, it's bright, sunny, fun, flavorful and kind of wants to bring that smile to the end consumer. So we're one of those brands who really believe in positivity and doing good. So that's at the...

...core of of who we are and what we do and what we stand for. It started off, you know, just in a small store as an herb under a company and they started out brewing lots of different permutations and combinations of herbs which then went on to being teas per se. We happen to have a very famous and popular tea which is the sweet and spicy, and that is just unmatched in the eyes of the consumers. And the reason is if you look at America and look in the tea drinking culture in the US, over seventy percent if tea is iced tea, and there's also a lot of cultural association to drinking tea sweet. In the US, the sweet tea phenomenon is is pretty huge compared to anywhere else in the world. So what sweet and spicy actually did? It had a natural sweetness without adding sugar, without adding any other find if sweetener to it, which just came from cinnamon, and cinnamon is such a beautiful ingredient because it gives you obviously sweetness, but also a bit of spice to it. That adds the dimension and I think we hit hit upon something very beautiful there which addresses the consumer needs, which was just sweet and spicy. So from product perspective, that's what we've always taken pride in. And from a brand perspective, with someone who does everything with a with a bold flavor and in a bold note, in fun and positive note to it. So that's kind of what good earth is all about. Will you describe how the Brams core values manifest in terms of formulation? What guides you're sourcing and blending and creating good earth bloils? We source rainforest aligns, certified blends and Bruce. We're also a founding member of ethicality partnership. We have extensively try to use hundred percent natural flavors, nothing artificial,...

...even from a color perspective. If you look at a packaging right we've got a range of sensorlid blends which are bidecredable in tea bags. They've got composed able vouches, recyclable cartons. So we genuinely are embodied in sustainability, because that no longer is just a jargon or a terminology. It really is what consumers are very well aware of being good to the planet, in the environment and kind of having that sustainable angle and in every purchase that they may if you talk about ingredients and flavors, you you will see a lot of whole flavors utilize sense or else we don't really cut the fruits down. Their whole fruits. So the beauty and the Aroma of the bruise actually not just tastewise but also visually very appealing to you. So it's the entire tea experience that the brand kind of brings. The other role the brand has started to play in the tea category for the US is that of democratizing a lot of these segments, making it more affordable to the consumers so everyone can kind of enjoy a good cup of tea. So to make a sustainable purchase or to make a more ECO friendly purchase, you don't have to burn the pocket or break the bank. So let us be that brand that helps you make a conscious effort to what the planet as well as giving you a good quality tea. Good Earth has produced thousands of recipes over the years. Why don't you re launch LOMONGRASS and blood try? Do you recall when these flavors were just continued? I think it was early two thousands, when when I kind of disappeared, when Tata's acquired good earth as a brand, we had, I think, hundreds and thousands of plans and I think in a way to optimize we lost a few some these star performers along the way. We it's a funny story actually, and it's on facebook. I happen to just stumble upon a group which was created by some really passionate good earth consumers that were discussing...

...internally about, Hey, I used to love this good lemon crusty. I can't seem to find it in some one time when I can find it, and I I was going through the threat of conversations and you know, people had made a few recommendations, if you know, other brands and other ways of getting a similar flavor profile and it hadn't really pleased the consumer and numerous of them, and I was just like wow, you know, we have consumers requesting for something, looking out for something that we previously so beautifully did, and we were coming upon, as I said, this is a fifty of there and we said why not? Why not, rather than introducing something exotic and, you know, something out of the world and really future looking, let's let's bring back something the consumers really want and love and in reward them with something they've been asking for. So we actually had both the lemon grass in a decaffeinated as well as a CAFFE neated version. But just given the trends and the demand for DECAF being a little bit more we said, let's introduce the DECAF lemon grass, and we also decided to bring back a classic version of Chi. So yes, so that's that's the story behind that, the power of consumers voice and and how it actually inspired us to bring back something wonderful. Intrigued by what you heard in to do this podcast, would you like to learn more from all the LETZ journalists and t experts? Remember to visit the TV Biz website from more comprehensive coverage. That's WWWTZBI zwcom. Thanks for listening. Farewell, till next week.

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