Tea Biz
Tea Biz

Episode · 5 months ago

Tea Biz News and Insights - June 10, 2022


HEAR THE HEADLINES – Bottled Tea is Bouncing Back | Honest Tea Co-Founder Seth Goldman Will Launch a Rival Tea Brand | Tea Parcels Contribute to Record Carrier Volume

| GUEST – Suzette Hammond, tea educator and founder of Chicago-based Being Tea 

| FEATURE INTRO: This week Tea Biz correspondent Jessica Natale Woollard travels to Chicago, where Suzette Hammond, founder of the Being Tea school, describes an expanded eight-month course on how to be a brilliant tea educator. Hammond recognized a gap in tea training: tea professionals are not taught how to teach how to deliver meaningful programs in a small group or one-on-one.

Teaching the Tea Teachers – Small business owners are a large percentage of Suzette Hammond's students. Tamina Monchi, who is the founder of Mythaga tea in Nairobi, Kenya, is someone who came to the program as a certified tea sommelier, one of the first in East Africa. So she has a really deep tea background; a lot of it was in field research and understanding tea cultivation, says Hammond. She didn't intend to create a small tea business, but it just kind of happened in the pandemic. "I remember her saying to me that when she was getting started, it hadn't occurred to her how important education would be, how in order to actually sell the tea that she would have to train people. It was something that had not come up for her. She was just so excited to make these learnings, these connections happen in real time. And so seeing that light bulb moment go off — that at every point she'd be training people — that was really awesome to see."

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 bold. It is the voice of origin for tea professionals and enthusiasts worldwide. Think of us as a digital caravan of storytellers, bringing authentic, authoritative and exclusive stories to you weekly from the tea lands. Hello everyone. Tea Biss on vacation next week, returning June twenty four. Here this week's headlines. boubled tea is bouncing back. Honest tea CO founder Seth Goldman will launch a rival tea brand. Tea Parcels contributed to a record carrier volume in two thousand and twenty one plus tea bars. Travels to Chicago where suseette Hammond, founder of being tea, describes an expanded eight month course on how to be a brilliant tea educator. More in a minute, but first this important message. What makes a Perfect Cup of Celon tea? The Perfect Cup is from the tea businesses that ensure the protection of all the children living within their tea estates. We Salute Kaiolani, Valley Tell A, Wakui, bogo one, Allawa, Harana and Elyptia tea estates support Save the children. Sri Lanka June is National Ice Tea Mountain. For the first time in two years. There's reason to celebrate a sluggish sales rebound. COVID dealt ice tea sales are sharp blow by closing diners in Cafes for lunch and some of the busiest US cities, but food service sales are on the rise and ready to drink teas grew by five point eight percent in two thousand and twenty one to eight billion dollars. Total US te sales were estimated at thirteen point one billion in two thousand and twenty one, according to Statista market research. The top five R T D brands, purely Arizona, Lippton, gold peak and snapple, accountant for three point five billion in sales in two thousand and twenty one. According to market research firm, Ri pure leaf, which is manufactured by Lipston and Pepsico, is the category leader, approaching one billion in US sales, followed by Arizona at six hundred million. Sales of bottled and can teas were flat in two thousand and Nineteen and two thousand and twenty, according to Statista. Euro Monitor Beverage analyst Matthew Barry writes that the tea in the United States was uniquely vulnerable to coronavirus, since an unusually high proportion is consumed at food service. STATISTA estimates the fifty two percent of spending and five percent of volume consumption in the tea segment will be out of home by two thousand and twenty five. In two thousand and nineteen, that proportion was forty eight percent. The decline was most evident in iced tea on lunch occasions by office workers in city centers and at tourist locations and hotels. Among those who became unemployed during the pandemic, ninety four percent say they would consider returning to office work for the right job and pay, according to C NBC's All American work for survey in May. CNBC rights that returning the labor force participation rate to prependemic LELEVELS is critical for...

...the economy right now, as it would alleviate a nationwide worker shortage. The threatens higher inflation. Biz inside the fastest growing nation, ur TDT is spiked. One example is hooped t which was acquired last November by and Hauser Bush. The giant beer company's low alcohol and non so low alcohol beyond beer segment captured more than one billion in sales during the pandemic, according to market research firm IRI. The line of Maryland based hoop teas five percent ABV hard celsers includes white mango, peach, black tea, Goji Berry, green tea, orangehybiscus and Kiwi Berry. Sparkling teas and nitrogen infuse tea with beer like foamy heads, are marketed to health conscious consumers. Twisted tea, owned by Boston Beer, is the category leader with ninety two five percent market share. Boston beer announced this week that it will begin selling th HC infused tea in the Canadian market. The brand is called teapot. Honest tea cofounder seth Goldman announced that eat the change, where he is the head change agent, will produce a rival line of just sweet enough, organic, fair trade bottled teas. On May twenty three, Coca Cola announced it would phase out fresh brewed honest tea by the end of two thousand and twenty two. About eleven years after acquiring the brand, Goldman joined Cocacola after selling the company and advised managers at honest tea until two thousand and nineteen. Honest tea generated six hundred million that year and was the top selling tea in the natural food channel. In the announcement to phase out the brand, cocacola executive said they chose gold peak for its premium customers and Peace Tea, which is popular with young tea drinkers in the Midwest and southern states. The company retains the rights to the honest tea brand and will continue producing honest kids, a juice line sold at fast food outlets including McDonald's. Goldman wrote. Quote. The response to coach's announcement helped me appreciate the form millions of people. Honest tea is more than just a tad suite bottled tea. It is a different approach to ingredients, to the planet and to people, to employees, farmers and tea drinkers. And quote the Feast of Maryland based eat the change is a healthy snack brand founded in two thousand and twenty by Goldman and celebrity chef spike mendelshoh. The staff includes many senior level executives initially involved in growing honest tea from a kitchen experiment to one of the few organic mainstream brands on track to earn a billion in sales. In its press release, Cocacola noted that sales of honest tea had declined and that obtaining glass bottles was more difficult and expensive due to the Pan Dmoch. Coca Cola earned thirty eight billion in two thousand and twenty one and owns more than twenty beverage brands that annually generate at least one billion in sales. The company has trimmed about two hundred beverages from his portfolio in the past five years. Goldman said that tea suppliers are worried at coax action could be seen as a loss of confidence in organic and fair trade agriculture, a decision that could dampen the global desire to infest in these higher standards. As one of...

...our suppliers wrote me, he said, we have been so inspired to be part of the journey that you led and want to try to continue the effort and to fight the suggestion that this was all a failed experiment. And quote the honest tea approach to organic and authentic ingredients fits neatly within eat the changes mission to offer chef crafted planet friendly foods, said Goldman. Quote. We can't wait to share them with the world and prove there's no downside to infusing your hopes for a better world into your business and your tea and quote business. Inside Seth Goldman said that he is already busy in the kitchen devising new blends. modelers are lining up to manufacture what could become a successful launch. Organic Tea suppliers will certainly be relieved if the brand can scale, but honest, tea is popular regionally, not uniformly across the US. Sales reached a plateau prior to the acquisition. It was not until cocacola acquired the brand that obstacles to distribution were removed. The new, yet to be named tea brand will compete for shelf space with gold peak, along with Pepsico's pure leaf and numerous other bottled teas, including new me organic tea. A record twenty one point five billion parcels were sent in two thousand and twenty one, an increase of six percent, to earn a new high of one hundred eighty eight billion in revenue for US carriers senders to average fifty nine million parcels a day, or six hundred eighty three per second, equal to a hundred and sixty six packages per household. In Two thousand and twenty one, around thirty seven percent of all parcels shipments resulted from purchases made online. Amazon logistics delivered fifty seven percent of the eight point four billion parcels ordered on the website, with three point six billion parcels passed a rival carriers for last mile delivery. Amazon generated twenty two billion in shipping revenue in two thousand and twenty one, a nineteen percent increase year over year. The PITNEY bows shipping index projects the US parcel volume to reach up to forty billion parcels annually by two thousand and twenty seven, growing an estimated five to ten percent per year. John D is, executive vice president and president of sending technology solutions at Pitney bows, said the industry was rocked last year by outside influences that showcase the resiliency of the US consumer and the industry's ability to absorb their growing appetite for Internet retail. The US Postal Service Shift six point nine billion parcels down from seven point three billion in two thousand and twenty. UPS handled five point three billion parcels, up from four point nine billion the previous year, and Fed Act ship four point two billion parcels, up from three point seven billion. In Two thousand and twenty. Parcel volume by smaller carriers grew by ninety four percent, nearly doubling the previous high. Are Vinda and in thereman and Bengaluru reports on this week's t auction prices in yet deep price of both of the week ending June fourth, two thousand and twenty two. This week has seen a growing focus on...

...the emmeral levels, the maximum residue levels and tea, as news of shipments being rejected for non compliance was reported. Industry leaders link this to the revision in the emeral levels of the Chemical Quinal foros on the advice of the tea research association. The Food Safety and Standards Association of India's FESS AI has also been conducting random testing of samples and the Indian tea boat has issued a circular that all producers must meet the FESUS AI parameters to be made suitable for sale. This again points to the variations and emerald standards across the different markets of the EU, Japan in India, there is no single standard and producers are forced to comply to wherever their markets are. In the news report on Shuman Canoria, chairman of the Indian Tea Exporters Association, was quoted as saying Fessa I should bring more chemicals under emeral and the standards of most should be nearer the international standards, considering the long term health of the t industry. In Te prices, sale twenty two calcatas or good demand for Orthodox tea and CTC. All the prices remained low, not unlike sealed twenty one. Exporters were active for Dagling. All the average prices of drop further and Ghati Hindustan Uni leaver was active. For both leaf and dust. Prices went up marginally by seven roopiece from sale twenty one, but remains lower than, say, at twenty two. For Twenty twenty one in the south, Skunu continue to see a good demand for what the door sleep from exporters and domestic bias. This was also seen in qutching for both our Orthodox Leaf and dust, with hundred percent dust soul. Export us to the CIAS and Middle East for active for leaf, while upcountry bias bought the entire dust available. And now a word from our sponsor. Q trade understands that a successful tea blend goes beyond the creative fusion of appearance, a Roma and flavor. Are Multi Award winning product development team is passionate about converting natural ingredients into sensory experiences that customers crave. Every recipe is formulated with a commercial backbone of dependable quality sourcing, with a pricing structure that supports a safe, regulated, profitable and scalable bland. Q trade meets every brand's retail, food service and e commerce need. For more information, visit our website, que trade teascom. This way to BIS corresponder Jessica not tally woollard travels to Chicago where Susa Hammond, founder of being tea, describes an expanded eight month course on how to be a brilliant to educator. So you're a tea sawalier or a tea blender or a small business owner who sells tea. You know your stuff, your industry, you are an expert in your field of tea and because of that expertise, people want to learn from you. You realize that part of being a tea professional is imparting your knowledge to others to teach the ways of tea, the history, the benefits the beauty of this ancient plant. You are called to educate about tea. Here's where Suzette Hammond of the Chicago based school being tea, recognized a gap in tea training. Tea Professionals are not taught how to teach about tea, how to deliver meaningful programs in a small group or Oneonone, how to develop lesson plans for hundreds of people in a live audience at a conference or the hundreds more joining in online. A tea educator with more than twenty years experience, Suzette, or Sue's as she's affectionately known, has developed an eight...

...month professional teacher training course for tea professionals like you. Let's chat with sues about this program and it's applications in the tea industry. Can you tell us about a few people who've taken your program and how they're using what they've learned to improve their tea business? It's really special to see how folks are using this in very unique ways. One of our students. Nicole Wilson now, who is the founder of Te for me please. She recently just published a book, The t recipe book, and it's fabulous. It's amazing. Breaks down completely diy recipe preparations for folks. And when she was developing that book and Right Room when it was released, remember her telling me that she poured a lot of what she learned in this program into that book in terms of her approach. For how would I teach people how to do this? How do I think about accessibility? How do I think about language and structure? That was really inspiring because like to me, you know, as a quote unquote teacher, like my framework is classes and workshops, but I realize that's not everyone's format. Nicole is a writer, right, and so while she, you know, does teach some classes and is developing some things with group, you know in person like that, her main format is writing and so that was really amazing to see how she translated that into into writing. Isn't that interesting how Nicole has applied the t teacher training in a unique way? She's used her education to help get into the mind of the audience of her book to consider what they need to know and how best to communicate with them. Sue is also mentioned. Small business owners are a large percentage of her students. Let's hear about a small business owner who's taken her teacher training program. One last student who comes to mind is what she goes by the name tea, which is really cute. Her her full name is to Mina to Metamnchi, who is the founder of myth eggotty in Nairobi, Kenya, and and so she someone who came to the program as certified t sling a, one of the first in East Africa, and so she has a really deep tea background. A lot of it was in field research and understanding t cultivation, and so she didn't intend to create a small tea business but it just kind of happened in the pandemic and I remember her saying to me that when she was getting started it hadn't occurred to her how important education would be, how in order to actually sell the tea, move the tea, that she would have to train people. It just it was something that really had not come up for her. And so seeing that light bulb moment go out for somebody and that at every point during the program, you know she'd be training people and then we would have another session together and make these learnings, these connections happen in real time and she was just so excited about that. was really awesome to see. To Mina's experience is interesting, isn't it, and quite relatable. She was an educator but didn't realize it at first. Once she did, she could see the application to her daily work and sales. Now sue spent a part of her career training tea professionals in a business setting. From that experience she recognizes all the different ways teaching moments can happen one on one, in a shop, in front of a group, at a conference, in an online event, even perhaps a media interview. How does the curriculum of being teas teacher training program reflect the different environments where education happens?...

Interestingly, one of the questions that I've had from people who are interested in the program is like what percentage of this program focuses on like technical skills and logistics, and what percentages focus on like soft skills, and I would say very large percentage of this program is soft skills, in other words, how we relate, you know, person to person. Even the logistical and technical component of it, like classroom management, is still through the Lens of how we relate to people. So the first part of the program really looks at first starting this journey of what calls you to this work, just really carefully examining what we think a teacher should be, what we think an educator should be, and then we get into exploring adult learning theory, experiential learning theory, building blocks of creating a really engaged workshop, are engaged program with somebody. We look at just the environment of what we're teaching itself. You know, the consideration for like the room space, where it's located, and again enough from a logioustical perspective at first, but from what happens when people step into that room, handle the energy in the room as we're teaching. And then in the middle part of the program we transition a little bit to looking at some of those more technical and logistical components. So we spent a whole module just looking at time and lesson planned development, because that's such a big area for people. We look at logistics, so the equipment you might need, how you scale that up or scale that down depending on the groups that you have. Looking at teaching outside versus inside teaching, online teaching for different size spaces and how that fits in with all this nice ground work we've been covering so far, for keeping in mind the best ways that people are going to learn a very sensory subject like tea. And then towards the end of the program we circle back to more soft skills, but from a deeper point of view this time. I imagine, or I hope at least, that you've had one are two memorable teachers who have nurtured your interest in education. Can you tell us about an instructor who inspired your passion for teaching and education? One of my favorite tea people in the whole world is is Donna Fellman, who developed the world tee academy and she also developed a large portion of the the program that's taught for the especially t institute, and she's someone who had a background in education herself and I really loved the the presence that she had in front of people. She's retired now from teaching, she would just be so comfortable and at ease in that moment in front of a group of people. The were it didn't seem like there's this boundary between her and the classroom when you're going into a setting where it's a much larger group. I mean some of those classes we taught were like sixty people. How do you maintain that sense of intimacy? And so I really loved watching how she was in that room and it made me realize that there's there's a lot that does translate from the small experience to a big one. You bring that same quality of self when you step into a bigger, bigger space like that. So yeah, I think of I think of Donna a lot when I'm teaching self. Reflection is an essential component of self improvement, which is why reflections are part of the Being Tea Teacher Training Program Suez mentioned that her own self, reflection on one on one interactions helped her shift her view of those very private moments in teaching, very private and very powerful. I initially didn't think I would do very much private teaching myself. I do versions of this program,...

...for example, where I am working with somebody one one. We're not in a small group, it's just teaching the whole program to somebody just as an individual, and I didn't set out thinking that would be something I'd be interested in doing, but then when I looked at a lot of my own learning background. Actually really do enjoy one on one work. Like I've had private yoga classes, I've had private accupuncture movement therapy I really enjoy, which just me and the teacher. There's something about that that's really I learned in a different way. And so, you know, I asked folks to consider that. Like it may not be something that's super obvious that you would like working one on one with people, but reflect on your own experience of when you have really benefited a one on one relationship with somebody who's teaching you something, and you channel that into your experience when you were sharing tea with somebody and it becomes a lot less intimidating. Learn more about how to teach people about tea at being teacom. While you're there, check out Suzette's blog, teachers path, about her reflections on education and the power of tea intrigue. What truer introduced pod. Would you like to jost? Remember to visit the t Biz website for more comprehensive coverage. That's W W W T BIZ B I. Z alcol thanks for listening. Farewell till next week.

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