Tea Biz
Tea Biz

Episode · 7 months ago

Tea News and Biz Insight - September 24, 2021

ABOUT THIS EPISODE

HEAR THE HEADLINES – Retail Forecasters Predict Happy Holidays | Restaurant Reticence is in Decline 

| A Restructured DAVIDsTEA Expands into Pharmacies

| NEWSMAKER – Subhasish Borah, Urbanist and Tea Enthusiast, Co-founder Folklore Tea, Guwahati, Assam

| FEATURES – This week Tea Biz travels to Guwahati in Assam, India where the co-founders of Folklore Tea engage customers with an unusual level of intimacy. 

Folklore Intimately Engages Tea Customers 

Folklore Tea is anchored in storytelling. Marketing is simple and sincere. Packets are numbered with a handwritten note acknowledging the farmer who grew and hand-processed the company’s selection of small-batch Assamica wulongs and black teas, including premium organic CTC. The year-old artisan brand christens its teas with local words that carry a special meaning and includes in every packet an original poem describing the story of the tea.

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 storyteller, bringing authentic, authoritative and exclusive stories to you weekly from the pea length. Hello everyone who this week's headlines. Retail sales forecast happy holidays. Restaurant reticence is in decline and restructured. David's tea expands into pharmacies. More in a minute, but 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 Awackilee, Bogajan, Thalawa, Harana and Elyptia tea estates. Support Save the children. Sri Lanka marketers anticipate strong holidays sales, despite fewer footballs that physical outlets do to surging demand. Online projections range from one point two eight to one point three trillion during the November to January gifting season. Master cards spending pulse projects a seven point four percent holiday sales increase, and the widely cited deloit annual holiday forecast estimates US holiday spending will grow between seven percent and nine percent. In Two thousand and twenty one e commerce sales are anticipated to be between two hundred and ten...

...and two hundred eighteen billion, a gain of between eleven and fifteen percent, according to deloyd. Last year's holiday sales came in higher than expected, increasing by five point eight percent, according to deloy. The consensus is that consumers have spent down dead and have some cash to counter a gloomy summer would travel curtailed and vacations forced close to home. The consumer survey by Alex Partners Found Eighty eight percent of consumers plan to spend the same or more this holiday season, up twelve percent, as reported in chain store age quote, there's unprecedented pent up demand out there. Consumers have lots of money in their pockets, in part due to recent government programs. According to the first countering that optimism is the fact that in the US, new covid cases are averaging a hundred and forty five thousand a day. With more than twozero deaths its summer. Confidence decline midsummer during the latest wave of infections. Market Research for numerator reported that in July and August, consumers express big concerns over the Delta variant, with forty six percent reporting they were, quote, highly concerned and quote, a number that grew ten percent between July and August as hospitals filled the majority. Fifty one percent cited the Delta variant, with sixty six percent of vaccinated adults expressing worries about family and friends becoming infected. Increased vaccinations and more widespread use of masks are working to bring down case loads. California, a state with thirty nine point five million people that reported sixty five thousand cases a day last December, is now reporting fewer than eight thousand daily, with an infection...

...rate of twenty two cases per hundred thousand. In contrast, Texas reports forty four cases per hundred thousand this week and Florida is experiencing forty two cases per hundred thousand. Deloit, vice chairman rods sides, the come Anas US retail and distribution sector leader, writes that, quote, while consumer concerns about health and safety have ease since the last holiday season. Handemic influence shopping behaviors continue to gain traction and quote Biz inside. Savvy tea retailers finalized preparations before September, borrowing in the spring to stocks tea ware and Gift Selections for the holidays. Manufacturing was in full swing across Asia all summer, but shipping delays and the extraordinary spike and container charges make it imperative that holiday promotions begin early this year. The president of international operations at ups and fises consumers to quote order your Christmas presents now, because otherwise, on Christmas Day there may just be a picture of something that's not coming until February or March. and quote. Frequent diners are determined to return to their normal routine of dining out open tables. Most recent quarterly survey of Twentyzero restaurant fans find sixty two percent are now dining out at least once a week. During the first quarter, only thirty nine percent of frequent diners were eating out at least weekly. Take out remains the most popular alternative to dining in, with thirty four percent of respondence ordering take out at least once a week, proof of vaccination should be a requirement...

...for staff. According to forty six percent of open table diners, up from twenty five percent during the first quarter. A seventy one percent majority are willing to show their vaccine cards, and twenty three percent say that restaurants must require proof of vaccination before they will dine indoors. In the San Francisco Bar area, thirty seven percent say proof of vaccination is a must. Overall, forty eight percent of frequent diners are willing to show proof of vaccination, but mandatory proof of vaccination isn't necessary for them to die out. Nationally, fifteen percent of respondents say they will refuse to show proof of vaccination as a requirement for dining. In Florida, the Vada and Arizona. That number rises to twenty three percent who are unwilling to show proof of vaccination busins in sight. When asked what they miss, Ninety three percent of frequent diner site dining at their favorite us roun another forty two percent or longing for their favorite menu items, with thirty nine percent hoping to attend happy hours with friends and twenty six percent looking forward to wine and beer tastings. North America's largest t retail chain has emerged from bankruptcy, named a new chairman to replace co founder Herschel Siegel and is now, quote, moving forward with a number of initiatives and, quote, according to CEO and Chief Brand Officer Sarah Seegl, Jane Silverston Seagull, personal seagull spouse, was named director and chair of the Board on September fourteen. Herschell remains a strategic adviser and retains forty six percent of the company.

Stop. During an earnings webcast, Sarah Segal said that David's tea is successfully transitioning to a digital first company. In a release following the quarterly disclosure, Sarah Seegal announced the expansion of a store within a store concept to a hundred and fifty six rex Al Pharmacies. The four foot in store displays showcase twenty five skews of teas. Sales declined eighteen point six percent, or four point three million, to eighteen point seven million during a quarter ending July thirty. First Endemic driven sales were twenty three million during the same period in twenty twenty business inside. During the earnings webcast, Sarah Siegal said that, quote, after a period of dramatic changes and transformation to our business over the past nearly eighteen months, we are eager to connect with our customers in new ways. We are laying the foundation to scale and expand to become a truly global tea company. She said. NDA and antherman in Bengaluroo reports on India's tea auction prices. INDIETEA price support for the week ending Eighteen September twenty twenty one. The focus continue to be on the issue of cheap tea imports from Kenya and Nepal. Indian media deported that Indian imports what up a hundred seventy six percent yea Onia and that between January and June twenty twenty one, India imported twelve point one six million kilos, already said to be the total import of Twenty nineteen. Tata Consumer Products Limited has been flagged for adding Nepalty to their blends without proper lyabling the Indidia Association has written to the goverment asking them to intervene. In other developments. On Seventeen September, the tea board of India had...

...the virtual meeting with teap producers and manufacturers to hear their views on the contentious the act of one thousand nine hundred and fifty three. Recently, seven sections of the act was suspended. Further changes following this meeting remain to be seen in auctions sale thirty seven. So subdued demand for tea in south India, as both up country and corporate bias have focused on norst Indian auctions in the north called cutasaw good demand Middle Eastin CIAs countries by active for Orthodox Tea, Tata consumer products and Hindustan Unilivo, active for badge link. The monsoon flush, which is out now, is largely consumed in the domestic market. Prices did not vary much from the previous week and now or word from our sponsor. Huge 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 with sensory experiences that customers grave. Every recipe is formulated with a commercial backbone of dependable quality sourcing, with a pricing structure that supports as safe, regulated, profitable and scalable bland que trade meets every brand's retail, food service and ECOMMERCE need. For more information, visit our website, huge trade teascom. This week, tea Biz travels to Guaha tea in Assam, India with the CO founders of folklore tea engage customers at an unusual level of intimacy. Folklore tea is anchored in story telling. Marketing is simple and sincere. Packets are numbered with a handwritten note acknowledging the farmer who grew in hand processed the company's selection of small bats or samachoulongs and black teas,...

...including premium organic C TC. The year old artisan brand christens its tea with local words that carry special meaning and includes in every packet an original poem describing the story of the tea. A recent development in tea in India has been the rise of new brands, many that have the roots in tea regions. Almost all of them seek a bridge. Produces and consumers most rely on the narrative that a companies a product from its place of origin. For Consumers, it's in part vicarious living and also a window to another world. This is as good as it gets for those who want to know, who meet the tea and where it comes from. A few of these brands choose to actively work with farmers and become more than a marketing platform for the produce. One such brand is folklore tea, based in Gohati and started by Subashij Bora, an urban planner, and Badisha Das, a management Grad also in Ghati. They round the Cohu are, collective space that comes with a slow food cafe and tea room, ideas that seemed to drive their work. They launched folklore in early two thousand and twenty and, as a brand, are keen to carry the farmers stories foe close anchored in the idea of storytelling and connecting to consumers intimately. Each ta acknowledges the farmer who grew it. Each t is given a name and a poem accompanies it. Each packet is numbered with a handwritten note addressing the recipient, and while these help connect with the drinker, it's not forek closed unique sales proposition. That lies in the experiments and the work they do with their farmers. Currently, folklow works with three small growers, Biman, Barrinc and Tarun, who collectively cultivate on about three hectares. These three growers also round. Britsbee, a farmer producer company which now includes fifty six members with farms ranging in size from point two to three hectares. All the growers are geographically located close to each other, making this a community...

...enterprise of sorts. Beman, BARRINC and Taroun have chosen organic farming and have been working with other members of pritweet to convert in organic farms to organic. This process takes a long time, up to five years, during which farmers have to face a loss and neeled and income. PRISBEE supports them by way of small scholarships for the children and also has a vermicom posting unit in a PSAM. Smallti growers typically sell the green leaves to bodily factories who manufacture and selty. Most of these factories make C TCIT which is bought and blended for the domestic market. CITC factories are not always organic and here the tea is mixed in the sources. Style of cultivation is lost, with no advantage as to producing as organic. The farmer has no incentive to stay the course and this is something for close trying to address. Currently they have six small units. Whether t is made. These units are not heavily equipped with machinery and even the CITC is made using traditional wooden tools. So by she's talks about a proposed project from mini community factory that will be used to manufacture organic CTC. That leaves source from their own farmer community. So right now there are fifty six rowers who have joined the so collectively, whenever we will be able to set up the factory, then we have a huge leaf bank to produce organic CTC. If we get the fund then of course we go for CTC. We will be under personal organic CITYC and managed by this fifty six people. That is something completely community based factory. Whatever we can do in terms of acting, design or maybe marketing will anyway help them. If we get this opportunity and if we get this fun which I'm not sure if we get, then of course we go for CITYC. It will help not only the three people but all the fifty six families. So that way is like almost money. People will be benefited with this entry would be huge change in the village, for close association with three is a close and mutually beneficial one. They bring knowledge of cultivars and teammaking along with market intelligence. As Abashi says,...

...most of the small tea growers with whom they're working started back in the early s. They planted whatever tea bushes they could get from nearby tea gardens. The knowledge of cultivars was not very prominent at that time, so folklore team decided to study about tea and drought knowledge and the willingness to experiment in teammaking. The experiments are with clones, with leaf to bud ratio, with rolling techniques and processing methods such as Pan Roasting and naturally scenting tea. They've also taken on the immense challenge of making Oolong's only a small volume of May tea, not more than three hundred three fifty kilos, is sold under the folklore brand, and it's mostly black woolong and CTC. What isnal teamaking is still a niche market within India. Folklore seems conscious of this, taking a B Toc Approach for India and a BTP platform that caters to a global market with customers in the US, Canada, UK and Australia. Since the scale is still small, the brand can sustain its relationship and customer base. As Sebashi says there are two main challenges and opportunities the Sams Tea Industry today. One, people who live here in the tea areas of the state don't know enough about loose leaf tease and to there is a strong culture of teeth that's drunk without milk. And yet the choice of tea main city see through and through the irony of producing one of the finest teas and yet sending them to far away markets is a story across India stea growing regions. It's very sad because people in their own region, especially the villages or maybe the towns which are surrounded by the key gardens, the people they also don't know much about the loose liftis. Marketing loose leafees here with a little bit higher price is difficult because the it's it takes a lot of effort to make loosely tea. And then if you're selling it for let's say, three hundred four hundred roupees a keg, when it's not giving you anything contrary to that, like you'll get city see one kg for ninety hundred repeas. So with milk tea,...

...everyone is going to city C in a some big culture milk keys. There of course, but the culture of water based te also very high, but that water based is made using CITYC not loose lifts. The economic status of this state is not very high. I mean people have collectively less money, so buying five hundred rupees kg one it is not a thing. Most of the growers face difficulties here. They don't have the human resource or definancially sohos to go somewhere and to do marketing or to do packaging and these things. So many people who start making teas they go back to selling their fresh leaves so that they don't have to think about marketing again. And many people go back to in organic stay because if they find comunately have to sell their leaves to bottle refectories, then no point of maintaining organic. As much as the conversation is on branding and experimentation, ultimately what will make a brand like folklovework because it's impact on the community. Already there are plans to set up a bamboo cottage on one of the tea farms that will be open for experiential travel. Assam has a lot and offer, from textiles to food and, of course, tea. We want to bring people says Sebashi. Should we want to show the things that are going on here, that it's not only tea but a lot of associated cultural elements. He talks about the vision to turn the area into an open museum where the entire place can act as a museum, of the houses can act as a museum and the traditional tools which are used in the processing of tea are displayed as a living heritage. so by she's just scraps fo close a passion project. Perhaps that's what Assam needs more of passionate marketers who can join hands with farmers to create quality ties and find a market for the greater good of the community. And if it includes nudging local preferences towards better tea for their own consumption, that's an added bonus. So the black tea name is for Wail. I just read it, though people have found stories on my genesis. Was it a monk who discovered me,...

...or was it a king who dropped me in boiling water? Yet my origin is unknown. Since then I have grown and grow and doing some more, moving across spaces and borders and a living chronicle of several cultures. I'm for will. I was found for builds. Agreeing by what you heard in today's podcast, would you like to learn more from our global network of TBIS journalists and P experts? Contact them directly through subtect, private message based but avoid the chaos of social media and start a conversation that matters. Subtext message based platform let's you privately ask meaningful questions of the t experts, academics and t Biz journalists reporting from the Tea Lens. You see their responses via SMS text, which are sent to wrect to your phone. visit our website subscribe to subtext to instantly connect with the most connected people in tea. Remember to visit the TV is website for more comprehensive coverage. That's wwwt bizcom. Thanks for listening. Fare well. We'll do.

In-Stream Audio Search

NEW

Search across all episodes within this podcast

Episodes (72)