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Focused Tastings & Skill Building Workshops

Thursday, May 29, 2014

8:00am - 9:30am

Focused Tasting: Evolution of Flavor: Understanding How Flavor Impacts Cost, Shelf Life and the Quality of Your Teas

Gain practical information and clarity on a topic that is overwhelming and misunderstood by many tea retailers. This session is a real-world look at flavored teas and what you need to know to be more effective in educating consumers about the facts on flavor. This is not a science class! During this session blind tastings will provide you with personal preference insight. Additionally you will be led through the evolution of flavor starting with the base tea selection, to multiple batches of the same leaf with various flavors applied, to the end result of the finished product. Walk away with a clear understanding of what flavor is and how it impacts your tea business.

By the end of the session, attendees will be able to:     
•    Share flavor facts; learn how to talk with customers about flavored teas.
•    End the confusion over flavor acronyms.
•    Comprehend the difference between natural and artificial flavor.
•    Learn how flavor impacts cost, shelf life and tea purchasing.
•    Gain insight on your preferences and various methods of flavoring the leaf.

Speaker: Chris Johnston, Teas Etc.

Focused Tasting: A Taste of Hunan

Information for this session is coming soon.
Speaker: Hunan Tea Company, Official Origin Sponsor, 2014 World Tea Expo

8:00am - 11:00am

Skill Building Workshop: Tisane, Herbal Tea & Herbal Infusion: An Exploration From Seed to Cup

Discover the word of herbal teas through understanding cultivation, harvesting, uses and tasting. Develop a more in-depth understanding of the most common herbals and those that are emerging.

By the end of the session, attendees will be able to:     
•    Educate others on the cultivation and harvesting.
•    Conduct a tasting and sensory evaluation.
•    Learn how to use these ingredients in a blend.
•    Understand Grades and GRAS.
•    Participate in an in-depth exploration of the most common herbals.

Speaker: Scott Svihula, Teasmith, China Mist Tea Company

Skill Building Workshop: Tea Cupping 101

Anyone can buy and sell tea. However, the most successful tea professionals rely on depth of knowledge, experience and credibility that can only be developed from daily comparative tasting. The cupping method is internationally regarded as the industry standard for evaluating tea quality, from the garden to the consumer, and all points between. During this session, learn basic techniques for evaluating tea using the professional cupping method, and apply those techniques in creative and practical ways to build a solid foundation of sustainable business growth.

By the end of the session, attendees will be able to:     
•    Identify aspects of their business that will benefit from regular tea cupping activity.
•    Recognize comparative tea cupping as an essential component of sustainable business growth.
•    Effectively set up, brew, and evaluate all tea types using the cupping method.
•    Utilize disciplined cupping exercises to increase your tea tasting vocabulary and quality control systems.
•    Improve their skills, and gain confidence and credibility as a tea professional.

Speaker: Mo Sardella, Director of Marketing, G.S. Haly & Co.    

Skill Building Workshop: Blending Award Winning Teas

Join us for a hands-on presentation exploring the world of blending teas and herbal infusions with Director of Tea, master tea blender David DeCandia, of International Coffee Bean and Tea Leaf. Our 3 hour session will help you understand the art of blending teas and herbal infusions.

By the end of the session, attendees will be able to:     
•    Know the basics of tea blending.
•    Understand best practices of mixing teas, botanicals and dried fruits.
•    Explore proper mixing times, tools and techniques.
•    Identify take home recipes on popular tea blends and unique formulations
•    Discover Blending with Organic and Non Organic applications.

Speaker: David DeCandia, Director of Tea, Coffee Bean & Tea Leaf  

11:00am - 12:30pm

Focused Tasting Teas that Depend on Nature's Intervention

This session will feature five teas that only develop their unique character when certain natural conditions coincide. The powers of Nature always play a special role in creating individual teas which each have a distinct character, but these five teas depend more than others on Nature's intervention.

By the end of the session, attendees will be able to:     
•    Understand what a genuine milk oolong is and how it is produced.
•    Know when and how the very best Oriental Beauty oolongs are made in Taiwan.
•    Identify what conditions are required in the Nilgiri Hills for the production of Nilgiri Frost black teas.
•    See how weather conditions in Sri Lanka’s Uva district create the special character of the best peak season Uva teas.
•    Recognize why and how ancient trees and ancient processing methods produce amazing raw Puerh teas.

Speaker: Jane Pettigrew, International Tea Consultant and Writer

Focused Tasting: The Chemical Mysteries of Puer Tea, the 'Fat Burner'

Camellia Sinensis present a three-pronged laboratory-series on Pu-er + aged teas: Which micro-organisms are present in these teas. Concentration of molecules present that have an effect on the human metabolism’s capacity to reduce lipids. Concentration of lipid-lowering agents in various infused Pu-er teas and their potential to break down fat cells.

By the end of the session, attendees will be able to:     
•    Approach the subject of Puer as a 'Fat Burner' with confidence.
•    Speak about micro-organisms present in Puer.
•    Explain the effects of these teas on cholesterol and the human metabolism.
•    Talk about the ability of various Puers to break down fat.
•    Drink and sell aged tea with greater understanding.

Speaker: Kevin Gascoyne, Owner, Camellia Sinensis

Friday, May 30, 2014

8:00am - 9:30am

Focused Tasting: Sensory Evaluation of Tea

The sensory evaluation of tea consists of a technique that allows us to express in words what is perceived through our senses. Using a cupping protocol, you will perform a detailed analysis with sight, hearing, smell, touch and taste. To make this sensory evaluation as objective as possible, we use a standard language to describe the feelings and memories evoked by the tea. This standard language is expressed in the dictionary of aromatic descriptors. The aim of cupping is to distinguish and describe our sensory appreciation of the tea: its color, shape, aroma, flavors, referring to items we know, from an objective perspective. The technique can also determine quality attributes and identify defects on tea.

By the end of the session, attendees will be able to:     
•    Identify aroma, taste and flavor descriptors (which will help you to translate your feelings to words).
•    Develop your capability of perceiving aroma notes to build the sensory profile of any tea.
•    Describe the sensory profile of a tea (express in words what is perceived through the senses).
•    Evaluate the quality of tea through the sensory evaluation protocol and identify defects on tea.
•    Express how professional tea cupping is performed.

Speakers:
Victoria Bisogno, El Club delTé
Jane Pettigrew, International Tea Consultant and Writer

Focused Tasting: Pairing Japanese Green Tea with Wagashi Confections

ITO EN Experience the ancient old tradition of Japanese teas with Wagashi, Japanese confections that evolved into an art form in the ancient Imperial capital of Kyoto. Learn the history and essence of green tea varietals paired with the cherished seasonal confections that continue to be a vital force in Japanese life. From the ceremonial green tea- matcha to a roasted green tea-hoji, enjoy the delicate notes of green tea while savoring the exquisite beauty and flavors of the prized Wagashi.

Speaker:
Rona Tison, Senior V.P., Corporate Relations

8:00am - 11:00am

Skill Building Workshop: Tea Processing - An Experiential Lab, Day 1

Roll up your sleeves! In this two-day class your basic understanding of how tea is made will be taken to an entirely new level through hands-on experience. Participate in the process of transforming several pounds of raw tea leaf material into white, green, yellow, oolong, and black teas. From withering to rolling and shaping through oxidation and the final firing, every stage of processing expresses the art and science of tea production. Each of these stages will be discussed and then experienced through the feel, fragrance, and flavor of the tea leaves. The class concludes with an analytical cupping of the five teas produced. Attendees are expected to have basic knowledge of tea and cupping experience.

By the end of the session, attendees will be able to:     
•    Know how five types of orthodox tea are manufactured from the leaf of one plant.
•    Understand each stage of processing as it applies to each of the five types of tea.
•    Experience how the science correlates to the sensory experience of tea processing.
•    Touch, smell, taste, and see fresh tea leaf material during processing.
•    Conduct sensory analysis of the teas that have just been manufactured.

Speakers:
Donna Fellman, Online Education Manager, World Tea Academy
Bill Waddington, Founder & President, TeaSource    

Skill Building Workshop: Tea Cupping 201: The Next Level

Building upon the foundation of standardized tea cupping protocol (as experienced in Cupping 101), Cupping 201 provides participants with critical discussion points and hands-on tasting activities designed for today’s Tea Professional. Reinforcing the importance of daily tea cupping as a critical component of sustained business growth, Cupping 201 will challenge your senses, enable you to apply your tasting skills to daily operations, and help you build confidence and credibility within the Specialty Tea industry. Recommended tea cupping experience: 3-5 years.

By the end of the session, attendees will be able to:     
•    Recognize the importance of tea cupping as an essential component of successful tea businesses.
•    Identify and reinforce the Standard Tea Cupping protocol as it pertains to the Specialty Tea Industry.
•    Gain practical tea cupping techniques and activities to optimize tea-quality programs within their business.
•    Practice and discuss various aspects of tea cupping protocol to hone their skills and reinforce consistency.
•    Refine their innate tasting skills through structured exercises, and build their confidence as a Tea Professional.

Speaker: Mo Sardella, Director of Marketing, G.S. Haly & Co.    

Skill Building Workshop - Blending Award Winning Teas

Join us for a hands-on presentation exploring the world of blending teas and herbal infusions with Director of Tea, master tea blender David DeCandia, of International Coffee Bean and Tea Leaf. Our 3 hour session will help you understand the art of blending teas and herbal infusions.

By the end of the session, attendees will be able to:     
•    Know the basics of tea blending.
•    Understand best practices of mixing teas, botanicals and dried fruits.
•    Explore proper mixing times, tools and techniques.
•    Identify take home recipes on popular tea blends and unique formulations
•    Discover Blending with Organic and Non Organic applications.

Speaker: David DeCandia, Director of Tea, Coffee Bean & Tea Leaf   

11:00am - 12:30pm

Focused Tasting: Mixology 101: Using Tea Infused Cocktails to Grow Your Brand

Tea infused cocktails have taken the craft cocktail world by storm and are prominently featured in many of America's trendiest bars and restaurants. Learn to create your own signature tea infused cocktails and use them to grow your brand by hosting popular events and cultivating new relationships in the hospitality industry.

By the end of the session, attendees will be able to:     
•    Create their own signature tea infused cocktails.
•    Select the right tea for the cocktail and the right cocktail for the tea.
•    Introduce tea into cocktails using three different methods.
•    Host a successful event featuring tea infused cocktails.
•    Reach out to local bars and restaurants to grow their brand.

Speaker: Abigail StClair, Owner & President, TeBella Tea Company

Focused Tasting: Detecting Defects in Tea Manufacture

Defects in tea occur during the manufacturing process, while converting the green leaf into made tea. This is due to the lack of proper supervision, and can continue further by lack of care during the storage and transit stages, prior to, and during export. This presentation takes the attendees through the various processes involved in making tea, and highlights some of the common mistakes made through lack of attention, resulting in tea which is unfit for sale and consumption.

By the end of the session, attendees will be able to:     
•    Detect "on the nose" when teas are "off.”
•    Confirm by Taste what went wrong during manufacture.
•    Identify at what point during manufacture that the problem occurred.
•    Learn what steps need to be taken to rectify the problem.
•    Make suggestions to ensure that the problem does not re-occur.

Speaker: David Walker, President, Walker Tea

Saturday, May 31, 2014

8:00am - 9:30am

Focused Tasting: The Keys to Matcha

In this class we will cover the key things to look for when sourcing Matcha from a supplier.  We will then use different grades in latte/smoothie and tea preparations to see why you would use different grades.

By the end of the session, attendees will be able to:     
•    Identify how Matcha should look and feel.
•    Determine how Matcha should taste and smell.
•    Know the region(s) genuine Matcha comes from.
•    Discover what to look out for when asking suppliers questions about Matcha.
•    Understand what grade of Matchais used in certain applications and why.

Speaker: James Oliveira, Sales Representative, Aiya America

Focused Workshop: Teas from Thailand

During this session, David DeCandia will showcase three main teas: Green , Oolong and Black, all grown in the Mae Salong area in the northern mountains of Thailand at 5,000 feet elevation. Attendees will examine the dry leaf (Wulong species), the infused leaf, the aroma and the liquor. They will also talk about the multi-step processes that these teas go through - from hand plucking (done by the Ahka tribes) to drying - that make these teas very unique. Students will cup each tea and discuss the advantages these teas possess for use in flavoring, blending and as standalone teas.

By the end of the session, attendees will be able to:     
•    Understand what makes Thailand teas very unique and a winner for your tea program.
•    Know the specific processes, elevation and years of knowledge behind these great teas.
•    Identify the unique flavors and aromas from this special Wulong species of tea.
•    Determine how these teas will fit in your current tea program..
•    Recognize that Thailand teas can become a larger and successful addition to your current and future programs.

Speaker: David DeCandia, Senior Manager of Tea & Master Tea Blender, Coffee Bean & Tea Leaf

8:00am - 11:00am

Skill Building Workshop: Tea Processing - An Experiential Lab, Day 2

Roll up your sleeves! In this two-day class your basic understanding of how tea is made will be taken to an entirely new level through hands-on experience. Participate in the process of transforming several pounds of raw tea leaf material into white, green, yellow, oolong, and black teas. From withering to rolling and shaping through oxidation and the final firing, every stage of processing expresses the art and science of tea production. Each of these stages will be discussed and then experienced through the feel, fragrance, and flavor of the tea leaves. The class concludes with an analytical cupping of the five teas produced. Attendees are expected to have basic knowledge of tea and cupping experience.

By the end of the session, attendees will be able to:     
•    Know how five types of orthodox tea are manufactured from the leaf of one plant.
•    Understand each stage of processing as it applies to each of the five types of tea.
•    Experience how the science correlates to the sensory experience of tea processing.
•    Touch, smell, taste, and see fresh tea leaf material during processing.
•    Conduct sensory analysis of the teas that have just been manufactured.

Speakers:
Donna Fellman, Online Education Manager, World Tea Academy
Bill Waddington, Founder & President, TeaSource

Skill Building Workshop - "Bringing 3rd Wave Coffee Innovation & Excitement to Tea

Twenty years ago a revolution known as The Third Wave revitalized the specialty coffee sector with an expanded variety of high-end products and innovative beverage preparation techniques. This demonstration showcases cutting-edge “pour over” methods in an interactive way that promotes customer engagement while fostering tea/tisane product knowledge and appreciation.

By the end of the session, attendees will be able to:     
•    Explore ways to augment their traditional tea steeping practices with new types of equipment and methods that enhance the beverage’s flavor as well as elevate the overall customer experience.
•    Expand opportunities for promoting tea and botanical beverage sales and increasing their profits, especially during non-rush hour periods.
•    Learn sophisticated new techniques that incorporate the theater of the Third Wave coffee pour-over revolution in the preparation of fine teas and tisanes.
•    Discover how “tea baristas” can simultaneously act as tea experts, artisans, and alchemists while engaging their tea salon patrons at a higher level.
•    Find ways to re-energize and empower their staff by bringing their creative spirits to the art and science of steeping fine teas and tisanes.

Speaker: Joshua Russert, Chief Alchemical Office, B. Fuller's Mortar and Pestle

Skill Building Workshop - Tea Baking Basics

This course is specifically designed for the following three groups of people:
(1) business owners who want to create their own signature tea / (2) small tea merchants who want to have a pilot baking unit / (3) entrepreneurs who want to become contract tea bakers or sell raw materials. Tea baking is designed to create signature teas.  From any given tea, with a specified program, a “tea baker” can introduce a new tea that has never been tasted on the market before.  Unlike roasting of coffee beans, where there is high heat with continual movement of the beans, tea baking is a stand still low heat to penetrate the leaves.  Previously, continual baking was often used to stabilize the conditions of the leaves.  Now, individual signature baking opens another set of windows of opportunity to create another layer of complexity and uniqueness to the teas you sell. Special Note: a pilot Tea Baking Unit will be on site for this workshop.

By the end of the session, attendees will be able to:     
•    Understand the process of baking teas.
•    Identify the methodology of the instrumentation.
•    Select the appropriate teas for baking.
•    Create a baking schedule and plan – the what, when, why of baking specific teas.
•    Put the entire regiment into action.

Speakers:
Thomas Shu, Vice President and Marketing Director, JT & Tea Inc.  
Jerry Liu, PhD, Taiwan Tea Institute

11:00am - 12:30pm

Focused Tasting: Pairing Teas with Chocolate & Cheese

This session will teach attendees all about the use of tea as a pairing beverage when tasting chocolate and when pairing with cheeses, as a refreshing alternative to wine, beer and other spiritis. A professional and well considered tasting of green, oolong and black tea will be offered during the session.

By the end of the session, attendees will be able to:
•    Understand how to pair tea and cheese.
•    Identify how to pair tea and chocolate.
•    Gain insight onhow to cross-merchandise their teas to boost sales and distinguish their tea operations from others.
•    Learn the methodology for setting up an educational tasting session that can be replicated in their retail operations. 

Speaker: Robert Wemischner, Food Writer Chef, The Dessert Architect

Focused Workshop: Tea & Scotch - The Perfect Match of Two Worlds

There are many remarkable similarities between the age old traditions and flavors of our beloved beverage and scotch.  Join Shabnam Weber as she uncovers these connections and teaches attendees all about the critical role terroir plays in both of these complementary beverages.

By the end of the session, attendees will be able to:
•    Distinguish flavours from different regions.
•    Understand the role of terroir in tea and scotch.
•    Match and pair teas with scotch.
•    Determine which tea & scotch pairings complement various foods.
•    Properly conduct a tasting with both beverages.

Speaker: Shabnam Weber, Owner, The Tea Emporium Inc.