• A User’s Guide to Tea That You Will Use

    Tea: A User’s Guide
    Purchase at World of Tea
    Eggs and Toast Media

    If you are one of those who load the software and ignore the user’s guide then regret never fully utilizing its features, you need to read this book. Tea is as complex as you make it—many dunk and run, but if you savor the nuances of specialty tea and want to really immerse yourself, this book contains the most thoughtful and detailed insights of any Western author. Eggs and Toast Media, 250 pages, $20 (PDF Download at World of Tea). Also available on Kindle and in print at Amazon.com. LEARN MORE

    wtn161206_teausergguide_coverA User’s Guide to Tea You will Use

    Reviewed by Dan Bolton

    Start with a bountiful quantity of leaf, and a second steep reveals nuances that delight. And so it is with a second reading of Tony Gebely’s remarkable new book, Tea: A User’s Guide.

    As Gebely, 33, explains it: “Multiple steeps allow us to achieve snapshots of the tea as dissolution begins, runs its course, and slowly putters out…. These snapshots accentuate nuances in the tea that may become muffled during longer infusions.”

    His brilliant 250-page work distills and organizes hundreds of posts from the award-winning World of Tea blog that established Gebely’s reputation for clarity on a complex topic. The blog has twice been named best blog in the annual World Tea Awards.

    Tea contains an estimated 30,000 polyphenolic compounds, writes Gebely in an opening chapter on tea chemistry that introduces the pigments, enzymes, amino acids, carbs, volatiles, and mineral building blocks that make tea such a remarkable beverage.

    The body of the book describes 130 classic specialty teas with the precision of a high-level computer scientist. Gebely works as a chief technology and integration officer and has assisted several tea retailers configure web and in-store software. He applies rigorous conformity throughout the book; every tea is photographed (leaves and liquor) in a cup that holds precisely 20 cubic centimeters of water from Clairvic Spring in Volvic, France. The pH-neutral water contains 130 parts per million of total dissolved solids with a mineral content in mg/l of calcium (12), sulfates (9), potassium (6), silica (32), and chlorides (15).

    Tony Gebeley
    Tony Gebely

    A second read prompted a dozen margin notes underscoring the points he makes about preparation and the insights he offers in the chapter on processing. In his introduction, he establishes that “this book isn’t about all tea. It’s about specialty tea. The goal of this book is to celebrate the diversity of fresh, complex loose-leaf specialty teas.”

    Gebely provides the knowledge needed to develop a personal style of tea appreciation, particularly salient in the West, where brewing tea is mainly “dunk and run.” There are few mentions of tea culture in this reference: “Early on while writing this manuscript, I realized that by separating tea culture from objective tea study, we are left with a much better framework for tea education,” he writes.

    What Western tea drinkers need is to hone their skills in selecting and preparing fine tea. Gebely’s simple steeping chart is a starting point. Instead of the typical manufacturer’s temp and timer icons, Gebely introduces a grid.

     

    WTN161206_TeaUserGuide_GreenTea
    Blocks represent a safe zone of both time and temperature given the recommended dosage.

    “Your ideal parameters may vary, especially the steeping time,” he writes, explaining the relationship between dosages, time, and temperature.

    This user’s guide is just that, explaining tea chemistry and processing and presenting historical background (without mythology) covering a most intriguing collection of teas. He offers a very useful explanation for establishing “altered tea” as the seventh main category.

    The majority of teas sold in the United States are altered in some way, observes Gebely. Some of the most exquisite specialty teas (think jasmine scented) are altered. The category embraces flavored and scented teas, blends that feature inclusions such as fruit, nuts, and florals along with breakfast blends of pure teas that deliver consistency in flavor despite the annual variance of the harvest. Herein lies masala chai and Japanese genmaicha, a mix of sencha and roasted rice and beloved Earl Grey, a tea flavored with oil of bergamot that accounts for a quarter of U.S. tea consumed by volume.

    Gebely’s diverse tea descriptions demonstrate the 35 nations that grow tea and offer a style for every taste. However, more critical, in his view, is giving readers the confidence to brew any tea they might want to try.

    In The Kinetics of Steeping section, some 182 pages in, Gebely announces “the most important part… the entire reason for your tea journey.

    “Steeping is the final step in the lives of tea leaves. And in their final act, they slowly unfold and unravel, creating a beverage that tells the story of where they came from. Every time we drink liquor from the steeped leaves, it tell us what the weather was like before they were plucked and how they were handled, processed, and stored before they reached your cup,” writes Gebely.

    It is these chapters on preparation, including tea evaluation, and storage that the margin notes in your edition will likely equal or even exceed the margin notes in mine.

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  • Never at a loss for words…

    Tea Journey Magazine was funded at dawn by more than 560 backers who contributed $128,000 during the past 60 days…

    To our backers around the world:

    Those who know me well, know that I’m never at a loss for words… until now.

    Tea Journey was funded at dawn — fittingly by donations from tea lovers on the other side of the world in China and Australia as their day was winding down.

    I fell asleep at 5am and awakened to the news with tears of joy…. and relief.

    Today is DAY ONE. We can now get on with the joyous task of producing the world’s first truly global, truly collaborative magazine for tea lovers. Its creation demonstrates a rare ability to bridge borders and cultures, to share the stories of the tea lands that introduce growers and artisans to the millions who cherish their labor of love.

    You can expect the inaugural issue and both the iOS and Android apps to be ready by the end of the month.

    On behalf of the Tea Journey partners and advisors, writers and editors.

    Thank you.

    Dan's Informal Signature_240px (Blue)

     

     

    WINNIPEG, Canada

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    Where do the most recent Tea Journey backers live? Here are their names and the home countries of some of the final 50 donors who contributed to the campaign:

    Gordon Zhang, China | Margaret Cusak, Australia |Roquen Lómë, Prague Czech Republic | Marc-André Rivet, Montreal, Canada | Richard Tao, US | Jesse Örö, Finland | Debbie Forlanski, Canada | Goh Cheng Fai, Hong Kong | Danny Moortgat, Belgium | Scott Svihula, Florida | Nancy Cocianchi, Argentina | Nigel Melican, UK | Sabine Jürgenmeier, Germany | Wouter Verelst, Malawi | Ernestas Klevas, Frederiksberg, Denmark | Stefano Grassi, Italy |

    There is power in this venture that speaks to community more than cash…

    The other day, inspired by Jennifer English, the @urbanmommies hosted an online fundraiser for Tea Journey that resulted in nearly 300,000 direct contacts and 5 million social impressions on Twitter and greatest single-day tally of subscribers during the campaign.

    The entire world is thirsty for tea knowledge. While the US is home to the largest number of backers, Canada, I’m proud to say, has the largest concentration of subscribers. Tea drinking UK is exploring more diverse teas as are India and Australia. Those in China and Taiwan and Asian tea lands are next, not for lack of knowledge but out of a desire to better understand the markets where they send their precious tea. Gourmands in Western Europe (Germany-France-Benelux) placed their countries high on the list. There are South American fans from seven countries (Argentina tops the list followed by Brazil where out of the goodness of their hearts tea lovers Victoria Bosogno (Spanish) and Kelly Stein (Portuguese) translated and then forwarded the Tea Journey message). Those from tea lands in Africa (including the Middle East) follow. Backers hail from CIS and the Czech Republic, from Mexico and the Caribbean islands and even Iceland where Frank Woolny was the ninth backer to contribute.

    The first? That was Peter Wilson, who inspired us with these words:

    “…with every tea I taste, and every word I read, I sink deeper into such a joyful state of being that I want to keep going and going. It’s a bit challenging sometimes to find good information about tea in the west, so when I learned of this magazine, not only did I decide that I would contribute, I set my alarm for 12am the morning that the Kickstarter campaign opened, in the hope that I could say I was first to contribute! I’ve told all of my friends, and I’ve also sent letters to all of my favorite tea suppliers (like Harney, DAVIDsTEA, Tea Trekker, and Tea Source), asking them to consider supporting and encouraging more people to become enthusiasts like me. Thank you for all that you do, and best of luck with your magazine! I’m privileged to say that I support it, and I look forward to continuing my own tea journey.”

    Backers believe passionately in our mission: Listed below are some of those who donated in the past week to put us over the top.

    Mehmet Emin Akyuz, Stephan Baudet, Lorraine Collins, Shawn Geitner, Christopher Day, Peter Ericson, Amethyst Bussey, Nathan Hevenstone, John Alfone, Jaime Chartrand, Eva Lee, Mark O’Deady, Faye Lang, Guy Sirkes, Barbara Broido, Shari Bayer, Jen Piccotti, Joyce Maio, Najat Abdou, Pamela Tucker, Ruth Tobias, Laurence Wooding, Glen Knauer, Dominik Wittenberg, Sean Mates, Rick Ha, Margo Sparto, Raelene Gannon, Kaiting Zhou, David Bess, Brett Holmes, Ellie Chu, Rick Doten, Lisa Braithwaite, Cindy Beeman, Samantha Molineaux, Barb Goldstein, Linda Gaylard, Geena Matuson, Mark Nicholls, Dawn Hoffman, Jeffrey Lorien, Sophia Nadur, Michelle Rabin, Matt Jaffe, Bob Krul, Noah Van der Laan, Andre Gauthier, Rona Tison, Manuel Legault-Roy…

    What powered this extraordinary event?

    The generosity of Founding Sponsors:

    Camellia Sinensis | Seven Cups Fine Chinese Teas | Young Mountain Tea | Craftea | Mad Monk | Misty Peak Teas | Jalam Teas| Tea Squared | Tealet | Australian Tea Masters | Adagio Teas | Nothing But Tea | Teatrade | Yunomi Tea | Firsd Tea | Smacha Tea Company | Hong China Tea | Teatulia | Lochan Tea Company | Mighty Leaf Tea Company | International Tea Importers | International Tea Masters Association | Rolling Leaf | El Club del Te | Rishi Tea | Tea Total | Teatrade Mart | TeaLula | The Green Teaist | World Tea Podcast | Tea Lifestyle | World Tea Academy | P&T – Paper & Tea GmbH | The Daily Tea | Wild Qi Tea | Tea Vivre | Conundrum Tea | Tea Cosmos | The Tea Emporium | Teas Etc | UK Tea Academy | Mary Cotterman | Royal Tea New York | ITO EN | JoJo Tea | G.S. Haly Co. | Hawaiian Rainforest Tea | 4 Track Tea | Ocha & Co | Hankook Tea | Eco-Cha |

    (This is a partial list with more signing on daily through the end of World Tea Expo, June 15-17 in Las Vegas, drop by and see us at Booth 251. If your company is interested in becoming a Founding Sponsor email: [email protected], [email protected], [email protected] or [email protected]):

  • How many people support Tea Journey…

    It’s an astronomical, gratifying, amazingly large number of people around the globe.

    Google Analytics shows that TeaJourney.pub has attracted visitors from 104 countries. Literally, every country in Western Europe where subscribers from UK and Germany lead; seven countries in South America, twelve countries in Africa, the Middle East, Turkey, Iran. India is home to the third-largest number of subscribers. There is great support for Tea Journey in Nepal and PakiMARKETING-KickstarterProjectsWeLovestan and Sri Lanka.

    There are only four countries in all of Asia where tea lovers have not visited the website… Iceland and the Caribbean Islands are represented. We love island people from the Azores and Madagascar and the Philippines to Indonesia, Malaysia, Australia, and New Zealand. Frank Miller paved the way in Thailand and Vietnam. A special shout to Kevin Gascoyne and Jeff Fuchs in my beloved Canada. There are now 2000+ paid subscribers and more than 18,000 names on our free newsletter list.

    Our launch campaign lasted only 30 days…. that is now 1,500 days ago.

    Let me share a quick story: On Thursday during the final week of the Kickstarter campaign Tea Journey was invited to attend a blazingly fast and fun #TwitterParty hosted by @urbanmommies, an online community of mothers founded by Jill Amery. A Twitter Party is a moment-in-time chat room that afforded us an opportunity to share our love for tea and trivia with @urbanmommies. Jill made a special appeal to support our Kickstarter project in the closing days of the campaign.

    Together the Tea Journey team generated hundreds of tweets that led to hundreds of re-tweets that encouraged thousands of tea lovers to echo their support — which mushroomed into hundreds of thousands of individual contacts.

    That single one-hour event brought us to the attention of almost 300,000 individual members of the @urbanmommies online community and their friends and it generated 5 million impressions globally. It was the GENIUS-INSPIRED work of Jennifer English… executed with precision by the Tea Journey partners, writers, and marketing staff.

    Early in the week, Jennifer English sent out a call that mobilized her friends to organize an online contest with prizes for participants. Marketing director Ashley Sostaric-Finkes and her marvelous social media assistant Alexandra Enns joined the stream with the help of contributing editors Nicole Martin, Dan Robertson and Jennifer Quail, and bloggers Rachael Carter and Geoffrey Norman; and contributors Elyse Petersen and tea companies including Seven Cups and A Gift of Tea, Scandalous Tea, and Tea Wagon.

    Together we shot a single bright beam in the night typing so fast we got lost in the moment. The resulting surge made Friday our single biggest day for paid subscribers.

    Backers contributed more than $10,000 in the last 10 days of May to successfully fund the magazine with more than $128,000 in donations.

    For this display of support, I am forever grateful,

    Dan's Informal Signature_240px (Blue)

     

    Postscript: Four years later our journey continues.

  • Tea Journey: A Kickstarter “Project We Love”

    MARKETING-KickstarterProjectsWeLove

    Badges for Projects We Love

    The Kickstarter Blog ·
    To date, there have been more than 280,000 creative projects on Kickstarter — phew! Whether you’re a backer looking to find great ideas, or a creator looking for inspiration for your own project (or both), we want to help you find compelling ideas that are thoughtfully presented, exciting, and that bring communities together. With this in mind, we’re excited to introduce Projects We Love, a simple way for us to feature projects that go the extra mile.

    MARKETING-KickstarterImageProjects We Love is an evolution of Staff Picks, a feature we used in the past to connect creators and backers around best-in-class projects. The difference is that Projects We Love automatically get a nice little badge, so that everyone can tell when we’re extra excited about a project. Projects We Love are featured by a team that works to surface extra-bright projects. They’re not paid endorsements, and like any other project, they retain complete creative independence. Most simply, a Project We Love badge is a show of respect and enthusiasm from us at Kickstarter.

    Take a look at some existing Projects We Love, and you’ll see well-crafted videos, striking images, a clear plan, an excited community, and a lot of creativity. While there’s no recipe for making a Project We Love, we do have some tips on how to get featured. We also send out a newsletter every week featuring three Projects We Love — sign up to receive it, and you’ll be on your way to discovering world-class projects that delight and inspire.
    Onwards and upwards!

    Kickstarter
    Reprinted from the Kickstarter Blog
  • Friends in Tea

    Last week donors pledged $15,000 to bring Tea Journey to life.

    As you read this note our total paid subscriptions will top 325 and our Kickstarter campaign will have reached nearly 30% of the final goal. There are now 30 days left in the campaign. Many Kickstarter ventures are fully funded in a 30-day window but we need to act quickly to draw attention to our “replenish rewards.”

    We need to make the most of each day…

    Founding sponsors have committed an additional 1,000 packets of tea and several new tea experience rewards totaling $20,000. This boosts the value of Tea Journey rewards to $95,000 USD (our current goal).

    The word is getting out. We have 185 Kickstarter subscribers (and another 130 who subscribed direct from the website). They hail from Iceland and Indonesia to Eastern Europe, India, UK and New Zealand. Those who see the prototype tell us they love it.

    The combination of support from bloggers, media and social media has brought us this far but reaching goal depends on peer-to-peer appeals to your friends in tea. Eighty-two percent of our Kickstarter donors are friends in tea. They are responding to short personal notes at a rate of 1% – that’s 5 per 500 notes sent.

    A simple note is all it takes: 70% of millennials prefer a “peer” endorsement and rely on non-celebrity bloggers over the glitz and glam of stars. Only 3% of the 14,000 consumers surveyed by Collective Bias say they even consider buying a product endorsed by a celebrity.

    The articles, images and video in Tea Journey are authentic, unvarnished, detailed and devoted to tea. Your note should be the same.

    Do these five things and we will be celebrating our success on June 1.

    1) Open a PayPay account and add $30 (for up to 500 names). GreenInbox only accepts PayPal payments.
    2) Signup for GreenInbox.com (and select and upload either your Facebook friends, Twitter followers, Linkedin connections or email contact list). Click the check box beside the names of everyone you think will be interested in Tea Journey (up to 500).
    3) Personalize the note below.
    4) Click send.

    If you are short of cash I will be happy to reimburse you…. better yet, send a note to [email protected] with your Paypal email and I will send you $30 in advance.

    I emailed 317 appeals this week and there were 60%+ opens resulting in several donors.

    I know a lot of people but not nearly enough to reach the Kickstarter goal.

    If you help us by doing this, I am convinced that together the tea community will reach the $96,000 goal but it needs to be done now…. send as many as you can as quickly as practical. It takes donors several days to evaluate the magazine. In many instances it takes appeals from three or four of you to tip the scale.

    Tomorrow is too late.

    Dan

    SAMPLE LETTER

    Dear (or Hello, or Hi) <first_name>

    Tea Journey magazine presents authentic and elusive tea knowledge translated from publications in China and other tea lands. The mobile app and website is a collaboration between western tea journalists and tea experts to introduce readers to the world’s finest gardens and teas. Choose from these awesome tea rewards: https://www.kickstarter.com/projects/teajourney/tea-journey-magazine
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