• AVPA Gold Winners 2021

    AVPA, the Agency for the Valuation of Agricultural Products headquartered in Paris, France is a non-governmental, non-profit organization, mainly composed of producers and taste enthusiasts. In 2021 AVPA awarded 133 medals in its 4th Teas of the World Contest, recognizing teas from 33 countries. Prizes included 10 “Gourmet Or” gold medals, 25 silver, and 25 bronze with 73 teas receiving certificates for gourmet excellence. Tea Biz called to congratulate gold medal winners in the two main categories, one a high-mountain oolong grower in Taiwan, and in the botanical category, a family grower in Greece.

    Malotira "Mountain Tea" from Tofillo, Crete
    Freshly harvested Malotira “Mountain Tea” from Tofillo, Crete, Greece. Photos courtesy Tofillo Farms.
    Celebrate with Rodo Vasilaki, at Tofillo Farms, gold medal winner in botanicals

    Native Malotira Tea from Crete Wins Gold

    By Jessica Natale Woollard

    High in the White Mountains on the island of Crete grows malotira, an ancient herb with small yellow flowers used to make Cretan Mountain Tea.

    Rodo Vasilaki and her husband and business partner Nikos Psyllakis grow the herb on 30-acres of family-run farms that are dotted across the island. Their Malotira Tea, known locally as tsai tou vounou and by the Latin name Sideritis syriaca, won gourmet gold at the 4th AVPA Teas of The World contest. Another one of their teas, Pink Healer, featuring Cretan sage and pink rockrose, earned a “gourmet” distinction.

    Rodo spoke with the Tea Biz Podcast from the island of Crete to tell us more about the malotira herb and its healing properties, which have brought people wellness for thousands of years.

    Jessica Natale Woollard: Rodo, congratulations on winning two awards at this year’s Teas of the World contest. How did you react when you learned your hand-harvested, 100 percent Greek tea, Malotira, the Cretan Mountain Tea, won gourmet gold? 

    Rodo Vasilaki: I was very happy, most of all because I would have the chance to speak about this incredible herb to even more people to get to know it.

    We’ve known about its properties and health benefits for centuries here in Crete, and every word is a chance for me to talk about these herbs.

    Jessica: What are some of the properties that are beneficial in the malotira?

    Rodo: For us, we grow up with this herb. Whenever we feel a little sick—a headache, our stomach—it’s the first herbal tea that our grandmother would make for us. It’s something that we use here for everything, I would say. It’s good for the common cold, and a headache, for stomach and so on.

    Jessica: What made you choose the malotira tea to enter into the competition?

    Rodo: Malotira is an endemic plant here in Crete. You will find it here and nowhere else in the world. It’s a special one and grows at an altitude of over 1000 meters.

    They have talked about malotira throughout history, even Hippocrates, 2,500 years ago. Our aim is to make this herb well known worldwide. For us, it’s one of the most special herbs that we cultivate here in Crete.

    Jessica: Can you comment on the herbal industry in general?

    Rodo: I see that it’s a very dynamic branch now. More people talk about not only tea but specifically herbal teas and loose herbal teas.

    They know that this kind of herb offers 100% of the properties that plants have. I feel that more people are trying to find loose herbal teas instead of bags for ecological reasons and also because it’s the best way to get 100% of these plants. Of course, here in Greece, we have plants with thousands of years of history, using them as medicines. 

    See: Greece’s Mountain Tea and its Ancient Secrets of Healing

    Miaoli is a city of 89,000 nestled in the mountains of western Taiwan. The region is home to the Hakka, an indigenous tribe employed in cultivation of tea since the early 1900s. Gardens in the area are famous for producing Oriental Beauty, an oolong that depends on the bite of the tea leafhopper to develop its honey fragrance and honeysuckle taste. Rick Chang is director at Xue Jian, a tea plantation situated at 4,500 feet altitude that produces oolong and black tea. The company first competed in the AVPA contest 2018, winning a gold medal that year and at least one every year since.

    Xue Jian Oolong Tea farm in Miaoli, Taiwan
    Xue Jian Oolong Tea farm in Miaoli, Taiwan
    Celebrate with Rick Chang at Xue Jian Oolong Tea, a gold medal winner in tea
    Rick Chang Xue Jian Oolong Tea

    Taiwan High Mountain Oolongs Earn Multiple Gold Medals

    By Dan Bolton

    The Xue Jian (Xu?jiàn) tea farm was planted in 2011 and produces mainly oolong and black teas from the Qing Xin cultivar (known as green tip oolong). Rick Chang is the 2.5 hectare farm’s director. He manages cultivation, tea processing, and sales.

    Congratulations on earning the most medals in the 4th Teas of the World contest. What led you to submit these teas for evaluation? Why do you feel this recognition will be helpful?

    Rick Chang: We have been participating in the AVPA Teas of the World contest since 2018. We won one gold medal, one silver, one bronze, and one gourmet. In 2019, we won two gold medals in the oolong tea and black tea category, like this year.

    We are the only high mountain oolong tea plantation in the region of Miaoli Taiwan and not well-known. Winning the AVPA contest brought media attention and more people now know Xue Jian Oolong Tea which has increased our sales, and also establishes standards for consumers comparing our teas to others.

    Rick Chang, Xue Jian Oolong Tea

    Dan: Tell us about the winning entries with details on how they are grown, processed. What makes these teas special?

    Rick: We won five awards for our spring teas, each produced on different dates. The black teas were produced during different seasons. All were grown at 1,400 meters on the Xue Jian plantation. The garden has a good natural environment with multiple plant species. Conditions there are good for tea to grow. There is a large temperature difference between day and night and management is eco-friendly. We use no herbicides, no chemical fertilizers, only soybean meal.

    The gold award oolong tea was produced on the last day of the spring harvest with leaf maturity full grown. So, we had to spend more time on withering, setting, and tossing which led to a stronger fermentation, and it turns out a very good texture and very good floral aroma.

    The gold award black tea we call Le Thé de Madame Hakka is harvested at the beginning of September. We are very glad we made it on time for the contest. The tea is grown in a no-chemical environment that increases the number of tea leafhoppers that bite the tea leaves and bring out the honey fragrance.

    [Editor’s Note: Tea plants have developed a marvelously complex means of defending themselves from the bite of the 3mm hoppers whose scientific name is Empoasca onukii (also known as Jacobiasca formosana in Taiwan). The bite of the hoppers is tiny and virtually invisible after processing but their presence triggers the release of volatile chemicals unique to this pest. The honeysuckle fragrance released by hectares of plants is frightful to bugs as it attracts their mortal enemies and is delightful to tea drinkers. Intensity varies by year as populations wax and wane. If the arriving swarms are small and fail to do much damage, the plant’s defensive cloud is weak. In other years, huge swarms overwhelm the defense and make the tea bitter. The key is to pluck the leaves within the two days it takes for the plants to respond. This requires pluckers of exceptional skill and experience. Hoppers only attack the young leaves, the plant’s maintenance leaves have a surface too hard to penetrate. – Tea Epicure]

    Rick: The winning tea is named in honor of the Hakka, one of the ethnic groups in Taiwan. We are very appreciative to eight Hakka grandmas for the exquisite plucking that makes a tea of prime quality. We also like to share the different aspects of the ethnic group cultures with others.

    Dan: Taiwan is currently experiencing a difficult time of drought and high temperatures, will you comment on innovations and techniques that you employed to make these high-quality teas.

    Rick: Yes, before the spring harvest we had no rain and no typhoons since the summer of 2020. We have a reservoir, and we get water from the stream, which cost a lot on the electricity bill. However, we were able to water every couple of days after the tea tips grow out, and made a good quantity and quality of production.

    We believe most importantly to protect and maintain every creature and plant that lives and grows on our plantations, creating a healthy environment for all.

    Download the entire list of AVPA winners.

    Share this episode with your friends in tea.


    Listen to Tea Biz on Apple Podcasts or Sounder


    Signup to receive Tea Biz Blog weekly. Subscribe (free) to hear the Tea Biz Podcast.

  • AVPA Gold Winners

    AVPA the Agency for the Valuation of Agricultural Products headquartered in Paris, France is a non-governmental, non-profit organization, mainly composed of producers and taste enthusiasts. In 2021 AVPA awarded 133 medals in its 4th Teas of the World Contest, recognizing teas from 33 countries. Prizes included 10 “Gourmet Or” gold medals, 25 silver, and 25 bronze with 73 teas receiving certificates for gourmet excellence. Tea Biz called to congratulate gold medal winners in the two main categories, one a high-mountain oolong grower in Taiwan, and in the botanical category, a family grower in Greece.

    Malotira "Mountain Tea" from Tofillo, Crete
    Freshly harvested Malotira “Mountain Tea” from Tofillo, Crete, Greece. Photos courtesy Tofillo Farms.
    Celebrate with Rodo Vasilaki, at Tofillo Farms, gold medal winner in botanicals

    Native Malotira Tea from Crete Wins Gold

    By Jessica Natale Woollard

    High in the White Mountains on the island of Crete grows malotira, an ancient herb with small yellow flowers used to make Cretan Mountain Tea.

    Rodo Vasilaki and her husband and business partner Nikos Psyllakis grow the herb on 30-acres of family-run farms that are dotted across the island. Their Malotira Tea, known locally as tsai tou vounou and by the Latin name Sideritis syriaca, won gourmet gold at the 4th AVPA Teas of The World contest. Another one of their teas, Pink Healer, featuring Cretan sage and pink rockrose, earned a “gourmet” distinction.

    Rodo spoke with the Tea Biz Podcast from the island of Crete to tell us more about the malotira herb and its healing properties, which have brought people wellness for thousands of years.

    Jessica Natale Woollard: Rodo, congratulations on winning two awards at this year’s Teas of the World contest. How did you react when you learned your hand-harvested, 100 percent Greek tea, Malotira, the Cretan Mountain Tea, won gourmet gold? 

    Rodo Vasilaki: I was very happy, most of all because I would have the chance to speak about this incredible herb to even more people to get to know it.

    We’ve known about its properties and health benefits for centuries here in Crete, and every word is a chance for me to talk about these herbs.

    Jessica: What are some of the properties that are beneficial in the malotira?

    Rodo: For us, we grow up with this herb. Whenever we feel a little sick—a headache, our stomach—it’s the first herbal tea that our grandmother would make for us. It’s something that we use here for everything, I would say. It’s good for the common cold, and a headache, for stomach and so on.

    Jessica: What made you choose the malotira tea to enter into the competition?

    Rodo: Malotira is an endemic plant here in Crete. You will find it here and nowhere else in the world. It’s a special one and grows at an altitude of over 1000 meters.

    They have talked about malotira throughout history, even Hippocrates, 2,500 years ago. Our aim is to make this herb well known worldwide. For us, it’s one of the most special herbs that we cultivate here in Crete.

    Jessica: Can you comment on the herbal industry in general?

    Rodo: I see that it’s a very dynamic branch now. More people talk about not only tea but specifically herbal teas and loose herbal teas.

    They know that this kind of herb offers 100% of the properties that plants have. I feel that more people are trying to find loose herbal teas instead of bags for ecological reasons and also because it’s the best way to get 100% of these plants. Of course, here in Greece, we have plants with thousands of years of history, using them as medicines. 

    Miaoli is a city of 89,000 nestled in the mountains of western Taiwan. The region is home to the Hakka, an indigenous tribe employed in cultivation of tea since the early 1900s. Gardens in the area are famous for producing Oriental Beauty, an oolong that depends on the bite of the tea leafhopper to develop its honey fragrance and honeysuckle taste. Rick Chang is director at Xue Jian, a tea plantation situated at 4,500 feet altitude that produces oolong and black tea. The company first competed in the AVPA contest 2018, winning a gold medal that year and at least one every year since.

    Xue Jian Oolong Tea farm in Miaoli, Taiwan
    Xue Jian Oolong Tea farm in Miaoli, Taiwan
    Celebrate with Rick Chang at Xue Jian Oolong Tea, a gold medal winner in tea
    Rick Chang Xue Jian Oolong Tea

    Taiwan High Mountain Oolongs Earn Multiple Gold Medals

    By Dan Bolton

    The Xue Jian (Xu?jiàn) tea farm was planted in 2011 and produces mainly oolong and black teas from the Qing Xin cultivar (known as green tip oolong). Rick Chang is the 2.5 hectare farm’s director. He manages cultivation, tea processing, and sales.

    Congratulations on earning the most medals in the 4th Teas of the World contest. What led you to submit these teas for evaluation? Why do you feel this recognition will be helpful?

    Rick Chang, Xue Jian Oolong Tea

    Rick Chang: We have been participating in the AVPA Teas of the World contest since 2018. We won one gold medal, one silver, one bronze, and one gourmet. In 2019, we won two gold medals in the oolong tea and black tea category, like this year.

    We are the only high mountain oolong tea plantation in the region of Miaoli Taiwan and not well-known. Winning the AVPA contest brought media attention and more people now know Xue Jian Oolong Tea which has increased our sales, and also establishes standards for consumers comparing our teas to others.

    Dan: Tell us about the winning entries with details on how they are grown, processed. What makes these teas special?

    Rick: We won five awards for our spring teas, each produced on different dates. The black teas were produced during different seasons. All were grown at 1,400 meters on the Xue Jian plantation. The garden has a good natural environment with multiple plant species. Conditions there are good for tea to grow. There is a large temperature difference between day and night and management is eco-friendly. We use no herbicides, no chemical fertilizers, only soybean meal.

    The gold award oolong tea was produced on the last day of the spring harvest with leaf maturity full grown. So, we had to spend more time on withering, setting, and tossing which led to a stronger fermentation, and it turns out a very good texture and very good floral aroma.

    The gold award black tea we call Le Thé de Madame Hakka is harvested at the beginning of September. We are very glad we made it on time for the contest. The tea is grown in a no-chemical environment that increases the number of tea leafhoppers that bite the tea leaves and bring out the honey fragrance.

    [Editor’s Note: Tea plants have developed a marvelously complex means of defending themselves from the bite of the 3mm hoppers whose scientific name is Empoasca onukii (also known as Jacobiasca formosana in Taiwan). The bite of the hoppers is tiny and virtually invisible after processing but their presence triggers the release of volatile chemicals unique to this pest. The honeysuckle fragrance released by hectares of plants is frightful to bugs as it attracts their mortal enemies and is delightful to tea drinkers. Intensity varies by year as populations wax and wane. If the arriving swarms are small and fail to do much damage, the plant’s defensive cloud is weak. On the other hand, huge swarms overwhelm the defense and make the tea bitter. The key is to pluck the leaves within the two days it takes for the plants to respond. This requires pluckers of exceptional skill and experience. Hoppers only attack the young leaves, maintenance leaves have a surface too hard to penetrate. – Tea Epicure]

    Rick: The winning tea is named in honor of the Hakka, one of the ethnic groups in Taiwan. We are very appreciative to eight Hakka grandmas for the exquisite plucking that makes a tea of prime quality. We also like to share the different aspects of the ethnic group cultures with others.

    Dan: Taiwan is currently experiencing a difficult time of drought and high temperatures, will you comment on innovations and techniques that you employed to make these high-quality teas.

    Rick: Yes, before the spring harvest we had no rain and no typhoons since the summer of 2020. We have a reservoir, and we get water from the stream, which cost a lot on the electricity bill. However, we were able to water every couple of days after the tea tips grow out, and made a good quantity and quality of production.

    We believe most importantly to protect and maintain every creature and plant that lives and grows on our plantations, creating a healthy environment for all.

    Download the entire list of AVPA winners.

    Share this episode with your friends in tea.


    Listen to Tea Biz on Apple Podcasts


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  • Q|A Henrietta Lovell


    Henrietta Lovell seeks to redefine good tea as a beverage that tastes amazing. Tea must also benefit the people who craft it and those who drink it, she says. Her firm buys direct from farmers globally, advocating farmer support and development over costly certifications and rejects teas grown with pesticides and herbicides or blended with additives and flavoring.

    Listen to the Interview

    Henrietta Lovell discusses her passion for tea

    Rare Tea Lady
    Since founding The Rare Tea Co. in 2004, Henrietta Lovell has charted her own course in tea.

    The Value in High Quality Tea

    Having read Henrietta Lovell’s fabulously engaging book “Infused, Adventures in Tea” earlier this year with TeaBookClub, I jumped at the chance to chat to Henrietta the tea person, founder of Rare Tea Company, mistress of the artful blend and champion of tea farmers. Join me as the Rare Tea Lady spills the tea.

    Kyle Whittington: I’m fascinated about the moment someone “gets” tea. What’s been your experience of this?

    Henrietta Lovell: It’s very interesting. If they’ve already got a preconception of what tea is, it is harder. So if I’ve got a young person, or they don’t have a very firm, fixed preconception. They might be a little bit more fluid, bit more open to experiencing new things. So then it’s like, “Oh, I’d love to try.” And then “Oh, this is amazing, this is delicious.” But when someone’s got a very strong opinion beforehand, then it’s a really wonderful revelation. Because you know that you’re not just making someone fall in love, you’re making them change an established thought pattern and it’s super exciting. But I don’t really do it, the tea does it. I’ve got a very privileged position where people will trust me enough now to try things and it’s just absolutely wonderful.

    It’s one of the most life a?rming experiences. Really, the most is when they’re very resolutely not going to like it. They think they know what they like. And then, they have a taste of something that just starts to excite them. And it’s like “Oh, okay” but their face is still completely closed, they’re just there because they need to be or they’ve been dragged in. And then the face softens, the body language softens, and a sort of joy starts to creep into the face.

    Because pleasure is a joy. Let’s not forget. It’s not just amazing flavors. It’s really a sense of euphoria that overcomes you when you discover something that is so beautiful, and so joyous.

    Kyle: So is there one tea that really captures people?

    Henrietta: I mean that obviously we will have very di?erent tastes and flavor profiles that we enjoy most. But interestingly, it’s often either an English breakfast or jasmine tea because we know those teas very well. And experience is so extraordinarily wonderful because you think you know something, and then it’s opened out to you.

    Jasmine silver tip because it’s so clean and bright and fresh and it’s scented with jasmine flower. There’s no flavoring in there. This is just the flowers that have given up their scent, and it’s been absorbed into the tea. That is such an extraordinary experience. People are like “Oh, ooh!” And it’s so extraordinary. They’re sort of, “I know it but I don’t know it.” And they feel quite discombobulated at first, and then very joyous.

    And then the other thing is to do is an English breakfast with an industrial teabag, and then an English breakfast made with beautiful teas crafted to be something better than the sum of its parts. And that’s really amazing. You try them side by side, and then there is this revelation because you’ve probably drunk that industrial teabag tea every day of your life, maybe six times a day. And then you have something that is remarkably better. You’re like shit, what have I been missing out on my whole life. And that can be a little bit hurtful. You can’t argue with your taste buds. So when your taste buds say, “Oh my God this is better.” you have to just let go of the past and go Okay, the world is opened out. Whatever their taste background, whatever their profession, whether they’re a taxi driver or a famous chef, or a sommelier, everybody can taste the di?erence. So it’s much more accessible. It’s just having that first sip.

    Kyle: You’re known for creating some fabulous blends. But sometimes, blending is seen as the poor relation to a “pure” tea. How do you see blends and the art of blending?

    Henrietta: I think it’s the intention of the blend that’s absolutely important. Are you trying to create something that’s better than the sum of its parts? Or are you trying to disguise or make bland and easily indistinguishable? But it can be something really extraordinary. And with such a huge cornucopia of flavors within black teas, but then with blending, it becomes exponential. Absolutely exponential, what you can achieve. I’m still shocked. I’m still surprised now.

    Because it’s never the sum of its parts.

    The history of scientific revolutions is often led by mistake and that’s often been the case for me.

    My favorite thing that I’m drinking at the moment is a blend of almond blossoms from Tarragona with Croatian Camomile. But I never thought I would do that, I did it totally by mistake. I have to admit that to you. I charge lots and lots of money for making blends for people and then sometimes I just do one very good one by total mistake.

    Kyle: I’m interested, what’s something that bugs you in the tea world?

    Henrietta: But I wanted to say that there’s a lot of snobbery around tea and we should be more inclusive. If we’re going to make a real revolution in the tea world and get people to understand that there is this cornucopia of deliciousness and joy and flavour. Which will in turn, nourish and support the tea community throughout the world. We got to stop putting our noses in air and being snobby and shutting everyone out who doesn’t know, you know, the names of tea estates in Taiwan. It’s really not that interesting, what the code of that that particular varietal is. Because there’s so much more to do with flavor.

    Kyle: Talking of snobbery, how do you deal with the naming of a tea? What’s your approach?

    Henrietta: Two of the farmers that I admire most (one is Jun Chiyabari in Nepal) they refuse to use any of the old colonial terms. So they won’t do a TGFOP or whatever and they’re now even not calling things green or black tea. Because why is it that it has to be a green or a black tea? One of the teas we have is called Himalayan Spring and it’s actually technically, if you’re going to be super technical, a black tea though it tastes like green tea. And so if we called it black tea it would disappoint everybody. So why do we need to? The flavor profile is softer, richer, much greener than a lot of green teas. If you’re comparing it with a very deep Sencha, you’d be like, well, this is not. How can we call these two things green tea? It’s like trying to compare a whiskey with a rum almost.

    If you really love tea, if it’s a real love, not an intellectual challenge, then it doesn’t really matter what it’s called. And if you need to know more about it, you should be able to delve in. I ask questions of my farmers all the time passed on from my customers because that connection is jolly important. If you really need to know varietal number of the tea then we’ll find that out and get it to you. But I don’t think that should be the thing that leads because it’s really o? putting.

    People often question me on our packaging, it’s often very simple on the front. It might say just green tea or oolong tea and then on the back it says more stu?. And that’s because I began in 2004 and no one had ever heard of oolong tea, so I didn’t call it Tie Guan Yin, or Iron Goddess of Mercy. So I’ve really tried and it’s been super interesting how farmers have adopted that same thing.

    My favorite new terroir, and one that I admired tremendously is in New Zealand in Waikato. They’re producing tea and again they’re not using traditional names. They’re making oolong teas and they’re not calling them oolong they’re calling them, you know, dark or light or whatever. Just simple words that people will be able to understand from about the flavor.

    Kyle: You work directly with farms, what is it about working directly that is so important for you?

    Henreitta: Working with farms. Working with people to understand, number one, there’s a value in high quality tea, but working with farms. That we don’t just ostracise people or communities that have been reliant on industrial tea. We don’t just say “Oh, we can’t work with them.”

    Often people speak about farms that produce speciality tea and non speciality tea. If the person who’s picking the tea is paid the same for both. Well then that’s not fair really, because then the value of that speciality tea is not getting to the picker. And this is not okay. We shouldn’t really work with commercial farms that are producing non speciality tea. 

    There is not a problem with supply in the world of speciality tea. There is a problem with demand. That is the problem, right? 

    So it’s our job to try and spread the demand and to educate people and to show people that there’s a reason and a value for buying more expensive tea.

    “We no longer work with the Fairtrade organization. We realized we could have more impact by working directly with our farms. We return a percentage of our revenue (not profit that can be fudged).”

    But if a farmer is trying to come out of a world where they’ve been reliant on selling commodity tea, cheaper tea because that’s where the market was, we can’t punish them when they’re trying to then create speciality tea. And this makes me so mad. And when you talk about wages and you say, “Well, I shouldn’t work with a farm where the wages are low.” How are they going to improve the wages if we don’t buy more speciality tea? We need to work with these farmers because we have to understand that we need to have relationships. How do you get to that? Like working in a farm in Malawi; wages are low, life expectancy is low, standard of living is low. How do we make a fucking difference there? How do we do it differently? And it’s not by only working with a tiny small holder or tiny farm that just makes speciality tea. That’s part of the solution. But it’s not the only solution. 

    Rare Tea Co.

    Henrietta Lovell is perhaps best known as the Rare Tea Lady, after her company “Rare Tea Co.” rareteacompany.com. Sourcing directly from farmers since the very beginning, Henrietta has traveled the world, searching for rare and precious harvests of teas and tisanes. Her quest has taken her on many adventures, from the far flung and bizarre to those closer to home. She has worked with some of the most prestigious restaurants and hotels around the world, pairing teas and creating bespoke blends. Henrietta founded Rare Charity, which works to bring educational opportunity to young people in tea growing areas.

    “The people working in tea estates represent some of the most marginalized communities in many of the world’s poorest countries,” writes Lovell. “Our aim is to give ambitious young people the agency to uplift themselves, their households and their community. Education enables these young people to return to their community as qualified professionals, to implement long-term social change,” she said.


    — Kyle Whittington

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  • Natural Tea Energy


    In the ready-to-drink category, tea-focused brands like ITO EN are innovating. Instead of concentrates and solubles, line extensions are brewed from whole leaves from sustainably grown tea and offered in recyclable packaging. Rona Tison, Executive Vice President of ITO EN North America, joins Tea Biz to discuss what makes tea the ideal base for function-enhancing blends that appeal to health-conscious consumers.

    Listen to the Interview

    Rona Tison, executive vice president ITO EN North America

    New matcha and green functional tea blends from ITO EN

    RTD Teas Formulated for Function

    By Dan Bolton

    Ready-to-drink tea, both refrigerated and shelf-stable, generated $4.2 billion in sales in the US multi-outlet channel last year. RTD is the fastest growth segment in tea. Volume increased 40% globally between 2011 and 2016 rising to 37 billion liters. Sales are predicted to generate $25 billion a year globally by 2024, according to Market Research Future. In the US, the RTD segment is a battle of titans dominated by Lipton, PepsiCo, whose Pure Leaf brand is the top seller and Coca Cola (marketing Peace Tea, Honest Tea, Gold Peak); along with Snapple and AriZona.

    Cross category tea blends known as hybrids bridge traditional retail categories such as energy and refreshment; and have successfully carved out space on the shelf next to functional beverages as low-sugar organic, clean label alternatives to fortified waters and juice. Delivering a plant-powered matcha energy drink formulated with functional ingredients such as superfood acerola and yuzu for immunity, ginseng for focus, and ginger and honey to soothe ITO EN’s newly launched matcha LOVE ENERGY + (plus), provides a clean and natural energy boost with 50 milligrams of caffeine and L-theanine in an 8.28 fluent ounce can that is priced at $2.49

    Dan Bolton: Rona, when many tea brands are introducing herbals and herbal infusions, ITO EN has shown a solid commitment to traditional tea and tea blends. Will you share with listeners how the new matcha LOVE ENERGY + line maximizes tea’s inherent health benefits before adding plant-based enhancements to the shot?

    Rona Tison: Ito En’s expertise and legacy are really in green tea. Not a botanical but the Camellia sinensis plant that has not been oxidized, unlike black tea that is fully oxidized. As a vertically integrated company, we work very closely with the tea farmers tending to the soil, cultivating the tea leaf. And unique to Japan, the Japanese green tea leaves are steamed right after harvesting. This stops the oxidation and it helps preserve all the great health benefits as well as the properties of the tea leaf particularly important to taste and aroma.

    We were the innovators of the first unsweetened ready-to-drink green tea, a feat that was said to be impossible because, of course, green tea would oxidize. So, after years of research, we were able to introduce a bottled green tea that captured the optimal moment of enjoyment as if you were having a freshly brewed cup of green tea. And this revolutionized tea drinking. Even in Japan, the younger generations weren’t taking the time to steep leaf tea as their parents were. They were much more mobile on the go and so this convenient, on-the-go, ready-to-drink green tea changed how tea was enjoyed even in Japan. Our bottled Oi Ocha just celebrated its 32nd year. It’s been exciting to see the impact this has had on the modern lifestyle.

    Dan: Will you describe these plant-based enhancements?

    Rona: Our matcha brand has been doing incredibly well but we wanted to take it one step further and have a beverage that had more functionality, particularly given these times of the global pandemic. So, we decided to create a clean energy drink, that is plant-based powered with green tea and matcha, which has the goodness in the vitality of the green tea leaf. Each functional ingredient enhances this goodness by boosting immunity, or focus or it soothes. As you are aware, many energy drinks today do not have such healthy ingredients. So we’re excited to be able to introduce a clean energy drink that gives you the benefits as well as tastes delicious. And that, of course, is first and foremost, people are very conscious about boosting their health and wellness, particularly in these times.

    So, with that in mind, we created the three flavors: immunity, which helps maintain your defenses, with the superfruit as the acerola, and yuzu, which is a Japanese citrus, that is very high in vitamin C. Focus is matcha, combined with the ginseng and blueberry that empowers mental clarity and focus. Soothe helps kind of soothe body and mind. It’s made with the honey and ginger.

    Japanese Yuzu

    All share a base of green tea and matcha, which provides the natural caffeine balanced with the amino acid, L-theanine, which is very high in green tea. Together you experience a sense of calm with alertness. Combined with the caffeine and L-theanine, this is a very clean and healthy energy drink with none of the unhealthy ingredients that you can’t pronounce that are artificial and synthetic. Matcha LOVE ENERGY + has healthy clean ingredients, and only 50 milligrams of natural caffeine balanced with the L-theanine. This amino acid gives you a sense of calm and alertness, so you get your nice gentle boost, but it keeps you grounded throughout the day.

    Matcha Love Energy

    Dan: Consumer research confirms that drinks that deliver an energy boost are a top priority. In Europe, a survey of 5,000 consumers [conducted for Germany-based Beneo] revealed that half are looking for food and drink products to help them make it through the day. Eight-of-10 of those aged 18-34 said they seek energy-boosting products, but with safe concentrations of caffeine and without synthetic flavors, sweeteners, colors, and preservatives.

    Rona: There’s been a huge increase in the plant-based lifestyle, as more and more consumers are embracing a life of health and wellness. And, of course, tea is the original plant-based beverage. I don’t know if your are aware that it was actually in Japan that functional foods first were introduced. In the 1980s, a grant was given to research functional foods, which in Japan are regulated under The Japanese Ministry of Health established regulatory oversight for functional foods known as ‘Foods for Specified Health Use’ (FOSHU)* in 1991. So, we thank Japan for the fact that they’re functional beverages or functional foods.

    It’s always been a priority for ITO EN to bring healthy beverages to the forefront. Our five guiding principles have always been natural, healthy, safe, well designed, and delicious. So, whenever we conceptualize and develop products, it has to be within these five principles. And so, we’re excited about our Matcha LOVE ENERGY + line joining our portfolio of green tea beverages and award-winning teas tea organic line, which is known for its clarity and clean finish.

    Our traditional Oi Ocha line, which is very much an authentic green tea taste, refreshing. All green teas have antioxidants, the catechins EGCG and a multitude of vitamins to include the daily vitamin C. So given these times of the global pandemic, where people are thinking and prioritizing their health and immunity, it’s pretty exciting that we’ve been able to introduce this hybrid beverage that not only tastes good but has functional properties.

    *The Japanese scientific academic community defined ‘functional food’ early in the 1980s. That is, functional foods are those that have three functions. The primary function is nutrition. The secondary function is a sensory function or sensory satisfaction. The third is the tertiary function, which is physiological.


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  • Q|A Jeff Champeau


    Sparkling tea is on a trajectory akin to small-batch, craft-brewed beer where carefully selected ingredients are individually prepared to showcase their best characteristics. Recipes emphasize balance, with efficacy and taste foremost. Excellence in blending and brewing preserves high concentrations of polyphenols and other beneficial plant compounds with minimum calories, nothing artificial, the convenience of cans and the fun of fizz.


    Listen to the interview:

    Rishi Tea & Botanicals VP Jeff Champeau on sparkling botanicals.

    Jeff Champeau, vice president of business development at Rishi Tea & Botanicals
    Jeff Champeau, vice president of business development at Rishi Tea & Botanicals

    Healthful Effervescence

    Jeff Champeau, vice president of business development at Rishi Tea & Botanicals in Milwaukee, Wis., explains that marketing seasonality is a great way to introduce craft-brewed tea into our lives.

    Dan Bolton: Jeff, is fizzy tea destined for mainstream consumption? Will authentic craft-brewed, plant-based, low-sugar, lightly carbonated genuine teas and herbal infusions overcome barriers to distribution to become a significant revenue source for the beverage industry?

    Jeff Champeau: Absolutely. And that is something that all of us in the tea industry around the world should be proud of and should celebrate. This is like coming home. This is a very exciting time to seesugared soft drinks, sodas and beverages being something people are turning away from en masse. They’re looking for more healthful alternatives. It is an awesome trend. Tea has been around for 5,000 years, it’s resilient, and there’s a reason for it. Tea speaks to our soul. It’s healthful. It enlightens us. It’s one of the most ancient plants that people have ever been connected to. And it’s about time that it hasmuch of the consumer market paying attention. It’s so delicious you don’t need sweetener to appeal to the everyday palate, the everyday consumer out there.

    Dan: Breaking the sugar habit appears to be a primary driver of sales.

    Jeff: If you’re using high quality ingredients, if you’re using skillful blending techniques you can deliver a very interesting complex taste without added sweeteners. That’s something that people can really feel deeply refreshed by ? not just satiated. Something that tastes good that scratches that itch to refresh my palate after food.

    Soda may satiate them in the moment, but you can’t have two or three or four of them without feeling it in your belly. Something that really has the kind of cleansing hydrating effect of sparkling tea — that’s something you can really feel refreshed by and drink several. That’s what we sought to achieve with the sparkling botanicals.

    Dan: Tell me more about the characteristics of the new line.

    Jeff: Our sparkling botanicals are brewed using real plants to deliver real virtue. They’re the same super premium direct trade botanicals and teas that we use in our loose leaf and sachet tea blends, many of which are certified organic.

    We microbrew them using proprietary brewing techniques to yield a really balanced and craft brewed tea that is sparkled up with a carbonated water.

    Using rare citrus and achieving a unique balance with teas with herbs, botanicals, spices, were able to develop, a two-year shelf life product with no added sugar, no added sweeteners of any kind, nothing artificial, only zero to two grams of sugar per can, using real infused fruits like berries or citrus.

    Craft brewed sparkling tea
    Micro-brewed sparkling teas and botanicals

    And these offer only 5 to 15 calories, which is really speaking to the fact that they have real plants.

    It all comes down to that part of the balance. You’re getting the balance of the polyphenols, the tannins that are extracted, whether that’s from tea leaves or from of the super fruit botanicals and fruits that we’re using in some of the profiles.

    We have six tasty profiles, with two more scheduled to be introduced online later this year for distribution next spring. Our MSRP is from $2.99 to $3.49 per 12-ounce can. Ordered online a 12-pack sells for $40. Subscribers pay $36.

    Schisandra berries
    Schisandra berries grow like a grapes on a vine. The taste is a balance of sweet, sour, salty, bitter and pungent.

    Dan: Will you describe the functional plant-based ingredients in these blends.

    Jeff: The Schisandra Berry from Northeast China is just amazing. It is an adaptogen that helps the body regulate physical and mental stress. It is used in traditional Chinese and Korean medicine. It’s also been used for centuries as a beauty tonic, to detox the liver, to maintain healthy skin and even an aphrodisiac.

    It is called the five-flavor fruit. The outside of the fruit is a little bit salty, the flesh is sweet and tart in a nice balance. The pit is bitter and pungent and a little spicy. It is a mood booster said to deliver energy to the five meridians and to balance chi. It has an amazingly refreshing character with a color like a sparkling rosé.

    • Schisandra Berry – An adaptogenic elixir crafted from a single ingredient: forest grown schisandra berry.
    • Turmeric Saffron – This is a blend of tangy Golden Berries from the Amazon, lush California lemons and fragrant saffron, the most expesive spice in the world. The ingredients are steeped with forest-farmed turmeric from Burma and jungle-grown green cardamom from Guatemala. The saffron delivers an amazing hue to the infusion. You can really see that there are real plants used to make these drinks.
    • Black Lemon – Black lemon is a high caffeine blend of black tea from from Northern Thailand with a combination of California dried lemon and black lemon from Guatemala. The Guatemala lemon uses an ancient Persian technique to ripen and oxidize the the lemon – a kind of food preservative. It has a bright, citrusy flavor with a malty finish. There are about 50 milligrams of caffeine per can.
    • Dandelion Ginger – My personal favorite contains dandelion root for detox and ginger. It is an anti inflammatory blend that also features a really cool type of tea called Kuro Koji, which is a Japanese green tea that’s fermented with the Koji yeast that’s used in fermented foods. The dandelion root is roasted and the ginger we use is prized for its pungency, aroma, and spiciness. The combination is craft brewed and combined with red chili and detox tonic herbs. It’s like a ginger beer with zero added sugar that offers satisfying depth and heat.
    • Grapefruit Quince – This blend elevates everyday replenishment with juicy hibiscus, aromatic yuzu and succulent quince. We were inspired by traditional Korean herb teas that feature quince to soothe and support easy breathing. Hibiscus is enjoyed throughout the tropics for refreshing, cooling energy and is widely regarded to help lower blood pressure, promote arterial health and support metabolism.
    • Patagonia Maqui – Wild-foraged maqui berry stimulates the palate with accents from red wine grape skins and forest berries to create a sophisticated flavor with an almost wine-like profile. Maqui berries are a prized source of antioxidants like anthocyanins and have been traditionally used by the people of the Patagonia for vitality and cleansing. The Maqui berry is harvested from the Patagonia region of Chile. It brings to life different kinds of health functions that are derived from a variety of ingredients. This one is great on the way to work, at mid-morning break or as something to go with lunch that offers a little caffeine to support digestion. At the dinner table it can be served as an alternative to wine.

    Dan: Will Camellia sinensis or herbal infusions win the race for market share?

    Jeff: I think herbals will lead in North America, there’s a greater variety and different colors, different levels of tartness, ingredients that appeal to the younger drinkers that are maybe newer to the category, but I don’t think that means that we should refrain from using real tea and in developing the lines out further.

    Dan: How will tea companies win over the hearts and minds of consumers with respect to the healthful benefits of tea?

    Jeff: Tea is part of a broader natural products industry in North America, and I think sometimes what we get wrong in the natural products industry is the too much hype around a particular tea or a particular botanical or herbal ingredient. Being on trend can be exhausting for the consumer. It can treat tea and herb like fashion. Tea isn’t fashion, but that kind of misses the real charm of tea. Tea is not fashion. It’s ancient food and medicine.

    Tea can connect us to the rhythms of nature and to the planet. It can access to people far and wide; the growers, the plucking teams, the artisans, and leaf processing teams, the worldwide traders and promoters of tea, the baristas, the grocery merchants, the consumers. But how can farmers and producers be sustained if their particular crops are hot in the market for two years, only to slow down as some other trends takes off?

    So, I think the question is, how do we how we choose to market tea and botanicals in a way that really encourages a deep and steady and earnest interest into infusing tea into our lives.

    Tea is an agricultural product. It has these different waves of the harvest that come throughout theseasons. Year to year those,harvests are going to fluctuate naturally as mother nature gives us what she can.

    If you ask most tea professionals, what’s their favorite tea, most will likely tell you what their favorite tea is, at that moment, because they’re plugged in to the harvest calendar, they’re tracking with what’s fresh and in season.

    Botanicals have their own harvest seasons and new areas of cultivation. If we cultivate a seasonal approach and recognize that, tea, herbal teas, botanical spices, a part of our broader choices in diet and in what we choose to consume.

    It’s good that we introduce variety into our diet. And it’s good that we introduce variety into our tea habits, too, and embrace that seasonal rhythm of the harvest.

    We have an opportunity to really cultivate a dynamic tea culture in North America that celebrates the seasonality of tea. Not every tea is going to be consistent. There’s a beauty in the variety and some of that unexpected that can come year to year and season to season. And we should have a reverence for the tea traditions, connecting us to the deeper philosophy of tea. But we should also feel a sense of creative freedom to draw inspiration from those traditions to offer the North American market new and exciting ways to infuse tea into their lives.

    In doing so we’re going to open up their minds to thinking about tea as something that they choose to drink and enjoy on the daily basis, maybe at some different occasions than we might expect.

    This interview has been edited and condensed.

    Sparkling Botanicals from Rishi Tea & Botanicals

    Sparkling Botanicals

    “We want to focus the passion and creativity of Rishi’s amazing team on something totally new and exciting — something that honors our enduring relationships with farmers and tea drinkers while transcending our core business of dried teas and botanicals. As a selector, importer and taste maker, our natural progression is to make beverages with teas and botanicals that are ready to drink. People love our teas but have less and less time to brew them. Tea drinkers are moving to bottled and canned teas to save their time but have few options that offer premium botanicals and high-end teas brewed without added sugar, sweeteners or acidic preservatives. Our new line of Sparkling Botanicals elevates RTD with craft brewing and meets this demand for real plants with real virtue.”

     -Joshua Kaiser, founder of Rishi Tea & Botanicals

    Sparkling Botanicals

    Rishi Tea & Botanicals
    185 S. 33rd Court
    Milwaukee, WI 53208
    (414) 747-4001

    www.rishi-tea.com


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