Organic Products Retailer January / February 2011 : Page15

decade, and a Packaged Facts report projected U.S. tea sales to exceed $15 billion by 2012, with a shift to specialty/premium sales from 30 percent to 50 percent. In early 2010, Beverage Marketing Corporation reported only tea and energy drinks grew over the past year in the ready-to-drink beverage category. “The fundamental shift in con-sumer demand parallels that which was seen in the coffee industry in the 1990s,” said Jage. “Consumers are willing to pay more for a premium product and experience. The race is already on to see who will be the Starbuck’s of tea with the emergence of a number of well-planned, well-financed and well-executed tea-specific retail chains emerging.” Trade show attendance has long been a leading economic indicator as buyers attend based on existing or expected consumer demand, Jage noted. And in 2010, the World Tea Expo saw a record 68 percent increase in buyer attendance. Jage listed the following top trends for teas: • C e l e b r i t y T e a L i n e s —Donald Trump, Lady Gaga, Padma Lakshm and Ted Allen all have their own tea lines now. • T r a n s p a r e n t , F a i r T r a d e a n d S o c i a l Re s po n s i b l e B r a n d s —Tea is grown is some of the most beau-tiful and exotic regions of the world, Kenya, China, India, Taiwan and Japan, to name a few. People’s interest in tea extends to their understanding of where and how the tea was grown. • S e x y , M o d e r n G i f t w a r e —Tea ware that is interesting, modern, PBA free, accessible and, of course, functional are all wanted. The tea retail business model needs to have accessories to be sustainable, the same as coffee retailers. For tea packaging, again, sus-tainability leads the way. Unique, creative, made-from-the-earth and functional product packaging is in. After water, tea is the most consumed beverage on the plan-et. Tea is very high in antioxi-dants and also is known for its high levels of L-theanine, an amino acid that has been clinical-ly proven to increase human brain alpha wave activity, which is associated with relaxation. Balanced with a moderate level of naturally occurring caffeine, it is the reason monks have used tea in meditation for millennium as it creates a balanced state of alert relaxation. The World Tea Expo 2011 will be held June 24-26 in Las Vegas and is co-located with the Natural Products Association’s Natural Marketplace. More information can be found at www.worldteaex-po.com. Earth Mama Angel Baby: Teas for Pregnancy, Postpartum and Breastfeeding From pregnancy to PMS, heartburn to making more milk, Earth Mama Angel Baby’s (Clackamas, OR) USDA Certified 100 Percent Organic teas put the “oooh” in soothe. The company’s teas ease pregnancy, postpartum, PMS, breastfeeding and beyond. Each USDA Certified Organic tea is effective and delicious, in easy-to-brew tea bags and eco-conscious packaging, with the same trusted safety consumers and retailers expect from Earth Mama Angel Baby. Trusted by doctors, midwives, lactation consultants and, most importantly, mamas, the MSRP for a box of 16 tea bags is $5.97. For more information, call (503) 607-0607 or e-mail mamashelper@ear thmamaangelbaby.com. Weaver ’s Coffee & Tea: Astral Blend Astral Blend is a new seasonal coffee for Spring 2011 from Weaver’s Coffee & Tea (San Rafael, CA). Featuring 100 percent Certified Organic, Fair Trade Certified coffee, this full-bodied blend is sweet and smooth with a natural, earthy finish (MSRP: $15.99 per pound). Purchases of this product support breast cancer research, funding for local hospitals and community organizations that provide breast health education, breast cancer screening and treatment. For more information, call (800) 328-1178 or e-mail info@wildcardroasters.com. Zhena’s Gypsy Tea: Coconut Chai Coconut Chai by Zhena’s Gypsy Tea (Ojai, CA) is a robust and full-flavored black tea accented with exotic imperial spices. The bold concentrated character of this lush black tea lends itself well to the full notes of cardamom, ginger and clove. The sweet hint of tropical coconut fragrantly fills the cup, offering an inviting taste of paradise to savor from any spot on the map. A bright and flavorful steep that is delicious with a splash of milk. The tea is certified organic and the MSRP for a tin of 22 eco-friendly tea sachets is $6.99. Zhena’s Gypsy Tea is distributed in the U.S. and Canada. For more information, call (800) 448-0803. January/February 2011 s www.oprmagazine.com Organic Products Retailer 15

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