NEW YORK (April 19, 2016) — Penton’s World Tea Expo has several educational pre-conference programs on the agenda, including World Tea Academy LIVE. World Tea Academy LIVE! is an in-person “taste” of World Tea Academy, which offers online tea education in concise three-week sessions that all lead to certification. World Tea Academy LIVE! takes place June 13 from 8 a.m. to 6 p.m. and includes the World Origin Tasting Tour on June 14 from 8 a.m. – 5 p.m., the day before the launch of World Tea Expo.
World Tea Expo (#WorldTeaExpo or #WTE16), the leading tradeshow focused on advancing the business of tea, takes place June 15 – 17, 2016 (with the pre-conference program June 13 – 14) in Las Vegas, Nev. at the Las Vegas Convention Center. Registration and the conference agenda can be found at WorldTeaExpo.com.
World Tea Academy LIVE! showcases what World Tea Academy’s online program has to offer. This year at World Tea Expo, the program presents a new class, “Tea Sommelier Protocols: Designing a Tea Menu.” In the hands-on session, attendees will explore the many factors to be considered when designing a tea menu for any business setting.
“At the heart of any tea business is the tea menu,” says Donna Fellman, a well-respected tea expert, educator and program director of World Tea Academy, part of Penton’s World Tea brand that also includes World Tea Expo, World Tea News and the North American Tea Championship. “No matter what the rest of the business enterprise looks like, the teas on offer express the basic character of the business. Creating the right tea list is key to the success of every tea business.”
According to Fellman, the teas on offer at a contemporary tea house will be different than those at a traditional Chinese tea house, even if they are in the same city. In addition, the price points will influence the final tea-menu decisions, as will whether or not the teas being chosen are to be paired solely with breakfast baked goods, a full menu or a dessert menu that features chocolate.
“What’s popular in Atlanta for a tea menu, for example, will be different from what is in demand in Seattle,” explains Fellman. “What teas are available will also influence what appears on a menu. A special spring tea offering or a really exceptional year in Darjeeling will create unique teas that vary from year to year. So many factors make up the matrix that must be considered as the menu is conceived. World Tea Academy LIVE! at World Tea Expo is the ideal practicum to understanding the process of creating a tea menu.”
In addition to World Tea Academy LIVE!, World Tea Expo’s pre-conference programs include the Tea Business Boot Camp on June 13 from 8 a.m. to 6 p.m., and the World Origin Tasting Tour on June 14 from 8 a.m. – 5 p.m. Both World Tea Academy LIVE! and the Tea Business Boot Camp include the World Origin Tasting Tour, which covers the tastes and cultures of some of the most important tea growing regions in the world.
Those who register for World Tea Academy LIVE!, the Tea Business Boot Camp, and/or the World Origin Tasting Tour, may also register and join thousands of professionals at World Tea Expo. The three-day event presents hundreds of new tea products, education sessions, workshops and business-growing activities. Other World Tea Expo Highlights Include: the Welcome Reception and World Tea Awards, Best New Product Awards, and the North American Tea Championship (NATC) Winners Tasting Circle, among other networking and business-enhancing activities.
World Tea Expo attendees include top companies and professionals from more than 50 countries, representing: tea companies and professionals; gourmet and specialty retailers; tea and coffeehouses; distributors and suppliers; beverage developers; restaurants; fast-casual establishments; foodservice; hotel F&B directors; chefs; grocers; mass merchants; convenience stores; manufacturers; private label brands; online shops; spa managers; and health and natural product businesses; among other trade professionals interested in building their business through tea.
To register for World Tea Expo today, or for additional information, visit WorldTeaExpo.com. And be sure to follow World Tea Expo on Twitter: @worldteamedia (#WorldTeaExpo or #WTE16).
ABOUT PENTON
Penton is an innovative information services company that empowers nearly 20 million business decision makers in markets that drive more than 12 trillion dollars in purchases each year. Our products inform with rich industry insights and workflow tools; engage through dynamic events, education and networking; and advance business with powerful marketing services programs. Penton is the way smart businesses buy, sell and grow.
Headquartered in New York, Penton is privately owned by MidOcean Partners and Wasserstein & Co., LP. For more information, visit http://www.penton.com or follow us on Twitter @PentonNow.
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