World Tea Expo Presents the Most Comprehensive Agenda for Global Tea Professionals in 2011

LAS VEGAS, Jan. 19, 2011 /PRNewswire/ -- Building on the tremendous success of last year's event, World Tea Expo, the largest and most prominent event for the tea industry, is preparing to gather thousands of professionals for a packed three-day agenda of tea learning and business-growing activities. The Expo, which is set to offer numerous new product launches and hands-on educational and networking opportunities, takes place June 24 – 26 at the Las Vegas Convention Center. Conference registration and additional details are available at www.WorldTeaExpo.com.

As the annual trade event for the $8 billion tea industry*, which is expected to grow to nearly $15 billion in 2012*, World Tea Expo brings more than 4,000 attendees to Las Vegas, Nevada for the annual convention. Delegates gain extensive product knowledge, connect with peers, visit more than 200 exposition booths and experience 200+ tea product unveilings. In addition, the event features more than 60 conference sessions, including hands-on skill building workshops, focused tea tastings, technical education and insightful industry round tables.

Highlights for this year's World Tea Expo include: Industry Night with the Pioneers; Cooking with Tea Workshop with award-winning chefs; a keynote address by Chuck Underwood, author of The Generational Imperative – Understanding Generational Differences in the Workplace, Marketplace and Living Room; the Tea Infusion Challenge; and the North American Tea Championship Winners Tasting Circle.

George Jage, president and founder of World Tea Expo, says, "The World Tea Expo is always a must-attend event for any tea leader, foodservice business or retail or spa owner, but this year's agenda makes the event even more of a priority for the tea business community. Every indicator we see in the industry points to several billion dollars in increased tea sales in the next few years. Those serious about capitalizing on the front end of this market know they must be at the Expo. This type of opportunity and tea curriculum doesn't exist anywhere else."

During Industry Night with the Pioneers, World Tea Expo assembles post WWII tea industry icons, who have shaped, fueled and revolutionized the tea industry in the United States. These esteemed leaders – many of whom are retired and rarely speak at industry events – plan to share their inspirational and historical tea stories, enlighten the industry with their vast knowledge, and provide conference attendees with insight into how the tea industry got where it is today. After the forum, participants can mingle with the pioneers and continue discussions at the Expo's Networking Reception.

The Expo's Cooking with Tea Workshop appeals directly to restaurateurs, chefs and other foodservice professionals who want to get a better understanding of how they can incorporate tea – in innovative ways – into their business. Executive Chefs Vincent Pouessel and Pastry Chef Megan Romano, of Charlie Palmer's Aureole at Mandalay Bay Resort & Casino, are set to demonstrate how to cook with tea – both savory and dessert dishes – at the restaurant's kitchen. Attendees will be shuttled to Palmer's famous restaurant and, following the demonstration, will enjoy a private four-course luncheon – each course infused with tea.

Keynote presenter Chuck Underwood helps kick-off the 2011 World Tea Expo festivities by examining generational marketing and communications strategies, to help tea businesses reach new audiences, speak to customers and increase sales. Underwood is the founder and principal of The Generational Imperative, and he educates clients such as Hewlett Packard, Macy's, Procter & Gamble, Coca Cola, Time Warner Cable and others how to understand generational differences in the marketplace and translate that knowledge into effective marketing. Underwood says he will teach Expo attendees how to effectively reach various age groups.

The Tea Infusion Challenge, a highly anticipated, competitive tea-steeping contest, takes place at World Tea Expo for the second year in a row. The Infusion Challenge determines the best Infusionist – a non-manufacturer tea professional – who has comprehensive product knowledge, proficient brewing skills and an instinctive talent to best express teas' characteristics and intended cups. Last year's winner is Suzette Hammond of Peet's Coffee & Tea.  

During the Expo, the North American Tea Championship Winners Tasting Circle presents a unique opportunity for conference participants to sample award-winning hot and iced teas in the Expo hall, as well as meet the winning tea companies. The North American Tea Championship is an independent competition, judged by professional cuppers to distinguish the highest quality and best tasting hot and iced teas that are commercially available in the North American marketplace. For details on the annual competition, visit www.TeaChampionship.com.

As the most comprehensive educational event in the world of tea, The World Tea Expo's informative lectures, tastings and workshops can assist established tea room owners, coffee shop owners, retailers, foodservice professionals, spas and grocers, in making key business decisions. Also of note, the event features the New Business Boot Camp, June 22-23, designed specifically for entrepreneurs entering the industry, and the Executive & Technical Series, June 24 – 25, for high-level executives, product formulators and research scientists.

*Tea and Ready-to-Drink Tea in the U.S., Packaged Facts 2009

About the World Tea Expo

World Tea Expo is the premier business-to-business event dedicated to specialty tea; it's the three days each year when industry members determine trends, optimize product lines, increase knowledge and network with peers. Tradeshow Week magazine recognized it as one of the Fastest 50® growing events in North America in 2006, 2008 and 2009. World Tea Expo is produced by SFG Group, LLC, dba World Tea Media, which also produces World Tea News, North American Tea Championship, World Tea Ratings, World Tea Buyers Guide and World Tea Webinars. For more information, visit www.WorldTeaExpo.com.

SOURCE World Tea Expo

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