Coffee tea international 1 2015 en free

MARKET PARTICIPANTS COME TOGETHERFOR UCTIE 2014TEA MASTERS CUP: IN THE MOOD FOR TEAFOR THE 100TH TIME, THE CUP OF EXELLENCE SELECT THE BEST COFFEETHE BASIC SITUATION OF CHINESE TEA INDUSTRY

№ 1(118)’2015№ 1(118)’2015

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contents

The first Tea Masters Cup in the Ukraine In Russia Was Announced the Winner ofUltimate Barista Challenge

India that Tastes Like Tea

2 EDITORIAL

3 CALENDAR OF EVENTS

4 NEWS

REVIEW&STATISTICS16 Russian Coffee Market

to 2030: Possible DevelopmentScenarios

20 Waking up to a New Aroma: CafJ Culture in the Asia-PacificRegion

ECONOMICS22 Current Market Situation and

Medium Term Outlook

30 The Basic Situation of Chinese TeaIndustry

HISTORY32 The Tea Business of Wissotzky &

Co.: the Past and the Present

WHO IS WHO?37 OPTIMA Consumer up to 1,500

Portion packs/min

HORECA38 The First Tea Masters Cup in the

Ukraine

40 In Russia Was Announced the Win-ner of Ultimate Barista Challenge

40 Korean Coffee Shops Moving intoChina Challenge Starbucks

40 Silvio Leite Becomes the NewPresident of BSCA

42 For the 100th Time, the Cup ofExcellence Selects the Best Coffee

44 India that Tastes Like Tea

48 ADVERTISER INDEX

№ 1’2015

2020

38 40 44

2222 32The Tea Business of Wissotsky & Co.: the Past and

the PresentWaking Up to a New Aroma: CafJ Culture in

the Asia-Pacific RegionCurrent Market Situation and Medium Term Outlook

2015is promising to be an interesting andquite challenging year for the coffee

and tea industry. We are witnessing a period of lowoil prices; this will definitely have an impact on theworld economy, and most experts are busy trying toanticipate the coming changes.Without going into too much detail, we can notethat there is a broad consensus among experts: theeconomies of developed countries will grow faster,while countries such as China, Brazil and Russiawill see a slowdown (the falling oil prices will hitRussia especially hard).Depending on their current role in the world of cof-fee and tea (China is a major producer and con-sumer of green tea, and at the same time – the most

promising market for coffee in the last few years; Brazil is the largestcoffee producer in the world and also a major coffee market; Russia isthe world’s biggest tea importer and also an important market for cof-fee), each of these three countries will have to face the coming chal-lenges in one way or another. As the year progresses, we will keep a closeeye on these markets and will try to make sure that our readers stayinformed about all major changes. As soon as in May of this year, we areexpecting World Tea Summit, a major tea industry conference, to takeplace in Turkey; the participants will pay close attention to the marketdynamics in the region (Eastern Europe, Russia/CIS, Middle East). I amsure that the coming market developments will be a hot topic at anymajor industry gathering this year (Upakovka/Upak Ilatia, ProdExpo,Africa Fine Coffee, India International Tea & Coffee Expo, IFFF, CafйAsia & ICT Expo, World of Coffee etc.).2015 will also see the continuing development of the Tea Masters Cup

(TMC), an international competition of tea industry professionals. National qual-ifying rounds have already taken place in Belarus, Latvia, Russia, Ukraine, andare soon to be held in the Czech Republic, Italy, South Korea and Turkey. It isexpected that the first International Tea Masters Cup will take place as part of theWorld Tea Summit. The participants will have an opportunity not only to demon-strate their skills, but also to become familiar with the Turkish tea industry. Thisproject is beginning to attract the attention of tea experts in many countries, andbecause of this, I am inviting everyone to attend the first International TMC: youwill be able to see for yourself the exceptionally high caliber of the competition, aswell as take part in discussing the future of this exciting new tea industry event.You can always get the latest news about the TMC at the event’s website,www.teamasterscup.com.

Respectfully,Editor-in-Chief Ramaz Chanturiya

ED

ITO

RIA

LEDITORIAL

FounderZAO INTERNATIONAL TEA HOUSE

Distributed worldwide among coffee and tea produc-ers,wholesale companies, shops, and restaurants.Printed in Russia. According to the registration certifi-cate of mass media ПИ №777213 from 30th January,2001. Reprinting of materials is allowed only by permis-sion of the magazine. The reference to the magazine«Coffee and tea in Russia» is obligatory. The editorsdon't bear any responsibility for reliability of data placedin advertising blocks or announcements. The editor'spoint of view may not coincide with the author's pointof view. All provided materials will not be returned orreviewed.

Coffee & Tea International magazine has been included inthe VINITI (All Russian Institute of Scientific and TechnicalInformation of the Academy of Sciences Vserossiisky InstitutNauchnoi i Tekhnicheskoi Informatsii (VINITI)) list of synop-sis journals and the institute's data base. Information aboutthe magazine will be annually published in the «Ulrich'sPeriodicals Directory», international handbook of periodicmagazines and ongoing publications. Coffee & TeaInternational is an appendix to the Coffee & Tea in Russiamagazine.

№ 1‘2015

Editorial Address:

Russia, 123060, Moscow,Berzarina str., 36, building 2, of. 214

tel./fax: +7 495 935-87-07Email: [email protected],

www.coffeetea.ru

Printed in

APC Petrovsky Park LLC

PublisherZAO INTERNATIONAL TEA HOUSE

Editor-in-ChiefRAMAZ CHANTURIYA

Deputy Editor-in-ChiefSVETLANA BELIKOVA

Computer-Aided DesignVALENTINA GUSKOVA

Advertising DirectorJULIA CHANTURIYA

Advertising ManagerYANA AFTANDILOVA

Promotion ManagerrJULIA PRAVDOLYUBOVA

THE EDITORIAL BOARD

Chairman of the Editorial Board

R.O. CHANTURIYA,General Director, Rusteacoffee Association

Members of the Editorial Board

S.G. BELIKOVA, Ph.D.Deputy Editor-in-Chief, Coffee&Tea in Russia

Editorial Board Secretary

A.V. ELSON,General Director, KLD Coffee Importers

S.V. KASIANENKO,Chairman, Board of Directors, Orimi Trade

A. MALCHIC,Chief Executive Officer, Montana Kofe

R.D. PANZHAVA,Georgian Tea Producers Association

M. PEYRIS,International Tea Committee

D. SHUMAKOV,Head Judge and Member of the Tea Masters Cup

Organizing Committee

I.A. SOKOLOV,Ph.D. in History

V.A. TUTELIAN,Director, Institute of Nutrition of the Russian Academy

of Medical Sciences, Member,Russian Academyof Medical Sciences

COFFEE&TEA INTERNATIONAL # 1/20152

A – advertising materials

3

CALENDAR OF EVENTSJanuary – September 2015

All materials are provided by support ofWWW.COFFEETEA.RU

9–13 February 2015

Country: RussiaCity: MoscowCompany Page: www.prod-expo.ru

PRODEXPO

12–14 February 2015

Country: KenyaCity: NayrobiCompany Page: www.eafca.org

AFRICA FINE COFFEE

3–5 March 2015

Country: RussiaCity: MoscowCompany Page: www.fastfoodexpo.ru

IFFF MOSCOW

19–21 March 2015

Country: SingaporeCity: SingaporeCompany Page: www.cafeasia.com.sg

CAFE ASIA & ICT EXPO

24–27 марта 2015

Country: RussiaCity: MoscowCompany Page: www.farexpo.ru

EXPOHORECA

26 February – 1 March2015

Country: IndiaCity: KalkuttaCompany Page: www.teacoffeeexpo.in

INDIA INTERNATIONALTEA & COFFEE EXPO

27 February – 1 March2015

Country: RussiaCity: MoscowCompany Page: www.baristabattle.ru

RUSSIAN BARISTA DAYS

27–30 January 2015

Country: RussiaCity: MoscowCompany Page: www.upakowka.ru

UPAKOVKA/UPAKITALIA

30 March – 2 April 2015

Country: ChinaCity: ShanghaiCompany Page: www.hotelex.cn

HOTELEX

9–12 April 2015

Country: South KoreaCity: SeoulCompany Page: www.coffeexpo.info

COFFEE EXPO SEOUL

22–24 April 2015

Country: RussiaCity: MoscowCompany Page: www.modernbakery-moscow.com

MODERN BAKERY

20–24 May 2015

Country: ThailandCity: BangkokCompany Page: www.world-of-coffeeandtea.com

WORLD OF COFFEE & TEA

4–6 June 2015

Country: ChinaCity: GuangzhouCompany Page: www.coffeexpo.org

CHINA INTERNATIONALCOFFEE INDUSTRYEXPO

16–18 June 2015

Country: SwedenCity: GothenburgCompany Page: www.worldofcoffee-nordic.com

SCAE WORLD OFCOFFEE

11–13 September 2015

Country: RussiaCity: MoscowCompany Page: www.coffeeteafest.ru

TASTY FEST COFFEE & TEA

— An indication of exhibitions in which Coffee and Tea International' and 'Coffee and Tea in Russia' magazines take part.

sumer’s cup, aiming to disseminate as much usefulinformation as possible. This year’s schedule includeda large number of seminars on evaluating coffeequality and on various coffee-roasting technologies.Representatives from KLD Coffee Importers taughtvisitors about common defects in green coffee beansand held several open cupping sessions featuring thebest coffee varieties from many corners of the world.Another no table presenter was Asli Yaman, ChiefRoaster of the Soyuz Coffee Roasting Company; sheshared her professional expertise on several roastingprofiles. She also taught a SCAE course on the foun-

4 COFFEE&TEA INTERNATIONAL # 1/2015

The 5th Moscow InternationalCoffee Forum and the 4th

Moscow International TeaSymposium, which are held underthe UCTIE umbrella, starting lastyear, offered their guests a busywork schedule. Russian and foreignspecialists conducted more than 30seminars, presentations and train-ing sessions, in addition to degus-tations of plantation-grown coffeeand tea varieties. All UCTIE eventsare focused on various stages ofthe production process, from culti-vation to the filling of the con-

MARKET PARTICIPANTS COME TOGETHER FOR

UCTIE 2014

The United Coffee & Tea Industry Event (UCTIE), a major convention for coffee and tea professionals in theRussian Federation and other CIS countries, took place in Moscow on September 15-16, 2014. The UCTIE is a jointcoffee-tea industry exhibition and conference, covering all aspects of the production process, from beans andleaves to the cup. This year, the event welcomed around 60 Russian and foreign companies as both partners andexhibitors, plus around 2,000 industry professionals from more than 20 countries as visitors.

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dations of sensory evaluation of coffee. Many gueststook part in an interactive discussion of roasting equip-ment, facilitated by a representative from Bhhler, whonot only described various roaster designs but alsohelped participants understand the basics of coffeeroasting.One of the highlights of the event was a seminar thatsurveyed the coffee-growing regions of Brazil, a coun-try that has been actively developing its specialty cof-fee segment. Representatives of the Brazil SpecialtyCoffee Association (BSCA) brought the best samplesfrom the latest coffee harvest exclusively for the

SEE FULL PHOTO REPORT AT WWW.UNITEDCOFFEETEA.RU

UCTIE, and held several days ofcupping sessions at the Taste Lab.Another interesting item was aneducational session prepared andconducted for the UCTIE guests byrepresentatives from Paulig.Certified professional trainingexperts Emmi Kinnunen and UllaSuoraniemi walked the audiencethrough every stage of the pro-duction process, from roasting tobrewing, focusing on creating theideal cup of drip coffee. All ses-sion participants received certifi-cates of completion.The tea side of the event was noless engaging and illuminating. Itopened with a discussion aboutthe new drivers of the tea market.


The Organizing Committee is particularly grateful to the Institute ofHospitality and Tourism RUDN represented by Deputy DirectorTatiana Vladimirovna Maksimenkova for organizing help of students-volunteers during all events of UCTIE.

One of those drivers is gourmet tea; DenisShumakov conducted a seminar thatfocused on creative ways of serving suchteas, paying special attention to puerh tea.Vladimir Pankov, director-coordinator of thePuerh Tea Institute, introduced differentvarieties and flavors of puerh by region, aswell as The Library of Puerh, an innovativeproduct for tea consumers; he also sharedwith the audience a series of marketingsteps for promoting this unique tea. At anytime of day, visitors to the Taste Lab had anopportunity to sample unique tea varietiesfrom Vietnam, Indonesia, Laos, Republic ofGeorgia, Tanzania, as well as different vari-eties of puerh tea.But the tea itself was not the only productshowcased at the UCTIE. Kai Wulff, GeneralSales Manager for Glatfelter, told the audi-ence about the ecological properties of fil-ter paper used for tea packaging.Representatives from the China Chamber ofCommerce for Import and Export of

Foodstuffs (CFNA) sponsored a meeting ofRussian and Chinese tea professionalsaimed at stimulating discussions on suchtopics as bilateral trade, tea market devel-opment, etc. There was an opportunity toget familiar with the latest analyticalresearch data on the coffee and tea market,presented by Nielsen; Marija Milasevic fromEuromonitor International unveiled a coffeemarket development forecast preparedexclusively for the UCTIE (see her article onpage 16–19).In addition to traditional formats – semi-nars and lectures – the UCTIE hosted a vari-ety of other events and competitions. Atany time during the event, guests couldvisit the Roasting Factory, a special areawhere they could roast coffee according totheir chosen roasting profile, get valuableadvice from experts and observe roastingequipment in action. Representatives fromVollers held a coffee bean bag stackingcompetition, a timed race that tested par-

ticipants’ strength and dexterity. Amongother event highlights: the Russian qualify-ing finals for the Ultimate BaristaChallenge, the finals for the 2nd NationalTea Masters Cup, as well as the Cezve/IbrikChampionsip, a Turkish coffee brewingcompetition.The traditional evening reception featuredthe presentation ofthe “Person of the Year”awards in the coffee and tea industry, givenby the Coffee and Tea in Russia magazine.Tatiana Lukhminskaya (Gourmet Style)became the Coffee Person of the Year; thetea title went to Denis Shumakov (TurquoiseTea). The UCTIE was sponsored by the Coffee andTea in Russia / Coffee & Tea Internationaltrade publications and the RusteacoffeeAssociation. The organizing committee hasalready started planning the 2016 UCTIE,which will feature coffee and tea specialistsfrom all over the world and a multitude ofnew and exciting events.

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SEE FULL PHOTO REPORT AT WWW.UNITEDCOFFEETEA.RU

THE ORGANIZING COMMITTEE OF UCTIE EXPRESSESGRATITUDE TO:

OFFICIAL PARTNERS

OFFICIAL COFFEE

TECHNICAL PARTNERS

PARTNERS OF ROASTING FACTORY

PROGRAM PARTNERS

OFFICIAL TEA WITH THE SUPPORTOF

CHALLENGING THE MASTERSThe goal of the competition was to

determine winners in the followingthree categories:

• Tea Preparation• Tea Presentation• Tea DegustationThe final competition of the

National Tea Championship gatheredtea professionals from various regionsof the country. Each one of them hadrich experience in the world of tea –preparation, presentation or testing –and they also embodied the experienceof the communities that nurtured, sup-ported and enriched them. Their maingoal was to share their expertise and tolearn what they could from their col-

leagues. Longer careers mean

The Tea Championship is like a child who has just turned one: ithas gotten stronger and has gained a lot of weight, both withinthe tea community and outside of it. Of course, being a toddler,the Championship isn’t too secure on its feet yet, and has had afew tumbles; but every time the wise and caring judges, like lov-ing parents, managed to save it from getting hurt in unfamiliarsurroundings. And we are all starting to realize that this child isdestined to grow and become something good and important – areal, “grown-up” industry-wide competition.

Aliona Velichko


Tea Masters Cup:In the mood for tea

greater experience, of course; but thelength of a career didn’t figure promi-nently in selecting contestants or injudging their performance. There werepeople with ten years of experiencewho did not perform too well; on theother hand, there were those who hadstarted their careers in the industry justsix months earlier, but fared much bet-ter. Another thing that did not matterto judges is whether a competitor hadalready won in one or more other cate-gories during the qualifying rounds:

each participant stepped into the ringas if it were his or her first and onlychance to win.

DAY ONESeven contestants battled for the

award in the Tea Preparation category:Anna Pleshakova (Chajnaja Obitel'),Ustin’ya Kosterkina (Chajnaja Vysota),Diana Belitskaya (Chajnyj Labirint),Nikita Osokin (Chajnaja Imperija),Natalia Lomaeva (Chaism.pro),Evgenia Yarchenko (Zheleznyj Feniks),Vladislav Lebedev (Makao Club). In therecent years, the art of brewing tea inRussia has been greatly inspired andinformed by the Chinese tradition. Itsinfluence was evident everywhere dur-ing the competition, and itsgrace and beauty cap-

tivat-ed the audi-ence constantly.The contestants pushedboundaries, leaving behind the conven-tional and the familiar, breathing newlife into tea, demonstrating theirunique individual approaches. The chal-lenge was to use any method of thecontestant’s choice to prepare two teasin 15 minutes: one selected by the con-testant and one from a list announcedby the judges. During the preparation

process, the contestants answeredquestions from the host of the compe-tition, explaining the steps they weretaking and paying special attention toany unique features and critical details.

Each contestant managed to capti-vate the audience with a unique andpersonal approach to preparing tea;but the most exciting performance wasby Vladislav Lebedev (who ended upwinning the competition), a profes-sional barista from Tomsk. He was ableto combine traditional techniques withprofessional barista-style “tricks” forhandling glassware and teapots.Steaming, bubbling water magicallypoured from one pot preciselyi n t o

anoth-er and then into glasses that were pre-filled with smoke from burning herbs –a real magic show! The second placewent to the beautiful Natalia Lomaevafrom Ekaterinburg: the judges wereimpressed with her elegant presenta-tion, a carefully selected color paletteand, of course, the wonderful taste ofher tea. After the competition ended,

the judges had a brief conference anddecided that Vladislav and Nataliadeserved to share the first place,because each of them demonstrated aunique expertise that could not readilybe compared to the other’s. This meansthat both of them will represent Russiaat international competitions in the TeaPreparation category.

The third place went to Ustin’yaKosterkina, who impressed the judgesby an unusual pairing of puerh tea withCrimean truffle. Ustin’ya’s passion is thetraditional Russian glass hold-ers: she has a

Vladislav Lebedev,Category «Tea Brewing»

Natalya Lomaeva,Category «Tea Brewing»

Darya Mikheeva,Category «Tea Set»

Anna Pleshakova,Category «Tea Tasting»

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NATIONAL WINNERS OF TEA MASTERS CUP

whole collection of them, and she brought a portion of itto show the judges, using the tops of teapots as glasses.

DAY TWOWhile the first day could accommodate competitions in

only a single category, the second day brought the Tea Cupcontestants together to compete in two categories.

The most delicious category – Tea Presentation – camefirst. Here, the victory trumpet sounded for Daria Mikheeva(Chaism.pro). One of the judges, Sergei Kosheverov, notedafter Daria’s performance, “As soon as Daria began her pre-sentation, I knew that she wouldn’t settle for anything butthe first place”. Daria’s style can be described as subtlyOriental, exquisite and disciplined. She managed to use onlytwo colors for all the elements of her presentation: black andwhite. The judges delighted in flavorful tea, cleansing theirpalates between tastings with bites of fruits and nuts servedon food picks.

In the Tea Degustation category, there were six contes-tants, perfectly gender-balanced: three men and threewomen. The competition consisted of two stages: during the

first stage, the contestants had to memorizetaste and flavor characteristics of

ten tea varieties (8

Taiwaneseoolongs and 2

Darjeelings); during the sec-ond stage, the task was to identify the varieties of five outof those ten teas selected by the judges. The number of cor-rect responses and the speed of identification both countedtowards victory. The first place went to Anna Pleshakova

(Chajnaja Obitel', Perm), who correctly identified 3 out of 5tea varieties. In the past, the winners were typically thosewho had answered first; but not this time! Although Annawas the fourth out of six to give her answer, she beat othersin terms of the number of correctly identified varieties, scor-ing just a single point above Evgeni Roldugin (ChajnajaKarta) and Natalia Lomaeva (Chaism.pro). The differencebetween the first and the third place was a mere 9 seconds!This proximity kept the spectators in suspense until the veryend, making this category the most competitive and excit-ing.

THE JURYThe Magnificent Five, a jury of five judges, consisted of

accomplished professionals and was chaired by DenisShumakov. The sheer number and variety of teas anddesserts made the judges’ task difficult, but they handled itwell. Most of the judges had participated in the qualifying

rounds, and already knew many of the


contestants. To match the diversity of strategiesemployed by the contestants and the multitude of teavarieties, each judge brought his or her uniqueapproach to the task. The wisdom of the jury was theproduct of a truly synergistic blend: the discerningpalate of wine sommelier Tatiana Selivanova, the sci-entific approach and knowledge of Chinese tea of

Sergei Kosheverov, the magnanimity and perceptive-ness of the true professional David Chanturiya, theuncompromising and rigorous stance of tea expertPavel Shvedov, the erudition and creativity of DenisShumakov.

THE NEXT CHALLENGE FOR THE VICTORS…In May of 2015, the winners will travel to Turkey to

compete in the Tea Masters Cup International, and willhave to prove their mastery once again, this time fac-ing contestants from other countries.

THE CUP IS AN OPPORTUNITY…… to meet colleagues, to share expertise, to con-

tribute to the worthy cause of promoting the knowl-edge and appreciation of tea and tea culture.

THE CUP IS A CHALLENGE…… and we are grateful to those who have risen to it!

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THE ORGANIZING COMMITTEE WISHES TO THANK THEFOLLOWING SPONSORS:

GENERAL SPONSOR TECHNICAL SPONSOR


NEWS

12

On 10th November 2014 the supply of somespecies of regulated products with codes HS

TS 0813 and TS 1211 HS resumed to the RussianFederation from the territory of Georgia.As reported by the Association Rusteacoffeethis decision is welcomed by tea market partic-

ipants. According to them, it can significantlyincrease the supply of these products in thedomestic market, including a segment of theingredients used to create the popular multi-tea beverages. In addition, the resumption ofthis supply allows to balance the prices of rawmaterials, thus contributing to control rise inprices for finished products.

Rosselkhoznadzor 1 supportedRussian tea business

coffeetea.ru

1 Rosselkhoznadzor — Federal Service for Veterinary and Phytosanitary Surveillance.

With reduced availability of land hamper-ing productivity, tea production in

Indonesia, the world’s seventh-largest teaproducer, needs to be stimulated, theAgriculture Ministry says. Conversion of landfrom tea plantations to other uses has reacheda high of 2,000 hectares per year in the lastfive years, resulting in a decline in the coun-try’s tea output to 146,682 tons last year from156,604 tons in 2010, according to theMinistry.“It is unfortunate that this has hap-pened. Our tea actually has a very goodpotential,” the Ministry’s spice and herbsdirector, Azwar Abu Bakar, said recently.Indonesia’s tea has the highest catechin (anatural antioxidant) content in the world.China, India, Kenya, Sri Lanka, Vietnam andTurkey, respectively, ranked first- to the sixth-largest tea producers ahead of Indonesia.Thecountry exported 70,841 tons of tea valued atUS$157.5 million in 2013, lower than the87,100 tons worth $178.5 million recorded in2010.Gamal Nasir, Director General of Plantationsat the Agriculture Ministry, said that the min-istry would double the budget to revitalize tea

plantations in the country, expecting a signif-icant surge in tea production.The ministry hadallocated Rp 50 billion ($4.32 million) to revi-talize a 3,200 ha of tea plantations in WestJava this year, with a target of 147,704 tons intea output.“We chose West Java because 60percent of the country’s tea plantations arelocated in the province. In addition, theprovince’s tea output is among the best,” Mr.Abu Bakar said. The allocated budget wouldbe for carrying out an intensification programfor 1,700 ha of tea plantations and a rehabili-tation program for another 1,500 ha of teaplantations, according to Mr. Nasir. The inten-sification program includes providing fertiliz-ers and experts to help the tea farmers, whilethe rehabilitation program includes providingnew tea seeds as well as fertilizers.The Agriculture Ministry has a total budget ofRp 1.57 trillion to develop plantations of 12commodities this year, including tea, spices,cacao and coffee, with only 18.89 percenthaving been disbursed as of July 11.Of thetotal, Rp 1.2 trillion will be for planting pro-grams and other plantation developing pro-grams, according to Gamal Nasir.

thejakartapost.com

Tea production needs boost as growing areas shrink

White cup makesyour coffee moreintensePeople who drank from the whitemug rated the coffee as moreintense and less sweet than whenserved the same beverage in a blue ortransparent cup.New York: Can the colour of the muginfluence the taste of your coffee?Yes, say researchers, suggesting thatcoffee tastes more intense whenserved in a white cup.The idea for the study came toAustralian researcher George VanDoorn who was told by BaristaLavazza, one of the biggest coffeerestaurant chains, that “when coffeeis consumed from a white, ceramicmug, it tastes more bitter than whendrunk from a clear, glass mug”.Van Doorn and his colleagues put thetheory to test by offering 36 volun-teers coffee drink made with espres-so and steamed milk in three differ-ent coloured mugs - white, blue andtransparent.People who drank from the whitemug rated the coffee as moreintense and less sweet than whenserved the same beverage in a blue ortransparent cup.”These results support the view thatthe colour of the mug should be con-sidered by those serving coffee as itcan influence the consumer’s multi-sensory coffee drinking experience,”Van Doorn pointed out.The authors concluded that colourcontrast between the coffee and thewhite cup offers one explanation forthe results: When coffee was per-ceived as darker it could influencehow people found the taste to bestronger.The results of the study were pub-lished in the journal Flavour.

khaleejtimes.com

NEWS

13

America isbecoming anation of teadrinkers

washingtonpost.com

The U.S. market for tea has morethan quadrupled during the past

twenty-plus years — from just under$2 billion in 1990 to just over $10 bil-lion last year. By volume, Americansnow drink almost 20 percent more ofthe beverage than they did in 2000.America's favorite is black tea, whichaccounts for more than half of all teaconsumed in the country, followedby fruit and herbal teas. However,fruit and herbal tea consumption hasrisen by only 7 percent in the U.S.since 2000, while black tea con-sumption has fallen by nearly 2.5percent over the same period.

Meanwhile, green tea, which accounts for just over 11 percent of the tea Americans drink, has been grow-ing much faster: the U.S. downs over 40 percent more than it did in 2000. On the other hand, consumptionof fringe and artisanal teas (rooibos, oolong, white tea) has grown by nearly 8,000 percent over the past 10years and now accounts for roughly 6 percent of U.S. tea consumption.Beverage companies nationwide are throwing billions of dollars into the budding industry. Starbucks has beenworking to expand its tea offerings ever since it acquired Teavana, a seller of high-end teas, in 2012. Dunkin’Donuts has referred to iced tea as one of its “key products”. And Unilever, the biggest seller of tea products inthe U.S., has doubled down on its market share by introducing new tea offerings, like instant tea K-Cups.


REVIEW&STATISTICS

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RUSSIAN COFFEE MARKET TO 2030:POSSIBLE DEVELOPMENTSCENARIOS1

Fig. 1

Fig. 2

1 C&TI presents an article version of the presentation by the author at the MoscowInternational Coffee Forum (UCTIE 2014, Moscow, Russia, September 15-16, 2014).

Marija Milasevic, Research Analyst, Euromonitor International

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WAKING UP TO A CAFI CULTURE IN THE ASWAKING UP TO A CAFI CULTURE IN THE ASWAKING UP TO A NEW AROMA:CAFI CULTURE IN THE ASIA-PACIFIC REGION

While cafJ culture is already established inJapan and Australia, other countries in the Asia-Pacific region are just catching up – quickly. Whydo they have a penchant for cafJs? And how muchare they exactly drinking and spending?



Daphne Kasriel-Alexander1,

Consumers Editor at Euromonitor International

[email protected]

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CONSUMER EXPENDITURE ON COFFEE, TEA AND COCOA IN THE ASIA-PACIFICREGION AND AUSTRALASIA: 2009-2013

SALES OF COFFEE MACHINES IN AUSTRALASIA: 2008-2013

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ECONOMICS

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CURRENT MARKET SITUATIONAND MEDIUM TERM OUTLOOK1

1Twenty-first session of the Intergovernmental Group on Tea, 5 - 7 November 2014, Bandung, Indonesia. The FAO Intergovernmental Group (IGG) on Tea represents a forum for inter-governmental consultation and exchange on trends in production, consumption, trade and prices of tea, including regular appraisal of the global market situation and short term out-look. The Group, under FAO auspices, considers changes in national policies and examines their international effects as pertaining to the current and prospective market situation.

Kaison Chang, Intergovernmental Group on Tea, Secretary

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WORLD TEA PRODUCTION

Figure 1

WORLD TEA EXPORTS

Figure 2

WORLD TEA CONSUMPTION

Figure 3

FAO TEA COMPOSITE PRICE

Figure 4

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PROJECTED PRODUCTION: BLACK TEA

Figure 5

PROJECTED PRODUCTION: GREEN TEA

Figure 6

PROJECTED CONSUMPTION – BLACK TEA

Figure 7

PROJECTED EXPORT - BLACK TEA

Figure 8

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ECONOMICS

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PROJECTED EXPORTS - GREEN TEA

Figure 9

BASELINE PROJECTIONS TO USD 2.023 PER KG

Figure 10

PRODUCTION INCREASES 5 PERCENT OVER THE BASELINE

Figure 11

PRODUCTION DECREASES BY 5 PERCENT LESS THAN THE BASELINE

Figure 12

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ECONOMICS

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EXPORTING COUNTRIES: DOMESTIC CONSUMPTION Table 1

2006-08 2009 2010 2011 2012 2013

WORLD TEA EXPORTSTable 2 (THOUSAND TONNES)

2006-08 2009 2010 2011 2012 2013

ANNEX TABLES

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ECONOMICS

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WORLD TEA IMPORTS (THOUSAND TONNES) Table 3

2006-08 2009 2010 2011 2012 2013

TEA CONSUMPTION (THOUSAND TONNES) Table 4

2006-08 2009 2010 2011 2012 2013

FAO COMPOSITE PRICE (USD PER KG) Table 5

Year Jan Feb Mar Apr May June July Aug Sept Oct Nov Dec Average

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BLACK TEA : ACTUAL AND PROJECTED PRODUCTION Table 6

Estimated Projected Growth Rates

P R O D U C T I O N

2013 2023 2004/2013 2014/2023

Tonnes Percent per year

Countries / RegionsEstimated Projected Growth Rates

P R O D U C T I O N

2013 2023 2004/2013 2014/2023


Countries / Regions

BLACK TEA : EXPORTS, ACTUAL AND PROJECTED Table 8


E X P O R T S

2013 2023 2004/2013 2014/2023


Countries / Regions

GREEN TEA : ACTUAL AND PROJECTEDPRODUCTION AND EXPORTS Table 7


P R O D U C T I O N E X P O R T S

20232013 2004/13

2014/23


20232013 2004/13

2014/23

Regions

BLACK TEA: CONSUMPTION Table 9


C O N S U M P T I O N

2013 2023 2004/2013 2014/2023


Countries / Regions

ECONOMICS

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NO BETTER WAY FOR A HEALTHY TEA CUP

ECONOMICS

THE BASIC SITUATION OFCHINESE TEA INDUSTRY

Cai Jun,Secretary-General China Chamber of Tea, CFNA

It is well-known that China is the origin of tea, it has a long history and profound culture of tea drinking.Tea is the best gift that our ancestors bring to the world. In recent years, Chinese tea industry is devel-oping rapidly, tea export achieves remarkable results. China is becoming the most promising country oftea foreign trade growth in the world.

0

50

100

150

200

250

2007 2008 2009 2010 2011 2012 2013

2007-2013, THE NATIONAL TEA PRODUCTION (UNIT: TEN THOUSAND TONS)

Statistics of Tea export to Africa since 2004

年度(Year) 出口数量（公斤）Export(Kg.)

出口金额（美元）Exports (USD)

平均单价Average unit price


1Chinese measure of area: 1 mu = 666,66… m2

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ECONOMICS

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Green Tea

Oolong Tea

Black Tea

Pu’er Tea

Scented Tea

PROPORTION OF VARIOUS KINDS OF TEA EXPORT TO ASIA IN 2013

0

20000

40000

60000

80000

100000

120000

140000

160000

180000

2004 2005 2006 2007 2008 2009 2010 2011 2012 2013

CHART OF TEA EXPORT TO AFRICA FROM 2004 TO 2013 (UNIT: TON)

Tea Import Situation in China Since 2004

年度(Year) 进口数量（公斤）Import(Kg.)

进口金额（美元）Imports(USD)

均价Average Price

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HISTORY

32

THE ORIGINS OF THE “TEA MIRACLE”The tea trading partnership “W. Wissotzky &

Co.” took the Russian tea industry by surprise.Most tea companies labored for half a century –and some even for a whole century – to reachthe summit of the Russian tea trade. But thecompany founded by Kalonimos Wolff (Wulff)Wissotzky traveled that road in a mere twodecades, and entered the competition for mar-ket dominance at the end of the 19th – thebeginning of the 20th century.

What were the circumstances and theevents that drove the phenomenal success ofthe Wissotzky tea business? This will be thetopic of our article. The detailed biography ofWissotzky himself, his family members, andthe details about his company can be foundelsewhere1; this article, written on the occasionof the 190th anniversary of Wissotzky’s birthand the 110th anniversary of his death, will givea relatively brief overview.

K.W. Wissotzky was born to a Jewish fam-ily in 1824 in a small town near Kovno (nowKaunas, Lithuania). He got married early,studied in a theological seminary. After realiz-ing that the countryside was too small for his

THE TEA BUSINESSOF WISSOTZKY & CO.:

the past and the presentIvan Sokolov,Ph.D.,History

The name 'Wissotzky' ('Visotsky') was a household name in Russia during the first two decades of the 20thcentury. Wissotzky was often mentioned as one of the most powerful men in Russia for a reason: he wasa millionaire, the owner of the second largest tea trading company in the country, and his name remainedsynonymous with tea long after his death in 1904.

1Sokolov I.А. “Who’s Who in the Tea Industry (People of Tea)”. Moscow, International Tea House Publishers, 2014,ISBN 5-93880-001-3 (5-93880-001-4). A detailed account of theWissotzky tea business is given in: Sokolov I.А., Russian and foreign tea trading companies on the Russian tea market, 1790 – 1920. Мoscow, 2013,ISBN 978-5-9973-2501-5

An excellent collectible packaginglabel, Ceylon tea, “Wissotzky & Co.”

Ararepackaginglabel, “D. Wissotzky, R. Gots & Co.”

A packaging label, Indian tea, “V.Wissotzky & Co.”

The title page of an annualshareholder report, Wissotzky & Co.

A mechanized packaging facility owned by the tea trading partnership“Wissotzky & Co.” Manual labor is mini-mized.

A tea packaging facility owned by the industrial-com-mercial partner ship “Alexandr Kuznetsov & Co,Successors of Alexei Gubkin”, Moscow. The packagingis done manually by women an dadoles cents.

HISTORY

33

ambitions, Wis-sotzky moved toMoscow and founda job at a tea shopthat belonged to byPyotr KononovichBotkin, one of thefounders of a largewholesale tradingoperation with Chinaand the owner of thefamous Botkin TeaCompany. Here theyoung Wissotzkylearned the specificaspects of the teatrade and estab-lished some usefulconnections. His honesty and religiosityallowed him to climb the professional ladderquickly, from a delivery man to a manager.After saving some money working forBotkin, Wissotzky decided to go into businesson his own. Market conditions at the timewere favorable to newcomers, as themonopoly of the Kyakhta traders on importsof fine tea from China was beginning tounravel.2

NEW HORIZONS, GREATER FLEXIBILITY

Starting in 1861, the laws restricting teaimports into Russia to routes that crossedthe Eastern border of the Russian Empirewere relaxed, and imports across theWestern border became possible. These newimports consisted chiefly of “Cantonese”tea, which was cheaper and of lower quali-ty; “respectable” tea traders spurned thistea, as well as the new tea varieties comingfrom India and Sri Lanka, deeming theminferior in quality to the traditional Chinesetea. However, some companies were willingto bet on this cheaper tea, gradually increas-ing their trading volumes. Wissotzky’s com-pany was among those who decided toignore the prejudices of the tea industryestablishment: it put its money on cheap,low quality tea, increasing the product’sappeal by advertising.

ADVERTISING AND THEWISSOTZKY TRADEMARK

Wissotzky’s choice of trademark provedto be very shrewd: the firm’s symbol, a shipcarrying tea, remained in use for the lifetimeof the company. At first, Wissotzky followedothers in the tea business by exploiting“colonial” motifs, emphasizing the “exotic”nature of tea. At the turn of the 20th centu-ry, when the consumers’ preoccupation withthe Orient started to wane, there was a risein the patriotic sentiment; Wissotzky noticed

the shift and used it to his advantage.Whereas early advertisements and productpackaging featured a Chinese ship and mer-chants, the later ones switched to a tradi-tional Russian lad’ya (wooden boat).

The ship trademark used by Wissotzky &Co. achieved such brand recognition that itbecame the target of imitations – and notjust by competitors. After the revolution of1917, “Centrochai”, the tea ministry of theCommunist government of Russia, attempt-ed to use the ship on its own packaging andother materials.

THE EVOLUTION OF THE FIRM:BRINGING IN NEW PARTNERS

In 1881, Wissotzky’s company was reor-ganized as a trading partnership “Wissotzky& Son”. Further expansion – opening newbranches in Odessa and Simferopol –required additional capital and new part-ners. The Zetlin, Gavronsky and Gots fami-lies joined the business. The partnership“Wissotzky & Co” was founded in Moscowin 1897-1898. The company owned teapackaging factories in Moscow, SaintPetersburg, Chelyabinsk, Kokand; later,additional facilities were built in other cities.

The firm had offices in 32 cities, includ-ing Odessa, Saint Petersburg, Warsaw (nowin Poland), Ekaterinburg, Saratov, Samara,Kazan, Rostov-na-Donu, Tiflis (now Tbilisi,Republic of Georgia), Simferopol, Vil’no(now Vilnius, Latvia) Khar’kov, Tashkent

2Translator’s Note: Kyakhta is a town in the Russian Siberia, near Lake Baikal, on the border of Russia and Mongolia; during Wissotzky’s time, it was the principal entry point for import-ing Chinese goods into Russia by land.

A rare seal, “Wissotzky & Co.” The trademark image of the shipis visible, front.

“Wissotzky & Co.” trademark, a sailing ship. Image from a company seal.

A rare seal, “Wissotzky & Co.” Thetrademark image of the ship is visi-ble, back.

A trademark, “Wissotzky & Co.”

A trademark for the Polishmarket, “Wissotzky & Co.”

A rare trademark variant,“Wissotzky & Co”.

A rare seal with the Wissotzky trademark shipsymbol, front.

A rare seal with the Wissotzky trademark shipsymbol, back.

HISTORY

34

(now in Uzbekistan), and trading spaces atfairs in Nizhni Novgorod and Irbit.

Every major division of the companywas in charge of operations across a sig-nificant geographical area: the Odessabranch was responsible for the entiresouthern portion of the Russian Empire;the Simferopol branch coordinated thetrade in the Crimean peninsula; Tiflis –throughout Caucasus; the Warsaw branchoversaw Poland (which was a part of theRussian Empire at the time). The Vil’nobranch traded in the western part of theEmpire (excepting Poland), and theEkaterinburg branch supplied tea to theUral region and Siberia.

At the turn of the 20th century, theWissotzky & Co. partnership had twooffices in the USA: in New York and inPhiladelphia.

Annual trading volumes were signifi-cant, around 40 million rubles at the turnof the 20th century. For several years, thecompany paid a significant dividend of 11-12% on its shares. In terms of their prof-itability, the shares of Wissotzky & Cowere second only to the shares of the PyotrBotkin’s company.

Thus, the Wissotzky & Co partnershipbecame the second largest tea tradingcompany in Russia. Wissotzky himself wasthe Chairman; the principal shareholderswere his son-in-law, Esel Zetlin (he wasmarried to Wissotzky’s daughter, Anna),and his other daughter, Liba Gavronskaya.Among other major shareholders wereWissotzky’s son David, another one of hissons-in-law, Rafail Gots (married toWissotzky’s daughter, Rachel), andWissotzky grandson, Ber Gavronski.

THE “SCALE EFFECT”:PRAGMATISM AGAINST PREJUDICE

To grow his business, Wissotzky active-ly solicited investments from his relativesand from people of Jewish faith. The own-ers of the traditional, “respectable” teatrading firms were afraid to “dilute” theirownership, and the companies remainedde-facto family businesses. Having onlyrelatives as major investors reduced therisk of capital loss.

Shares of major firms were not sold onexchanges and had many other restrictionson ownership and transfer specified incompany charters. Ownership of manyfirms was prohibited for people of certainreligions; only the firm itself could buyback its own shares; the cost of a sharecould go as high as 1,000, 3,000, 5,000 oreven 10,000 rubles. This high price wasthought to be a guarantee against theshares falling into the “unreliable” hands.

Wissotzky, on the other hand, issuedshares that were mostly restriction-freeand priced relatively affordably, at 500rubles. This allowed rank-and-fileinvestors, such as small business owners,to become co-owners of the firm and toreceive a dividend. Wissotzky, in turn, wasable to tap into vast credit reserves. Smallinvestors were not a threat as far as controlover the company was concerned, but they

provided much needed capital. After awhile, the competitors started to catch on,but it was too late: they were left in thewake as the Wissotzky ship sailed on.

Later on, the partnership purchasedlarge stakes in the Russian Industrial-Commercial Bank and in the Bank ofMoscow, solidifying its position on themarket. Having large amounts of capitalallowed the firm to buy large volumes oftea and sell it at lower prices. This strategywas profitable because of the “scaleeffect”: large volumes compensated forlow profit margins. The mass consumer –the primary market of Wissotzky & Co. –seemed content about the price-qualityratio.

Soon, the “old-timers” – traditional,family-owned tea companies with impres-sive pedigrees – discovered to their dismaythat selling large volumes of low-qualitytea was more profitable than focusing onthe elites. Unfortunately for them, theymissed the window of opportunity, andmarket leadership shifted into the handsof the newcomers.

INCOME AND EXPENSESBy the start of World War I (1914-1917),

the company’s sales exceeded 50 millionrubles. Even during the hostilities, volumeswere in the tens of millions of rubles, ascan be seen in the company’s annual reportfor 1914-1915. The official figure giventhere was 72 million rubles. Wissotzky &Co. was one of the purveyors of tea for theRussian army.

The partnership Vysotsly & Co. becamethe official supplier of the Russian ImperialCourt, as well as the Court of the Shah ofPersia. Although at the time, such “titles”could be purchased easily and at a relative-ly low cost, they had a miraculous effecton the consumers.

Enormous profits from the tea tradeallowed Wissotzky to engage in broad-reaching philanthropic activity amongRussian Jews in Palestine. He generouslysupported schools (especially religiousschools), orphanages, hospitals and shel-ters for the poor. Big sums were directedtowards publishing literature in Hebrew,and truly enormous – towards purchasingland in Palestine. Through his charitablefoundations, Wissotzky financed a num-ber of educational institutions in Palestine:The Jewish Academy, The University forJewish Studies and a university inJerusalem. In 1908, as stipulated inWissotzky’s will, a large sum went to atechnical school in Haifa – one of the bestin the Near East at the time, and even tothis day. Contemporary Israeli scholarscount Wissotzky as one of the moreprominent representatives of the late 19thcentury political movement for creating aJewish homeland in Palestine.

CRISES AND UPHEAVALSAfter its founder’s death in 1904, the

company entered a turbulent period in itshistory. Major shareholders started fight-ing each other for control of the company.Some of the partners in the original “V.

Wissotzky & Co. store, Astrakhan. A pre-1917postcard, detail.

Wissotzky & Co. store, Saratov. A pre-1917 postcard.

Wissotzky & Co. store, Nizhni Novgorod; the streetsareflooded. A pre-1917 postcard, detail.

A former Wissotzky & Co. packaging factory, present day.Photo by the author.

Wissotzky family mansion, Moscow. Photo by the author.


HISTORY

35

Wissotzky & Co.” partnership even startedtheir separate tea trading business using thefamily name – “D. Wissotzky, R. Gots & Co.”.The new firm faced big obstacles right fromthe start: it had to create and promote its owntrademark, a cannon, which was not receivedfavorably by the consumer. The reputation ofthe firm was repeatedly damaged by scan-dals. A lawsuit alleged that the firm wasevading the payment of tariffs on the teaimported into Russia; but the suit was dis-missed for lack of evidence.

And there were even bigger problems. OnNovember 19, 1913, the “Russkoe Slovo”(“Russian Word”) newspaper published astory: “Yesterday, a rumor spread in thefinancial circles: a prominent businessman M.R. Gots has disappeared. It is said that he hasincurred large losses speculating on the stockexchange, and has left the country. Theserumors have been confirmed…The father ofM. R. Gots is on the board of directors of “V.Wissotzky & Co.”, with personal capital ofseveral million rubles… His son took up specu-lation on the exchange…”

All that we know today about the story isthat M. R. Gots died in Geneva much earlier,in 1906; the rumors may have been about hisbrother, who had returned to Russia. It is alsopossible that the death had been staged tofool the public. Finally, the whole story mayhave been an outright fabrication. Maybesome unrelated person has been mistakenlyconnected to one of the largest tea tradingcompanies in Russian history. But, regardlessof the truth, the reputation of the firm wasseriously damaged.

IGNITING THE REVOLUTION. A TEATRADER’S SON ON THE POLITICALARENA

The Gots brothers – Abram Rafailovichand Mikhail Rafailovich – used family moneyto take part in revolutionary activities, causingserious problems for their father’s business.Abram Gots (1882–1940) was an active mem-ber of the Socialist-Revolutionary Party since1906; in 1907, he was convicted of planning apolitical assassination and sentenced to 8

years of hard labor. After the revolution of1917, Abram Gots briefly became the leader ofhis party’s fraction in the Petersburg CityCouncil – thus, a descendant of the Wissotzkytea family was, for a brief moment, at thehelm of the new Russian regime!

Soon after the events of 1917, Abram Gotsjoined the opposition to the new government;he engaged in planning acts of terrorismagainst the leaders of the new Russia. In 1922,he was arrested and sentenced to death; thesentence was later commuted to 5 years inprison. After his time behind bars, AbramGots lead a quiet life in the provinces until hisdeath in 1940.

TECHNOLOGIES AND HUMAN RESOURCES

Many traditional tea trading companies inRussia were in no rush to implement the latesttechnologies for weighing, processing andpackaging tea. The state-of-the-art equip-ment was expensive, while manual labor (pri-marily of women and adolescents) wascheap, even for night shifts. The RussianEmpire did not have a social safety net at thetime: there were no unemployment paymentsand no public pensions. Many prominentcompanies believed that they played animportant social role by providing employ-ment to large numbers of people, enablingthem to survive. All tea companies, includingWissotzky & Co., used manual labor at theirfacilities.

However, the times were changing, anddevelopments in the tea industry and beyondpushed the market leaders towards imple-menting new technologies. It became clearthat those who were the first to see the needfor change would cement their position asleaders of the market. Managers of Wissotzky& Co. packaging facilities strove to cut costs asmuch as possible; part of this strategy wasreducing the amount of manual labor byintroducing machines. At first, the savingswere not very significant, but they did man-age to bring the price of the product down.And the cheaper the product, the happier theconsumer. At the end of the 19th century,

Russian society was still developing very rapid-ly and becoming more prosperous; but themarket no longer had room for every playerwho wished to remain in the tea business.Some adjustments were inevitable. One onlyhas to compare the photographs of theWissotzky & Co. packaging facilities and thephotographs of the facilities of other industryleaders: the difference in their approaches topackaging can be seen immediately. This is notto say that Wissotzky & Co. were at the tech-nological cutting edge: the firm had manyfacilities all over the country, and the majorityof them used the old technology. Even theMoscow plant relied on manual labor for avery long time. Wissotzky was ahead of hiscompetitors only by a step or two; but this wasenough to secure a market leader position inthe span of only a few years.

THE SHIP FINALLY SINKS…The business of Wissotzky & Co., including

all its facilities, was nationalized in Septemberof 1919. The remnants of the company sur-vived in Poland, the Baltic states, Palestine,USA, England. The Palestine branch of thefirm continues its operations to this day: it haschanged owners, but it has retained its loyalcustomers and to its famous trademark.

A seal, “Wissotzky &Co.”, front.

A seal, “Wissotzky &Co.”, back.

A seal, “Wissotzky & Co.”,front.

A seal, “Wissotzky & Co.”,back.

A seal, “D. Wissotzky & R. Gots”, front.

A seal, “D. Wissotzky &R. Gots”, back.

A seal with a ship,“Wissotzky & Co.”, front.

A seal with a ship,“Wissotzky & Co.”, back.A ligature with the com-pany name is seen in themiddle.

A seal, “Wissotzky & Son”,front.

A seal, “Wissotzky & Son”,back.

A cannon, trademark of “D. Wissotzky & R. Gots”

The lid of a rare tea carton, “Wissotzky & Co.”

WHO IS WHO?

37

A new generation of production and packaging systems for coffee andtea pods assures productivity benefits. With the OPTIMA CFL4-10/D anoutput of up to 1,500 pods/min is achieved, a performance representingthe highest currently available on the market. Both asymmetrical andsymmetrical pods and capsules can be made with the OPTIMA CFL4-10/D – optionally also ESE Pods (Easy-Serving-Espresso).

OPTIMA CONSUMERUp to 1,500 portion packs/min A

The machine has ten lanes and – anew and crucial feature – two pro-cessing points per function, the so-

called “double index”. With this the machineprocesses 20 paper pods simultaneously ateach “station”. It is an advantage that thefiller unit is fitted vertically and can be ideal-ly positioned over the pods depending onproduct weight and density. In addition, in

the design of this machine type, the shortestpossible transport path for the product with-in the machine line up to the packaging wasalso taken into account. A further advantageof the design are the function modules fittedoverhead in the machine frame and easy topull out for use. Whether for cleaning ormaintenance of for conversion work on themachine, all the modules are easily accessibleeven though at the same time they are com-pactly fitted. The floor area requirement isthus kept low, particular when one considersthe space to output ratio.

The packaging line can also be coupledwith secondary packaging machines. The

interface is the compact and safe pod trans-fer with a counting device and stacking.

The cost aspect: In general, a new highperformance system which replaces severalolder machines takes up considerably lessspace. There is less expense involved inmaterials handling and for interfaces if onlyone line needs to be fed with materials andoperated instead of several. It is possiblethat in addition the product-giveaway issubstantially reduced. The sum of the costbenefits in many cases leads to a rapid pay-off of a new high performance line – andsoon to higher profit margins!

Characters: 2,024

OPTIMA packaging group GmbH OPTIMA packaging group GmbHSabine Gauger Felix HenningMarketing Director Public Relations+49 (0)791 / 506-1410 +49 (0)791 / [email protected] [email protected]

TAKING RESPONSIBILITY AND BEING REALISTICIf you decide to plan and host such a unique event, you needto understand that once you start, you have to press on untilthe project is complete. And, after all obstacles have beenovercome, you realize: this was just the beginning… Teahousetook on a formidable task: based in Dnepropetrovsk, thecompany was organizing a competition that would take placein Kiev. Given these challenges, the organizers mad everypossible (and sometimes impossible) effort to make surethat the event would take place.

THE PROS AND CONS OF CONTINUITY:EXPECTATIONS AND RESERVATIONSAll tea championships that have taken place in Russia, includ-ing both the qualifying rounds and the finals, had a commonthread running through them. The ideological continuity pre-served by the “founding fathers” of this event – the brothersChanturiya and the Tea Masters Cup Head Judge DenisShumakov – provided a great deal of support to those whohelped organize qualifying rounds in new regions and coun-tries. Every once in a while, written rules and standards arejust not enough, and need to be supplemented and clarifiedby someone who has been there… The continuity was evidentat the Kiev event as well, and this was one of its main advan-tages.At the same time, previous competitions have “set the bar” interms of the level of expertise and professionalism of thecontestants, and this created a set of very high expectationsfor the Kiev event. Maybe this was the reason why many ofthose who were not so confident about their own abilities (orthe abilities of the organizers) decided not to participate inthis competition. “I will not compete this time; I’ll wait and seehow things go, and then maybe participate the next time”,

The first Ukrainian Tea Masters Cup took place inKiev, the country’s capital, on November 6, 2014.The principal organizer of the event was theUkrainian company Teahouse. Ukraine was the sec-ond country to support the idea of holding this com-petition; the first Cup took place in Russia inSeptember of 2013. Konstantin Mazurik, HeadJudge and organizer of the Ukrainian competition,said that he had been thinking about organizing anevent like this in his country for a long time, and assoon as he had heard about the one in Russia, hedecided to do the same in the Ukraine. A year afterhe made his decision, nine Ukrainian Tea MastersCup contestants gathered at KievExpoPlaza. “It washard to bring together our domestic tea profession-als; but I am glad that we have managed to do it andto hold the first Ukrainian Cup. We have shown peo-ple not only that this can be done, but also that thiscan be a really exciting event”, said Mazurik at theclose of the competition.The first event of this type in a country almostalways ends up having some wrinkles that need tobe ironed out, but this gives organizers and partici-pants valuable experience for organizing futureevents. The Ukrainian Tea Masters Cup 2015 will beheld next spring; the winners will represent Ukraineat the Tea Masters Cup International in Turkey.

THE FIRST TEA MASTERSCUP IN THE UKRAINE

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AlionaVelichko


was a common reaction among prospective contestants. But such candi-dates need to understand: a competition like this is not a jump into theunknown, but a positive challenge, an opportunity to grow professionallyand to share your expertise with others.

TWO OUT OF THREEThe contestants at the Kiev Cup demonstrated their skills in two categories:Tea Preparation and Tea Degustation. Those who registered for the thirdcategory, Tea Presentation, unfortunately, did not arrive for the event…In the first category (Tea Preparation) there were four contestants; all ofthem demonstrated preparation techniques from the Chinese tea tradi-tion. All contestants were experienced professionals from different cor-ners of the country; during their performances, they shared their knowl-edge of tea with the audience. In this they were assisted by Marina, thecheerful host of the competition: Marina asked the contestants questionsat the critical stages of the process, helping to make clear specific brewingmethods and reasons for selecting particular tea varieties. These varietiesincluded primarily such teas as Feng Huang Dan Jun, Tie Guan Yin, DaHong Pao and shupuerh. The judges had a difficult task before them, but

after adding up all the points, the victory was awarded to Diana Kutafina.A few years ago, Diana took a “tea road” from Ekaterinburg (Russia) toKiev (Ukraine); now she lives in Kiev. Thus, without realizing it, she becameanother “thread” connecting the competitions in these two countries(contestants from Ekaterinburg made a great showing at the second TeaMasters Cup in Russia). Diana remarked that the Tea Cup was a good signthat the tea culture in the Ukraine is “officially” starting to develop. Sheconsiders the competition to be a great opportunity to test her own skillsand to get to know those who share her passion for tea.The Tea Degustation category generated great excitement: you could feelit in the air as you observed the contestants trying to identify the five teavarieties presented to them during the second stage of the competition.The pool of ten teas included teas from India, Sri Lanka and China; theIndian varieties proved to be the most difficult for the contestants to iden-tify. Most contestants made three correct identifications out of five. Butwhen it came to the second rubric, the speed of identification, the besttime was shown by Elena Lazukina.

A JUDGE’S JOB IS A BALANCING ACT…The judges at the event all brought with them a high level of expertise:Taras Barabash (Monomah, Ukraine), Aleksei Bogdanov (TM Lovare,Ukraine), Maksim Lipko (Svіtchaju, Ukraine), Aliona Velichko (Chajnajastudija, Belarus), Konstantin Mazurik (TM Teahouse, Ukraine). All judgeswere experienced tea testers and had previous competition experience;this ensured that the scoring in both categories was fair and balanced.The judges had their own challenges during the event: to judge fairly, to

give all due credit for the taste and the presentation of teas, to gauge one’soverall impressions of the contestants’ style and personality. “This is anextremely important event for the tea community, and a good way toshow what the market can support”, said Maksim Lipko. “I think the eventhas been a success, especially given all the challenges that had to be over-come. This jury is ready for the next competition!”, Taras Barabash sum-marized.Both the organizers and the participants of the Tea Masters Cup Ukrainehope that November 6 will become a memorable date for the Ukrainiantea community, and that many more competitions will follow.

39

In Moscow 15–16 September 2014 during UnitedCoffee & Tea Industry Event (UCTIE) at Kafema

Forum was successfully held Ultimate BaristaChallenge Russia – 2014.In the semifinals participated: Nikolai Tolmachev(Kirov), Stepanchuk Sergey (Laboratory of taste,

Moscow), Melihov Maxim (Gustov & Gustov,Khabarovsk), Lyahova Tatiana (Revolution of coffee,Zheleznodorognyii), Anton Sinebryukhov (Jamie`sItalian, St. Petersburg), Alexander Kowalski(Kafema, Moscow).In the category «Espresso cocktail» in the finals wasStepanchuk Sergey and he won in the final battle withthe Korean champion Young Min Lee.In the category «Latte Art» in the finals wasStepanchuk Sergei who lost to Nika Alekseeva, thedefending champion UBC Russia in 2013.In the category «Best of Brew» in the finals also wasStepanchuk Sergey who won in the battle of siphonswith micro lots from Ethiopia with Nika Alekseeva.According to the results of the championship SergeiStepanchuk has become the winner and he will repre-sent our country at UBC – 2014 in Shanghai, China.

In Russia was announced the winner of UltimateBarista Challenge

Kafema.ru

On December 1, 2014, the Board of Directors of the Brazilian SpecialtyCoffee Association (BSCA) elected Silvio Leiteas the President of theorganization. The term is from December 2014 to November 2015.The new President stated that his objective is to boost the promotion ofBrazilian specialty coffee in domestic and foreign markets. He alsobelieves that organic coffee has a huge potential in the specialty marketin Brazil, making it one of the pillars of the BSCA’s long-term strategy.About the new PresidentSilvio Leite is one of the most prominent coffee cuppers in Brazil. He

is the founder of the Cup of Excellence competition, and continues to work as the Head Judge of this contest.Mr. Leite is an expert in coffee quality control, with more than 30 years of industry experience. He has workedfor corporations such asthe Bozzo group and Agribahia, where he was in charge of improving coffee quality.Mr. Leite’s work has contributed to the development of the coffee market in the state of Bahia, where he is thepresident of the local Coffee Producers Association.

Silvio Leite becomes the new President of BSCAKafema.ru

The growing consumption of coffee in China has prompted asignificant rise in the number of new coffee shops, includingsome opened by South Korean operators. According toShanghai's China Business News, as of the end of 2013, about28,000 new coffee shops have opened, nearly doubling thenumber of shops that existed five years ago. The franchiseindustry has reported a 25% growth rate, the report said, cit-ing a business website www.sqw.cn.In a market largely dominated by European, American andtraditional Taiwanese coffee shops, Korean-style outlets aretrying to distinguish themselves by focusing on unique inte-rior design and on celebrity endorsements. Korean coffee shops cater primarily to young women; in addition,their product lines are usually simpler than those provided by their Taiwanese counterparts: they do not servepizza, porridge, rice or steak.Despite a favorable response from some young Chinese women, most of the Korean coffee shops are located inareas where Koreans living in China are concentrated.

Korean coffee shops moving into China challengeStarbucks

wantchinatimes.com


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Twenty three specially invited professional judges from many countries of the world came togeth-er in a unique place in the eastern part of the Brazilian state of Minas Gerais, the Matas de Minasregion, in order to take part in the 100th Cup of Excellence® competition (Brazil Pulped Naturals,Early Harvest). The choice of venue was not accidental: it was here in Brazil that the Cup ofExcellence got its start in 1999, when the first batch of the best coffee lots was auctioned on eBay.Few people knew back then that the country was capable of producing specialty coffee…

Since then, the Cup of Excellence has vastly extended its reach,and today the competition is held in eleven countries. In Brazil,

the Cup takes place in a different region every year. The BrazilianSpecialty Coffee Association (BSCA), together with the Alliancefor Cup of Excellence, decided to hold the “jubilee” Cup in Matasde Minas because the coffee growing industry here is dominat-

ed by small farms (65% of all producers) that are located at alti-tudes of 600 to 1000 meters above sea level, an ideal elevationfor growing coffee.“The competition has several aims”, says Susie Spindler, one ofthe founders of the Cup of Excellence. “The main one is to showthe world new regions and farms that are growing truly excellent

FOR THE 100th TIME,

THE CUP OF EXCELLENCESELECTS THE BEST COFFEE

Julia Chanturiya

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coffee. And the proceeds from the auction go directly to farmers,providing an additional stimulus to the growth of their plantations.”This time, 346 lots were competing for a place in the auction, with only60 of them open to degustation by foreign experts. The challenge wastough: to make it to the auction, a lot had to score 85 points or above.But for those that make it, the bids can go as high as 80 dollars perpound. Of course, the farmers who own these lots not only makemoney, but also get international recognition and the attention of themost well-known coffee traders.Thanks to a very kind invitation from the BSCA, I had the opportuni-ty to observe the work of the expert jury and to taste the best cof-fee varieties. We lived all together in the small town of ViHosa, about200 kilometers from Belo Horizonte, in the very heart of MinasGerais. The town is known mostly for its University, where they havea Department of Coffee Studies. The University also has its owngreenhouses and a “coffee nursery” – a facility where students canstudy young coffee plants. In the state-of-the-art laboratory facul-ty and students work together to solve real-life problems, such ascrossbreeding of different coffee varieties to make them moredrought- and disease-resistant (both droughts and disease are seri-ous threats to coffee harvests in Brazil).While the jurors were busy selecting the best lots for sale at the auc-tion, the rest of us had the luxury of visiting the farms and enjoyingthe beautiful countryside. The most amazing experience was listen-ing to farmers lovingly describe their coffee (which, by the way, is

harvested entirely by hand – every single berry). Coffee is their life,and now, with the advent of the Cup of Excellence, they are inspiredto pursue true perfection – and the bar is rising higher and higherevery year…After several days of exhausting cupping, it was time for the award cer-emony. Only farmers whose lots scored higher than 85 points wereinvited to participate. The host of the ceremony was Vanusia Nogueira,the Executive Director of the BSCA, an amazing woman whose enthu-siasm inspires everyone who works with coffee.

FINALLY, THE MOMENT CAME TO ANNOUNCE THE WINNER…… and the top score went to Candido Vladimir Ladeira Rosa, a two-timewinner of the Cup and the owner of the Ouro Verdefazenda (planta-tion). His coffee scored 94,05 points and was judged this season’s best.Overall, 21 lots made it to the auction and were sold on November 27. Itis important to remember that 83% of the proceeds go to the farmers,with only 17% going to the BSCA. And the total revenue from the last97 auctions exceeded US$ 43 million.I would like to once again thank the professional team from the BSCAand personally Mr. Silvio Leite, the Head Judge of the competition,Sherri Johns and Susie Spindler from the Alliance for Cup of Excellence,as well as the charming owners of the Araponga, Pedra Redonda andBraunafazendas, for the opportunity to taste a truly excellent cup ofcoffee.

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INDIA THAT TASTES LIKE TEA


Tea taster is a very rare and unique professionwhose representatives being very scarce in a tea country are very highly-valued for their experience. But to get this experience one has to walk a long way from an apprenticeship to a mastership. In Indian tea sector, most of the tea tasters are trained by in-service trainers, who have trained and learnt from fieldand senior tea tasters within professional and experiential learning. So an Institution that specializes in training teatasters is not easy to find. But I was lucky to find one and then I was honoured to study there. Deep in the heart ofBangalore there is Indian Institute of Plantation Management that 5 years ago started PCP-TTM course.

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Aliona Velichko (text & photos)

PCP-TTM In India, most of the tea companies have tea tasting facilities. CertainNGOs and private groups are conducting short term training pro-grammes ranging from a week to one month. Indian Institute forPlantational management (IIPM) is the first-of-its-kind Institute in thecountry that decided to offer holistic and unique TTM programme witha focus on marketing and professional tea tasting aspects.It is offeredin collaboration with the Board of India and recogniased by them aswell. This is a Professional Certificate Programme which has academicinterface and a high emphasis on practice.When the decision to make course was shaped IIPM identified availablerecognized academic and industry-led tea tasters to initiate programmewithin the country. Then Institute submitted the proposal to Tea Boardof India highlighting the importance of encouraging younger genera-tion to become better tea tasters with state-of-the-art of existing IIPMlaboratory. And now the existing laboratory is likely to obtain certifica-tion under ISO 17025 / ISO 17024 for tea tasting / tea taster certifica-tion.The program was designed in cooperation of IIPM faculty and expertsof tea industry to meet the demands of the market. The studies of the-

ory are very well combined with practical classes. Courses are taughtand conducted by IIPM faculty, industry representatives and well expe-rienced tea tasters with blend of theory, practice and marketing /blending aspects of tea. A special focus on tea tasting with multi-coun-try samples to predict tea profile of the tea tasting were provided forthe participants. Young managers of corporate and inherent are partic-ipating in TTM to learn advances aspects of tea tasting..One of the biggest highlights (no, not the final exams!) is the field andfactory visits when a group of students goes for a week to the tea gar-dens and factories and they see with their own eyes all they have beentaught about – from plucking tea leaves to the auction, meet differenttea professionals in different spheres. What makes PCP-TTM special is also its openness for the public as wellas tea professionals from different countries where tea professionalsare needed. It doesn’t mean that any person will fit. An applicant has togo through a certain procedure of admission – filling in an applicationform with motivation letter, submitting copy of diploma as well certifi-cate about level of English. There are three streams based on the back-ground of the program participants: freshers to tea industry, experi-ence in tea manufacturing, and experience in tea tasting. The technical,

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functional and marketing aspects of tea tasting are blended differ-ently in every stream in order to fill the skill gaps of the participants. That was the case when my university diploma with distinction plusmy experience with tea for about ten years and my knowledge ofEnglish worked for me and gave me enough points to be offered theplace in the program. The program is not free of charge and its pricestarts from 65 000 Rs plus all expences for board and lodging. Butthe knowledge one gets is worth it.In 2014 it was the fifth time the Professional certificate Programmeon Tea Tasting and Manrketing (PCP-TTM) was run. And we were 5.

OUR 45 DAYS PROGRAMMEThe groups at the course are quite small. Approximately 10 to 15 stu-dents per batch per year enroll for the programme. This year therewere only 5 of us, lucky ones who got the place in the programme-and all the attention of our teachers and tutors. Enrollment of thestudents happens during the whole year, through the site and aword of mounth but sometimes those who plan to come don’t come

for some reasons. We were missing couple of people who had tocome but some work prevented them.It is hard to count how many cups or better say spoons of tea wetasted during the training trying to identify quality and region of thetea tasted. Our teacher Mr. K. G. Nanda, one the distinguished spe-cialists in tea gave us very good lesson that I will remember for a longtime “Don’t say good or bad tea. It is just tea that you like or don’tlike. But smb may love what you don’t like.” So we learned to differ-entiate the tea from one another, different height, origin, year.Learned how to make blends. “Anybody can become a good teataster, but you need to love tea and to work hard,” – kept saying Mr.K.G. Nanda, a person who made his career from tea garden manag-er to vice president of Tata tea company.He values honesty and reli-ability in peopleand he didn’t teach us only tea, he taught us muchmore with his own way of life. 45 days of course is not enough tobecome an excellent tea taster, minimum severalyears of everydaytasting are needed for this. But it is a very good start.Three young Indian men in our group were the ones who inherit theirfamily tea business and they wanted to learn everything they couldabout the tea. I am sure that the tea family companies that invest inthe tea education of their future top management will definitelysucceed. There was one woman in our group, Pompy Gosh, an

expert in organic tea and her studies were supported by organicfarmers and also the IIPM. This course gave her more opportunitiesto find a better job placementafterwards.On successful completion of the program with eligible credits, all mygroupmates were awarded with the Certificate. Examination timewas challenging and included practical and theoretic parts. We all came from different places and from different background buttea united us. During our field trip we met some former students ofIIPM who worked at such places as tea auction, tea factory and werevery happy about their job placements. A certain percentage of the pre-vious course batches was small tea farmers who wanted to increase thequality of their tea and after finishing the course they kept informingthe staff about their success in improving the quality of their tea.Usually most of the alumni students of tea tasting are recruited bythe tea-based industries in India as tea tasters. Few students havejoined as Assistant Managers-cum-Tea Tasters in tea factory andfew have established their own tea tasting outlet. IIPM helps thealumni with placement.

PERSPECTIVES AND CHALLENGESWill IIPM manage to make this programme as one year PostGraduate Academic Programme in near future, with recognition ofthe Ministry of Human Resource Development (AICTE),Government of India? I hope so because the ambition and experi-ence to make it as a first-of-its-kind academic programme on teatasting and marketing, in the country is high.Speaking what could make this programme better, it is may be 3things. There could be a broader variety of tea samples that are pro-vided by the tea companies or tea gardens for the course partici-pants. The information about the markets that are constantlychanging should be updated regularly in the presentations. Andcooperation with similar courses and schools in other countries couldbe fruitful to share experience. This course at IIPM is a wonderful opportunity for many tea compa-nies from different countries to improve the skills and knowledge oftheir tea tasters and to learn more about Indian tea.With deep respect and gratitude to Shri. K. G. Nanda, Fr. Senior VicePresident, Tata Tea Ltd., Shri. V. Ramaswamy, Fr. Executive Director,Carritt Moran, Dr. V. G. Dhanakumar, Director, IIPM and all otherwonderful people that I met at IIPM.

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