market participants come together for uctie 2014 tea

Transcription

MARKET PARTICIPANTS COME TOGETHER
FOR UCTIE 2014
TEA MASTERS CUP: IN THE MOOD FOR TEA
FOR THE 100TH TIME, THE CUP
OF EXELLENCE SELECT THE BEST COFFEE
THE BASIC SITUATION OF CHINESE TEA
INDUSTRY
15–17 MARCH 2016 — MOSCOW
№ 1(118)’2015
11-13 SEPTEMBER 2015
MOSCOW – SOKOLNIKI
0+
Fest
COFFEE & TEA DAYS
• BUY AND TASTE COFFEE, TEA AND OTHER DELICIOUS
AND HEALTHY PRODUCTS FROM AROUND THE
WORLD AT A SPECIAL PRICE
• MEET NATIONAL CULTURE OF PRODUCING COUNTRIES
• VISIT ENTERTAINMENT PROGRAM FOR EVERY AGES
WWW.COFFEETEAFEST.RU
contents
№ 1’2015
20
Waking Up to a New Aroma: CafJ Culture in
the Asia-Pacific Region
22
Current Market Situation and Medium Term Outlook
38
Russian Coffee Market
to 2030: Possible Development
Scenarios
20
Waking up to a New Aroma:
CafJ Culture in the Asia-Pacific
Region
HORECA
22
Current Market Situation and
Medium Term Outlook
38
The First Tea Masters Cup in the
Ukraine
30
The Basic Situation of Chinese Tea
Industry
40
In Russia Was Announced the Winner of Ultimate Barista Challenge
40
Korean Coffee Shops Moving into
China Challenge Starbucks
40
Silvio Leite Becomes the New
President of BSCA
42
For the 100th Time, the Cup of
Excellence Selects the Best Coffee
WHO IS WHO?
44
India that Tastes Like Tea
OPTIMA Consumer up to 1,500
Portion packs/min
48 ADVERTISER INDEX
HISTORY
16
India that Tastes Like Tea
ECONOMICS
4 NEWS
REVIEW&STATISTICS
44
In Russia Was Announced the Winner of
Ultimate Barista Challenge
EDITORIAL
3 CALENDAR OF EVENTS
The Tea Business of Wissotsky & Co.: the Past and
the Present
40
The first Tea Masters Cup in the Ukraine
2
32
32
37
The Tea Business of Wissotzky &
Co.: the Past and the Present
1
EDITORIAL
Founder
ZAO INTERNATIONAL TEA HOUSE
№ 1‘2015
is promising to be an interesting and
quite challenging year for the coffee
and tea industry. We are witnessing a period of low
oil prices; this will definitely have an impact on the
world economy, and most experts are busy trying to
anticipate the coming changes.
Without going into too much detail, we can note
that there is a broad consensus among experts: the
economies of developed countries will grow faster,
while countries such as China, Brazil and Russia
will see a slowdown (the falling oil prices will hit
Russia especially hard).
Depending on their current role in the world of coffee and tea (China is a major producer and consumer of green tea, and at the same time – the most
promising market for coffee in the last few years; Brazil is the largest
coffee producer in the world and also a major coffee market; Russia is
the world’s biggest tea importer and also an important market for coffee), each of these three countries will have to face the coming challenges in one way or another. As the year progresses, we will keep a close
eye on these markets and will try to make sure that our readers stay
informed about all major changes. As soon as in May of this year, we are
expecting World Tea Summit, a major tea industry conference, to take
place in Turkey; the participants will pay close attention to the market
dynamics in the region (Eastern Europe, Russia/CIS, Middle East). I am
sure that the coming market developments will be a hot topic at any
major industry gathering this year (Upakovka/Upak Ilatia, ProdExpo,
Africa Fine Coffee, India International Tea & Coffee Expo, IFFF, Cafй
Asia & 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 qualifying rounds have already taken place in Belarus, Latvia, Russia, Ukraine, and
are soon to be held in the Czech Republic, Italy, South Korea and Turkey. It is
expected that the first International Tea Masters Cup will take place as part of the
World Tea Summit. The participants will have an opportunity not only to demonstrate their skills, but also to become familiar with the Turkish tea industry. This
project is beginning to attract the attention of tea experts in many countries, and
because of this, I am inviting everyone to attend the first International TMC: you
will be able to see for yourself the exceptionally high caliber of the competition, as
well 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.
Publisher
ZAO INTERNATIONAL TEA HOUSE
EDITORIAL
2015
Respectfully,
Editor-in-Chief
Ramaz Chanturiya
Editor-in-Chief
RAMAZ CHANTURIYA
Deputy Editor-in-Chief
SVETLANA BELIKOVA
Computer-Aided Design
VALENTINA GUSKOVA
Advertising Director
JULIA CHANTURIYA
Advertising Manager
YANA AFTANDILOVA
Promotion Managerr
JULIA 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 Academy
of Medical Sciences
Editorial Address:
Russia, 123060, Moscow,
Berzarina str., 36, building 2, of. 214
tel./fax: +7 495 935-87-07
Email: [email protected],
www.coffeetea.ru
Printed in
APC Petrovsky Park LLC
Distributed worldwide among coffee and tea producers,wholesale companies, shops, and restaurants.
Printed in Russia. According to the registration certificate of mass media ПИ №777213 from 30th January,
2001. Reprinting of materials is allowed only by permission of the magazine. The reference to the magazine
«Coffee and tea in Russia» is obligatory. The editors
don't bear any responsibility for reliability of data placed
in advertising blocks or announcements. The editor's
point of view may not coincide with the author's point
of view. All provided materials will not be returned or
reviewed.
Coffee & Tea International magazine has been included in
the VINITI (All Russian Institute of Scientific and Technical
Information of the Academy of Sciences Vserossiisky Institut
Nauchnoi i Tekhnicheskoi Informatsii (VINITI)) list of synopsis journals and the institute's data base. Information about
the magazine will be annually published in the «Ulrich's
Periodicals Directory», international handbook of periodic
magazines and ongoing publications. Coffee & Tea
International is an appendix to the Coffee & Tea in Russia
magazine.
A
2
COFFEE&TEA INTERNATIONAL # 1/2015
– advertising materials
CALENDAR OF EVENTS
January – September 2015
All materials are provided by support of
WWW.COFFEETEA.RU
27–30 January 2015
27 February – 1 March
2015
30 March – 2 April 2015
UPAKOVKA/UPAK
ITALIA
RUSSIAN
BARISTA DAYS
HOTELEX
Country: China
City: Shanghai
Company Page: www.hotelex.cn
9–12 April 2015
COFFEE EXPO SEOUL
Country: Russia
City: Moscow
Company Page: www.upakowka.ru
Country: Russia
City: Moscow
Company Page: www.baristabattle.ru
Country: South Korea
City: Seoul
Company Page: www.coffeexpo.info
3–5 March 2015
22–24 April 2015
IFFF MOSCOW
MODERN BAKERY
Country: Russia
City: Moscow
Company Page: www.modernbakery-moscow.com
9–13 February 2015
20–24 May 2015
PRODEXPO
WORLD
OF COFFEE & TEA
Country: Russia
City: Moscow
Company Page: www.fastfoodexpo.ru
19–21 March 2015
CAFE ASIA & ICT EXPO
Country: Russia
City: Moscow
Company Page: www.prod-expo.ru
Country: Singapore
City: Singapore
Company Page: www.cafeasia.com.sg
Country: Thailand
City: Bangkok
Company Page: www.world-of-coffeeandtea.com
4–6 June 2015
CHINA INTERNATIONAL
COFFEE INDUSTRY
EXPO
Country: China
City: Guangzhou
Company Page: www.coffeexpo.org
12–14 February 2015
24–27 марта 2015
16–18 June 2015
AFRICA FINE COFFEE
EXPOHORECA
SCAE WORLD OF
COFFEE
Country: Kenya
City: Nayrobi
Company Page: www.eafca.org
Country: Sweden
City: Gothenburg
Company Page: www.worldofcoffee-nordic.com
26 February – 1 March
2015
11–13 September 2015
INDIA INTERNATIONAL
TEA & COFFEE EXPO
TASTY FEST
COFFEE & TEA
Country: India
City: Kalkutta
Company Page: www.teacoffeeexpo.in
Country: Russia
City: Moscow
Company Page: www.farexpo.ru
Country: Russia
City: Moscow
Company Page: www.coffeeteafest.ru
— An indication of exhibitions in which Coffee and Tea International' and 'Coffee and Tea in Russia' magazines take part.
3
MARKET PARTICIPANTS COME TOGETHER FOR
UCTIE 2014
he 5th Moscow International
Coffee Forum and the 4th
Moscow International Tea
Symposium, which are held under
the UCTIE umbrella, starting last
year, offered their guests a busy
work schedule. Russian and foreign
specialists conducted more than 30
seminars, presentations and training sessions, in addition to degustations of plantation-grown coffee
and tea varieties. All UCTIE events
are focused on various stages of
the production process, from cultivation to the filling of the con-
T
sumer’s cup, aiming to disseminate as much useful
information as possible. This year’s schedule included
a large number of seminars on evaluating coffee
quality and on various coffee-roasting technologies.
Representatives from KLD Coffee Importers taught
visitors about common defects in green coffee beans
and held several open cupping sessions featuring the
best coffee varieties from many corners of the world.
Another no table presenter was Asli Yaman, Chief
Roaster of the Soyuz Coffee Roasting Company; she
shared her professional expertise on several roasting
profiles. She also taught a SCAE course on the foun-
4 COFFEE&TEA INTERNATIONAL # 1/2015
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The United Coffee & Tea Industry Event (UCTIE), a major convention for coffee and tea professionals in the
Russian Federation and other CIS countries, took place in Moscow on September 15-16, 2014. The UCTIE is a joint
coffee-tea industry exhibition and conference, covering all aspects of the production process, from beans and
leaves to the cup. This year, the event welcomed around 60 Russian and foreign companies as both partners and
exhibitors, plus around 2,000 industry professionals from more than 20 countries as visitors.
dations of sensory evaluation of coffee. Many guests
took part in an interactive discussion of roasting equipment, facilitated by a representative from Bhhler, who
not only described various roaster designs but also
helped participants understand the basics of coffee
roasting.
One of the highlights of the event was a seminar that
surveyed the coffee-growing regions of Brazil, a country that has been actively developing its specialty coffee segment. Representatives of the Brazil Specialty
Coffee Association (BSCA) brought the best samples
from the latest coffee harvest exclusively for the
5
UCTIE, and held several days of
cupping sessions at the Taste Lab.
Another interesting item was an
educational session prepared and
conducted for the UCTIE guests by
representatives from Paulig.
Certified professional training
experts Emmi Kinnunen and Ulla
Suoraniemi walked the audience
through every stage of the production process, from roasting to
brewing, focusing on creating the
ideal cup of drip coffee. All session participants received certificates of completion.
The tea side of the event was no
less engaging and illuminating. It
opened with a discussion about
the new drivers of the tea market.
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One of those drivers is gourmet tea; Denis
Shumakov conducted a seminar that
focused on creative ways of serving such
teas, paying special attention to puerh tea.
Vladimir Pankov, director-coordinator of the
Puerh Tea Institute, introduced different
varieties and flavors of puerh by region, as
well as The Library of Puerh, an innovative
product for tea consumers; he also shared
with the audience a series of marketing
steps for promoting this unique tea. At any
time of day, visitors to the Taste Lab had an
opportunity to sample unique tea varieties
from Vietnam, Indonesia, Laos, Republic of
Georgia, Tanzania, as well as different varieties of puerh tea.
But the tea itself was not the only product
showcased at the UCTIE. Kai Wulff, General
Sales Manager for Glatfelter, told the audience about the ecological properties of filter paper used for tea packaging.
Representatives from the China Chamber of
Commerce for Import and Export of
Foodstuffs (CFNA) sponsored a meeting of
Russian and Chinese tea professionals
aimed at stimulating discussions on such
topics as bilateral trade, tea market development, etc. There was an opportunity to
get familiar with the latest analytical
research data on the coffee and tea market,
presented by Nielsen; Marija Milasevic from
Euromonitor International unveiled a coffee
market development forecast prepared
exclusively for the UCTIE (see her article on
page 16–19).
In addition to traditional formats – seminars and lectures – the UCTIE hosted a variety of other events and competitions. At
any time during the event, guests could
visit the Roasting Factory, a special area
where they could roast coffee according to
their chosen roasting profile, get valuable
advice from experts and observe roasting
equipment in action. Representatives from
Vollers held a coffee bean bag stacking
competition, a timed race that tested par-
ticipants’ strength and dexterity. Among
other event highlights: the Russian qualifying finals for the Ultimate Barista
Challenge, the finals for the 2nd National
Tea Masters Cup, as well as the Cezve/Ibrik
Championsip, a Turkish coffee brewing
competition.
The traditional evening reception featured
the presentation ofthe “Person of the Year”
awards in the coffee and tea industry, given
by the Coffee and Tea in Russia magazine.
Tatiana Lukhminskaya (Gourmet Style)
became the Coffee Person of the Year; the
tea title went to Denis Shumakov (Turquoise
Tea).
The UCTIE was sponsored by the Coffee and
Tea in Russia / Coffee & Tea International
trade publications and the Rusteacoffee
Association. The organizing committee has
already started planning the 2016 UCTIE,
which will feature coffee and tea specialists
from all over the world and a multitude of
new and exciting events.
THE ORGANIZING COMMITTEE OF UCTIE EXPRESSES
GRATITUDE TO:
OFFICIAL PARTNERS
OFFICIAL COFFEE
OFFICIAL TEA
TECHNICAL PARTNERS
WITH THE SUPPORT
OF
PROGRAM PARTNERS
PARTNERS OF ROASTING FACTORY
The Organizing Committee is particularly grateful to the Institute of
Hospitality and Tourism RUDN represented by Deputy Director
Tatiana Vladimirovna Maksimenkova for organizing help of studentsvolunteers during all events of UCTIE.
7
Aliona Velichko
Tea Masters Cup:
In the mood for tea
The Tea Championship is like a child who has just turned one: it
has gotten stronger and has gained a lot of weight, both within
the tea community and outside of it. Of course, being a toddler,
the Championship isn’t too secure on its feet yet, and has had a
few tumbles; but every time the wise and caring judges, like loving parents, managed to save it from getting hurt in unfamiliar
surroundings. And we are all starting to realize that this child is
destined to grow and become something good and important – a
real, “grown-up” industry-wide competition.
CHALLENGING THE MASTERS
The goal of the competition was to
determine winners in the following
three categories:
• Tea Preparation
• Tea Presentation
• Tea Degustation
The final competition of the
National Tea Championship gathered
tea professionals from various regions
of the country. Each one of them had
rich experience in the world of tea –
preparation, presentation or testing –
and they also embodied the experience
of the communities that nurtured, supported and enriched them. Their main
goal was to share their expertise and to
learn what they could from their colleagues. Longer careers mean
greater experience, of course; but the
length of a career didn’t figure prominently in selecting contestants or in
judging their performance. There were
people with ten years of experience
who did not perform too well; on the
other hand, there were those who had
started their careers in the industry just
six months earlier, but fared much better. Another thing that did not matter
to judges is whether a competitor had
already won in one or more other categories during the qualifying rounds:
tivated the audience
constantly.
The contestants pushed
boundaries, leaving behind the conventional and the familiar, breathing new
life into tea, demonstrating their
unique individual approaches. The challenge was to use any method of the
contestant’s choice to prepare two teas
in 15 minutes: one selected by the contestant and one from a list announced
by the judges. During the preparation
another and then into glasses that were prefilled with smoke from burning herbs –
a real magic show! The second place
went to the beautiful Natalia Lomaeva
from Ekaterinburg: the judges were
impressed with her elegant presentation, a carefully selected color palette
and, of course, the wonderful taste of
her tea. After the competition ended,
NATIONAL WINNERS OF TEA MASTERS CUP
Vladislav Lebedev,
Category «Tea Brewing»
Natalya Lomaeva,
Category «Tea Brewing»
each participant stepped into the ring
as if it were his or her first and only
chance to win.
DAY ONE
Seven 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 the
recent years, the art of brewing tea in
Russia has been greatly inspired and
informed by the Chinese tradition. Its
influence was evident everywhere during the competition, and its
grace and beauty cap-
Darya Mikheeva,
Category «Tea Set»
process, the contestants answered
questions from the host of the competition, explaining the steps they were
taking and paying special attention to
any unique features and critical details.
Each contestant managed to captivate the audience with a unique and
personal approach to preparing tea;
but the most exciting performance was
by Vladislav Lebedev (who ended up
winning the competition), a professional barista from Tomsk. He was able
to combine traditional techniques with
professional barista-style “tricks” for
handling glassware and teapots.
Steaming, bubbling water magically
poured from one pot precisely
into
Anna Pleshakova,
Category «Tea Tasting»
the judges had a brief conference and
decided that Vladislav and Natalia
deserved to share the first place,
because each of them demonstrated a
unique expertise that could not readily
be compared to the other’s. This means
that both of them will represent Russia
at international competitions in the Tea
Preparation category.
The third place went to Ustin’ya
Kosterkina, who impressed the judges
by an unusual pairing of puerh tea with
Crimean truffle. Ustin’ya’s passion is the
traditional Russian glass holders: she has a
9
whole collection of them, and she brought a portion of it
to show the judges, using the tops of teapots as glasses.
DAY TWO
While the first day could accommodate competitions in
only a single category, the second day brought the Tea Cup
contestants together to compete in two categories.
The most delicious category – Tea Presentation – came
first. Here, the victory trumpet sounded for Daria Mikheeva
(Chaism.pro). One of the judges, Sergei Kosheverov, noted
after Daria’s performance, “As soon as Daria began her presentation, I knew that she wouldn’t settle for anything but
the first place”. Daria’s style can be described as subtly
Oriental, exquisite and disciplined. She managed to use only
two colors for all the elements of her presentation: black and
white. The judges delighted in flavorful tea, cleansing their
palates between tastings with bites of fruits and nuts served
on food picks.
In the Tea Degustation category, there were six contestants, perfectly gender-balanced: three men and three
women. The competition consisted of two stages: during the
first stage, the contestants had to memorize
taste and flavor characteristics of
ten tea varieties (8
Taiwanese
oolongs and 2
Darjeelings); during the second stage, the task was to identify the varieties of five out
of those ten teas selected by the judges. The number of correct responses and the speed of identification both counted
towards victory. The first place went to Anna Pleshakova
(Chajnaja Obitel', Perm), who correctly identified 3 out of 5
tea varieties. In the past, the winners were typically those
who had answered first; but not this time! Although Anna
was the fourth out of six to give her answer, she beat others
in terms of the number of correctly identified varieties, scoring just a single point above Evgeni Roldugin (Chajnaja
Karta) and Natalia Lomaeva (Chaism.pro). The difference
between the first and the third place was a mere 9 seconds!
This proximity kept the spectators in suspense until the very
end, making this category the most competitive and exciting.
THE JURY
The Magnificent Five, a jury of five judges, consisted of
accomplished professionals and was chaired by Denis
Shumakov. The sheer number and variety of teas and
desserts made the judges’ task difficult, but they handled it
well. Most of the judges had participated in the qualifying
rounds, and already knew many of the
contestants. To match the diversity of strategies
employed by the contestants and the multitude of tea
varieties, each judge brought his or her unique
approach to the task. The wisdom of the jury was the
product of a truly synergistic blend: the discerning
palate of wine sommelier Tatiana Selivanova, the scientific approach and knowledge of Chinese tea of
THE ORGANIZING COMMITTEE WISHES TO THANK THE
FOLLOWING SPONSORS:
GENERAL SPONSOR
TECHNICAL SPONSOR
Sergei Kosheverov, the magnanimity and perceptiveness of the true professional David Chanturiya, the
uncompromising and rigorous stance of tea expert
Pavel Shvedov, the erudition and creativity of Denis
Shumakov.
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 will
have to prove their mastery once again, this time facing contestants from other countries.
THE CUP IS AN OPPORTUNITY…
… to meet colleagues, to share expertise, to contribute to the worthy cause of promoting the knowledge and appreciation of tea and tea culture.
THE CUP IS A CHALLENGE…
… and we are grateful to those who have risen to it!
11
NEWS
Rosselkhoznadzor supported
Russian tea business
1
coffeetea.ru
n 10th November 2014 the supply of some
species of regulated products with codes HS
TS 0813 and TS 1211 HS resumed to the Russian
Federation from the territory of Georgia.
As reported by the Association Rusteacoffee
this decision is welcomed by tea market partic-
O
ipants. According to them, it can significantly
increase the supply of these products in the
domestic market, including a segment of the
ingredients used to create the popular multitea beverages. In addition, the resumption of
this supply allows to balance the prices of raw
materials, thus contributing to control rise in
prices for finished products.
1 Rosselkhoznadzor — Federal Service for Veterinary and Phytosanitary Surveillance.
thejakartapost.com
Tea production needs boost
as growing areas shrink
ith reduced availability of land hampering productivity, tea production in
Indonesia, the world’s seventh-largest tea
producer, needs to be stimulated, the
Agriculture Ministry says. Conversion of land
from tea plantations to other uses has reached
a high of 2,000 hectares per year in the last
five years, resulting in a decline in the country’s tea output to 146,682 tons last year from
156,604 tons in 2010, according to the
Ministry.“It is unfortunate that this has happened. Our tea actually has a very good
potential,” the Ministry’s spice and herbs
director, Azwar Abu Bakar, said recently.
Indonesia’s tea has the highest catechin (a
natural antioxidant) content in the world.
China, India, Kenya, Sri Lanka, Vietnam and
Turkey, respectively, ranked first- to the sixthlargest tea producers ahead of Indonesia.The
country exported 70,841 tons of tea valued at
US$157.5 million in 2013, lower than the
87,100 tons worth $178.5 million recorded in
2010.
Gamal Nasir, Director General of Plantations
at the Agriculture Ministry, said that the ministry would double the budget to revitalize tea
W
12
plantations in the country, expecting a significant surge in tea production.The ministry had
allocated Rp 50 billion ($4.32 million) to revitalize a 3,200 ha of tea plantations in West
Java this year, with a target of 147,704 tons in
tea output.“We chose West Java because 60
percent of the country’s tea plantations are
located in the province. In addition, the
province’s tea output is among the best,” Mr.
Abu Bakar said. The allocated budget would
be for carrying out an intensification program
for 1,700 ha of tea plantations and a rehabilitation program for another 1,500 ha of tea
plantations, according to Mr. Nasir. The intensification program includes providing fertilizers and experts to help the tea farmers, while
the rehabilitation program includes providing
new tea seeds as well as fertilizers.
The Agriculture Ministry has a total budget of
Rp 1.57 trillion to develop plantations of 12
commodities this year, including tea, spices,
cacao and coffee, with only 18.89 percent
having been disbursed as of July 11.Of the
total, Rp 1.2 trillion will be for planting programs and other plantation developing programs, according to Gamal Nasir.
White cup makes
your coffee more
intense
People who drank from the white
mug rated the coffee as more
intense and less sweet than when
served the same beverage in a blue or
transparent cup.
New York: Can the colour of the mug
influence the taste of your coffee?
Yes, say researchers, suggesting that
coffee tastes more intense when
served in a white cup.
The idea for the study came to
Australian researcher George Van
Doorn who was told by Barista
Lavazza, one of the biggest coffee
restaurant chains, that “when coffee
is consumed from a white, ceramic
mug, it tastes more bitter than when
drunk from a clear, glass mug”.
Van Doorn and his colleagues put the
theory to test by offering 36 volunteers coffee drink made with espresso and steamed milk in three different coloured mugs - white, blue and
transparent.
People who drank from the white
mug rated the coffee as more
intense and less sweet than when
served the same beverage in a blue or
transparent cup.
”These results support the view that
the colour of the mug should be considered by those serving coffee as it
can influence the consumer’s multisensory coffee drinking experience,”
Van Doorn pointed out.
The authors concluded that colour
contrast between the coffee and the
white cup offers one explanation for
the results: When coffee was perceived as darker it could influence
how people found the taste to be
stronger.
The results of the study were published in the journal Flavour.
khaleejtimes.com
NEWS
America is
becoming a
nation of tea
drinkers
washingtonpost.com
he U.S. market for tea has more
T
than quadrupled during the past
twenty-plus years — from just under
$2 billion in 1990 to just over $10 billion last year. By volume, Americans
now drink almost 20 percent more of
the beverage than they did in 2000.
America's favorite is black tea, which
accounts for more than half of all tea
consumed in the country, followed
by fruit and herbal teas. However,
fruit and herbal tea consumption has
risen by only 7 percent in the U.S.
since 2000, while black tea consumption has fallen by nearly 2.5
percent over the same period.
Meanwhile, green tea, which accounts for just over 11 percent of the tea Americans drink, has been growing much faster: the U.S. downs over 40 percent more than it did in 2000. On the other hand, consumption
of fringe and artisanal teas (rooibos, oolong, white tea) has grown by nearly 8,000 percent over the past 10
years 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 been
working 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 in
the U.S., has doubled down on its market share by introducing new tea offerings, like instant tea K-Cups.
13
REVIEW&STATISTICS
RUSSIAN COFFEE MARKET TO
2030:
POSSIBLE DEVELOPMENT
SCENARIOS
1
Marija Milasevic,
Research Analyst, Euromonitor International
FULL ARTICLE IS AVALUABLE FOR SUBSCRIBERS
Fig. 1
Fig. 2
1 C&TI presents an article version of the presentation by the author at the Moscow
International Coffee Forum (UCTIE 2014, Moscow, Russia, September 15-16, 2014).
16
REVIEW&STATISTICS
Fig. 3
Fig. 4
Fig. 5
Fig. 6
Fig. 8
Fig. 7
17
REVIEW&STATISTICS
Fig. 10
Fig. 9
Fig. 11
Fig. 12
Fig. 13
18
REVIEW&STATISTICS
Fig. 14
Fig. 15
Fig. 16
Fig. 17
Fig. 18
19
WAKING UP TO A NEW AROMA:
CAFI CULTURE IN THE ASIA-PACIFIC
AS
REGION
1
Daphne Kasriel-Alexander ,
Consumers Editor at Euromonitor International
While caf J culture is already established in
Japan and Australia, other countries in the AsiaPacific region are just catching up – quickly. Why
do they have a penchant for cafJs? And how much
are they exactly drinking and spending?
1
20
[email protected]
REVIEW&STATISTICS
CONSUMER EXPENDITURE ON COFFEE, TEA AND COCOA IN THE ASIA-PACIFIC
REGION AND AUSTRALASIA: 2009-2013
FULL ARTICLE IS AVALUABLE FOR
SUBSCRIBERS
SALES OF COFFEE MACHINES IN AUSTRALASIA: 2008-2013
21
ECONOMICS
CURRENT MARKET SITUATION
AND MEDIUM TERM OUTLOOK
1
Kaison Chang,
Intergovernmental Group on Tea, Secretary
1
Twenty-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 intergovernmental consultation and exchange on trends in production, consumption, trade and prices of tea, including regular appraisal of the global market situation and short term outlook. The Group, under FAO auspices, considers changes in national policies and examines their international effects as pertaining to the current and prospective market situation.
22
ECONOMICS
Figure 1
WORLD TEA PRODUCTION
Figure 2
WORLD TEA EXPORTS
Figure 3
WORLD TEA CONSUMPTION
Figure 4
FAO TEA COMPOSITE PRICE
23
ECONOMICS
Figure 5
PROJECTED PRODUCTION: BLACK TEA
Figure 6
PROJECTED PRODUCTION: GREEN TEA
Figure 7
PROJECTED CONSUMPTION – BLACK TEA
Figure 8
PROJECTED EXPORT - BLACK TEA
24
ECONOMICS
Figure 9
PROJECTED EXPORTS - GREEN TEA
Figure 10
BASELINE PROJECTIONS TO USD 2.023 PER KG
Figure 11
PRODUCTION INCREASES 5 PERCENT OVER THE BASELINE
Figure 12
PRODUCTION DECREASES BY 5 PERCENT LESS THAN THE BASELINE
25
ECONOMICS
ANNEX TABLES
EXPORTING COUNTRIES:
DOMESTIC CONSUMPTION
2006-08
26
2009
2010
Table 1
2011
2012
2013
WORLD TEA EXPORTS
(THOUSAND TONNES)
Table 2
2006-08
2009
2010
2011
2012
2013
ECONOMICS
WORLD TEA IMPORTS
(THOUSAND TONNES)
2006-08
Table 3
2009
2010
2011
2012
TEA CONSUMPTION
(THOUSAND TONNES)
2006-08
2013
Table 4
2009
2010
2011
2012
2013
FAO COMPOSITE PRICE (USD PER KG)
Year
Jan
Feb
Mar
Apr
Table 5
May
June
July
Aug
Sept
Oct
Nov
Dec
Average
27
ECONOMICS
BLACK TEA : ACTUAL AND PROJECTED PRODUCTION
Table 6
PRODUCTION
Countries / Regions
PRODUCTION
Estimated
Projected
Growth Rates
2013
2023
2004/2013 2014/2023
Tonnes
Countries / Regions
Estimated
Projected
Growth Rates
2013
2023
2004/2013 2014/2023
Percent per year
Tonnes
Percent per year
GREEN TEA : ACTUAL AND PROJECTED
PRODUCTION AND EXPORTS
PRODUCTION
Regions Estimated Projected
2013
2023
BLACK TEA: CONSUMPTION
Table 7
EXPORTS
Growth Estimated Projected Growth
Rates
Rates
2023 2004 2014
2004 2014 2013
/13 /23
/13 /23
BLACK TEA : EXPORTS,
ACTUAL AND PROJECTED
Table 8
EXPORTS
Countries / Regions
Estimated
Projected
Growth Rates
2013
2023
2004/2013 2014/2023
Tonnes
28
Percent per year
Table 9
CONSUMPTION
Countries / Regions
Estimated
Projected
Growth Rates
2013
2023
2004/2013 2014/2023
Tonnes
Percent per year
NO BETTER WAY FOR A HEALTHY TEA CUP
ECONOMICS
THE BASIC SITUATION OF
CHINESE 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 developing rapidly, tea export achieves remarkable results. China is becoming the most promising country of
tea foreign trade growth in the world.
2007-2013, THE NATIONAL TEA PRODUCTION (UNIT: TEN THOUSAND TONS)
250
200
150
100
50
0
2007
2008
2009
2010
2011
2012
2013
Statistics of Tea export to Africa since 2004
年度(Year)
1
30
Chinese measure of area: 1 mu = 666,66… m2
出口数量（公斤）
Export(Kg.)
出口金额（美元）
Exports (USD)
平均单价
Average unit price
ECONOMICS
PROPORTION OF VARIOUS KINDS OF TEA EXPORT TO ASIA IN 2013
Green Tea
Oolong Tea
Black Tea
Pu’er Tea
Scented Tea
CHART OF TEA EXPORT TO AFRICA FROM 2004 TO 2013 (UNIT: TON)
180000
160000
140000
120000
100000
80000
60000
40000
20000
0
2004ᐕ 2005ᐕ 2006ᐕ 2007ᐕ 2008ᐕ 2009ᐕ 2010ᐕ 2011ᐕ 2012ᐕ 2013ᐕ
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
31
HISTORY
THE TEA BUSINESS
OF WISSOTZKY & CO.:
the past and the present
Ivan Sokolov,
Ph.D.,History
The name 'Wissotzky' ('Visotsky') was a household name in Russia during the first two decades of the 20th
century. Wissotzky was often mentioned as one of the most powerful men in Russia for a reason: he was
a millionaire, the owner of the second largest tea trading company in the country, and his name remained
synonymous with tea long after his death in 1904.
An excellent collectible packaging
label, Ceylon tea, “Wissotzky & Co.”
Ararepackaginglabel,
“D. Wissotzky, R. Gots & Co.”
A packaging label, Indian tea, “V.
Wissotzky & Co.”
The title page of an annual
shareholder report, Wissotzky & Co.
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 reach
the summit of the Russian tea trade. But the
company founded by Kalonimos Wolff (Wulff)
Wissotzky traveled that road in a mere two
decades, and entered the competition for market dominance at the end of the 19th – the
beginning of the 20th century.
What were the circumstances and the
events that drove the phenomenal success of
the Wissotzky tea business? This will be the
topic of our article. The detailed biography of
Wissotzky himself, his family members, and
the details about his company can be found
elsewhere1; this article, written on the occasion
of the 190th anniversary of Wissotzky’s birth
and the 110th anniversary of his death, will give
a relatively brief overview.
1
32
A tea packaging facility owned by the industrial-commercial partner ship “Alexandr Kuznetsov & Co,
Successors of Alexei Gubkin”, Moscow. The packaging
is done manually by women an dadoles cents.
A mechanized packaging facility
owned by the tea trading partnership
“Wissotzky & Co.” Manual labor is minimized.
K.W. Wissotzky was born to a Jewish family in 1824 in a small town near Kovno (now
Kaunas, Lithuania). He got married early,
studied in a theological seminary. After realizing that the countryside was too small for his
Sokolov 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 the
Wissotzky 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
HISTORY
ambitions,
Wissotzky moved to
Moscow and found
a job at a tea shop
that belonged to by
Pyotr Kononovich
Botkin, one of the
founders of a large
wholesale trading
operation with China
and the owner of the
famous Botkin Tea
Company. Here the
young
Wissotzky
learned the specific
A rare seal, “Wissotzky & Co.”
The trademark image of the ship
aspects of the tea
is visible, front.
trade and established some useful
connections. His honesty and religiosity
allowed him to climb the professional ladder
quickly, from a delivery man to a manager.
After saving some money working for
Botkin, Wissotzky decided to go into business
on his own. Market conditions at the time
were favorable to newcomers, as the
monopoly of the Kyakhta traders on imports
of fine tea from China was beginning to
unravel.2
“Wissotzky & Co.” trademark,
a sailing ship. Image from
a company seal.
A trademark,
“Wissotzky & Co.”
A trademark for the Polish
market, “Wissotzky & Co.”
NEW HORIZONS,
GREATER FLEXIBILITY
A rare seal with the Wissotzky trademark ship
symbol, front.
Starting in 1861, the laws restricting tea
imports into Russia to routes that crossed
the Eastern border of the Russian Empire
were relaxed, and imports across the
Western border became possible. These new
imports consisted chiefly of “Cantonese”
tea, which was cheaper and of lower quality; “respectable” tea traders spurned this
tea, as well as the new tea varieties coming
from India and Sri Lanka, deeming them
inferior in quality to the traditional Chinese
tea. However, some companies were willing
to bet on this cheaper tea, gradually increasing their trading volumes. Wissotzky’s company was among those who decided to
ignore the prejudices of the tea industry
establishment: it put its money on cheap,
low quality tea, increasing the product’s
appeal by advertising.
ADVERTISING AND THE
WISSOTZKY TRADEMARK
A rare seal with the Wissotzky trademark ship
symbol, back.
2
A rare seal, “Wissotzky & Co.” The
trademark image of the ship is visible, back.
Wissotzky’s choice of trademark proved
to be very shrewd: the firm’s symbol, a ship
carrying tea, remained in use for the lifetime
of the company. At first, Wissotzky followed
others in the tea business by exploiting
“colonial” motifs, emphasizing the “exotic”
nature of tea. At the turn of the 20th century, when the consumers’ preoccupation with
the Orient started to wane, there was a rise
in the patriotic sentiment; Wissotzky noticed
A rare trademark variant,
“Wissotzky & Co”.
the shift and used it to his advantage.
Whereas early advertisements and product
packaging featured a Chinese ship and merchants, the later ones switched to a traditional Russian lad’ya (wooden boat).
The ship trademark used by Wissotzky &
Co. achieved such brand recognition that it
became the target of imitations – and not
just by competitors. After the revolution of
1917, “Centrochai”, the tea ministry of the
Communist government of Russia, attempted to use the ship on its own packaging and
other materials.
THE EVOLUTION OF THE FIRM:
BRINGING IN NEW PARTNERS
In 1881, Wissotzky’s company was reorganized as a trading partnership “Wissotzky
& Son”. Further expansion – opening new
branches in Odessa and Simferopol –
required additional capital and new partners. The Zetlin, Gavronsky and Gots families joined the business. The partnership
“Wissotzky & Co” was founded in Moscow
in 1897-1898. The company owned tea
packaging factories in Moscow, Saint
Petersburg, Chelyabinsk, Kokand; later,
additional facilities were built in other cities.
The firm had offices in 32 cities, including Odessa, Saint Petersburg, Warsaw (now
in Poland), Ekaterinburg, Saratov, Samara,
Kazan, Rostov-na-Donu, Tiflis (now Tbilisi,
Republic of Georgia), Simferopol, Vil’no
(now Vilnius, Latvia) Khar’kov, Tashkent
Translator’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 importing Chinese goods into Russia by land.
33
HISTORY
Wissotzky & Co. store, Astrakhan. A pre-1917
postcard, detail.
Wissotzky & Co. store, Saratov. A pre-1917 postcard.
Wissotzky & Co. store, Nizhni Novgorod; the street
sareflooded. 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.
34
(now in Uzbekistan), and trading spaces at
fairs in Nizhni Novgorod and Irbit.
Every major division of the company
was in charge of operations across a significant geographical area: the Odessa
branch was responsible for the entire
southern portion of the Russian Empire;
the Simferopol branch coordinated the
trade in the Crimean peninsula; Tiflis –
throughout Caucasus; the Warsaw branch
oversaw Poland (which was a part of the
Russian Empire at the time). The Vil’no
branch traded in the western part of the
Empire (excepting Poland), and the
Ekaterinburg branch supplied tea to the
Ural region and Siberia.
At the turn of the 20th century, the
Wissotzky & Co. partnership had two
offices in the USA: in New York and in
Philadelphia.
Annual trading volumes were significant, around 40 million rubles at the turn
of the 20th century. For several years, the
company paid a significant dividend of 1112% on its shares. In terms of their profitability, the shares of Wissotzky & Co
were second only to the shares of the Pyotr
Botkin’s company.
Thus, the Wissotzky & Co partnership
became the second largest tea trading
company in Russia. Wissotzky himself was
the Chairman; the principal shareholders
were his son-in-law, Esel Zetlin (he was
married to Wissotzky’s daughter, Anna),
and his other daughter, Liba Gavronskaya.
Among other major shareholders were
Wissotzky’s son David, another one of his
sons-in-law, Rafail Gots (married to
Wissotzky’s daughter, Rachel), and
Wissotzky grandson, Ber Gavronski.
THE “SCALE EFFECT”:
PRAGMATISM AGAINST
PREJUDICE
To grow his business, Wissotzky actively solicited investments from his relatives
and from people of Jewish faith. The owners of the traditional, “respectable” tea
trading firms were afraid to “dilute” their
ownership, and the companies remained
de-facto family businesses. Having only
relatives as major investors reduced the
risk of capital loss.
Shares of major firms were not sold on
exchanges and had many other restrictions
on ownership and transfer specified in
company charters. Ownership of many
firms was prohibited for people of certain
religions; only the firm itself could buy
back its own shares; the cost of a share
could go as high as 1,000, 3,000, 5,000 or
even 10,000 rubles. This high price was
thought to be a guarantee against the
shares falling into the “unreliable” hands.
Wissotzky, on the other hand, issued
shares that were mostly restriction-free
and priced relatively affordably, at 500
rubles. This allowed rank-and-file
investors, such as small business owners,
to become co-owners of the firm and to
receive a dividend. Wissotzky, in turn, was
able to tap into vast credit reserves. Small
investors were not a threat as far as control
over the company was concerned, but they
provided much needed capital. After a
while, the competitors started to catch on,
but it was too late: they were left in the
wake as the Wissotzky ship sailed on.
Later on, the partnership purchased
large stakes in the Russian IndustrialCommercial Bank and in the Bank of
Moscow, solidifying its position on the
market. Having large amounts of capital
allowed the firm to buy large volumes of
tea and sell it at lower prices. This strategy
was profitable because of the “scale
effect”: large volumes compensated for
low profit margins. The mass consumer –
the primary market of Wissotzky & Co. –
seemed content about the price-quality
ratio.
Soon, the “old-timers” – traditional,
family-owned tea companies with impressive pedigrees – discovered to their dismay
that selling large volumes of low-quality
tea was more profitable than focusing on
the elites. Unfortunately for them, they
missed the window of opportunity, and
market leadership shifted into the hands
of the newcomers.
INCOME AND EXPENSES
By the start of World War I (1914-1917),
the company’s sales exceeded 50 million
rubles. Even during the hostilities, volumes
were in the tens of millions of rubles, as
can be seen in the company’s annual report
for 1914-1915. The official figure given
there was 72 million rubles. Wissotzky &
Co. was one of the purveyors of tea for the
Russian army.
The partnership Vysotsly & Co. became
the official supplier of the Russian Imperial
Court, as well as the Court of the Shah of
Persia. Although at the time, such “titles”
could be purchased easily and at a relatively low cost, they had a miraculous effect
on the consumers.
Enormous profits from the tea trade
allowed Wissotzky to engage in broadreaching philanthropic activity among
Russian Jews in Palestine. He generously
supported schools (especially religious
schools), orphanages, hospitals and shelters for the poor. Big sums were directed
towards publishing literature in Hebrew,
and truly enormous – towards purchasing
land in Palestine. Through his charitable
foundations, Wissotzky financed a number of educational institutions in Palestine:
The Jewish Academy, The University for
Jewish Studies and a university in
Jerusalem. In 1908, as stipulated in
Wissotzky’s will, a large sum went to a
technical school in Haifa – one of the best
in the Near East at the time, and even to
this day. Contemporary Israeli scholars
count Wissotzky as one of the more
prominent representatives of the late 19th
century political movement for creating a
Jewish homeland in Palestine.
CRISES AND UPHEAVALS
After its founder’s death in 1904, the
company entered a turbulent period in its
history. Major shareholders started fighting each other for control of the company.
Some of the partners in the original “V.
HISTORY
A seal, “Wissotzky &
Co.”, front.
A seal, “Wissotzky &
Co.”, back.
Wissotzky & Co.” partnership even started
their separate tea trading business using the
family name – “D. Wissotzky, R. Gots & Co.”.
The new firm faced big obstacles right from
the start: it had to create and promote its own
trademark, a cannon, which was not received
favorably by the consumer. The reputation of
the firm was repeatedly damaged by scandals. A lawsuit alleged that the firm was
evading the payment of tariffs on the tea
imported into Russia; but the suit was dismissed for lack of evidence.
And there were even bigger problems. On
November 19, 1913, the “Russkoe Slovo”
(“Russian Word”) newspaper published a
story: “Yesterday, a rumor spread in the
financial circles: a prominent businessman M.
R. Gots has disappeared. It is said that he has
incurred large losses speculating on the stock
exchange, and has left the country. These
rumors have been confirmed…The father of
M. R. Gots is on the board of directors of “V.
Wissotzky & Co.”, with personal capital of
several million rubles… His son took up speculation on the exchange…”
All that we know today about the story is
that M. R. Gots died in Geneva much earlier,
in 1906; the rumors may have been about his
brother, who had returned to Russia. It is also
possible that the death had been staged to
fool the public. Finally, the whole story may
have been an outright fabrication. Maybe
some unrelated person has been mistakenly
connected to one of the largest tea trading
companies in Russian history. But, regardless
of the truth, the reputation of the firm was
seriously damaged.
IGNITING THE REVOLUTION. A TEA
TRADER’S SON ON THE POLITICAL
ARENA
The Gots brothers – Abram Rafailovich
and Mikhail Rafailovich – used family money
to take part in revolutionary activities, causing
serious problems for their father’s business.
Abram Gots (1882–1940) was an active member of the Socialist-Revolutionary Party since
1906; in 1907, he was convicted of planning a
political assassination and sentenced to 8
A seal with a ship,
A seal with a ship,
“Wissotzky & Co.”, front. “Wissotzky & Co.”, back.
A ligature with the company name is seen in the
middle.
A seal, “Wissotzky & Co.”, A seal, “Wissotzky & Co.”,
front.
back.
years of hard labor. After the revolution of
1917, Abram Gots briefly became the leader of
his party’s fraction in the Petersburg City
Council – thus, a descendant of the Wissotzky
tea family was, for a brief moment, at the
helm of the new Russian regime!
Soon after the events of 1917, Abram Gots
joined the opposition to the new government;
he engaged in planning acts of terrorism
against the leaders of the new Russia. In 1922,
he was arrested and sentenced to death; the
sentence was later commuted to 5 years in
prison. After his time behind bars, Abram
Gots lead a quiet life in the provinces until his
death in 1940.
TECHNOLOGIES AND HUMAN
RESOURCES
Many traditional tea trading companies in
Russia were in no rush to implement the latest
technologies for weighing, processing and
packaging tea. The state-of-the-art equipment was expensive, while manual labor (primarily of women and adolescents) was
cheap, even for night shifts. The Russian
Empire did not have a social safety net at the
time: there were no unemployment payments
and no public pensions. Many prominent
companies believed that they played an
important social role by providing employment to large numbers of people, enabling
them to survive. All tea companies, including
Wissotzky & Co., used manual labor at their
facilities.
However, the times were changing, and
developments in the tea industry and beyond
pushed the market leaders towards implementing new technologies. It became clear
that those who were the first to see the need
for change would cement their position as
leaders of the market. Managers of Wissotzky
& Co. packaging facilities strove to cut costs as
much as possible; part of this strategy was
reducing the amount of manual labor by
introducing machines. At first, the savings
were not very significant, but they did manage to bring the price of the product down.
And the cheaper the product, the happier the
consumer. At the end of the 19th century,
A seal, “Wissotzky & Son”, A seal, “Wissotzky & Son”,
front.
back.
A seal, “D. Wissotzky &
R. Gots”, front.
A seal, “D. Wissotzky &
R. Gots”, back.
Russian society was still developing very rapidly and becoming more prosperous; but the
market no longer had room for every player
who wished to remain in the tea business.
Some adjustments were inevitable. One only
has to compare the photographs of the
Wissotzky & Co. packaging facilities and the
photographs of the facilities of other industry
leaders: the difference in their approaches to
packaging can be seen immediately. This is not
to say that Wissotzky & Co. were at the technological cutting edge: the firm had many
facilities all over the country, and the majority
of them used the old technology. Even the
Moscow plant relied on manual labor for a
very long time. Wissotzky was ahead of his
competitors only by a step or two; but this was
enough to secure a market leader position in
the span of only a few years.
THE SHIP FINALLY SINKS…
The business of Wissotzky & Co., including
all its facilities, was nationalized in September
of 1919. The remnants of the company survived in Poland, the Baltic states, Palestine,
USA, England. The Palestine branch of the
firm continues its operations to this day: it has
changed owners, but it has retained its loyal
customers and to its famous trademark.
A cannon, trademark of
“D. Wissotzky & R. Gots”
The lid of a rare tea carton,
“Wissotzky & Co.”
35
WHO IS WHO?
OPTIMA CONSUMER
Up to 1,500 portion packs/min
A
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he machine has ten lanes and – a
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product weight and density. In addition, in
T
the design of this machine type, the shortest
possible transport path for the product within the machine line up to the packaging was
also taken into account. A further advantage
of the design are the function modules fitted
overhead in the machine frame and easy to
pull out for use. Whether for cleaning or
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thus kept low, particular when one considers
the space to output ratio.
The packaging line can also be coupled
with secondary packaging machines. The
OPTIMA packaging group GmbH
Sabine Gauger
Marketing Director
+49 (0)791 / 506-1410
[email protected]
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Characters: 2,024
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Public Relations
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37
Photos are gratuitously provided by their author Dmitry Litvin and they are property of him.
HoReCa
AlionaVelichko
HoReCa
THE FIRST TEA MASTERS
CUP IN THE UKRAINE
The first Ukrainian Tea Masters Cup took place in
Kiev, the country’s capital, on November 6, 2014.
The principal organizer of the event was the
Ukrainian company Teahouse. Ukraine was the second country to support the idea of holding this competition; the first Cup took place in Russia in
September of 2013. Konstantin Mazurik, Head
Judge and organizer of the Ukrainian competition,
said that he had been thinking about organizing an
event like this in his country for a long time, and as
soon as he had heard about the one in Russia, he
decided to do the same in the Ukraine. A year after
he made his decision, nine Ukrainian Tea Masters
Cup contestants gathered at KievExpoPlaza. “It was
hard to bring together our domestic tea professionals; but I am glad that we have managed to do it and
to hold the first Ukrainian Cup. We have shown people not only that this can be done, but also that this
can be a really exciting event”, said Mazurik at the
close of the competition.
The first event of this type in a country almost
always ends up having some wrinkles that need to
be ironed out, but this gives organizers and participants valuable experience for organizing future
events. The Ukrainian Tea Masters Cup 2015 will be
held next spring; the winners will represent Ukraine
at the Tea Masters Cup International in Turkey.
38
TAKING RESPONSIBILITY AND BEING REALISTIC
If you decide to plan and host such a unique event, you need
to understand that once you start, you have to press on until
the project is complete. And, after all obstacles have been
overcome, you realize: this was just the beginning… Teahouse
took on a formidable task: based in Dnepropetrovsk, the
company was organizing a competition that would take place
in Kiev. Given these challenges, the organizers mad every
possible (and sometimes impossible) effort to make sure
that the event would take place.
THE PROS AND CONS OF CONTINUITY:
EXPECTATIONS AND RESERVATIONS
All tea championships that have taken place in Russia, including both the qualifying rounds and the finals, had a common
thread running through them. The ideological continuity preserved by the “founding fathers” of this event – the brothers
Chanturiya and the Tea Masters Cup Head Judge Denis
Shumakov – provided a great deal of support to those who
helped organize qualifying rounds in new regions and countries. Every once in a while, written rules and standards are
just not enough, and need to be supplemented and clarified
by someone who has been there… The continuity was evident
at the Kiev event as well, and this was one of its main advantages.
At the same time, previous competitions have “set the bar” in
terms of the level of expertise and professionalism of the
contestants, and this created a set of very high expectations
for the Kiev event. Maybe this was the reason why many of
those who were not so confident about their own abilities (or
the abilities of the organizers) decided not to participate in
this competition. “I will not compete this time; I’ll wait and see
how things go, and then maybe participate the next time”,
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) to
Kiev (Ukraine); now she lives in Kiev. Thus, without realizing it, she became
another “thread” connecting the competitions in these two countries
(contestants from Ekaterinburg made a great showing at the second Tea
Masters Cup in Russia). Diana remarked that the Tea Cup was a good sign
that the tea culture in the Ukraine is “officially” starting to develop. She
considers the competition to be a great opportunity to test her own skills
and to get to know those who share her passion for tea.
The Tea Degustation category generated great excitement: you could feel
it in the air as you observed the contestants trying to identify the five tea
varieties presented to them during the second stage of the competition.
The pool of ten teas included teas from India, Sri Lanka and China; the
Indian varieties proved to be the most difficult for the contestants to identify. Most contestants made three correct identifications out of five. But
when it came to the second rubric, the speed of identification, the best
time 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 (Chajnaja
studija, Belarus), Konstantin Mazurik (TM Teahouse, Ukraine). All judges
were 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
was a common reaction among prospective contestants. But such candidates need to understand: a competition like this is not a jump into the
unknown, but a positive challenge, an opportunity to grow professionally
and to share your expertise with others.
TWO OUT OF THREE
The contestants at the Kiev Cup demonstrated their skills in two categories:
Tea Preparation and Tea Degustation. Those who registered for the third
category, Tea Presentation, unfortunately, did not arrive for the event…
In the first category (Tea Preparation) there were four contestants; all of
them demonstrated preparation techniques from the Chinese tea tradition. All contestants were experienced professionals from different corners of the country; during their performances, they shared their knowledge of tea with the audience. In this they were assisted by Marina, the
cheerful host of the competition: Marina asked the contestants questions
at the critical stages of the process, helping to make clear specific brewing
methods and reasons for selecting particular tea varieties. These varieties
included primarily such teas as Feng Huang Dan Jun, Tie Guan Yin, Da
Hong Pao and shupuerh. The judges had a difficult task before them, but
give all due credit for the taste and the presentation of teas, to gauge one’s
overall impressions of the contestants’ style and personality. “This is an
extremely important event for the tea community, and a good way to
show what the market can support”, said Maksim Lipko. “I think the event
has been a success, especially given all the challenges that had to be overcome. This jury is ready for the next competition!”, Taras Barabash summarized.
Both the organizers and the participants of the Tea Masters Cup Ukraine
hope that November 6 will become a memorable date for the Ukrainian
tea community, and that many more competitions will follow.
39
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In Russia was announced the winner of Ultimate
Barista Challenge
Kafema.ru
n Moscow 15–16 September 2014 during United
Coffee & Tea Industry Event (UCTIE) at Kafema
Forum was successfully held Ultimate Barista
Challenge Russia – 2014.
In the semifinals participated: Nikolai Tolmachev
(Kirov), Stepanchuk Sergey (Laboratory of taste,
I
Moscow), Melihov Maxim (Gustov & Gustov,
Khabarovsk), Lyahova Tatiana (Revolution of coffee,
Zheleznodorognyii), Anton Sinebryukhov (Jamie`s
Italian, St. Petersburg), Alexander Kowalski
(Kafema, Moscow).
In the category «Espresso cocktail» in the finals was
Stepanchuk Sergey and he won in the final battle with
the Korean champion Young Min Lee.
In the category «Latte Art» in the finals was
Stepanchuk Sergei who lost to Nika Alekseeva, the
defending champion UBC Russia in 2013.
In the category «Best of Brew» in the finals also was
Stepanchuk Sergey who won in the battle of siphons
with micro lots from Ethiopia with Nika Alekseeva.
According to the results of the championship Sergei
Stepanchuk has become the winner and he will represent our country at UBC – 2014 in Shanghai, China.
Korean coffee shops moving into China challenge
Starbucks
wantchinatimes.com
The growing consumption of coffee in China has prompted a
significant rise in the number of new coffee shops, including
some opened by South Korean operators. According to
Shanghai's China Business News, as of the end of 2013, about
28,000 new coffee shops have opened, nearly doubling the
number of shops that existed five years ago. The franchise
industry has reported a 25% growth rate, the report said, citing a business website www.sqw.cn.
In a market largely dominated by European, American and
traditional Taiwanese coffee shops, Korean-style outlets are
trying to distinguish themselves by focusing on unique interior 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 serve
pizza, porridge, rice or steak.
Despite a favorable response from some young Chinese women, most of the Korean coffee shops are located in
areas where Koreans living in China are concentrated.
Silvio Leite becomes the new President of BSCA
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Kafema.ru
On December 1, 2014, the Board of Directors of the Brazilian Specialty
Coffee Association (BSCA) elected Silvio Leiteas the President of the
organization. The term is from December 2014 to November 2015.
The new President stated that his objective is to boost the promotion of
Brazilian specialty coffee in domestic and foreign markets. He also
believes that organic coffee has a huge potential in the specialty market
in Brazil, making it one of the pillars of the BSCA’s long-term strategy.
About the new President
Silvio 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 worked
for 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 the
president of the local Coffee Producers Association.
40
Photo: ITH
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FOR THE 100th TIME,
THE CUP OF EXCELLENCE
SELECTS THE BEST COFFEE
Julia Chanturiya
Twenty three specially invited professional judges from many countries of the world came together in a unique place in the eastern part of the Brazilian state of Minas Gerais, the Matas de Minas
region, 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 of
Excellence 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…
ince 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 Brazilian
Specialty Coffee Association (BSCA), together with the Alliance
for Cup of Excellence, decided to hold the “jubilee” Cup in Matas
de Minas because the coffee growing industry here is dominat-
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S
42
ed by small farms (65% of all producers) that are located at altitudes of 600 to 1000 meters above sea level, an ideal elevation
for growing coffee.
“The competition has several aims”, says Susie Spindler, one of
the founders of the Cup of Excellence. “The main one is to show
the world new regions and farms that are growing truly excellent
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 only
60 of them open to degustation by foreign experts. The challenge was
tough: 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 per
pound. Of course, the farmers who own these lots not only make
money, but also get international recognition and the attention of the
most well-known coffee traders.
Thanks to a very kind invitation from the BSCA, I had the opportunity to observe the work of the expert jury and to taste the best coffee varieties. We lived all together in the small town of ViHosa, about
200 kilometers from Belo Horizonte, in the very heart of Minas
Gerais. The town is known mostly for its University, where they have
a Department of Coffee Studies. The University also has its own
greenhouses and a “coffee nursery” – a facility where students can
study young coffee plants. In the state-of-the-art laboratory faculty and students work together to solve real-life problems, such as
crossbreeding of different coffee varieties to make them more
drought- and disease-resistant (both droughts and disease are serious threats to coffee harvests in Brazil).
While the jurors were busy selecting the best lots for sale at the auction, the rest of us had the luxury of visiting the farms and enjoying
the beautiful countryside. The most amazing experience was listening 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 inspired
to pursue true perfection – and the bar is rising higher and higher
every year…
After several days of exhausting cupping, it was time for the award ceremony. Only farmers whose lots scored higher than 85 points were
invited to participate. The host of the ceremony was Vanusia Nogueira,
the Executive Director of the BSCA, an amazing woman whose enthusiasm 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-time
winner of the Cup and the owner of the Ouro Verdefazenda (plantation). 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. It
is 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 last
97 auctions exceeded US$ 43 million.
I would like to once again thank the professional team from the BSCA
and 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 and
Braunafazendas, for the opportunity to taste a truly excellent cup of
coffee.
43
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44
INDIA
THAT TASTES LIKE TEA
Aliona Velichko (text & photos)
Tea taster is a very rare and unique professionwhose representatives being very scarce in a tea country are very highlyvalued 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 field
and senior tea tasters within professional and experiential learning. So an Institution that specializes in training tea
tasters is not easy to find. But I was lucky to find one and then I was honoured to study there. Deep in the heart of
Bangalore there is Indian Institute of Plantation Management that 5 years ago started PCP-TTM course.
PCP-TTM
In India, most of the tea companies have tea tasting facilities. Certain
NGOs and private groups are conducting short term training programmes ranging from a week to one month. Indian Institute for
Plantational management (IIPM) is the first-of-its-kind Institute in the
country that decided to offer holistic and unique TTM programme with
a focus on marketing and professional tea tasting aspects.It is offered
in collaboration with the Board of India and recogniased by them as
well. This is a Professional Certificate Programme which has academic
interface and a high emphasis on practice.
When the decision to make course was shaped IIPM identified available
recognized academic and industry-led tea tasters to initiate programme
within the country. Then Institute submitted the proposal to Tea Board
of India highlighting the importance of encouraging younger generation to become better tea tasters with state-of-the-art of existing IIPM
laboratory. And now the existing laboratory is likely to obtain certification under ISO 17025 / ISO 17024 for tea tasting / tea taster certification.
The program was designed in cooperation of IIPM faculty and experts
of tea industry to meet the demands of the market. The studies of the-
ory are very well combined with practical classes. Courses are taught
and conducted by IIPM faculty, industry representatives and well experienced tea tasters with blend of theory, practice and marketing /
blending aspects of tea. A special focus on tea tasting with multi-country samples to predict tea profile of the tea tasting were provided for
the participants. Young managers of corporate and inherent are participating in TTM to learn advances aspects of tea tasting..
One of the biggest highlights (no, not the final exams!) is the field and
factory visits when a group of students goes for a week to the tea gardens and factories and they see with their own eyes all they have been
taught about – from plucking tea leaves to the auction, meet different
tea professionals in different spheres.
What makes PCP-TTM special is also its openness for the public as well
as tea professionals from different countries where tea professionals
are needed. It doesn’t mean that any person will fit. An applicant has to
go through a certain procedure of admission – filling in an application
form with motivation letter, submitting copy of diploma as well certificate about level of English. There are three streams based on the background of the program participants: freshers to tea industry, experience in tea manufacturing, and experience in tea tasting. The technical,
45
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functional and marketing aspects of tea tasting are blended differently in every stream in order to fill the skill gaps of the participants.
That was the case when my university diploma with distinction plus
my experience with tea for about ten years and my knowledge of
English worked for me and gave me enough points to be offered the
place in the program. The program is not free of charge and its price
starts from 65 000 Rs plus all expences for board and lodging. But
the knowledge one gets is worth it.
In 2014 it was the fifth time the Professional certificate Programme
on Tea Tasting and Manrketing (PCP-TTM) was run. And we were 5.
OUR 45 DAYS PROGRAMME
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The groups at the course are quite small. Approximately 10 to 15 students per batch per year enroll for the programme. This year there
were only 5 of us, lucky ones who got the place in the programmeand all the attention of our teachers and tutors. Enrollment of the
students happens during the whole year, through the site and a
word of mounth but sometimes those who plan to come don’t come
for some reasons. We were missing couple of people who had to
come but some work prevented them.
It is hard to count how many cups or better say spoons of tea we
tasted during the training trying to identify quality and region of the
tea tasted. Our teacher Mr. K. G. Nanda, one the distinguished specialists in tea gave us very good lesson that I will remember for a long
time “Don’t say good or bad tea. It is just tea that you like or don’t
like. But smb may love what you don’t like.” So we learned to differentiate the tea from one another, different height, origin, year.
Learned how to make blends. “Anybody can become a good tea
taster, 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 manager to vice president of Tata tea company.He values honesty and reliability in peopleand he didn’t teach us only tea, he taught us much
more with his own way of life. 45 days of course is not enough to
become an excellent tea taster, minimum severalyears of everyday
tasting are needed for this. But it is a very good start.
Three young Indian men in our group were the ones who inherit their
family tea business and they wanted to learn everything they could
about the tea. I am sure that the tea family companies that invest in
the tea education of their future top management will definitely
succeed. There was one woman in our group, Pompy Gosh, an
46
expert in organic tea and her studies were supported by organic
farmers and also the IIPM. This course gave her more opportunities
to find a better job placementafterwards.
On successful completion of the program with eligible credits, all my
groupmates were awarded with the Certificate. Examination time
was challenging and included practical and theoretic parts.
We all came from different places and from different background but
tea united us. During our field trip we met some former students of
IIPM who worked at such places as tea auction, tea factory and were
very happy about their job placements. A certain percentage of the previous course batches was small tea farmers who wanted to increase the
quality of their tea and after finishing the course they kept informing
the staff about their success in improving the quality of their tea.
Usually most of the alumni students of tea tasting are recruited by
the tea-based industries in India as tea tasters. Few students have
joined as Assistant Managers-cum-Tea Tasters in tea factory and
few have established their own tea tasting outlet. IIPM helps the
alumni with placement.
PERSPECTIVES
AND CHALLENGES
Will IIPM manage to make this programme as one year Post
Graduate Academic Programme in near future, with recognition of
the Ministry of Human Resource Development (AICTE),
Government of India? I hope so because the ambition and experience to make it as a first-of-its-kind academic programme on tea
tasting and marketing, in the country is high.
Speaking what could make this programme better, it is may be 3
things. There could be a broader variety of tea samples that are provided by the tea companies or tea gardens for the course participants. The information about the markets that are constantly
changing should be updated regularly in the presentations. And
cooperation with similar courses and schools in other countries could
be fruitful to share experience.
This course at IIPM is a wonderful opportunity for many tea companies from different countries to improve the skills and knowledge of
their tea tasters and to learn more about Indian tea.
With deep respect and gratitude to Shri. K. G. Nanda, Fr. Senior Vice
President, Tata Tea Ltd., Shri. V. Ramaswamy, Fr. Executive Director,
Carritt Moran, Dr. V. G. Dhanakumar, Director, IIPM and all other
wonderful people that I met at IIPM.
ADVERTISER INDEX
ZWIRNEREI A.D. WUTACH GmbH
GLATFELTER COMPOSITE FIBERS BUSINESS UNIT
International contact:
GLATFELTER Gernsbach
GmbH & Co. KG
Phone: +49 7224 66 0
[email protected]
Russian contact:
GLATFELTER Russia
Phone: +7 495 984 97 94
[email protected]
www.glatfelter.com
Zwirnerei a. d. Wutach GmbH
P.O. Box 1163,
..
79780 Stuhlingen/ Germany
Phone +49 7744 9396-0
Fax +49 7744 9396-20
[email protected]
www.zwirnerei-wutach.com
TEAMAC S.r.L.
TEAMAC S.r.L.
ViaMenghini,1
40054 Budrio(BO), Italy
Phone: +390516926276
Fax: +390516926277
[email protected]
Agent in Russia: OOO Kayan
Street 26 Bakinskikh Komissarov — 9,
Office 21, Moscow 119571
Phone: +7 495 434 5157/7164/3384
[email protected]
ELISENTAL
DRAHTWERK ELISENTAL
W. Erdmann GmbH & Co
Werdohler Str. 40
58809 Neuenrade
P.O. Box 1260, 58804
Neuenrade,
Germany
Phone: +49 2392 697-35
Fax: +49 2392 697-39
[email protected]
www. elisental.de
LLC «UNIVERSAL FOOD TECHNOLOGIES»
LLC «Universal Food
Technologies»
142204, Russian Federation
Serpuhov, Severnoe shosse, 14
Tel.: +7(4967)37-5454
Fax: +7(4967)35-5842
[email protected]
unifoods.ru
48
OPTIMA CONSUMER GmbH
OPTIMA CONSUMER GmbH
Geschwister Scholl Strasse 89,
74523 Schw@bisch Hall,
Germany
Phone: +49 791 94606-0
Fax: +49 791 94606-3019
www.optima-consumer.com
[email protected]
ORIMI TRADE, Llc.
ORIMI TRADE, Llc.
3, Tobolskaya str., St. Petersburg,
194044, Russia
Phone: (812) 346 82 40
Fax: (812) 542 15 01
[email protected]
www.orimitrade.ru
Moscow
International
Tea Symposium
Moscow
International
Coffee Forum
EXHIBITION
SEE YO
U
in 201
6!
CONFERENCES
SEMINARS
TASTINGS
COFFEE AND TEA COMPETITIONS
ROASTING FACTORY
15-17 MARCH 2016 MOSCOW, ECC SOKOLNIKI
www.unitedcoffeetea.ru

market participants come together for uctie 2014 tea

Transcription

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