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3 rd North American Tea Conference September 11-13, 2012 USA Report.

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Presentation on theme: "3 rd North American Tea Conference September 11-13, 2012 USA Report."— Presentation transcript:

1 3 rd North American Tea Conference September 11-13, 2012 USA Report

2 Building Credibility for Tea with Research-Based Symposia Tea Council held First International Symposium on Tea & Human Health - Launched Tea & Health initiative - Created market for green tea Tea Symposia in 1995, 1998, 2002 & 2007 Build consensus for tea as part of a healthy diet - Powerful media platform - American Society for Nutritional Sciences, American College of Nutrition, American Health Foundation, Food and Agriculture Organization, Linus Pauling Institute Proceedings published in The Journal of Nutrition 2003 &

3 Planning the 2012 Tea & Health International Scientific Symposium Motivate influential Health Care Professionals and media to advocate tea as an important part of a healthy diet Publicize news to build and sustain top-of-mind awareness - Build on foundation supporting health benefits of tea with 2012 Scientific Symposium (September 19, 2012) - Timing is right to capitalize on strong media and consumer interest in tea & health - Opportunity to amplify health benefits 3

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5 USDA Official to Open Tea Symposium Kathleen A. Merrigan is the Deputy Secretary of the U.S. Department of Agriculture. Working alongside Secretary Tom Vilsack, Merrigan oversees the day-to- day operation of USDA's many programs and spearheads the $149 billion USDA budget process. She serves on the President's Management Council, working with other Cabinet Deputies to improve accountability and performance across the federal government.

6 Symposium Chair: Jeffrey Blumberg, PhD, FASN, FACN Professor, Nutrition Science and Policy Director, Antioxidants Research Laboratory Jean Mayer USDA Human Nutrition Research Center on Aging, Tufts University Symposium Leadership

7 Symposium Steering Committee & Sponsors Marji McCullough, ScD, RD American Cancer Society Harry Preuss, MD, MACN, CNS American College of Nutrition Susan Higginbotham, PhD, RD American Institute for Cancer Research Mary Guinan, PhD, MD American Medical Women’s Association Balz Frei, PhD Linus Pauling Institute Jonathan Hodgson, PhD University of Western Australia Richard Draijer, PhD Unilever Food and Health Research Institute Kaison Chang Food and Agricultural Organization Sharon M. Donovan, PhD, RD American Society for Nutrition

8 Newsworthy Research Tea and Bone Health: Steps Forward in Translational Nutrition – Chwan-Li (Leslie) Shen, PhD, Texas Tech University Impact of Tea on Cardiovascular Health – Claudio Ferri, MD, University of L’Aquila Can Tea Intake affect Weight Loss – Rick Hursel, PhD, Maastricht University

9 282 to date! Representing a wide cross section of: Top level government policy makers and health & nutrition experts  USDA/ARS  NIH: Division of Nutrition Research Coordination Top research universities including  Virginia Tech  George Washington University  Johns Hopkins  Howard University Registered Dietitians Members of sponsoring organizations Symposium Registrants

10 Outreach to 100s of national and regional TV, radio, magazines, newspapers, online reporters and bloggers Embargoed Press Release sent to top media outlets and reporters requesting information and planning to cover the science Press Conference mid-session and video package for TV news shows Symposium Media Outreach

11 Long Term Results Wholesale $ value of USA Tea Industry has moved from under $2 billion to over $8 billion Annual imports have moved from well under 200 million to over 300 million pounds Consumer base has broadened from older females to all family Knowledge of teas health benefits has moved from less than 25% of consumers to virtually all consumers Increased consumer popularity has led to increased entrepreneurial activity USA 2 nd largest importer & 6 th largest consumer of tea

12 Projections for the Future Accelerated growth – Multi Nationals – Entrepreneurs – International Effect New Converts Global awareness of health benefits of tea The economy of tea

13 The Ride is Just Beginning


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