World Green Tea Conference Session 2 Strategies to Promote Consumption of Green Tea in the USA Presentation by Joseph P. Simrany, President Tea Association of the USA November 2-4, 2007

2 Review of the Competition Soft Drinks Coffee Bottled Water

3 Soft Drinks – Pros/Cons Taste Good Many Flavor Options Satisfies Thirst Portable Convenient Inexpensive Good Marketing Concern with Obesity Empty Calories Added Caffeine Tooth Decay Marketing Manipulation Fear of Artificial Ingredients

4 Coffee Pros/Cons Taste Habit Aroma Stimulant Low Cost Mental Alertness Ease of Preparation High Caffeine Content Health Record? Bad Breath Concern with “Addiction” Coffee Jitters Withdrawal Symptoms Limited Iced Appeal

5 Bottled Water Pros/Cons Good for Health Refreshing Portable Satisfies Thirst Medically Endorsed Trendy Natural Fear of Tap Water Clever Marketing Expensive Wasteful No Taste Minimal Health Benefits Outside of Hydration Bad for Environment

6 How Does Tea Compare? Tea shares most of the Pros with the possible exception of being under marketed More difficult to prepare in the home and out Not as universally accepted by consumers

7 How Does Tea Compare? Tea doesn’t share any of the negatives

8 Clear Course of Action for Tea Tea requires more marketing & promotional activities to communicate attributes Find easier ways to prepare both in the home and in the foodservice environment More sampling activities directed to consumers

9 Green Tea – Drivers of Consumption Session 2 Encourage more scientific research Promote the findings to maximize media impact Organize Tea Tastings for the media & trade Exhibit at Tea Trade Shows Sampling is the key to consumption Organize a Tea Tour to Shizuoka Start to make package claims where permissible

10 Tea’s Potential Vulnerability & A Solution Potential Adulteration Social & Environmental Issues Adopt a Universal Code of Conduct to include Social Welfare, Good Manufacturing Practices, Concern for the Environment & Sustainability issues

11 Thank You