www.merconcoffeegroup.comCOFFEE EVOLUTION IN FRANCE cofhow they leaned the orginal art of roa ing from France. Artisan roasting i apart of the French eulure, these individuals hand craft their brews to create the perfec blend, (Café Below has seen a ransformation in the type of coffee beans demanded from its artisan roasters. "France has an old history ‘of using coffee from their colonies. Hisorically, what was used was mainly Robusta,” said Barter. “That is changing, at Café Beleo we now work with 80-90 per cent Arabica, sis apparent that consumer demand for quality coffe is growing Café Beleo offers 40-45 origin coffees to over 650 artisan roasters throughout France. On average, these will work with about ewo to ive pounds of | tele want more from both their coffee and | they can improve coffoe quality ‘The caffce coffee per year. Today, Café Beleo services | the averall café experience, MeCauley has | culturein France i ally atthe beginning of both the micro roasters and larger artisans | scen this shift in both the demands from | something very exiting and we are going to who may produce up to 400 to 500 | the French clientele and from those | see a lor of changes in the next few years.” pounds of coffee per year involved in the coffee industry In addition to its eight boutiques; Café Eight wo 10 years ago, the only people | Richard has been highly involved with asking for craining were bigger groups who | both accrediting and educating the French and an Expanded Palate had training, budgers,” said MeCauley. | community on the vast possibilities of eof Quality coffees becoming an esscevial part "Now we are seeing more and more inde- | fee, It offers is customers several options of the Prench café experience. French clien- | pendent people who vant to know how | in training from brew bar methods (slow www.toper.com 22 Trade Corre Teane Journ | wonaiezneolee net3 Beco (above fferscofee traning evens 0 toasting) to creating a sommelier lke rela tionship between the blend and food. “Thiry years ago, the average French person didn't know much about wine, and the variety of grapes,” stid McCauley "We ae just now starting 0 gain the same knowledge with coffee. And people are finding that corelation between wine and, coflce easy to understand.” Both Café Richard dheough its Academie du Café and Café Beleo SP a het and the general public in Franc ning events annually to roaster, chefs and the general public. ‘One ofthe new tends that Barrera sees fs an increased interest not only far the blend buc how igs brewed. Customers ate now asking for singlestae coffe, honey roasted and other advanced techniques that were previously only seen in the United Seas. Tn response to this demand, Costome Cafe are now offering coffee menus that connect the blend to the brewing machine whether its a Chemes, AeroPress or Haro, Natien has also noticed this shift both 1 the education and the ooflce palewe of their French consumers. “Our top-selling coffees are very soft single origins, lke FAF Brazilian coffees or sweet Ethiopians, std Netien. “Tim always surprised, bur the French customers like to exploce new cast- ing experiences and regularly buy rare rmiero-los and 90-plus Arabica coffe.” “The French coffee palate is continuing to ‘expand mirroring that of the United Scares and other nations where coffee has become an integra part of the hot beverage land- scape, However, McCauley cautions that for coffee shops and roasters to remain part of this success they will need co continually ‘vole and expand with the demands of the industry. “lesan ongoing proces: the evolu tion of enfee in France right now. We have to beeven more on wp of ito be sure that ‘wein dhe end are sil sponding ro whar we ‘were tying to promote in the beginning.” sid McCauley. £ Jos 2013, 23,FRENCH TEA MARKET The French Tea Marke Small But Special Though small in numbers, France’s tea market boasts distinctive qual jes and growth potential. By Barbara Dufréne, Additional reporting by Anne-Marie Hardie ith a net domestic eonsump- tion of 15,000 metric tons of teain 2011, France ranks 31 as a tea-consuming country. It is a coffee drinking market, ranking fifth after che US., Germany, Brazil, Fapan and Tal Although low volume, the French tea market has some distinctive features. The share berween black and green cea imports is almost 50/50, which is unique amongst ‘Western markets. The direct imports from origins represent more than half of the tonnage, partly due to the many premium specialty ceas that are sourced directly by the many small but “high end” operators Per the International ‘Tea Committee (PTC), the unit price of che exported teas—15.75 USD per kg—ranks second after Japan’ record figure of 24.88 USD per kg, and is followed by Ger 9.90 USD per kg, which again confirms the significant amount of premium goure smet teas in France, Tn the hands of a few family-owned companies the French cea marker was highly However y wih traditional when Unilever, Rorterdam, Netherlands, pur- chased the market leader, El ‘Compagnie Coloniale, in the 1970s, the tea industry changed. Unilever has held around 60 percenc ofthe market sinae the acquisition. Abo in the 1970s, Lipton, a division of Unilever, launched the tea bag, which moved tea out of the tea shops onto the supermarket shelves. ‘The rejuvenated image and obvious practicality made tea popular and the consumption of these new industrial teas grew rapidly. The remaining importers starced to explore the revival of Shane et traditional tea some of the ancicat tea companies to use theie well established names for brand igh profile premium teas. In 1984, the Mariage Freres rea business was sold and the new awners launched the “French Tea” concept. “The ideas promoted by [Mariage Fréves are based on the pioneer- ing concept of "French Tea,” which is a blend of many influences adapted to the French palate and French taste. It is the original sprit of tea wedded to modern fench savoir-faite,” said Kitei Cha See Sangmanec, president and tea taster ‘of Mariage Freres Mariage Préres focused on exposing French clientele w diteet imports of ori- gin leaf teas from many exotic tea regions ‘These teas were then brewed to their spe- cific tea type requirements, developing the tea palates of consumers. Throughout he following 20 years more specialty tea companies sprung up in he foot steps of the Mariage Frézes business model. These inventive tea enthusiasts opened new and very successful high quality profile tea ‘companies such as Le Palais des Thés, Les Jucdins de Gaia, Cha Yuan and sefue bished existing companies like Damann Freres, Thés George Cannon and Kusmi The In addition, France has seen the addi tion of several smaller shops, often just ‘one tea house or tex shop that eater wo the growing demand for authentic, rare ‘exceptional and unique origin leaf tess. In the recent past, same young French rea lovers have even setled in far away’ places like Vienam, Laos, Indonesia and China's ‘Yunnan province to source some of their unique tertoir teas. The Introduction of Flavored Teas usly with the trend towards origin leaf was, another innovation was introduced to attract the young com sumer, who could neither understand nor alford the high end origin teas—Aavored teas, With an unending choice of fruit, flower and spice flavors and blends, these favored teas offen with fancy and exotic Simulea od ‘The French Tea Market: (n mevitors) ‘otal imports: 18,074 Exports: 3,150 Market consumption: 14,924 Imported from: Gina: black tea: 3,818; green tea: 5,209 ‘Si Lamia 3,303 India: 505 (Other Asta: 505 ‘Altes: 107, EU:_black tea: 4,200; green tea: 3,400 Other: 2,937 24 Tea ae Cortes Trane Journ | wonmseaneoliee netEvery move of Indian dance unfolds a story of a deep-rooted heritage. So does every sip of Indian tea. Sit back and relex. Open your mind to a word far beyond the ordinary. We colli! ‘indian tea’. Now let every sip of the heady brew toke you Con a journey through o rich heritage of more than 100 years. A heritage, built by the finest tea leaves that are coressingly handpicked from the fabled tea gardens of Darjeeling, Assam, Nigiri, Kangra ond many more. A heritage that is enriched with exceptional laste and inimitable uolity. Just like the elegant moves and intricate gestures of Indian dance unfold the tales of Indio’s rich cultural legacy, the exquisteness of Indian feo also tells the story of is impeccable lineage. So it's fime. Teke a sip of Indian teo ‘and treat yourself io en exceptional experience. a ag aa TEA BOARD OF INDIA teascordctindio@teaboord.gov.in OF BOee®TRENCH TEA MARKET names were immediately succesful. Per the ITC, flavored teas today hold aout two-thirds of che market, mainly ta bags, but also loose-leaf Havored reas The massive launch of favored RID teas, botded fest and also canned from the 1990s onwards contributed further 10 a revised and dynamic market segmentation berween industrial dry and RTD teas, nat tural or flavored and the exclusive gourmet tea niche marke, which holds an estimated 10 percent of the volume today ‘A widely-shared opinion is thar both {error products and origin appellation were developed in France early and is deeply imbedded in the Fench consumers percep tion of fine foods, With reference w che main Western consumer markets, which are the United States and the United Kingdom. in France there is neither a milk tex nor & brewed ice tea consumption habit The growing awareness of the hea benefits of ta has abo signlicandly impact- cd tea drinking in the reeent past. Indead more doctors advise thee patients to drink tea, with a strong emphasis on green tea ‘This may explain the almost 50 percent share of green tea in French tex imports, compared to about 20 percent ten years ago. It was ako in France that pueth teas fiom China were launched in the 1980s Claiming their cholesterol-lowering effects, they were initially sold by pharmacists in the beginning before moving to the shelves of the Asia food supermarkets. Today, pu'eth tea can be found everywhere. Aldhough western science has not yet been able to come forward wid ard daa to support the cholesterol-lowering cffct, these teas continue to be used almost 3 "medical potion” by many of the 50-70 year-old consumers in France wday. France has a highly contrasted tea mar- ket with a lage range of industrial ceas sourced from the European Union multina- tionals in the UK and Belgium and the Hamburg tea hub, These counties provide solid, standard quality traditional hoe cups ‘on one hand and one of the richest selec- tions of premium origin tess on the other hand. This development has generated the creation oftea asses and tea schools as well sa continuous flow of wea books, with sv eral new ones issued every year. The many tea shops in Pars, Lyon and Marwille allow not only the residents ro explore all these ‘gourmet teas; many foreign rourists also buy theie favorite fine teas in France when they visic or via the Internet. ‘Wich an annual per-capita eonsump- tion of about only 230 grams of tea in 2011, there is definitely room for many ‘more teas in the French market. £ TA HENRY P. THOMSON, INC. Tae hporten EST. 1973 RO. Han 440 126 Main Sree Peapack, N} 07977 908-552-0500 OUR MISSION 1S TO PROVIDE: Oe Tee More Choice. Better Quality. Experience our unique assortment of specialty teas. We develop intriguing, amazing and outrageous black, green, rooibos, fruit, herb and natural teas tensive Availability of US Inventory * Custom Blending and Flavoring info@florapharm.de « www. florapharm.de 2 ye FLORAPHARM Toe-USA » info@flapharmteausa.com © FLORAPHARM® Www.florapharmteausa.com exclusively for tea shops. Bor aL mL ee Get your free copy of the brand new AREA LmLL Florapharm Catalogue of Ideas. Order now! J, 7 FLORAPHARM Germany | @ sareace oe WEE” Qyorrtaice roar cexmnen 26 Trade Corre Trane ours | wonaieanolee netHigh Weight Accuracy! High Speed! HIGH SPEED TRIANGULAR TEABAG MACHINETEA & COFFEE RLD u Ps, “op be stn on & synth Warsaw, Poland February 11-13, 2014 Warszawskie Centrum EXPO XxXI Sp. z 0.0. Contact your sales rep to secure a premium location today! WWW.TCWORLDCUP. comUG This three-day exhibition will highlight the latest trends in Coffee roasting Tea packing equipment Importing Exporting Brewing Retailing Marketing Tea & Coffee World Cup is the only established show that of the industry's supply cl from bean and leaf to cup.Hot in Specialty Decaf is Anything But Dull For years decaf was seen as the black sheep in the world of coffee, Regular coffee consumers would watch other con- sumers in dismay when they ordered a decaf brand at cof- fee shops. Many unkind words have been said about both decaf and its consumers, but these days are long gone. Decaf is now one of the hottest new trends in the specialty coffee market, experiencing a boom few would have expect- ed just a few years back. Thanks to the solid and consistent growth in the specialty market, decaf is anything but dull! By Maja Wallengren hen a small group of industry stakholders in the US. voflee industry met 25 year ago for the fist convention of the Specialy Cee Aswdation of America, few would have imagined the explosion in cnfee consump: tio de work! would se ia the ewo decades that followed. Even fewer would have though that a segment like decaf would see consumers increasingly demand not just deca beans thac taste jst as good as regular coffee, but that these consumers would now hhave the same varieties and unique favor profiles offered wo regular coffee consumers Demand they did, and thanks to this new shift im decaf, the marker is booming like never before This begs the question, are decaf con summers perhaps dhe biggest coffee lovers? ‘These consumers actually drink coffee for she pure pleasure of drinking coffe rather than forthe eafeine rush? Decaf consumers ‘would argue that they are. Today, they are increasingly exploring the multiple varieties fof flavors and characteristics that have ‘become available, The rise in specialty coffee in che decaf segment, furthermore, has ere aed a niche of is own that holds hig poten- tial forthe fucure, industry offical agree. “Decaf was fora long time a low-quab ity product because the act of and process ing of decaf adds cost, so ies very empting, to take old coffee, lower-grade coffee and exchange coffee and process those. The resule was it was treated as something equivalent to flavor coffee but now we are secing signs of tremendous growth.” said David Kaste, vice president, coffee pro- ccurement, Swiss Water Decaffeinated Coffee Company Tae, Vancouver, Canada ~The decaf industry has been growing dye to thee importa which simply being the global trend where coffee consumption everal is going up and a small percentage of the tora consumption is of course decaf” said factors, the fist of Demetrio Arandia Muguira, operations manager, Mountain Water Decaf, Cordova, Veraccus, Mexico. The compa fy, also knovin as Descames; was the first decaffeination plane in Latin America and started business in 1983, The second factor is the aging of a 30 Tea ae Covers Trane Journ | wonmseaneolie net