World Green Tea ConferenceSession 2

Strategies to Promote Consumption of Green Tea

in the USAPresentation 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