Fresh Cup Magazine, providing specialty coffee and tea professionals with unique insight into the trends, ideas, products and people that shape their world.
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THE WHOLE LEAF Continued from page 67 FLICKR/MR.T IN DC as multi-chain units. Keating makes a compelling case that retail specialty-tea outlets will follow the same pattern as specialtyhealth food stores in the '60s and '70s and specialty-coffee shops in the '80s and '90s. Both industries had numerous mom-andpop shops that evolved into regional chains, and the TeavanaStarbucks example suggests that tea may be taking the same evolutionary step. • SPECIALTY COFFEE. The acceptance of tea within the world of specialty coffee has always been quite good. "Ninety-five percent of all specialty coffee shops carry tea, while less than onethird of specialty tea shops carry coffee," offers Keating. In fact, Palas notes that baristas are now showing greater interest in tea and a desire for the quality of the tea offerings to be on par with the coffee. As of today, tea is not a priority in many specialty-coffee shops, so a tremendous opportunity exists for growth within those outlets. EXCITING TIMES According to some of the industry's major players, tea has been the next big thing for quite a while. But the excitement we're now feeling is not unfounded—these are exciting times for tea lovers and investors alike. With Starbucks' purchase of Teavana and the subsequent investor interest in the profit potential of tea, we can expect the tea industry to reach all-time highs, and now is the time to prepare for this growth. NEXT ISSUE: Part two of this "The Whole Leaf " series will focus on the future of tea, offering startling statistics about the place of specialty tea within the specialty-coffee industry and giving retailers suggestions on how to take advantage of this tremendous growth opportunity. 68 Fresh Cup Magazine freshcup.com