The digital Tea & Coffee World Cup is fast approaching

I cannot believe that it is already August, but it is, which means that Tea & Coffee World Cup is only weeks away! Our first virtual conference debuts 8 September but registrants will have one month following the launch to view all the presentations. The digital Tea & Coffee World Cup (TCWC) will be a combination of lectures and skill-building classes, as well as a virtual exhibition hall.

Our stellar speakers all have highly informative, engaging and enlightening presentations planned. The roster includes:

  • Rona Tison is the executive vice president of corporate relations at ITO EN’s North American operations. ITO EN is Japan’s #1 green tea brand and the world’s leading purveyor of premium and sustainably grown green tea and healthy beverages. Tison also serves on the Board of the Tea Association of the USA and the Tea & Health Committee, the US-Japan Council and Advisory Board of the Global Tea Initiative at University of California, Davis, was the first woman to receive the John Harney Lifetime Achievement Award and is fluent in Japanese. Her presentation, entitled “The Evolution & Globalization of Japanese Green Tea,” will discuss the surging global popularity of green tea and matcha.
  • William “Bill” Murray is president and chief executive officer (CEO) of the National Coffee Association, U.S.A. (NCA), a role he has held since June 2014. He leads NCA’s advocacy, regulatory, and member support activities on behalf of the hundreds of coffee-focused organisations that comprise NCA’s membership. Prior to joining the NCA, Bill was CEO of the Public Relations Society of America (PRSA). Previously, Bill worked in Hollywood for more than 20 years, including as executive vice president and co-chief operating officer at the Motion Picture Association of America (MPAA), which represented the multinational entertainment industry in more than 70 countries. Murray’s presentation, “Coffee, The Original Superfood: Challenges and Opportunities Communicating the Coffee & Health Message,” will examine the overwhelming scientific research evidencing coffee’s healthy attributes and the stigmas and misinformation that continually surround the beverage.
  • Matthew Barry is a senior consultant at global market intelligence firm, Euromonitor International, where he specialises in global beverage industry trends, with a particular focus on coffee, tea and alcoholic spirits. While the pandemic did not stifle consumers’ love of coffee and tea, it did change how and where the drinks were consumed — and purchased. His presentation, “The Lasting Effects of Covid-19 on Coffee and Tea,” will analyse the change in consumer consuming and purchasing behaviour and offer a post-pandemic outlook for the beloved beverages.

Our popular skill-building classes also return to TCWC, digitally, of course, but still educational and entertaining. The coffee classes will be run by Coffee Consulate, and the tea, by the UK Tea Academy.

  • Dr Steffen Schwarz is managing director of the Hamburg, Germany-based Coffee Consulate, which he founded in 2005 to meet the increasing demand for training. In addition to extensive workshop programs, the company is engaged in research and product development, and manufactures barista tools, teaching and analytical materials. Dr. Schwarz is the author of numerous scientific journals and regularly teaches as a guest lecturer of food management-related studies at the Cooperative State University in Heilbronn and at the University of Hohenheim.
  • Dr Dirk W. Lachenmeier is state-certified food chemist, toxicologist, and director of the official coffee control laboratory for the German State Baden-Württemberg. He studied food chemistry and carried out his PhD research in Forensic Toxicology at the University of Bonn. Dr. Lachenmeier joined the Chemical and Veterinary Investigation Agency Karlsruhe (CVUAKA), Germany in 2003, and has served as director of the department of plant-based food since 2012. He regularly contributes to working groups of the monographs program of the World Health Organization’s International Agency for Research on Cancer (IARC), including the working group on coffee consumption.
  • Dr Schwarz and Dr Lachenmeier will host two skills classes for TCWC. The first, “Myths about Cold Brew Coffee” will explore why there are so many wrong ideas and beliefs on cold brew and how to create a good one. The second, “Innovative Coffee Products made from Coffee By-Products,” will highlight how other parts of the coffee plant can change the life of the farmer and the consumer.
  • Carri Hecks is the head of brewing and a tutor for the UK Tea Academy. She currently teaches a sensory and practice online course, and part of the tea sommelier course. Her interest in all things culinary has led to a keen knowledge of tea use in cooking and cocktails. She is also judge for the Guild of Fine Food’s ‘Great Taste Awards.’ For TCWC, Hecks is hosting, “Creative Cocktails and Marvellous Mocktails.” The class will show participants how to create a variety of fun cocktails – and mocktails – all of which use tea as a base. (I audited a similar class she held in July for the UKTA—it was a lot of fun and it made me thirsty!) A second skills class, “The Art of Brewing,” will teach proper brewing methods for a variety of teas (black, green, white, etc.)

We hope you will be able to join us on 8 September, or throughout the following month (ending 8 October) for Tea & Coffee World Cup. To register, or for more information, please visit:

There is still time to exhibit or sponsor, so if interested, please contact Chris Seldon: [email protected].


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