Tea & Coffee World Cup kicks off today!

After months of planning, we can finally say — Tea & Coffee World Cup launches today! Although our first virtual conference debuts 8 September, registrants will have 24/7 access to the site, including all presentations, for one month following.

The digital Tea & Coffee World Cup (TCWC – hashtag #TCWorldCup21 on social media) is a combination of lectures and skill-building classes, as well as a virtual exhibition hall. Our speakers (their full bios are available here) all have highly informative, engaging and enlightening presentations planned. Presenters include:

  • Rona Tison, executive vice president of corporate relations at ITO EN’s North American operations. ITO EN is Japan’s leading green tea brand and the world’s leading purveyor of premium and sustainably grown green tea and healthy beverages. Tison’s presentation, entitled “The Evolution & Globalization of Japanese Green Tea,” discusses the surging global popularity of green tea and matcha.
  • William “Bill” Murray, president and chief executive officer (CEO) of the National Coffee Association, U.S.A. (NCA). His presentation, “Coffee, The Original Superfood: Challenges and Opportunities Communicating the Coffee & Health Message,” examines the overwhelming scientific research evidencing coffee’s healthy attributes and the stigmas and misinformation that continually surround the beverage.
  • Matthew Barry, senior consultant at global market intelligence firm, Euromonitor International, specializing 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,” analyzes the change in consumer consuming and purchasing behaviour and offer a post-pandemic outlook for the beloved beverages.

Of course, our popular skill-building classes also return to the digital TCWC. The coffee classes will be run by Coffee Consulate and CVUA Karlsruhe 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 Dirk W Lachenmeier is state-certified food chemist, toxicologist, and director of the official coffee control laboratory for the German State Baden-Württemberg. He 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.

Dr Schwarz and Dr Lachenmeier are hosting two skills classes for TCWC. The first, “Myths about Cold Brew Coffee” explores 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,” highlights 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, where she currently teaches a sensory and practice online course, and part of the tea sommelier course. For TCWC, Hecks is hosting, “Creative Cocktails and Marvellous Mocktails,” which shows participants how to create a variety of fun cocktails – and mocktails – all of which use tea as a base. A second skills class, “The Art of Brewing,” teaches proper brewing methods for a variety of teas (black, green, white, etc).

Additional presentations are being offered by Petra Overall, export manager, Oxalis and Amaia Cowan, Futamura.

We hope you will be able to join us today – 8 September – for Tea & Coffee World Cup’s launch, or over the course of the following month. It’s not too late to register so please visit: www.tcworldcup.com so you may have 24/7 access through 8 October.


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