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Selling Tea For Health: The Power of Talking About Tea and Health

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Speaker: Babette Donaldson

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Selling Tea For Health: The Power of Talking About Tea and Health

  1. 1. Selling Tea For Health: The Power of Talking About Tea And Health Presented by Babette Donaldson author of The Everything Healthy Tea Book World Tea Expo Booth #1121
  2. 2. WTE Health Topics: Wednesday • Selling Tea For Health: The Power of Talking About Tea and Health • Tea By Intuition • The Healing Power of Tea: Ancient Roots & Scientific Branches • Beyond Antioxidants: Real Functional Benefits of Tea
  3. 3. WTE Health Topics: Thursday: • Emerging Hot Issues in Current US Tea Market • Wellness Teas: What you need to know to safely, effectively and legally blend and Market tea and herbs • UncertainTEA: Helping consumers navigate tea choices for optimum health and sustainabiliTEA • Tea’s Dynamic Duo – Caffeine and Theanine
  4. 4. WTE Health Topics: Friday • Tea and Yoga • The Organic Ecosystem • Herbal and Medicinal ‘Tea’ - Safely Navigating the New Market • The Beau’tea of Tea – Revitalizing Skincare with Tea
  5. 5. This session is not a lesson on the health benefits of tea. http://positivemed.com
  6. 6. It is about deciding how important tea health is to your marketing . . . . . . what’s possible and practical for you . . . and then using it to sell more tea. for =
  7. 7. What is the power of the health message?
  8. 8. Engraving by Peter Paul Rubens, 1638 From Wikipedia “Let food be your medicine and medicine be your food” Hippocrates of Kos Father of Western Medicine 460 BC
  9. 9. FDA controls the ways we sell food and drug products • Created 4 categories of health claims • Send warning letters to violators • Hear proposals for new claims Is this a curse or a blessing?
  10. 10. • Learning curve • Staying current • Training staff There’s an enormous volume of health information about tea and developing expertise is challenging and time consuming.
  11. 11. • Media exaggeration • Professional carelessness • Sounds too good to be true! What’s too much of a good thing?
  12. 12. Variables for using tea-health marketing:  Who you are  What you do  How much you enjoy it  How much it will increase income
  13. 13. http://vector.me/browse/450502/scale_vector_clipart How do we measure the IMPORTANCE, VALUE & RISK of using the tea-health message?
  14. 14. We need to know what consumers want to know about tea-health - - - - and how important it is to them? Take a poll?
  15. 15. Measuring the IMPORTANCE, VALUE & RISK #1 #2
  16. 16. Google Keyword Search for Tea Health
  17. 17. What’s trending in tea? Check the tea blogs - www.blogmetrics.org/
  18. 18. As an industry, are we generating the reason to search? & How are we establishing professional credibility?
  19. 19. We’re in a state of discovery, creativity and experimentation about how to use tea’s health information.
  20. 20. The devil’s in the details
  21. 21. Food & Drug Administrations Define & Control Health Claims The FDA defines health claims as -- “any claim made on the label** or in labeling of a food, including a dietary supplement, that expressly or by implication . . . characterizes the relationship of any substance to a disease or health-related condition.” 21 CFR 101.14(a)(1) ** Use of the word "label" includes websites, shelf displays, brochures as well as product packaging.
  22. 22. U.S. FDA Defines 4 Categories of Health Claims 1. Health claims that meet significant scientific agreement and are approved for use 2. Qualified Health Claims - wording is specific and, in the case of tea, sounds like a disclaimer and warning to customers. For example, one qualified claim that is allowed ends with the sentence, "Based on these studies, FDA concludes that it is highly unlikely that green tea reduces the risk of breast cancer."
  23. 23. U.S. FDA Health Claims – continued 3. Nutrient content claims - details a precise quantity of specific nutrients 4. Structure/Function claims for dietary supplements and conventional foods - does not mention a disease and must include a disclaimer warning customers.
  24. 24. FDA Warning Letter (handout)
  25. 25. The Learning Curve What you (and your staff) need to know about tea and health.
  26. 26. What you need to know and understand about the health benefits of tea:
  27. 27. Some Basic Vocabulary: Amino Acids Antioxidant Apoptosis Blood-Brain Barrier Caffeine Catechins EGCG - Epigallocatechin gallate Flavanoids Free Radicals Fluoride L-Theanine Oxidation Organoleptic Polyphenols Theaflavins Theanine
  28. 28. Some diseases being researched:• Aging • Autism • Cancer (many types) • Cardiovascular Diseases • Autoimmune Disorders • Chronic Fatigue Syndrome • Diabetes • Anxiety and many other mental health issues • Alzheimer’s & Other neurodegenerative diseases • Hyperactivity • Obesity • Parkinson’s • Sickle Cell Disease
  29. 29. Professional Continuing Education: World Tea Academy
  30. 30. Tea & Health Hype There is a danger to your credibility if you inflate the health benefits of tea. There is a danger to your authority and credibility if you inflate what you know and can do. Giving yourself an undeserved title. We confuse consumers with inconsistency when we should be educating with quality, well-researched and well organized information.
  31. 31. If we can’t talk about the health benefits of tea, then what CAN we say?
  32. 32. What CAN we say? On Packaging & Shelf Tags: • List and describe ingredients thoroughly • Add information about season of harvest, growing region, the grower and social consciousness, name of the plantation (sometimes relevant for herbs as well). • Freshness and quality control.
  33. 33. What CAN we say? In your tearoom: • Keep a bookshelf • Schedule events • Invite speakers that address “safe” topics
  34. 34. What CAN we say? Content of Printed Brochures: • Images that suggest health and wellbeing • Mention your personal commitment to quality. • Detail your professionalism. Introduce yourself as a tea professional and mention education (including your interest in the health benefits of tea.)
  35. 35. What CAN we say? On Your Website: • Make an extensive About Me/Us page that includes personal belief or experience with tea and health. • Refer to other resources: books, bloggers, associations, etc. • Include books and materials on tea health as inventory in your store. • Careful references to health – not specific to disease
  36. 36. What CAN we say? On Your Website: • Product images: use images that suggest health and quality. • As much as possible, feature the freshness. Give accurate information about harvest. • Tea beauty products. • Tea homecare products. • “Calm-A-Sutra”, “The Tea Song” by Yorkshire tea and other humorous YouTube videos.
  37. 37. What CAN we say? On Social Media: • Post your educational experiences – like Expo! • Repost reliable articles on tea health. • Re-tweet reliable articles on tea health. • LinkedIn experience and education. • Review books and sources on tea health. Be critical and careful.
  38. 38. LinkedIn
  39. 39. What CAN we say? Become A Public Speaker: • List your professional training. Keep it current. • Repost reliable articles on tea health. • Re-tweet reliable articles on tea health. • Review books and sources on tea health. Be critical and careful. • Speak at Fundraising Tea Parties.
  40. 40. What CAN we talk about? Tea As An Alternative Beverage: • Substitute one brewed cup of tea for a soda. • Fresh leaf vs. danger of packaged beverages. • Concerns about artificial flavorings and colorings
  41. 41. What CAN we talk about? Non-disease health issues – such as: • Family crises • Loneliness • Isolation • Addiction to technology • STRESS!
  42. 42. . . . the source of much illness & disease Stress - Stress & More Stress “Further, stress increases the level of an immune system protein called interleukin-6 (IL-6), which has direct effects of most of the cells in the body and is associated with many disorders, including diabetes, arthritis, cancer, osteoporosis, Alzheimer’s disease, periodontal disease, and cardiovascular disease. IL-6 has also been linked to frailty and functional decline on older adults.” Prescription for Nutritional Healing - 4th edition Phyllis A. Balch CNC
  43. 43. What CAN we say? Be Interviewed for Local Media: • Answer their questions about tea and health. • Explain FDA concerns and need for caution. • Share personal experience about something like “feeling better” rather than specific disease. • Explain the science-y side of tea ingredients.
  44. 44. What CAN we say? Use disclaimers to acknowledge the issues and protect yourself.
  45. 45. Use Disclaimers: “The material presented in this class is not intended as a substitute for the medical advice of physicians. Its intention is solely informational and educational and may not be construed as medical advice. Please consult a medical or health professional in respect to any symptoms that may require diagnosis or medical attention. F+W, the author and the instructors are not offering or rendering medical opinions or otherwise engaged in the practice of medicine.” . . . . . Justin J. Prochnow, GreenbertTraurig Sample Disclaimer suggested for World Tea Academy’s Health & Tea Advanced Class
  46. 46. What CAN we do? Petition for Qualified Health Claim
  47. 47. THE POWER OF PARTNERSHIPS Image from FDA.gov.
  48. 48. http://www.teausa.com/14634/fifth-international-scientific-symposium U.S. Tea Association
  49. 49. Symposium Research Summaries • Global Association between Tea Consumption & Cardiovascular Disease • Interactions of black tea polyphenols with the human microbiome • Tea consumption and Risk of Cardiovascular Disease • Attention Benefits of tea • Effects of black tea with and without a fat load on vascular function in mildly hypertensive volunteers • Does Tea Prevent Cancer? An Update on Laboratory & Clinical Studies • Mechanisms of Action of Tea Polyphenols • Green Tea and Bone Health: From Bench to Clinical Trial • Cancer Prevention by Green Tea: Evidence from Epidemiological Studies http://www.teausa.com/teausa/images/Speaker%20Abstracts.pdf
  50. 50. U.S. Tea Association 2009 Winner “A Cuple of Tea”
  51. 51. Tea Association of Canada
  52. 52. Tea Association of India
  53. 53. Tea Association of Sri Lanka
  54. 54. Tea Association of the United Kingdom
  55. 55. International Society of Tea Science www.teascience.org/
  56. 56. Tea Business Websites & Newsletters
  57. 57. Specialty Tea Bloggers • T Ching • World of Tea • Lainie Sips • Tea Guy Speaks • Walker Tea Review • Bigelow Tea • MattChas Blog • The Voice of Tea • The Half-Dipper • Heaven of Tea
  58. 58. Wikipedia
  59. 59. Celebrities Michael Pollen
  60. 60. Celebrity: Dr. Oz
  61. 61. Celebrity: Oprah file://localhost/.file/id=6 571367.30486806
  62. 62. Celebrity: The Today Show Website
  63. 63. Government Agencies:
  64. 64. http://www.grandparents.com/health- and-wellbeing/health/health-benefits- being- social?utm_source=newsletter&utm_m edium=email&utm_campaign=nl765 Articles from reputable sources:
  65. 65. Wrap It Up Box from Apple https://itunes.apple.com/us/app/wrap-it-up-box/id294488907?mt=8
  66. 66. What is the Power of Tea & Health? • History • Infancy of Industry • Rapidly Evolving • Diversity • Broad Reach • Depth • Volume of Research • Global • Cultural Connections • Partnerships • Popular in Media • Public Perception • Tea is Being Branding • Believable Truth
  67. 67. Change the story and you change perception; change perception and you change the world. Jean Houston A Passion for the Possible
  68. 68. What really sells more tea? (What word does this define?) : the confident quality of someone who knows a lot about something or who is respected or obeyed by other people : a quality that makes something seem true or real
  69. 69. Authority
  70. 70. What is your authority? : the power to give orders or make decisions : the power or right to direct or control someone or something : the confident quality of someone who knows a lot about something or who is respected or obeyed by other people : a quality that makes something seem true or real
  71. 71. What can you do to grow your own authority on the health message?
  72. 72. Selling Tea For Health: The Power of Talking About Tea And Health Presented by Babette Donaldson The Everything Healthy Tea Book www.EverythingHealthyTea.com Babette@BabetteDonaldson.com World Tea Expo Booth #1121

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