Contents

TORAYA WAGASHI AT NEW YORK
TORAYA VISITS TGT LAKE FOREST
TEAWARE EXHIBITION MFA BOSTON
TGT GREEN TEAS AT ANDAZ RH
GREEN TEA TRENDS IN THE NEWS
SHINCHA 2012
THE "ART" OF SHIFUKU
WFMT BROADCASTS


March 2012
Volume 3, Issue 3






The Green Teaist Lake Forest Welcomes Spring 2012!




Greetings! 
 
Welcome to this issue of our newsletter.

              Lake Forest, Illinois                                                                              Beverly Hills, California






TORAYA WAGASHI SEMINAR

AT JAPAN SOCIETY NEW YORK  
 
  

  

  

 







TORAYA VISITS TGT LAKE FOREST


  

On March 21 and 22, 2012, the Japan Society of New York, in collaboration with the Food Editor of the New York Times, sponsored a sold-out program featuring the preparation of wagashi, a traditional confection of Japan usually reserved for special occasions. Mr. Kazuhiko Furumaki, General Manager, Kyoto Plant, Toraya Confectionery Co., and his senior staff were invited to New York to narrate and conduct the intricate process of making wagashi.

 

On Friday, March 23, In spite of his busy schedule and having just completed two entire days of exhaustive wagashi-making, Mr. Furumaki kindly paid a visit to The Green Teaist in Lake Forest. He brought with him samples of the wonderful wagashi which he had just made in New York. Under the guidance of Mr. Furumaki and the detailed instructions by Ms. Joyce Kubose, the famed tea master of the Urasenke School of the Tea Ceremony in Chicago, the TGT staff gained a better understanding of the exquisite wagashi and their proper pairing and preparation of the koicha (dark Matcha) and usucha (light Matcha) in the Tea Ceremony.

 

Toraya Yokan, the red bean, jellied confection which is more of an everyday confection, is considerably different from the wagashi which is prominently featured in the Tea Ceremony. Wagashi is traditionally more delicate, elegant and colorful, reflecting seasonal motifs. They are meant to be enjoyed with all of the five senses and made entirely from all natural ingredients, including different types of specially-grown red and white beans, made into different naturally-colored pastes, combined with special sugars, and then layered or sculpted into beautiful, edible works of art.

 

The preparation and presentation of culinary masterpieces, as is the case with wagashi under the expert supervision of someone like Mr. Furumaki, with over thirty years' experience as a master confectioner, is no less a performing art than a command performance of a piano concerto or an exquisite ballet. They have one thing in common, they exist only for a fleeting moment and the rest is the memory of an idealized art form. This is the essence of the Tea Ceremony's mantra, ichi-go ichi-e, "one time, one meeting," reflecting the transcience of each meeting, whether for tea or any other purpose, an event unique in time and never to be replicated. When the film "Forrest Gump" was released in Japan, it was subtitled "Ichi-go, Ichi-e," capturing perfectly its theme of Tom Hanks's interesting once-in-a-lifetime encounters.

 

        

   

MR. KAZUHIKO FURUMAKI - TORAYA CONFECTIONERY AT THE GREEN TEAIST L'ATELIER 


MR. FURUMAKI WITH TGT STAFF MEMBERS: IZUMI WATTERS, JOSEPH STELLNER AND AUBREY KONRATH





MR. FURUMAKI'S "WAGASHI" 
 

  

  

  

MS. JOYCE KUBOSE, URASENKE (CHICAGO) AND MR. FURUMAKI
 

   

  

  

MS. KUBOSE SHOWING PROPER HANDLING OF FUKUSA 

   

  

  

MS. KUBOSE DEMONSTRATES PROPER USE OF CHASHAKU

  

  

MS. WATTERS PREPARING MATCHA

  

  

MS. KONRATH PREPARING MATCHA FOR MS. SHIRLEE ENGLESE 

  

MR. STELLNER PREPARING MATCHA 

  

THE TEA CEREMONY CHAWAN WITH PERFECTLY PREPARED MATCHA

  


 
 

 
 
TEAWARE EXHIBITION "AN UNSPOKEN DIALOGUE WITH JAPANESE TEA" AT THE MUSEUM OF FINE ARTS, BOSTON

"An Unspoken Dialogue with Japanese Tea" has been organized to complement an exhibition and a series of programs focusing on the contemporary Japanese tea bowl to be held in the Boston community beginning spring 2011. Drawn from the extensive holdings of the Museum of Fine Arts' Morse Collection of Japanese Pottery and from several private collections, this show explores the rich tradition of ceramics, lacquerware, and bamboo that have been made for the preparation and drinking of tea (chanoyu) from the sixteenth century to the present day.

February 12, 2011 - September 23 2012






 

  

  

 

 

 

 

 

 

 

 

 

 

 

TGTŪ GREEN TEAS AT  

ANDAZ RH AFTERNOON TEA       

 

The acclaimed Executive Chef Jorge Chicas' Andaz RH restaurant in West Hollywood, California, has recently joined the roster of famed dining venues around the country featuring The Green Teaist's finest green teas. On the fabled Sunset Strip, the RH features French-California cuisine, ideally-suited for the fresh and sublime green teas of Kyoto. RH has selected a wide assortment of TGTŪ teas to be presented to its patrons and paired as part of their Afternoon Tea Selection..

 

 

 

 


 

 

 

 
"GREEN TEA GAINING
MARKET SHARE
IN THE U.S."




(Reprinted from, World Tea Expo Names Six Leading Tea Trends for 2012, by World Tea Expo 2012)

 

LAS VEGAS, March 1, 2012 - /PRNewswire/ -- Organizers of World Tea Expo, the largest and most prominent B2B event for the industry, pinpoint quality tea, growth in tea retail, cold brew green tea, green tea popularity, Matcha lattes and tea-enhancing wares as six of the key tea trends for 2012. World Tea Expo, which covers the latest retail developments, takes place June 1 - 3 at the Las Vegas Convention Center. Registration and information is available at www.WorldTeaExpo.com.

 

"At World Tea Expo, we always strive to stay one step ahead of emerging trends, so we can deliver a relevant event to participants that fuels business growth," says Kim Jage, sales and marketing director, World Tea Media, a division of F+W Media. "Each one of these six trends - as well as numerous other hot topics - will be addressed and explored during the Expo this year. At the event, attendees can: taste cold brewed green tea and the latest Japanese Matcha lattes; gain current knowledge regarding tea retail growth, supply chain transparency and FDA regulations; learn how to capitalize on tasting trends; and taste for themselves whether or not the newest tea ware on the market does in fact enhance the flavor of tea."  

 

Six Notable Tea Trends

Celebrating its 10-year anniversary, World Tea Expo is gearing up for its three-day exposition and educational conference, to help retailers navigate the critical trends and make key business decisions. The event caters to tea room owners, coffeehouse proprietors, retailers, foodservice and beverage professionals, spa managers, hoteliers and grocers. More than 4,500 delegates from around the world are expected to attend, to learn about the newest tea product launches and business issues, including these six trends for 2012:

 

1. Quality Tea on the Rise

World Tea Media, which also produces the North American Tea Championship, World Tea News and World Tea East, says, "The tea industry is educating tea consumers about quality, thus improving their palate and desire for better tea. We're still a bit behind here, but many retailers and manufacturers are making progress, and consumers are increasingly looking to buy better teas; they want to know what makes certain teas high quality rather than relying on the manufacturer's word or enticing packaging," explains Jage. "At the same time, industry members continue to discuss and ask one another, 'How do we internally define quality,' and that's fabulous. We're scrutinizing our own product; we're asking what Fair Trade really means; and we're asking if products calling themselves ready-to-drink [RTD] tea should contain a minimum of tea's total dissolved solids, or if tea-flavored sugar water should be allowed to call itself tea." Jage adds: "We're also seeing big tea buyers take notice of the high-quality winning teas from the North American Tea Championship, a professionally-judged tea competition. A win here means quality has been assessed by a third party professional, and that's making a significant difference for manufacturers when closing major deals."

 

2. Tea Retail Continues Its Upward Trend

The tea retail trend hit a nice stride in 2011, according to World Tea Media, and it will continue to move up quickly in 2012. Last year, for example, tea retailer Teavana launched its IPO and Canadian-based DavidsTea opened two retail stores in N.Y.C., adding to its line-up of 69 locations. Most recently, Starbucks Coffee Company hired tea-retail expert Charles Cain as its new vice president for Tazo tea merchants and operations, which leads to much speculation regarding Starbucks' plans to launch tea retail outlets. "At World Tea Expo, the industry is set to discuss the future growth of tea retail - and what will happen in 2012 - in a session called 'Will Tea Ever Be as Big as Coffee?'" says Jage. "Right now, in the United States, there are currently more than 25,000 coffeehouses and around 3,500 tea retail locations," she adds.

 

3. Green Tea Grows in Popularity

World Tea Media is also watching green tea move ahead of flavored and blended herbal teas, in terms of popularity. "No doubt due to its association with health and the preferences of ageing Baby Boomers and conscious Millennials, green tea is experiencing a growing consumer base, and that will continue this year," says Jage. According to Packaged Facts' Tea and Ready-to-Drink Tea in the U.S., 4th Edition, green tea is currently the No. 2 top flavor for U.S. tea product introductions (the No. 1 spot is blended teas). Among households purchasing loose leaf tea, green tea edges out herbal and fruit/spice teas with black tea as No. 1. The study notes that green tea is the No. 1 selected specialty tea product selected by customers at restaurants and retail establishments.

 

4. Tea-enhancing Tea Wares

Glassware maker Reidel creates some of the finest wine glasses and decanters, and it's said that these special glasses make a significant difference in the taste of vino, bringing out the depth, flavor and balance. And now, as the general populous continues to build a sophisticated palate, innovators are emerging and looking at ways they can enhance the tea drinking experience on a more sophisticated level. "Not only are more and more tea enthusiasts embracing particular tea tools to steep specific tea types, we now have contemporary ceramic tea ware to enhance a particular tea type's taste," explains Jage. "Reidel wine glasses changed the way we drink wine, and World Tea Media suspects that this cup philosophy will begin to change the way we drink tea in 2012." Jage notes that this trend is starting with advanced tea drinkers and spreading to the everyday consumer - just how it did with Reidel and wine drinking.

 

5. Cold Brew Green Tea

Cold brew green tea is expected to be big in 2012, cites World Tea Media. Last year, Japanese manufacturer Yamashiro Bussan Company launched the first cold brew green tea at World Tea Expo. This year, branded cold-brew green tea takes the stage, including Swirl Tea, by Breezy Springs LLC. Breezy Spring products are already sold in Whole Foods Markets and Publix Supermarkets, to name a few. "World Tea Media predicts that with Swirl Tea's cold brewed green tea on grocery store shelves, there will be a larger consumer base and awareness for this product category in 2012," says Jage. "Imagine the delight consumers will have when they realize they can enjoy green tea without worrying about over-steeping it or water temperatures causing the tea to taste like burnt grass."

 

6. Matcha Lattes (Real Ones)

Unlike the poor quality Matcha lattes that have "crashed and burned" in the past, there are now superb product offerings in the market, according to World Tea Media. All of these use real and high-quality Japanese Matcha, blended with minimal sugar but packed with flavor, such as AIYA America's Matcha Zen Cafe Blend. "Matcha lattes are already wildly selling in Canadian foodservice establishments," reveals Jage, "and I suspect the time has come for American restaurants to catch on in 2012. They are easy to make, require no additional equipment, taste delicious and are packed with the nutritional benefits of Matcha. They're certainly a wonderful alternative to over-roasted coffee after a lovely dinner."  

 

Tea Growth in 2012 & Beyond

On the whole, tea continues to grow in the marketplace. According to projections from Packaged Facts, in their study Tea and Ready-to-Drink Tea in the U.S., 4th Edition,tea retail market growth will edge up from approximately 6.6 percent in 2012 to 8.7 percent in 2014, reaching $8.3 billion in that year. World Tea Expo presenter David Sprinkle, research director for Packaged Facts, notes, "The horizon for tea indeed looks bright. Factors spurring continued overall growth of the tea market include: the success of refrigerated and RTD tea; the acquisitions of Honest Tea and Sweet Leaf Tea that will continue to expand the distribution channels for these and other organic and specialty brands; the rapid expansion of specialty tea retailers such as Teavana; increased emphasis by Starbucks and other coffeehouses on their tea offerings; the sustained promotion of tea by the big restaurant chains, led by McDonald's; the proliferation of tea rooms and other tea offerings at foodservice; the continued recognition by consumers of tea's healthy properties and their switch to tea from carbonated soft drinks."

 

                                                                                                  

   

 




SHINCHA 2012



  The Green Teaist will receive the first shipments of Shincha 2012 from Kagoshima and Kyoto, respectively, in late April/ early May.  The term "Shincha" or "New Tea,"  is generally used to denote the year's first harvest or "first flush". Shincha embodies the essence of spring, with its herb-like quality and refreshing astringency, due to the concentrated nutrients residing in the tender new leaves which the tea plants have stored up during winter dormancy. The result is a much-coveted taste of spring. The Shincha harvest is celebrated in Japan with fanfare comparable to the fall Nouveau Beaujolais in France. In Japan, the tradition states that if a person is fortunate to drink tea harvested of the new leaves picked on the 88th day after the spring equinox (February 4), that person can enjoy a year of good health! Mark your calendars and plan to enjoy a revitalizing cup of Shincha this spring.  

 

 

    

  

 




THE "ART" OF SHIFUKU

 

 
 
 

  

                                                  

                                                  

 Chaires, ceramic jars, are used to hold only the koicha (the most concentrated form of matcha) and the shifuku is the silk pouch in which the chaire is kept. When the chaire is being used in the Tea Ceremony the cord of the shifuku is tied into a figure eight (pictured above), signifying that it is empty. 

                                              

 

 

 

  

 

 






PLEASE STAY TUNED

  

  

 

  

Beginning May 1, 2012, The Green Teaist will resume its broadcasts of information on green teas on WFMT 98.7 FM, the oldest classical music station in America with a Midwest regional audience of 450,000, and a "WFMT.com" audience of over 250,000 in the California and New York markets. We will be featured several times each week, including weekends. The first airing in this series will feature the following script:

  

 

  

"In 1904, Tenshin Okakura, Curator at the Boston Museum of Fine Arts, and author of the classic 'The Book of Tea,' wrote this ode to spring and green tea:

 

Meanwhile, let us enjoy a sip of tea ...

The afternoon glow is brightening the trees,

The waters of the stream are bubbling with joy,

The rustle of pines may be heard in the kettle...

Let us dream of beauty and evanescence,

And contemplate the incredible foolishness of things.

 

While The Green Teaist cannot promise bubbling streams and rustling pines, it can provide the ultimate, pure green tea experience at its Lake Forest Salon. Come, sip green tea at The Green Teaist, and browse its collection featuring more than 25 types and grades of pure green teas ... elegant tea accessories, and gifts. Visit The Green Teaist at 647 Bank Lane -just off Market Square in Lake Forest."   

 



 

 

Please let us know if you like these airings.  We will plan to bring interesting information to the WFMT audience and let our loyal customers know that we are supporting the arts in this media market.


 

 

  

 
                                                  

                               

 


 

 

 

 



The Green Teaist / 647 Bank Lane / Lake Forest, Illinois 60045 /