Issue link: https://read.dmtmag.com/i/491356
44 STiR tea & coffee industry international ute information that keeps the business dynamic and successful. Multi-million dollar Steeped Tea, the other major success story in Canada, is a direct-sales business offering loose leaf teas, tea wares, and tea gifts. Established in 2006 by Tonia and Hatem Jahshan, the Hamilton-based company has recruited 3,000 consultants to hold 'tea parties' in private houses across the country at which potential customers taste and or- der teas. Parties typically generate $500 in sales. The company appeared on Drag- on's Den in 2012, landed a $125,000 for a 10% share deal from backers David Chilton and Jim Treliving, and has grown six-fold in three and a half years, expand- ing into the United States last year. It is the most successful venture ever funded by the Dragon's Den investors. Tea Festivals With a growing number of trainee tea sommeliers, an increase in the number of tea businesses, and the surge of interest in tea across the country, local tea festivals are now attracting high numbers of visitors who want to taste, learn, and participate in all sorts of tea-related activities. In Toronto, organizer and participant Tao Wu of Tao Tea Leaf explained that, "the idea of a festival grew out of the desire to promote tea culture and share tea knowledge and experience. The first Toronto Tea Festival was held in 2013 and everyone was surprised by the success of the event. More than 1200 attendees attended the one-day event – far more than we thought would come. There were seven different tea lectures given by tea experts, including one from Montreal and one from U.S., and we also held the beautiful Korean and Chinese tea ceremonies. The Tea Ceremony Demonstrations also generated an interest in tea culture. In 2013 we had a long queue of people at the door so we're planning a much bigger, 2-day event for 2014." In Nova Scotia, the second Valley Tea Festival, held in October 2013, was orga- nized by Margot Bureaux , town councilor, tea specialist, sommelier, and consultant working in partnership with the Valley Regional Hospital Foundation. "The Hospital Foundation has the best and largest volunteer base I've ever worked with - they were tireless in their enthusiasm to put their very best forward. Various vendors had samples of tea many people have never tried," said Bureaux. This is great for the industry and helps showcase the true breadth and scope of tea. Those that attended were very pleased and enjoyed the event." There are plans for another festival, possibly in Hali- fax, in 2014 The 3rd Ottawa Tea Festival, organized by tea specialist and sommelier Kimiko Uriu, was held at the Ottawa Convention Centre on 23rd November 2013 and of- fered tea and chocolate pairings, iced tea and Virgin MarTEAni workshops, tastings of teas from all around the world, blending workshops, Japanese tea tastings, and Indian dance. Well over 1000 tea lovers browsed 35 booths and, says Uriu, "It's exciting to see the growth of the festival. So many tea lovers, performers, people from all over Canada came to experience the event." In Vancouver, Delano Tamborini and Sharryn Modder organized a festival deemed "an overwhelming success. We had a lot of great feedback from attendees about how the event really opened their eyes to how broad and diverse the tea world truly is," said Tamborini. "So many people said they found out about teas they'd never even known existed. We'll hold another festival next year, and hopefully annually for quite a few years after that," he said. The big crowds attracted are indicative of the surge of interest in one of the most enthusiastic tea drinking countries in the world. Tea festivals educate consumers.