National Tea Day has partnered with European Coffee Expo 2019 to create tea led content to engage executives from across the hospitality industry.

The partnership will see National Tea Day co-host a dedicated tea theatre within the new European Tea Expo zone for the first time.  This development is expected to boost the tea element of the event to meet the sector’s need to improve its tea offering and maximise customer satisfaction, sales and profitability.

John Bednall, CEO, European Coffee Expo said: “European Coffee Expo is a show for stakeholders from all over the beverage industry where tea is a fast-growing part of the product mix and working with National Tea Day positions tea in a leading light.”

Diaz Ayub, commercial director at National Tea Day said: “Tea is at a critical time in its hospitality journey. Venues are realising they need to upgrade their offering and are seeking new knowledge to help them do this. European Coffee Expo has shown a real commitment to creating genuinely innovative tea content.”

Tea has seen a huge premiumisation in the past two years with consumers increasingly demanding a better-quality product and experience and are prepared to pay more for it.  It follows the trend of coffee which has transformed into a premium artisan product.

Diaz adds: “The sessions will feature tea masterclasses, seminars and pairings so attendees can understand how tea can become more profitable. A well thought out tea strategy can see increased yield, improved footfall and most importantly happier customers.”

He added: “We strongly recommend that tea brands embrace this as the forum where they can meet buyers who have a real commitment to offering a better type of hot beverage to their consumers.”

European Coffee Expo is taking place at London Olympia on the May 21 & 22, 2019.

National Tea Day takes place every year on April 21 and is the official day in the UK to celebrate our love of tea.

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