How to tavern the Tea Tavern

This book details the current requirements and processes for obtaining tea tavern supplies should be based on the the purpose/mission (vision?) statement/ultimate goal of the Tea Tavern:

The Tea Tavern brings people towards a happier, healthier life. 
We currently do this best through community creation and education that is facilitated by tea.

General Business Supplies

General Business Supplies

Expectations of General Supplies

For all products

Work with the financial team to determine how much of what products can be ordered.

For products without specific requirements

We can log in to their website using the corresponding credentials to make the order.

Vendor Prioritization

The Tea Tavern's order of priority for determining which product to purchase for the given purpose:

  1. Eco-friendliness
    1. Can it be composted OR recycled (both)?
    2. If not, can it be composted?
    3. If not, can it be recyclable and made of recycled materials?
    4. If not, can it be recycled?
    5. Is it clear what is least damaging to the people we serve (including the environment they live in?)
    6. If the above is too unclear to make a determination, take the best, and move on to the next priority item.
  2. Price/Effectiveness (Needs to be balanced)
    1. Does it get the product to our customers effectively?
      1. If it gets rained on, will the product be okay?
      2. If it gets crushed, is the product okay?
      3. If it gets hot, will it melt?
    2. Is it the cheapest we can find that fulfills our needs?
    3. To reduce shipping costs, can we get the same or similar things from the same vendor at the same time as other products?
  3. Design
    1. Can it be customized?
    2. Does it look nice?
    3. Is the quality of the product higher than the others? (Do not spend too much time on this)
  4. If all the above are ordered, and it comes down to more than one option, then take the relevant information and ask leadership to decide further priorities.
General Business Supplies

List of Current Viable Suppliers


Possible future options may have

General Business Supplies

Tea Packaging

The Tea Container

Currently, we use Kraft bags with an aluminum laminate inside (small sized), and the compostable pouch from Elevate Packaging (medium sizes). When the small bags are all used and done, they will become the same as Elevate Packagings.
There are many suppliers for what appears to be the exact same bag.
Is there a difference? (needs to be researched)

Based on Elevate Packaging's catalogue, they are compostable. Are they also Recyclable (ideal)?
Based on the Kraft Packaging Store's catalogue, they are aluminum foil (laminate?) within kraft paper.

Labels for Tea Containers

General Business Supplies

Shipping Supplies

Shipping tape

We currently order compostable shipping tape from the following places:

Reasoning for the above vendors:

Shipping Labels

Elevate packaging and pure labels' products are the same on this one.
Each are entirely compostable.
If something else is being ordered from one of these vendors, try to get these labels into the same order to save on shipping costs.

Shipping Boxes

Cardboard boxes are compostable, making most of the work pretty simple. The concern is mostly the ink (toxticity?), and if the cardboard has a covering. 
If price allows (mostly killed by shipping costs), order from Arka.com. They help make sure the Ink is okay and can give a good description of what the price will be for a variety of boxes in bulk, and are the most likely to ship in an ecologically friendly way.

Current options:

Stamp Ink 

Algae-based ink from EcoEnclosed.
https://www.ecoenclose.com/algae-stamp-ink/

Reason: non-toxticity for composting. 
For more information: https://www.ecoenclose.com/blog/how-algae-ink-is-changing-the-industry/

General Business Supplies

Remaining Areas of Consideration


Printer ink for printing tea bag labels

They are currently using general printer's ink. We don't know anything about it, besides that it is used in old HP printers.
Should someone find a solution, please email quests@tea-tavern.com.

There currently exist considerations for prioritizing recyclability over compostability, due to requirements of certain compostable products. The desire is home compostability, but some products require composting facilities to compost within 8 (or more?) months.

 

Packaging Paper for Tea

Grass People Tree use a particular paper to wrap their tea, then stuff into bags, for the purposes of protection of tea and maintaining breathability.
This is something to look into, in the future, as it may be a worthy replacement or addition to box packaging

Expectations of Tea Supplies

Our ultimate goal is to help people achieve a better, healthier life. To do that, we need to begin by accepting and working with a potential customer's current state and environment. So what is the most effective way to achieve this?

Expectations of Tea Supplies

Reasoning and Prioritization Matrix: Does it taste good to people who enjoy high quality tea?

The Tea Tavern understands that cultural and habitual changes take place over long expanses of time. As such, we recognize that sustainable practices are vital in ensuring this business is able to operate for a lengthy period.

To grow a community of tea drinkers, we must ensure our farmers are able to grow healthy teas for generations. 

As a result, we prefer to work with vendors that make an honest effort to adopt sustainable practices. We acknowledge the economic necessity of certain ultimately unavoidable practices that may not be ideal. Still, the Tea Tavern will attempt to support tea farmers who farm with an eye toward creating a sustainable environment for our community, the planet, and even their own plantations, understanding that these practices are the key to continued long-term growth.

Currently, when selecting tea inventory, the Tea Tavern makes decisions within the following context: 

The Tea Tavern aims to improve people's lives and encourage them to consume healthier beverages like Tea Tavern teas, so people must voluntarily change their habits. 

As numerous research studies have found, there a number of ways to help people create new, healthier habits using proven methods pulled from behavioral science. 

The current environment, coupled with the knowledge that to improve people's health and general well-being, drinking quality tea would have to become habitual, the Tea Tavern founders decided their starting point was high-quality teas. High-quality teas share many of the same aspects as alcoholic beverages and even soda: they come in a wide variety of flavors, have an established culture around them, and can be seen as an indulgence. This offers some degree of familiarity that opens the door to habit creation. 

This is true on a more granular level as well. Just as wines improve with age (and often increase in price as a result), or are demarcated by the year of their source crop or vineyard, teas also gain pedigree from these factors. Just as a red wine bottle of Pasa Robles 2020 may be coveted, so too is a Taiwanese oolong tea from 2017. 

Coffee lovers can be discerning about their roasts, possibly preferring a light roast over a dark roast, for example. Similarly, there are different methods used in tea processing that may also be preferred by discerning consumers, such as white teas or sheng pu-erh teas. 

Taste, of course, is the ultimate factor when most people are choosing what beverage to drink. Here, too, tea offers just as wide an array as other less healthy options. Just as some people prefer a sweet wine over a dry wine, or a lager rather than a stout, tea drinkers often prefer different amounts of various aspects, such as grassier teas, more flowery teas, or fruitier teas.

These aspects of tea culture help tea seem a bit familiar even to the uninitiated. Offering only the highest quality tea not only elevates the experience when someone enjoys it but also helps mitigate the potential negative impact of disliking a tea. For example, if someone tries a grassier tea but doesn't enjoy it, they can still be pointed to a fruitier tea with a completely different taste profile that they will enjoy. Thus a poor initial exposure to tea does not become a ruinous experience but instead becomes a starting point for discovery of personal preference. 

With low-quality teas, an uninitiated tea drinker may have a distasteful experience with all varieties and stop exploring the tea world altogether. They may even grudgingly decide that while they can see the appeal for other people, tea simply does not appeal to them. Higher quality teas offer a greater opportunity to generate interest in tea; instead of "all tea" not tasting good, a new tea drinker will have the opportunity to try, say, a dark fruit tea such as plum and realize there is more exploration to be done.

It is worth noting that the Tea Tavern can become so successful it eventually becomes a ubiquitous beverage product within a given area. However, the Tea Tavern needs to accept that change occurs over time and be willing to invest that time to continue the mission.

If it is discovered that other products on the market are, in fact, better in health benefits and quality than the Tea Tavern's products, then the Tea Tavern must adapt and embrace change to continue its mission. And, if Tea Tavern products do not better people's lives or somehow are causing more harm than improving health, then this business should not exist.

TLDR: The Tea Tavern's highest priority when determining if to sell tea is if the tea tastes good.

Expectations of Tea Supplies

Reasoning and Prioritization Matrix: Is the tea likely to be healthier?

Assessing the relative healthiness of a tea is made within the following context: 

In light of the above and the vast array of various tea varieties that exist, how does the Tea Tavern determine whether tea is the best, healthiest possible choice for both the tavern's patrons and the community as a whole?

The Farming Process

As the tea plant (Camellia Sinensis) ages, some people describe the flavor of the prepared leaves to have a different, more complex flavor, than the younger plants do. The Tea Tavern hasn't been able to find the the oldest tea plant nor an estimated life span but did find that some, still living plants, have an age estimate of over 1000 years old.  As a result, if we aim to ensure that tea trees live healthy lives for as long as possible, it is essential to avoid practices that harm their ability to thrive. An example of this may be draining nutrients from the soil, a practice employed by (QUEST: find research) wheat or cacao farms.

Pesticides

Using pesticides means there is a proven risk that those pesticides may be transferred to the tea and, ultimately, ingested by the tea drinker. It is a deeply studied and well-recorded fact that the ingestion of excess pesticides harms human health.

Additionally, the chemical composition of what we eat can have a strong impact on how it tastes.

This is why the use of pesticides in tea farming is believed to cause tea drinkers to become ill from drinking the tea. The tea plant absorbs the pesticides, which can not be removed from the leaves after harvesting and remain in the tea leaves. Brewing subsequently releases the pesticides into the beverage when the tea is brewed.  Not only do the pesticides impact the taste of the tea, but they also increase the risk of harm to our tavern patrons.

To remove this risk and also maintain the highest possible standards for taste, the Tea Tavern does not purchase teas that are grown on farms that use pesticides.

Fertilizers

The excess use of fertilizers in tea production has long been an issue researchers and tea farmers have struggled to address. Many studies have been conducted to find safer ways to fertilize tea cropsWhile many organic fertilizing methods appear to be decreasing the harm to the environment and potential risk of chemical ingestion by tea drinkers, the risks of excess fertilization in tea from around the world remain.

Additionally, excess fertilization alters the chemical makeup of the tea plant itself, adding chemicals that would not be present in an organic plant. This is not inherently problematic, but it is nearly impossible to assess the specific fertilizer being used or its full impact on the tea plant itself. For example, if a plant is provided additional nutrients to foster increased or faster growth, and it does grow more, this will likely change the amount of "healthy" chemicals a plant would normally produce or use. And, the more of the plant there is -- i.e., plant biomass -- the more resources are needed to maintain the plant, meaning the amount of healthy chemicals a plant can organically produce is literally spread thinner. This can result in a tea that is not only "different," but less potent.

Aggressive Pruning 

In line with the concept of decreased potency from the plants, another harvesting practice used to accumulate more leaves is pruning tea plants in such a way the volume of tea leaves produced increases. An example of this is called "tipping". Tipping is the removal of the terminal bud and the top few leaves of a shoot. This method encourages the growth of lateral branches, increasing the bush's leaf production capacity. There are, however, several methods of pruning tea plants, each with various benefits and drawbacks. For tea pruning to be beneficial to the plant, the correct method should be employed. As a result, the farmed teas that have low amounts of harvesting practices used, we will add "low intervention" into the name or description.

Even when a correct pruning method is selected, however, in large-scale operations where volume is prioritized over general plant health, it is safe to assume that the resulting tea will be less potent. Instead of energy being expended on the complex chemical processes that give tea leaves their flavor, the tea plant is required to almost constantly produce new growth and expend its chemical resources over a larger volume of leaves. 

Given the large impact of each of these farming variables on the resulting tea product, the Tea Tavern always attempts to learn as much as possible about the farming methods used by source tea plantations.   

Alternately, as exemplified by our wild-grown plant offerings and low intervention offerings, we may source some teas that have not been exposed to pesticides, fertilization, or aggressive pruning at all. 

Heavy Metals 

To Be Researched. If you want to help tavern keepers research this aspect, email quests (a) tea-tavern.com

Widely Held Beliefs About Tea Health Benefits 

Tea and Caffeine

Similarly, there is always caffeine in tea (camelia sinensis) unless it is chemically removed.

So, any chemical health benefits tea offers will always be offset by an increase in caffeine consumption. In this way, tea becomes similar to medicine in that one should always ask whether the "benefits" of drinking tea are significant enough to accept any possible negative impacts. 

Ultimately, this is up to the individual to decide, but the Tea Tavern is focused on improving people's health and well being. 

If the trade-off between increased caffeine consumption and health benefits associated with that particular tea is not clearly better for a person, it should not be portrayed as a "healthier choice." With this said, some people may have truly experienced the benefits of the tea in question firsthand and have deemed it worth any potential negative impacts. In that case, we can make recommendations based on that foundation of knowledge. 

For individuals who have a serious concern about or reason to avoid caffeine, it's important to note that a healthier tea may have more caffeine than other comparable, less healthy teas. They should not be offered the caffeinated tea option in this case, even if it is, in some ways, healthier. It's quite possible that, for these individuals, true tea (camellia sinensis) is not a better beverage.

This is why the Tea Tavern also offers beverages made from other plants such as camellia crassicolumna, a cousin to the tea species that has not been found to contain caffeine, or Roobios, leaves from a red bush in Africa that have many healthy benefits but are also naturally caffeine free.  

Green Tea and Longevity 

Some research, much touted in the media, indicates that green tea may increase a person's longevity due to its ability to reduce the risk of often terminal conditions. It is worth noting, however, that in many of these studies, an unreasonably large amount of green tea has to be consumed daily to receive the potential health benefits. 

For this reason, the Tea Tavern does not encourage consuming green tea to obtain its oft-cited health benefits.

TLDR: The Tea Tavern prioritizes products that are comparatively more healthy than other options that may be more widely available or that simply possess fewer health benefits. 

Expectations of Marketing Practices


Expectations of Marketing Practices

Marketing Agencies

Expectations of Marketing Practices

Methodologies

Health Benefits

If health benefits are referenced in marketing, then the Tea Tavern must be able to provide an easily accessible place to obtain the referenced research proving that the health benefits are real and obtainable with the consumption of the specified tea or type of tea in quantities that are at normal/average levels.

We can mention what people say and believe about tea, but if there is no evidence that we can reference proving a particular benefit, then the marketing piece must specify this in some way, such as by writing "Patrons tell us..." or "People believe that...".

Expectations of Marketing Practices

Overarching Marketing Playbook

1. BRAND IDENTITY

2. TARGET CUSTOMER + COMPETITOR ANALYSIS

3. MARKETING CHANNELS + CONTENT STRATEGY/ONLINE PRESENCE

5. LAUNCHING A MARKETING CAMPAIGN

6. INFLUENCER MARKETING AND PARTNERSHIPS

7. CUSTOMER/COMMUNITY ENGAGEMENT + RETENTION

8. EVENT MARKETING

9. STRATEGIC GROWTH

10. MEASURE YOUR RESULTS















Expectations of Marketing Practices

Instagram Growth Strategy

KEY FEATURES OF INSTAGRAM

  1. Posts (In-Feed): permanent content that appears on your profile
    • Best for showcasing brand identity and products, announce launches
  2. Stories: temporary content that disappears after 24 hours
    • best for behind the scenes or interactive content
  3. Reels: short, engaging videos idea for storytelling, tutorials or trends
    • reels help increase visibility as IG promotes these to wider audiences
    • similar color palette and tone as photos, use overlays or consistent fonts, ensure the reel's cover aligns with your overall feed
  4. Highlights: Saved stories organized into categories on your profile
    • Great for FAQ's, about us section, product tutorials, customer testimonials, highlighting events, partnerships or press features

BEST PRACTICES

Expectations of Marketing Practices

Important Marketing Acronyms + Terms

 

 

General Marketing Acronyms + Terms

Digital Marketing Acronyms + Terms

Social Media Acronyms + Terms

Email Marketing Acronyms + Terms

Analytics Acronyms + Terms

E-Commerce Acronyms + Terms

A/B Test

 

Expectations of Marketing Practices

Pinterest Strategy

1. Set Up a Business Account

2. Develop a Pin Strategy

3. Create Engaging Boards

4. Focus On Content that Drives Engagement/Sales

5. Leverage SEO

7. Utilize Pinterest Analytics

8. Use Pinterest Ads for Amplification

9. Engage with Your Audience

10. General Marketing Strategies

 

Expectations of Software Services

All inclusive chapter for software used by the Tea Tavern. For example: website, storage software, operating systems, music services, and similar.