Tea was known to Chinese for more than 5000 years. But this wonderful beverage became popular in Europe just few centuries back. Today, Europe is mainly a coffee drinking region. But still there are so many tea lovers who are so passionate on speciality tea. As Tea & Coffee Trade Journal had reported, The European Tea Society is changing the name to the European Speciality Tea Association (ESTA), effective 1 July. This change happens following an overwhelming vote by the association’s members at the Annual General Meeting on 20 May 2020.

According to the European Specialty Tea Association, the reason behind the name change is to more accurately reflect the nature and purpose of the association as below:

• The word ‘association’ is an inclusive and contemporary word, one that aligns with the values of the organisation, which are inclusive.
• The word ‘association’ describes much more accurately what the organisation is, which is a members association.
• Specialty Tea is very much at the heart of what the organisation does and believes in. It is enshrined in the association’s charter and mission and is now appropriately reflected in the name.

ESTA will provide and participate in a range of international events which engage the specialty tea community and promote tea excellence.

The logo will remain unchanged to assist promoting consistency and continuity, there will be significant changes in many areas of the association, such as a new three-year strategic plan that will continue to foster the association’s growth.

The association will be starting a major membership drive to reach new and potential members across Europe. It will also be introducing new membership categories: one for producers in tea growing countries, and one for a new type of person in the tea community, the tea barista.

ESTA aims to recruit members in some new regions such as Russia. Once the world starts to get back to some sort of normality, ESTA will attend events around Europe in order to promote the association, promote specialty tea, engage with local tea communities, gain new members and deliver knowledge. The association also stated that it is looking to increase the number of competitions that it organizes.

“Education and research are at the very core of the association’s value and mission, and we will be working extremely hard on our initiatives here, helped and supported by our growing team of volunteers,” mentioned David Veal, executive director of ESTA, in a statement.

For those interested in becoming members of the European Speciality Tea Association or for more information, visit: www.specialityteaeurope.com, email: hello@specialityteaeurope.com or call: +44 (0) 1244 515610.

Learn More About ESTA: https://www.europeanteasociety.org/

View More Latest Tea News + Articles: https://www.teawithnipun.com/

References

1. Main Source: https://www.teaandcoffee.net/news/24731/european-tea-society-becomes-european-speciality-tea-association/
2. Association Website: https://www.europeanteasociety.org/