News: US Tea Council Launches Calm-A-Sutra Promotion

DRINK TEA. WIN $20,000. EXPERIENCE THE

"CALM-A-SUTRA OF TEA"
Tea Council of the USA, Inc. launches $20,000 Nationwide Scholarship Competition with Celebrity Spokesperson Megyn Price of the CBS Hit Sitcom, Rules of Engagement

May 9, 2008 - NEW YORK, NY - The Tea Council of the USA, Inc. announced today the launch of the 2008 Calm-A-Sutra of Tea™, a nationwide scholarship competition awarding one creative student $20,000 towards their education, in an effort to introduce America's young people to the health-related benefits of drinking tea.

The Calm-A-Sutra of Tea is a nationwide search for the most unique and creative way or depiction of drinking tea, specifically black, green, white or oolong tea, all from the Camellia sinensis plant, explained in a one-to-two minute Internet video that incorporates some aspect of tea's many health-related benefits.

As the world's most widely consumed beverage (next to water), tea is great tasting and calorie-free. It contains flavonoids that are believed to be health-protective antioxidants, which ultimately make drinking tea part of a satisfying, healthy lifestyle.

"While educating the public on the emerging science supporting the health-related benefits of drinking tea is one of the Tea Council's main objectives, we also strongly support America's young people seeking a higher education," said Joe Simrany, President of the Tea Council of the USA. "With rising tuition costs, the Calm-A-Sutra of Tea scholarship competition is an ideal vehicle for this Internet generation to pursue in their search for financial aid for the upcoming 2008-2009 school year."

The Tea Council of the USA, Inc. has partnered with sitcom star Megyn Price of the CBS hit series Rules of Engagement as the official Calm-A-Sutra of Tea celebrity spokesperson. Price, a new mom and big fan of healthy foods and beverages plus nutritious cooking, supports the Tea Council's platform on educating young Americans about the health benefits of drinking tea through the immensely popular and ever-growing trend of using online video as the newest form of mass communication.

"As a new mom, I believe education is crucial to a happy future for our children and our country," said Price. "I funded my own education in large part with outside scholarships, without which I never would have been able to graduate from college. I am so proud to be working with the Tea Council in support of education in America and to promote the many health benefits of tea."

The participant who submits the most creative and unique video, which emphasizes the health-related benefits of drinking black, green, white or oolong tea, will be selected by a panel of Tea Council representatives to receive a scholarship of $20,000 paid directly to the school or educational institution on the winner's behalf.

All entries must be original Internet videos created by the entrant and must contain at least one valid message regarding Tea's health-related benefits, specifically black, green, white or oolong tea. Open to legal residents of the United States and Puerto Rico, who are at least 16 years of age, all entries must be received electronically at www.teausa.org/calmasutra no later than midnight on Wednesday, August 6, 2008.

Final judging will be conducted by a panel of representatives of the Tea Council of the USA, Inc. based on the following criteria: HEALTH-RELATED MESSAGE (50%; Entry must contain at least one valid message regarding Tea's health-related benefits, specifically black, green, white and oolong tea), CREATIVITY (20%), INDIVIDUALITY (20%) and POPULARITY (10%). Entries that contain any nudity, sexual content, inappropriate language, unsuitable behavior or adult material will be automatically discarded and not considered for submission.

For more information, please visit www.teausa.org/calmasutra.

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ABOUT THE TEA COUNCIL OF THE USA:

The Tea Council of the USA is a non-profit association that was formed in 1950 as a joint partnership between tea packers, importers and allied industries within the United States, and the major tea producing countries. It functions as the educational arm of the tea industry with a primary goal of increasing overall awareness of tea by providing information about its many positive attributes. One of the Council's primary objectives is the dissemination of key scientific findings about tea to the public. The Tea Council does this in several ways including: funding scientific meetings to bring tea researchers from around the world together to share key information and identify next steps for future research projects; and working with health organizations and international scientists to disseminate information about potential positive health effects of tea consumption on a public level. Additional efforts of the Tea Council include outreach to the health professional community, support and monitoring of key scientific meetings internationally, and ongoing interaction with leading tea researchers.

Sri Lankan Tea Estates Roll the Dice in Las Vegas

at 2008 Specialty Estate Tea of the Year Competition

The Sri Lankan Specialty Estate Tea of the Year Competition to be held at the

World Tea Expo in Las Vegas on June 1, 2008

LAS VEGAS, NV, May 6, 2008 – The Specialty Tea Registry, the Tea Association of the USA, and the Tea Council of the USA announced today that the 2008 Specialty Estate Tea of the Year Competition, focusing on estate teas from Sri Lanka, will be held in conjunction with the World Tea Expo in Las Vegas, Nevada on June 1, 2008.

The primary objectives of the Sri Lankan Specialty Estate Tea of the Year Contest is to raise general awareness for Specialty Teas from Sri Lanka and the many health benefits associated with drinking tea, as well as raising money for Tsunami relief efforts through an auction of the estate teas immediately following the competition.

“We are thrilled to be bringing the best of the best tea that Sri Lanka has to offer and to have the opportunity to showcase it in this exciting venue,” said Ranjith Abeykoon, Acting Director of Promotions for the Sri Lankan Tea Board. “With the devastation that our country has faced in recent years, it is a joy to be able to bring one of our most successful and delightful commodities to the American public and at the same time raise money for relief efforts in our homeland.”

Solid evidence is mounting that drinking tea can inhibit cell damage that leads to cancer, cardiovascular disease and other chronic diseases. Black, green, white and oolong tea, which are all from the Camellia sinensis plant, have comparable health benefits; these benefits are conferred whether the tea is served hot or over ice.

“It’s wonderful to see Americans discovering and enjoying specialty estate teas from Sri Lanka and other tea-producing countries. Like fine wines, these single estate teas have so much to offer in terms of flavor variations and unique characteristics,” stated Joe Simrany, president of the Tea Council of the U.S.A. “In addition to its great taste, tea can be an important contributor to an overall healthy lifestyle. It provides certain scientifically-supportable, disease-preventive health benefits, contains flavonoids that are believed to be health-protective compounds, and is a calorie-free beverage, making it appealing on many levels.”

The event will take place at the Mandalay Bay Hotel (Palm B on Level 3 of the South Convention Center) on Sunday, June 1, 2008. The day's activities will consist of the following components:

9:30 – 11:00 AM Formal judging of the finalist entries from each of seven (7) different growing regions within Sri Lanka
9:30 – 11:00 AM Ongoing Commentary concerning the judging process and relevant facts concerning each growing region as it is being judged
11:00 – 12:00 PM Tea Break/Recess
12:00 – 12:30 PM Announcement of the winning teas including the overall winner and opportunity for the audience to view and taste each tea
12:30 – 1:00 PM Auction of the individual region winners as well as the overall winning tea.

The Specialty Tea Registry first held an Estate Tea of the Year Competition in conjunction with the Tea Association of the USA Annual Convention in October 2002. The event introduced the concept of buying tea by the Estate, stimulated competition amongst individual estates throughout Sri Lanka, encouraged more estates to improve the quality and quantity of the Specialty teas that they produced, and raised awareness amongst tea buyers and consumers within the United States.

For more information regarding the Sri Lankan Specialty Estate Tea of the Year Competition, please visit www.pureceylontea.com. For more information about tea, or the role of tea in a healthy diet, please visit www.teausa.org

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ABOUT:

The Tea Council of the USA is a non-profit association that was formed in 1950 as a joint partnership between tea packers, importers and allied industries within the United States, and the major tea producing countries. It functions as the educational arm of the tea industry with a primary goal of increasing overall awareness of tea by providing information about its many positive attributes. One of the Council’s primary objectives is the dissemination of key scientific findings about tea to the public. The Tea Council does this in several ways including: funding scientific meetings to bring tea researchers from around the world together to share key information and identify next steps for future research projects; and working with health organizations and international scientists to disseminate information about potential positive health effects of tea consumption on a public level. Additional efforts of the Tea Council include outreach to the health professional community, support and monitoring of key scientific meetings internationally, and ongoing interaction with leading tea researchers. For more information about tea, or the role of tea in a healthy diet, please visit www.teausa.org.

The World Tea Expo® is a robust marketplace that brings together hundreds of new products, the latest industry innovations and relevant, cutting-edge educational sessions, providing tea professionals with a one-stop opportunity to help drive their business, fuel industry growth and encourage further exploration of the art and science of tea. As the first and fastest growing North American trade show dedicated solely to the tea industry, the World Tea Expo® attracts more than 4,500 leading tea professionals, merchandisers, R&D executives, scientists and entrepreneurs annually. The World Tea Expo® is produced by SFG Group LLC, headquartered in Las Vegas, NV. For more information, visit www.worldteaexpo.com.

Other Research Links Drinking Tea to Weight Management and Reduced Risk of Heart Disease, Certain Cancers & Diabetes

WASHINGTON, DC, September 18, 2007 – Leading scientists from around the world convened today in Washington, DC for the Fourth International Scientific Symposium on Tea & Human Health to review the latest findings on the potential health benefits of tea, including studies on how it may help maintain a healthy body weight, control blood sugar and even help us think more clearly. New studies adding to the body of knowledge regarding the comfort beverage’s potential ability to reduce risk for several chronic diseases, such as heart disease and certain cancers were also presented.

The results of several ongoing human trials presented by John Foxe, Ph.D., Professor of Neuroscience, Biology and Psychology at City College of the City University of New York, have found that theanine from tea actively alters the attention networks of the brain. Theanine is an amino acid present almost exclusively in the tea plant. After drinking tea, the amino acid theanine, which is present in Green, Black and Oolong varieties, is known to be absorbed by the small intestine and cross the blood-brain barrier where it affects the brain’s neurotransmitters, and increases alpha brain-wave activity. This alpha brain rhythm is known to induce a calmer, yet more alert, state of mind.

Dr. Foxe and his team used electrophysiological measures to monitor brain activity after individuals drank solutions containing either 250 mg theanine or placebo. The subjects were asked to complete a variety of attention-related computerized tasks. “Our results showed that after having theanine, individuals showed significant improvements in tests for attention and that activity in cortical regions responsible for attention functions was enhanced,” said Dr. Foxe.

New research in Dr. Foxe’s laboratory, the Cognitive Neurophysiology Laboratory at the Nathan S. Kline Institute for Psychiatric Research in Orangeburg, New York, suggests that the effects of theanine in combination with caffeine are even greater than with either one alone in improving attention. Theanine may work synergistically with caffeine to help induce a more calming, relaxed state, but one that allows the mind to focus and concentrate better at tasks. A cup of tea contains an average of 20-25 mg of theanine.

“What’s more, we have seen that just 20 minutes after consuming theanine, the blood concentrations increase and the brain’s alpha waves are impacted. It lasts about three to four hours, which we have speculated may be why people tend to drink a cup of tea every three-to-four hours during the day,” added Dr. Foxe.

Numerous studies have concluded that diets rich in fruits and vegetables support the body in fighting neurological decline through antioxidant mechanisms associated with their high flavonoid content. However, the importance of polyphenolic flavonoids in supporting healthy brain cells appears to go beyond the simple oxygen species scavenging, involving pleiotropic effects on numerous biological pathways to help keep human brain cells from dying and even help repair them when they are subjected to insults that damage the cells’ DNA.

Human epidemiological and new animal data from around the world suggest that drinking tea, especially rich in catechins, may help support the brain as we age. Indeed, tea consumption is inversely correlated with the incidence of dementia, Alzheimer's disease and Parkinson's disease, which may help to explain why there are significantly lower incidence rates of age-related neurological disorders among Asians than in Europeans or Americans.

Dr. Silvia Mandel, of the Eve Topf Center for Neurodegenerative Diseases in Israel, has been studying the effects of tea on brain functions in laboratory and animal models for over a decade. Her most recent studies, presented at the symposium, looked at animal models of neurological diseases such as Parkinson's and Alzheimer's. Her group provided an amount of purified EGCG equal to about two to four cups of Green Tea per day to animals with induced Parkinsonism as part of their diet to evaluate how their symptoms improved or progressed. They found that when the animals are fed Green Tea EGCG, the polyphenol appeared to prevent brain cells from dying, and showed improvements in reducing compounds that lead to lesions in the brains of animals with Alzheimer’s disease.

According to Dr. Mandel, "not only may the EGCG help prevent brain cells from dying, it appears that the polyphenol may even rescue the neurons once they have been damaged, to help them repair. In the past, it was thought that once brain cells were damaged, there was no way to repair them. The major question is whether these promising results are reproducible in humans."

The latest data provide further evidence of tea’s role in helping individuals maintain good health and vitality. Research scientists from top medical institutions in Asia, the Middle East, Europe and North America gathered to share their new data.

Some of the other exciting findings presented at the Fourth International Scientific Symposium on Tea & Human Health relevant to public health were:

· Tea flavonoids may improve cardiovascular health by reducing inflammation and improving blood vessel function;

· Tea drinking may play a role in gene expression that is involved in cancer cells;

· Tea may play a role in shifting metabolism to favor weight loss and better manage blood sugar levels;

The symposium, which was sponsored by the American Cancer Society, American College of Nutrition, American Medical Women’s Association, American Society for Nutrition, The Linus Pauling Institute and the Tea Council of the U.S.A., was held at the United States Department of Agriculture (USDA). Leading researchers from around the world joined American scientists in presenting the latest clinical, laboratory and epidemiological data on the role of tea in promoting healthfulness and reducing the risk of disease.

“The list of health benefits associated with tea consumption continues to grow. And, unlike medications, there are no known medical reasons not to enjoy tea as part of a healthy diet and lifestyle, ” said meeting co-chair, Jeffrey Blumberg, Ph.D., Professor, Friedman School of Nutrition Science and Policy and Director, Antioxidants Research Laboratory, Jean Mayer USDA Human Nutrition Research Center on Aging at Tufts University, Boston.

“The scientific community around the world is making tremendous advancements in better understanding the mechanisms by which tea may reduce risk for heart disease, certain cancers, type II diabetes, and help maintain neurological function. Researchers are finding out exactly how bioactive compounds in tea exert their positive effects on human health,” commented co-chair Lenore Arab, Ph.D., Professor of Internal Medicine at the University of California, Los Angeles.

With over two-thirds of the U.S. adult population overweight or obese, scientists are looking for medically sound ways to help consumers manage their weight. One area of intense research is Green Tea and tea catechin polyphenols specifically. To clarify the status of the research to date, Eva Kovacs, Ph.D., Clinical Research Manager at Unilever North America, reviewed the existing scientific literature on Green Tea, weight loss and metabolism. Dr. Kovacs reviewed several research studies conducted in recent years that suggest that Green Teas rich in catechins may aid in weight management by reducing body fat and in particular visceral fat, possibly through increased resting energy expenditure and fat oxidation. “A few studies have found modest benefits on metabolism from Green Tea extract, but more research is needed before recommending drinking Green Tea as a ‘fat burner,’” said Dr. Kovacs.

Since Green and Black Tea can be enjoyed without added calories, tea drinkers may find that they can eliminate liquid calories in their diet by drinking tea in lieu of sugar-laden beverages that are nutrient-poor but calorie-rich. Dr. Kovacs warned consumers that Green Tea products are no magic bullet for weight loss and Green Tea should be included as part of an overall diet and exercise strategy to achieve a healthy body weight.

Studies Suggest Tea Consumption Tames Inflammation, Improves Blood Vessel Function

New research presented by Claudio Ferri, M.D., Professor of Internal Medicine at the University of L'Aquila in Italy provided additional insights into how tea flavonoids provide support for cardiovascular health by promoting healthy endothelial function. In his studies, subjects were given either low, intermediate or high doses of tea flavonoids and then the researchers measure endothelial dysfunction via flow-mediated dilation of the brachial artery and arterial stiffness. "Our studies have found that tea flavonoids improved endothelium-dependent vasorelaxation and decrease arterial stiffness in study participants, thereby suggesting that tea consumption may have favorable effects on cardiovascular disease."

These new developments in artery endothelium research add to the growing body of evidence suggesting that drinking as little as two to four cups of tea daily can promote cardiovascular health in several different ways. Tea flavonoids are thought to support cardiovascular health through several mechanisms, including: providing antioxidants to help temper inflammatory markers such as C-reactive protein; reducing blood cholesterol levels; and providing dilation of blood vessels to help manage blood pressure.

Results from tea intervention trials on the role of Green Tea on the prevention of cancer provided insights into the cutting edge field of nutri-genomics, or how gene susceptibility toward chronic diseases can be altered through dietary interventions. Iman Hakim, M.D., Ph.D., M.P.H., Professor and Interim Dean of the Mel and Enid Zuckerman College of Public Health and Professor at the Arizona Cancer Center, University of Arizona, has conducted several human clinical trials over the past decade on the role both Green and Black Tea may play in certain cancers. Her latest human clinical trial suggests that bioactive compounds in tea have a significant effect on genes that impact cancer susceptibility and repair from environmental insults.

"The good news is that we are seeing that Green Tea is impacting genes that play a role in cancer, but we cannot at this point pinpoint who will be responders versus non-responders," noted Dr. Hakim. “In addition, our recent preliminary data show a beneficial effect of Green Tea on lipid profile among smokers and former smokers. Therefore, since there is no known downside of consuming tea, and it may be beneficial, there's no reason not to recommend drinking it.” Dr. Hakim's lab is currently analyzing the study data to determine if Black Tea has similar effects to Green. The amount of tea that Dr. Hakim recommends is at least four cups per day.

Flavonoids are a type of antioxidant that are known to be biologically active and are found primarily in plant-based foods and beverages, including fruits and vegetables, chocolate, wine and tea. Intake of flavonoids has been inversely associated with the incidence of many chronic diseases, including cardiovascular disease and certain cancers. While research is ongoing to fully understand the roles of flavonoids in human health, they are thought to exert their health benefits, in part, due to their antioxidant capacity.

Using the latest national food consumption databases and the USDA flavonoid Database, Michigan State University researchers were able to differentiate tea drinkers from non-tea drinkers and analyze their diets, based on diet recalls, for flavonoid intake. “We found that just over 21 percent of U.S. adults drank tea and that the total flavonoid intake of tea consumers was more than 20 times higher than flavonoid consumption of non-tea drinkers,” explained lead researcher Won Song, Ph.D., R.D. Professor of Human Nutrition at Michigan State University.

Tea drinkers averaged nearly 700 mg flavonoids while non-tea drinkers averaged about 33 mg per day. A cup of tea contains approximately 125 mg flavonoids, which is more than most non-tea drinkers consume in an entire day.

It’s not surprising to many researchers who study plant-based foods that ongoing scientific studies into the health benefits of drinking tea has led to a robust body of literature that is very promising. Plants are known to have potent bioactive compounds, which is why diets rich in plant-based foods are known to support the body’s fight against many chronic conditions associated with aging. Research continues to show that tea contains bioactive compounds that have biological roles within human cells.

“The data presented at this year’s symposium extends the apparent benefits of tea beyond reducing the risk for cardiovascular disease and cancer to new facets of health. Preliminary studies suggesting an effect of tea on neurological function, inflammation, and weight maintenance add to the robust science already demonstrating that tea is healthful beverage,” said Dr. Blumberg. New results from nutrigenomic research should help identify those individuals who will benefit the most from drinking tea. Experimental and clinical studies like these are continuing to expand our knowledge about tea and human health.

This information is not intended for use as a substitute for consultation with a qualified medical practitioner, medical treatment or medical advice. If you have symptoms of any illness, or a known disease, it is essential that you see your doctor without delay. You are unique, and your diagnosis and treatment must be individualized for you by your own doctor.

Tune in to the CBS Early Show on Monday, June 4 for another segment to announce the winner. The segment is slated to air at approx 8:50 a.m. EST. For more information, read below and visit the following website to see the gallery of video submissions. www.teausa.org/calmasutra/gallery.cfm

“The Calm-A-Sutra of Tea is a nationwide search for the most unique and creative way to drink tea while explaining what health benefit of tea appeals to the participant.” “This campaign is designed to reach a younger audience and to engage this group to talk about how and why they drink tea while generating widespread publicity across all tea drinking audiences”, says Joe Simrany, President, Tea Association of the USA, Inc. (www.teausa.org )

“The program is a national scholarship competition which encourages participants to submit a homemade 1-2 minute video clip showing how and why they drink tea.” Prizes include a $20,000 scholarship, trip to NYC, and tea in NYC.

For more information about the campaign, how to submit your video clip, entry form, and rules, visit www.teausa.org/calmasutra beginning on Monday, April 30, 2007. Final judging will be conducted on or before June 1, 2007.

Check out this video clip with Justin Guarini, spokesperson for the Calm-A-Sutra Promotion from the CBS Early Show on April 30:

Justin Guarini is a young, widely recognized individual who is part of the popularity of the American Idol phenomenon.*

*Justin, who is an avid tea drinker, was the first runner up in the first American Idol Season and was voted the #1 male singer in the United States at that time. Currently, Justin is a co-host on the TV Guide Channel’s – Idol Chat – program that discusses the current season.

Send mail to info [at] theteahousetimes.com with questions or comments about this web site. Copyright © 2003-Present The Tea House Times™, LLC Last modified: 07/02/08

Send mail to info [at] theteahousetimes.com with questions or comments about this web site.
Copyright © 2003-Present The Tea House Times™, LLC Last modified: 07/02/08