BERLIN INTERNATIONAL
TEA CONFERENCE
VOICES OF TEA
One day for the people shaping the tea industry
6 NOVEMBER 2026
10:00–19:00
BETONHALLE · SILENT GREEN · BERLIN
B2B EXHIBITION & TASTING
TEA
GALLERY
Meet tea producers, companies
and professional partners from
across the international tea industry.
Fujini Tea
Matcha Producer · Kyoto
Formosa Tea
Oolong Tea · Traditional Craft
Dancing Tea Europe
Specialty Tea Powders
Chen Yuan Hao
Boutique Pu-erh · Aged Tea
aiya-THE TEA
Organic Matcha ·
Japanese Green Tea
He Yin Hao
Pu-erh Producer · Yunnan
Wasserhaus
Water Filtration Expert ·
Tea & Drinking Water
t-Magzin
Tea Culture · People · Perspectives
Tierra Zen
Japanese Lifestyle Goods
Teepapst
Tea Expert ·
Japanese Tea & Matcha
Flow Inverse Tea
Cooperative Producer ·
Enshi Yu Lu
SHANTERRA
Direct Sourcing · Chinese Tea
Satemwa Tea Estates
Estate-Grown Tea · Malawi
Niepoort & Freunde
Kombucha · Wine Culture
Marufuku
Seicha Producer · Shizuoka
Kien Yu Tea
Organic Oolong Tea ·
Taiwan
CONFERENCE PROGRAMME
A full day of talks, conversations and professional exchange across the international tea industry.
AGENDA
Voices of Tea: From Source to Market
The Berlin International Tea Conference 2026 brings together producers, retailers, brands, buyers, experts and industry professionals to explore how tea moves from origin into the European market.
Across talks, panels, case studies and participatory Focus Forums, the conference looks at business practice, sourcing, market development, quality, knowledge translation, innovation and new ways of reaching tea consumers.
Conference Team
Olaf Tarmas
Conference Moderator
Founder & Editor-in-Chief,
t-Magazin
Stefanie Bluhm
Conference Coordinator
Berlin Tea Festival
Organized by Berlin Tea Festival
Registration & Arrival
Registration, badges and arrival of conference guests.
Voices of Tea: From Source to Market
A brief introduction to the day's programme and its key themes.
Building a Specialty Tea Business in Europe
How can specialty tea be successfully sourced, curated, positioned and communicated in the European market?
Tea retailers and industry professionals share practical experience on sourcing and portfolio development, different business models, positioning, customer understanding, market communication and long-term strategy.
Elke Werner / Founder & Owner, TEERAUSCH
Macey Tsang / Co-Founder, YUMM CHA
Maximilian Frick / General Manager, Mount Everest Teas (invited)
Jakub Klemmer / Co-Founder & Operations Manager, InfiniTea Leave
Tea Break & B2B Exchange
Time to meet fellow professionals and B2B exhibitors.
10 Tea Vitals from the Sources: Lessons for Tea’s Future
Drawing on years of field experience and encounters with tea producers and communities at origin, Jeff Fuchs reflects on the knowledge, values and realities that risk being lost as tea moves from source to market.
Key question: What must not get lost on the way from source to market?
Tea Break
Language, Sensory Perception and Communicating Tea Quality
How do language, terminology and sensory descriptions shape our perception of quality, origin and taste?
This contribution explores the relationship between language, sensory perception, and the ways in which tea and its quality are communicated to consumers. Drawing on examples from the European and Chinese tea markets, it examines how vendors describe flavour, quality, and origin, which terms and trends are commonly used, and how such descriptions shape our expectations and the way we experience tea.
Tea Break
Meet the B2B Participants
B2B exhibitors briefly introduce who they are, what origins, products, services or expertise they bring, and which professional contacts they are looking to meet.
The introductions provide a quick overview of who is in the room and help participants identify relevant contacts for B2B exchange.
BIO Grab & Eat · Light Lunch
Enjoy a selection of organic finger food with seasonal highlights, complemented by light snacks and fresh fruit. A relaxed break to recharge, connect with fellow participants and exchange ideas before the afternoon conference sessions.
Behind the Tea Shelf: Sourcing, Quality and Trust from Origin to Market
An origin-based supplier's perspective on sourcing, quality and long-term partnerships.
From direct buying and producer-traders to intermediaries and European wholesalers, Peter Lee compares the practical realities of different sourcing models, including quality, consistency, communication, documentation and long-term supplier relationships.
Expert Talk
Peter H. Lee
In Conversation
Peter H. Lee & Olaf Tarmas
Tea Break
Translating Tea Knowledge for the European Market
Three case studies from very different tea contexts address the same question: How can complex tea knowledge become understandable, credible and valuable in the European market?
Introduction
Olaf Tarmas
Introduction to the three case studies and their shared question.
Pu’er, Time and Trust
Chen Huaiyuan · Founder, Chen Yuan Hao
A perspective on time, storage, value creation and trust in aged Pu’er tea.
Beyond “Chinese Green Tea”
June Zhu · Managing Director, Flow Inverse Tea
Enshi Yulu as a Case of Origin, Processing and Market Understanding
How can a highly specific regional tea identity be understood in a market where it remains largely unfamiliar?
Enshi Yulu offers a case study in how a distinctive regional tea, shaped by origin, processing and sensory character, can be introduced and understood in a market where it is still little known.
From Commodity to Specialty?
Wouter Verelst · Marketing & Business Development Manager, Satemwa Tea & Coffee Estate
Lessons from Malawi on Value, Risk and Market Reality
Wouter Verelst looks at Satemwa's experience in Malawi and the realities of moving from commodity structures towards specialty markets, including pricing, risk, value at origin and long-term relationships with European buyers.
Moderated Conversation & Key Takeaways
The three speakers discuss what European buyers and audiences often misunderstand, how trust is built, and how complex realities at origin can be communicated without being oversimplified.
The conversation concludes with key takeaways for European tea professionals.
Tea Break & B2B Exchange
Time to meet fellow professionals and B2B exhibitors.
From Hype to Category
Thomas Grömer looks back on the development of Matcha in Europe and the long road from an unfamiliar product to an established category.
He discusses consumer habits, distribution, market education, long-term vision and the risks that come with rapid growth. Which lessons may be relevant for new tea formats entering the market today?
Tea Break & B2B Exchange
Transition to the Focus Forums. Time for a short break, choosing your Focus Forum and moving to the respective discussion area.
Interactive Industry Discussions
Choose one of two parallel Focus Forums and join the discussion.
Focus Forum 01 · Tea Corner
More Visibility for Specialty Tea – But How?
Focus Forum 02 · Tea Lounge
From Origin Story to Market Trust
Both forums are participatory discussions in open, level-floor areas, with no elevated platform or formal separation between speakers and participants.
From Origin Story to Market Trust
How can tea producers and businesses communicate origin, quality and sustainability in ways that build genuine trust?
This interactive forum explores the relationship between production realities, transparency and market expectations. Through different industry perspectives, participants will discuss how to communicate the value of tea authentically, strengthen connections between producers and consumers, and avoid oversimplifying complex origin stories.
Stefanie Bluhm · Conference Coordinator · Berlin Tea Festival
Michael D. Ham · CEO, Wild Orchard
Chen Huaiyuan · Founder, Chen Yuan Hao
Eduardo Molina Anfossi · Founder & Tea Sommelier, Eduard/Teas
Jakub Seif · Owner, Meetea
More Visibility for Specialty Tea – But How?
How can specialty tea reach a wider audience and grow beyond its existing community?
This interactive discussion explores how consumer education, communication, new tea categories and innovative business approaches can increase the visibility of specialty tea in Europe. Drawing on different industry perspectives, participants will exchange practical experiences and ideas for building lasting consumer interest and sustainable market growth.
Olaf Tarmas · Founder & Editor-in-Chief, t-Magazin
Thomas M. Grömer · Managing Director, aiya – THE TEA & Teepapst GmbH
Elke Werner · Founder & Owner, TEERAUSCH
Lina Wu · Co-Founder, Hē Tea
Additional participant to be announced
Professional Networking & Follow-up Conversations
An opportunity for all conference participants to connect, exchange ideas and build new professional relationships. Through informal conversations and B2B networking, participants can share insights, strengthen industry connections and explore opportunities for future collaboration.
With special thanks to Niepoort for their generous support, participants are invited to enjoy their Kombucha, raise a glass and continue the conversations in a relaxed and welcoming atmosphere.
Participants
All BITC Participants
10:00–19:00
Panel, keynote, expert talks, curated afternoon session & conference programme
10:00–19:00
B2B Exhibition, Tastings & Networking
11:00–19:00
Private Meeting Space, Focus Forum 02 & Networking
13:00–19:00
BIO Grab & Eat, Focus Forum 01 & Networking
Main Stage
10:00–19:00 · Conference Programme
Registration & Arrival
Registration, badges and arrival of conference guests.
Voices of Tea: From Source to Market
A brief introduction to the day's programme and its key themes.
Building a Specialty Tea Business in Europe
How can specialty tea be successfully sourced, curated, positioned and communicated in the European market?
Tea retailers and industry professionals share practical experience on sourcing and portfolio development, different business models, positioning, customer understanding, market communication and long-term strategy.
Elke Werner / Founder & Owner, TEERAUSCH
Macey Tsang / Co-Founder, YUMM CHA
Maximilian Frick / General Manager, Mount Everest Teas (invited)
Jakub Klemmer / Co-Founder & Operations Manager, InfiniTea Leave
Tea Break & B2B Exchange
Time to meet fellow professionals and B2B exhibitors.
Main Stage → Tea Gallery10 Tea Vitals from the Sources: Lessons for Tea’s Future
Drawing on years of field experience and encounters with tea producers and communities at origin, Jeff Fuchs reflects on the knowledge, values and realities that risk being lost as tea moves from source to market.
Key question: What must not get lost on the way from source to market?
Tea Break
Main Stage → Tea GalleryLanguage, Sensory Perception and Communicating Tea Quality
How do language, terminology and sensory descriptions shape our perception of quality, origin and taste?
This contribution explores the relationship between language, sensory perception, and the ways in which tea and its quality are communicated to consumers. Drawing on examples from the European and Chinese tea markets, it examines how vendors describe flavour, quality, and origin, which terms and trends are commonly used, and how such descriptions shape our expectations and the way we experience tea.
Tea Break
Main Stage → Tea GalleryMeet the B2B Participants
B2B exhibitors briefly introduce who they are, what origins, products, services or expertise they bring, and which professional contacts they are looking to meet.
The introductions provide a quick overview of who is in the room and help participants identify relevant contacts for B2B exchange.
BIO Grab & Eat · Light Lunch
Enjoy a selection of organic finger food with seasonal highlights, complemented by light snacks and fresh fruit. A relaxed break to recharge, connect with fellow participants and exchange ideas before the afternoon conference sessions.
Behind the Tea Shelf: Sourcing, Quality and Trust from Origin to Market
An origin-based supplier's perspective on sourcing, quality and long-term partnerships.
From direct buying and producer-traders to intermediaries and European wholesalers, Peter Lee compares the practical realities of different sourcing models, including quality, consistency, communication, documentation and long-term supplier relationships.
Expert Talk
Peter H. Lee
In Conversation
Peter H. Lee & Olaf Tarmas
Tea Break
Main Stage → Tea GalleryTranslating Tea Knowledge for the European Market
Three case studies from very different tea contexts address the same question: How can complex tea knowledge become understandable, credible and valuable in the European market?
Introduction
Olaf Tarmas
Introduction to the three case studies and their shared question.
Pu’er, Time and Trust
Chen Huaiyuan · Founder, Chen Yuan Hao
A perspective on time, storage, value creation and trust in aged Pu’er tea.
Beyond “Chinese Green Tea”
June Zhu · Managing Director, Flow Inverse Tea
Enshi Yulu as a Case of Origin, Processing and Market Understanding
How can a highly specific regional tea identity be understood in a market where it remains largely unfamiliar?
Enshi Yulu offers a case study in how a distinctive regional tea, shaped by origin, processing and sensory character, can be introduced and understood in a market where it is still little known.
From Commodity to Specialty?
Wouter Verelst · Marketing & Business Development Manager, Satemwa Tea & Coffee Estate
Lessons from Malawi on Value, Risk and Market Reality
Wouter Verelst looks at Satemwa's experience in Malawi and the realities of moving from commodity structures towards specialty markets — including pricing, risk, value at origin and long-term relationships with European buyers.
Moderated Conversation & Key Takeaways
The three speakers discuss what European buyers and audiences often misunderstand, how trust is built, and how complex realities at origin can be communicated without being oversimplified.
The conversation concludes with key takeaways for European tea professionals.
Tea Break & B2B Exchange
Time to meet fellow professionals and B2B exhibitors.
Main Stage → Tea GalleryFrom Hype to Category
Thomas Grömer looks back on the development of Matcha in Europe and the long road from an unfamiliar product to an established category.
He discusses consumer habits, distribution, market education, long-term vision and the risks that come with rapid growth. Which lessons may be relevant for new tea formats entering the market today?
Tea Break & B2B Exchange
Transition to the Focus Forums. Time for a short break, choosing your Focus Forum and moving to the respective discussion area.
Focus Forums
Two parallel interactive discussions bringing together moderators, expert voices and conference participants.
Focus Forum 01 takes place in the Tea Corner. The topic is “More Visibility for Specialty Tea – But How?”
Focus Forum 02 takes place in the Tea Lounge. The topic is “From Origin Story to Market Trust”.
Both forums take place in open, level-floor discussion areas, without elevated platforms. There is no formal separation between hosts, invited guests and participants. Everyone joins the conversation on equal footing.
Tea Gallery
10:00–19:00 · Exhibition, Tastings & Networking
B2B Exhibition & Tastings
Meet tea producers, companies and professional partners from across the international tea industry.
The exhibition remains active throughout the day.
Tea Lounge
11:00–19:00 · Private Meetings, Focus Forum & Networking
Private Meeting Space
A dedicated space for quiet, focused conversations between conference participants and B2B exhibitors.
Meet independently, discuss opportunities and explore potential collaborations in a more private setting.
Focus Forum 02 Setup
Transition to the parallel moderated discussion.
From Origin Story to Market Trust
How can tea producers and businesses communicate origin, quality and sustainability in ways that build genuine trust?
This interactive forum explores the relationship between production realities, transparency and market expectations. Through different industry perspectives, participants will discuss how to communicate the value of tea authentically, strengthen connections between producers and consumers, and avoid oversimplifying complex origin stories.
Stefanie Bluhm · Conference Coordinator · Berlin Tea Festival
Michael D. Ham · CEO, Wild Orchard
Chen Huaiyuan · Founder, Chen Yuan Hao
Eduardo Molina Anfossi · Founder & Tea Sommelier, Eduard/Teas
Jakub Seif · Owner, Meetea
Tea Corner
13:00–19:00 · Light Lunch, Focus Forum & Networking
BIO Grab & Eat · Light Lunch
Enjoy a selection of organic finger food with seasonal highlights, complemented by light snacks and fresh fruit. A relaxed break to recharge, connect with fellow participants and exchange ideas before the afternoon conference sessions.
Focus Forum 01 Setup
Transition to the parallel moderated discussion.
More Visibility for Specialty Tea – But How?
How can specialty tea reach a wider audience and grow beyond its existing community?
This interactive discussion explores how consumer education, communication, new tea categories and innovative business approaches can increase the visibility of specialty tea in Europe. Drawing on different industry perspectives, participants will exchange practical experiences and ideas for building lasting consumer interest and sustainable market growth.
Olaf Tarmas · Founder & Editor-in-Chief, t-Magazin
Thomas M. Grömer · Managing Director, aiya – THE TEA & Teepapst GmbH
Elke Werner · Founder & Owner, TEERAUSCH
Lina Wu · Co-Founder, Hē Tea
Additional participant to be announced
Professional Networking & Follow-up Conversations
An opportunity for all conference participants to connect, exchange ideas and build new professional relationships. Through informal conversations and B2B networking, participants can share insights, strengthen industry connections and explore opportunities for future collaboration.
With special thanks to Niepoort for their generous support, participants are invited to enjoy their Kombucha, raise a glass and continue the conversations in a relaxed and welcoming atmosphere.
Participants
All BITC Participants
Programme subject to change.