WHYTE AVENUE'S LATEST DRINK - TEA
Tim
New tea store opens to promote health benefits
EDMONTON, November 7: Whyte Avenue, the city's location of an increasing
number of bars, has acquired a new drinking spot - but this time for tea,
the world's leading beverage. In contrast to alcohol, however, tea is
being increasingly recognized as a health drink, as well as a source of
refreshment. Many new studies have been released during the past year,
showing the health benefits of tea.
Cargo & James, which has opened a tea-shop and restaurant in the Varscona
block on Whyte Avenue, is the test-bed for a planned chain of tea stores
across western Canada bearing that name.
The official opening of the store was marked this morning with a tea-tasting
competition involving three notable Edmontonians from widely different
backgrounds. Jim Edwards, president of Economic Development Edmonton, and
former federal cabinet minister, competed against Nora Bumanis, harpist with
the Edmonton Symphony Orchestra, and Henry (Gizmo) Williams, Edmonton Eskimo
's record holder running back. Each was asked to taste and identify four
different teas from among the 100 different types sold at the store.
Tim Grover, the owner of the store and the driving force behind the plan for
a major chain of Cargo & James tea stores, served the teas to the three
competitors and marked their score-cards. He had selected two teas from
each of the four major categories of tea sold at the store - black, green,
oolong and herbal - to challenge the visitors.
"I have become increasingly aware of the research that has been produced in
recent months showing the significant health benefits of tea drinking," said
Grover. "Coupled with the dramatically growing demand for tea in North
America - at the expense of coffee - this data provided a great back-drop
for launching our planned chain."
According to the Tea Council of USA, tea accounted for sales of $4.75
billion in the United States in 2000 - up more than 125% in the decade.
However, Council President, Joe Simrany, acknowledged that the United States
"still has a lot of catching up to do, as tea is the most popular drink in
the world, outside of water."
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This growth in sales is accentuated by the realization of the health
benefits of tea.
Doctors at the Mayo Clinic are presently carrying out research into the
effects of green tea in men with prostate cancer. Meanwhile, in July of
this year, Dr. Gail Senenshein of Boston University School of Medicine,
reported that her research showed that green tea can be protective against
breast cancer.
The more common type of black tea, in the meantime, has also been the
subject of medical research, and a further research study at Boston
University, conducted by Dr. Joseph Vita found "a strong link between
drinking black tea and healthy arteries in individuals who have heart
disease."
Showing that colour is not a discriminating factor, further research has
shown the health benefits of red tea, which earns its name from the South
African "red bush". Long-term drinkers of this kind of Rooibos (pronounced
Roy boss), have claimed that it eases depression, irritability, headaches,
insomnia, indigestion and constipation.
Grover opened the store about four weeks ago, but wanted this initial period
of time to train and educate his staff in the essential rituals in making
and serving tea. Feeling that the staff has now settled into a routine, he
was ready to formally open the store today.
However, he still plans on doing further tests among customers to fine-tune
all aspects of his layout, product and service before deciding on the
location for the next store.
"At the moment, I can see that early next year we should be able to open
stores in the downtown area, in a major shopping mall and probably in
Calgary," added Grover.
The indications from customers are that he is on the right track. Comments
provided by customers to the store management have included:
"This is a great idea, beautifully realized", "It's a great concept! Make
more and over-grow the coffee shops." and "Very helpful and friendly staff
in a beautiful establishment."
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For further information: visit: www.cargoandjames.com