Avoid Financial Failure

I enjoyed your 2-day intensive “Start a Successful Tea Business” course. I fully understand now why tea is considered a marketing intensive business. I learned a great deal about operating a profitable tea business and how to avoid common financial mistakes. Success requires effectively using my website and blog, social media, press releases, public speaking engagements, superior customer service, and an outstanding line of high quality teas.

Thank you for sharing with us your extraordinary tea knowledge and experiences. It will contribute to the successful future of our new tea room opening soon.

I recommend this training to everyone who is planning to start a tea business.

Alex S., Houston, Texas

Course Details are available here.

Tea Is A Marketing Intensive Business

Most people perceive tea as being an inexpensive business to open and run due to the relatively low cost of tea and its markup of 200% to 500%. They give little to no thought to its marketing requirements. These same astute people overestimate the amount of monthly revenue they will receive and underestimate their expenses. The tragedy is that they don’t realize their downward financial trend for a number of months until it is too late.

Nearly one million new businesses (including tea businesses) are launched in the U.S. every year. In less than three years, in even the best of economic times, 85% of them will fail and close their doors and become heartbreaking statistics and financial losses. This is not what the American Dream is supposed to be.

Running a successful tea business requires possessing exceptional knowledge of the different types of tea and their preparation, reputable sources of supply, and a proven means of attracting and retaining customers, Running a brick-and-mortar tea shop or tea room or an online tea business, or all three, takes solid business savvy, outstanding management skills, and a few tricks of the trade you will learn in our online Tea Masterclass: Start a Successful Tea Business. Click here for Course Details and Enrollment information.

International Tea Masters Association Acquired

Recognized throughout the world, the International Tea Masters Association, acknowledged as the Gold Standard in tea education and professional certification, was acquired today by Claudia Zárate, one of the association’s asteemed, competant course trainers. The association was originally founded in September, 2007, to educate, train, and certify tea sommeliers, tea blenders, and tea masters.

Zárate is both an ITMA Certified Tea Master and  ITMA Certified Tea Blender, and an expert on high-end sophisticated teas.  She is also a professional wine sommelier, an expert on sake, tequila, and vodka, and a gourmand of fine cuisine. Her expertise is vast in each of these arenas.

She graduated from the Universidad Anahuac in Mexico City and then attended the University of California, Davis Campus, where she studied wine and winemaking. To further her education, she traveled extensively to vineyards in France, Germany, Spain, and Calfornia.  Zárate is also a member of the Dallas Sommelier Society and Mexican Sommelier Association.

She participated in the celebration of the Royal Wedding of Prince William and the Diamond Jubilee of Her Majesty Queen Elizabeth II.

Zárate is just as passionate about tea as she is about wine. She had the good fortune of studying imperial tea and its preparation under the tutelage of ITMA Certified Grand Tea Master Roy Fong during a special training event in San Francisco.

ITMA Certified Tea Master Chas Kroll, the founder of the International Tea Masters Association, sold the organization to Zárate . Prior to launching the association, he owned and operated a successful online specialty tea company for ten years, which he sold in June, 2006.

His original vision for his company was to disseminate information on the healthy benefits of consuming tea to a broad cross-section of the population. In doing so, he believed that people would be able to reduce the incidence of harmful, life-threatening diseases, increase their energy, enhance their lifestyle, and live longer, more fulfilling lives. He carried this same belief with him as he managed the association.

Kroll’s colleagues in the tea industry and his students over the past ten years regard him as a skilled and knowledgeable tea master, developing several of his own proprietary, custom tea blends, a tea-based seasoning rub, and several outstanding courses of instruction.  Besides his talent and ability with tea, he is also a professionally trained life coach, author, speaker, soft-spoken motivator, and empowering leader-by-example. On a personal level, he’s an articulate, intelligent, confident, sincere, caring man. His spirituality and integrity are two of his unique gifts. What most people get from him when they meet him is his authenticity.

For additional information, contact Claudia Zárate,  ITMA Executive Director, at (432) 210-2628 or clauzar@yahoo.com.


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ITMA 12-Day China Itinerary

Program dates: October 17-29*, 2018


D1 – October 17, 2018 Arr. Xiamen (-)
  Arrive in Xiamen, meet your driver and transfer to hotel.
  Overnight at Sheraton or similar.
D2 – October 18, 2018 Xiamen (B)
  International buffet breakfast at hotel.
  Round trip transfer for China Xiamen International Tea Industry Fair.
D3 – October 19, 2018 Xiamen (B,L)
  International buffet breakfast at hotel.
  Tour of South Putuo Temple, Xiamen University (outside), Coastal Road, Hulishan Fort, Zhongshan Road.  Lunch included.
D4 – October 20, 2018 Xiamen – Gulangyu Island-Xiamen (B,L)
  International buffet breakfast at hotel.
  Take ferry to Gulangyu including Shuzhuang Garden, Piano Museum, Longtou Road, Hi Heaven, International Architectural Exhibition. Return to Xiamen.  Lunch included.
D5 – October 21, 2018 Xiamen – Quanzhou-Wuyishan (B,L,D)
  International buffet breakfast at hotel.
  Bus to Anxi (approx. 2 hours), visit local tea plantation. Take high speed train to Wuyishan. On arrival Wuyishan, meet and transfer to hotel.

Dinner on arrival.

  Overnight at Wuyishan Ramada Hotel or similar.
D6 – October 22, 2018 Wuyishan (B,L)
  International buffet breakfast at hotel.
  Visit Tianyou peak, bamboo rafting on JiuquStream.
D7 – October 23, 2018 Wuyishan (B,L)
  International buffet breakfast at hotel.
  Visit Dahongpao Scenic area, visit a local tea plantation.
D8 – October 24, 2018 Wuyishan – Hangzhou (B)
  International buffet breakfast at hotel.
  Take high speed rail to Hangzhou, also known as Heaven on Earth.

Transfer to your hotel.

  Overnight at Blossom Hill or similar.
D9 – October 25, 2018 Hangzhou (B,L,D)
  International buffet breakfast at hotel.
  Full day tour to West Lake, Dragon Well tea farm.

After lunch, learn the Chinese handicrafts workshop of traditional fan making.  Tour the famous Hefang ancient street.

Dinner at local restaurant.

D10 – October 26, 2018 Hangzhou – Shanghai (B)
  International buffet breakfast at hotel.
  Take the high speed rail to Shanghai.  Tour of Shanghai, see the new Shanghai development.
  Overnight at Shanghai Intercontinental Hotel or similar.
D11 – October 27, 2018 Shanghai (B,L,D)
  International buffet breakfast at hotel.
  Tour of Yu Garden, Silk weaving workshop, the Bund, shopping at Tianzifang.

Farewell dinner with acrobatic show.

  Overnight at Shanghai Intercontinental Hotel or similar.
D12 – October 28, 2018 Shanghai Dept. (B)
  International buffet breakfast at hotel.
  Free time until transfer to the airport for your flight.

Program Cost

Based on a minimum of 10 passengers

Land only cost

$2,872 per person based on sharing double occupancy

$3,816per person based on single room

International Air

Estimated air from Los Angeles $880 per person. Fare subject to change.


  • 4 nights Xiamen Sheraton or similar
  • 3 nights Wuyishan Ramada or similar
  • 2 nights Hangzhou Blossom Hills or similar
  • 2 nights Shanghai Intercontinental or similar
  • All transfers and tours by private coach
  • English speaking guide/escort service
  • All tax & services
  • Daily international buffet breakfast. 7 lunches, 4 dinners
  • 1st class high speed rail from Ximan to Hangzhou, Hangzhou to Shanghai
  • Special visit to tea farm and cultural workshop
  • Registration to Tea Expo in Xiamen


  • International air from US to China
  • China visa fee: $255 per person inclusive of visa agent fee and return postage. Recommend applying by July 2018.
  • Travel insurance is recommended to protect your trip. Travel insurance details will be provided upon request.
  • Any personal expense, other tours, beverages and meals not mentioned not mentioned in the itinerary.
  • Extra luggage fee.
  • Trip Deviation: Any deviations (such as changing departure / return date) are subject to surcharge.


  • Above quotation based on a minimum of 10 passengers travel together
  • Above quotation subject to change upon reservation
  • Gratuity ( guides, drivers, porters) of $100 per person to be charged upon final payment


  • A valid passport is required to travel internationally. Passports must be valid for six (6) months after the return date and should also have sufficient blank pages for entry and exit stamps.
  • A completed reservation form, a scanned passport copy, insurance waiver form, and deposit is required by July 1, 2018.
  • All travel documentations will be delivered to you electrically. Please ensure to provide a valid email address.  Please check your spam mailbox.
  • A pre-trip documentation will be delivered to you via email after finalpayment received by August 17, 2018.


  • Non-refundable deposit of $500 per person required by July 1, 2018.
  • Final payment is required by August 17, 2018.
  • Please make checks payable to Global Education Elite; include participant’s full name in the check memo.
  • Mail your check to 533 2nd St., Suite 888, Encinitas, CA 92024.

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Cancellation Policy

  • All cancellation must be received in writing and will become effective on the date of receipt with an acknowledgment by Global Education Elite.
Date of cancellation Cancellation fee
Cancellation received between July 1-August 1, 2018 Deposit to be forfeited
Cancellation received between August 2-September 2, 2018 50% of program cost to be charge.
Cancellation received between September 3, 2018-October 3, 2018 75% of program cost to be charge.
Cancellation received on/after October 4, 2018 100% of program cost to be charge.


The responsibility of Global Education Elite (GEE) is strictly limited.  GEE organizes, promotes, and market tour programs and vacations consisting of certain travel services, including, but not limited to, surface transportation, sightseeing excursion, cruise/hotel accommodations, and meals and entertainment that GEE purchases or reserves from various suppliers.  The suppliers providing travel service for GEE tour programs and vacations are independent contractors and are not agenights or employees of GEE.  To the extent that GEE is involved in the sale of air and/or cruise transportation to you, GEE acts as agent of the air carrier and/or the cruise line.  For all other purposes, GEE des not act as agent for any party whatsoever.  GEE is not responsible for the willful or negligent acts and /or omissions of such suppliers or of any air carrier and/or cruise line or their respective employees, agent’s servers the rights, or representatives, including, without limitation, their failure to deliver or their partial or inadequate delivery of services.  All Coupons, receipts, invoices and tickets are issued subject to the terms and conditions specified by the suppliers, air carriers, and/or cruise lines.  By utilizing the travel services of the suppliers, you agree that neither GEE nor any representative shall be liable for any accident, injury, property damage, or personal loss to you or to those traveling with you in connection with any accommodations, transportation, or other travel services, or resulting directly or indirectly from any occurrences or conditions beyond GEE’s control, including but not limited to, acts of terrorism war, defects in vehicles, breakdown in equipment, strikes, theft, or delay or cancellation of or changes in itinerary or schedules.  All pricing is subject to change.  GEE reserves the right to correct promotional or pricing errors at any time or increase the program price in the event of cost increases due to changes in airfare, cruise fares, currency fluctuations. park fee increases, taxes or fuel surcharges.  GEE reserves the right to decline to accept or retain any person as a member of any tour or vacation at its discretion.  GEE and/or its tour director retain the right to terminate the participating (without refund) of any group member at their discretion, if such person’s health, actions or general deportment impede the operation of the tour and or/causes any hardship to the tour director and/or other tour members.  In such case, there will be no refund to the tour member for the unused portion of the tour, and all additional expenses incurred, such as airline ticket change penalties, transfers to the airport etc., will be the sole responsibility of the tour member whose membership was terminated.  GEE reserves the right to cancel or alter at its discretion and without notice, any tour or vacation including, but not limited to, change of dates, routing, change of hotels, meals, shows and/or sightseeing services of any itinerary and/or tour and/or vacation outlined in this flyer and/or brochure.  If for any reason, GEE changes a hotel(s) to a lower category, you may either accept the alteration or elect to cancel, in which case you will be entitled to a full refund.  GEE reserves the right to cancel any tour or vacation up to three weeks before departure if the number of passengers has not reached the minimum required to operate.   GEE has a trust account. All paymentfor travel services not provided t the passengers shall be promptly refunded, in accordance with the agreed-to terms and conditions.

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