Rarely can you hop on a plane from Vancouver, fly directly down the coastline to LA, and encounter nothing but transparent skies. But during a recent spectacular four-hour flight, I was treated to such awe-inspiring highlights as the volcanic chain of snow-capped peaks starting at Mt. Baker in northern Washington and the majestic Mt. Rainier. The captain flew at 43,000 feet that day to avoid turbulence, setting his course for the most scenic of plane rides.
I was heading to the city of too-many-lights to finish a project I embarked upon about two years ago. I was completing my final Level 3 course for the Specialty Tea Institute’s (STI) Certified Tea Specialist (CTS) program. The last component is oolong tea and I was quite psyched to splash those fragrant, slightly bruised, multi-rolled, larger-then-life leaves across my palate.
As I gazed out the plastic portal, a thought came to mind, a business term nonetheless – ROI (return on investment). Was I getting my money’s worth? Was all the traveling worth it?
That’s a difficult question to answer in this short piece, and it may be a bit premature. After all, who can predict what doors may open and what opportunities may lie ahead? I figure you have to put yourself out there, soak up all the knowledge, learn from the pros, and fill that grey matter with everything tea.
However, I can attest to the fact that the certification process came at a substantial price tag. Flying to the U.S. from Canada six times in two years is not easy on the bank account. The course fees are also a pause for thought, adding up to a $4,000 investment spread over seven courses. Of course, there are also the other expenses, including lodging, food, trade show fees, and entertainment. I surmise that at this point I have shucked out nearly $10,000 to acquire the designation of Certified Tea Specialist.
So now that the money has been spent, the certificate hangs on my wall and my knowledge of the leaf and all its diverse growing regions, processing methods, varietals, and taste profiles has increased substantially. Just being in the same tea-sipping space with instructors like Yoon Hee Kim, Phil Parda, and Eliot Jordan was altogether exciting. You could sense the osmosis occurring in the room.
I also made some great friends in tea – like-minded people who share a real passion for the leaf and are now embarking on their own amazing and innovative journeys. This is where I found incredible value that you can’t put a price on. I would not have befriended all these high-spirited tea sippers if it weren’t for STI, so, of course, fees and airfare aside, I am elated that my tea brethren have increased ten-fold during the two years I spent traveling to complete the STI program.
What will the new designation do for my chosen vocation in tea? At this point, very little I suspect, but I am the eternal optimist. I will set aside any premature judgment, and let the industry, my clients, and the local area that I serve determine if the knowledge I impart is worthwhile, current, and relevant to the people who might want to listen.
I would be interested in hearing from other people in the industry on the relevance of STI’s Certified Tea Specialist program, and how it has impacted their life in tea.
I wish you all well on your journey.
I can certainly appreciate your questions about the certification process. I too began the certification process but chose not to continue with the advanced classes. Perhaps I can liken it to my Ph.D. in psychology. I went for the ultimate, professional designation. Did that make me a better mental health provider than those with an MSW (social workers), or “counselors”, or “therapists”. Truth is, once basic knowledge is achieved, it is the individual, their insight, their creativity, their passion, their sensitivity, and their openness to listening that is the mark of a great therapist. I suspect the same can be said about tea experts.
The knowledge of tea is gleaned from a lifetime of learning. I think being “certified” can allow people to identify you as a “professional” in the industry – which can and will open door initially. Where you go from here, that will tell the most, from my vantage point. Ultimately, make sure the money was well spent. Keep learning the lessons of the leaf. Congratulations on your progress thus far. Enjoy the rest of the journey.
I think this sums it up quite nicely. Remember my comment on the “serious” tone of everyone was this year (when comparing it to the first year)? We have come a long why from just providing a platform from which to all network and provide one voice of agreement.
This tone reflects the monetary investment, but also I believe it must imply the “serious” direction and growth of tea and its many channels and markets it is crossing over and into. Yes, tea is becoming, forgive this cheesy reference, a triple threat (possibly more!).
What are your thoughts on how the growth of herbals, tisanes, and such will effect our terminology? By being a “tea consultant” or certified by STI, how will the one looking to hire us know which applications of “tea” we are certified in? In other words, will we have a certain credential to specify “tea” by industry standards (the Camellia sinensis)? Will that evolve into herbs and we will have to join forces with an herbal entity? (I know, I know, Desiree, quit complicating things).
Overall, we must pay to be there at STI or volunteer as I did, be updated, and be giving and setting the same standards. This really is what will help us to grow the American and North American culture of tea. Hey Brendan, thanks for that investment, I think you and I should look forward to helping the industry grow and possibly working together on future projects.
Thanks for the comments Michelle and Desiree.
There are many angles that I could have presented this post with, but I decided to stick to one of the major ones – that being the monetary investment. A lot of people have asked what I spent to finish the certification, so I figured that this was a relevant aspect to focus on. The cost-benefit relationship needed to be scrutinized somewhat.
What you say to Desiree is also very important about Tisanes and herbs. We are indeed only ‘TEA’ specialists – all beverages derived from Camellia Sinensis. What about all the other non-tea concoctions, the spices and plants out there that we steep in hot water and sip the liquid from? Where does that fit in to STI? I have some knowledge on all but the most common of these – rooibos, peppermint, chamomile, etc. I would love to see STI bring in another round of courses taught by certified herbalists that will bring all us camellia professionals up to speed on that aspect of the beverage industry. Although none are technically teas, they are still mainstream and growing in popularity and variety.
It is pertinent and relevant. Thanks for mentioning it.
Are you going to Charleston for the Level 4 Desiree?
Thank you Brendan for sharing your thoughts. I, too, wonder what this newly gained title of CTS can bring to my early career within tea.
What I appreciate most from my STI education is the collaborative education presented from many of the US industry leaders. In an industry where so many “versions” of information are available and lost in translation, STI attempts (and to a high degree succeeds) at creating a common ground for information. Considering the many processes, languages, and cultures that are involved in tea, it could take an individual a lifetime to even scratch the surface on a single region’s production. Gathering several instructors who each bring a passion for a certain subject as well as years of knowledge can really benefit a certification program, and I believe this is what can differentiate the STI program from those other “Tea Mastery” programs available in the US.
Another incredible aspect of the CTS certification program is the support network that I have developed from the regular attendance at classes and workshops. I now have people from across N America and across the globe in my close circle of tea friends. A wide array of relationships have developed, from friends, to support partners, to even mentors. I know have a community of individuals (who in other arenas are called competitors) who will support my endeavors and I theirs. A major opportunity for growth within STI would be the development of their Alumni network and continue the meaningful relationship with the program and each other.
All in all, though clients have not come knocking down my doors once they learned of my recently earned CTS title, what I can say is that the STI program has given me an inspiration to teach and a passion to spark curiosity. My confidence as a young professional and educator has grown 10 fold and I now have a support network to always ask that inevitable question that pops up about tea.
Thanks again, Brendan!
-Christopher C
I did not get a copy of this emailed to me and just now see your question.
No – I won’t be making it to Charleston, :( I am consulting Wine Styles Franchise on their tea line additions and will be at their convention the same weekend! :(
I hope to make it there one year, it is on my list!
I shall see you the follow event after that, for STI, I am sure!
Cheers!