Assam tea to take centre stage at New York's fancy food show
Guwahati: The enduring fragrance and heritage of Assam's tea will be showcased at the Summer Fancy Food Show 2025, scheduled at the Jacob Javits Center in New York City from June 29 to July 1, commemorating the 200th year of 'Assam Tea', a significant occasion that celebrates the beginnings, worldwide influence, and financial importance of India's renowned beverage.
The India pavilion, which will house a "Tea Lounge", will be jointly inaugurated by Assam chief secretary Ravi Kota and ambassador Binaya S Pradhan, Consul General of India in New York on June 29.
The "Assam Tea Lounge" will offer visitors an immersive experience through thoughtfully curated live brewing bars, sommelier-led tasting sessions, and artisan tea pairings with cookies, chocolates, and more.
Visitors can explore the evolution of Assam tea through engaging storytelling sessions, video interviews with tea growers, and showcases on sustainability, women-led cooperatives, and certifications like Rainforest Alliance. The space will also be adorned with Assamese design elements — from visuals of tea gardens and local crafts to musical and dance performances that highlight the state's rich cultural tapestry, PRO to the state chief secretary said.
This initiative at the behest of CM Himanta Biswa Sarma and supported by the Consulate General of India in New York "aims to promote Assam's rich tea heritage and expand trade and export opportunities in the US market.
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Time of India
10 hours ago
- Time of India
Assam tea to take centre stage at New York's fancy food show
Guwahati: The enduring fragrance and heritage of Assam's tea will be showcased at the Summer Fancy Food Show 2025, scheduled at the Jacob Javits Center in New York City from June 29 to July 1, commemorating the 200th year of 'Assam Tea', a significant occasion that celebrates the beginnings, worldwide influence, and financial importance of India's renowned beverage. The India pavilion, which will house a "Tea Lounge", will be jointly inaugurated by Assam chief secretary Ravi Kota and ambassador Binaya S Pradhan, Consul General of India in New York on June 29. The "Assam Tea Lounge" will offer visitors an immersive experience through thoughtfully curated live brewing bars, sommelier-led tasting sessions, and artisan tea pairings with cookies, chocolates, and more. Visitors can explore the evolution of Assam tea through engaging storytelling sessions, video interviews with tea growers, and showcases on sustainability, women-led cooperatives, and certifications like Rainforest Alliance. The space will also be adorned with Assamese design elements — from visuals of tea gardens and local crafts to musical and dance performances that highlight the state's rich cultural tapestry, PRO to the state chief secretary said. This initiative at the behest of CM Himanta Biswa Sarma and supported by the Consulate General of India in New York "aims to promote Assam's rich tea heritage and expand trade and export opportunities in the US market.
Time of India
15 hours ago
- Time of India
Assam tea's 200-year legacy to shine at Summer Fancy Food Show 2025 in New York
Guwahati : The timeless aroma and legacy of Assam Tea will take center stage at the Summer Fancy Food Show 2025 , to be held at the Jacob Javits Center, New York City, from June 29 to July 1, 2025. This year marks the 200th anniversary of Assam Tea, a milestone that honours the origin, global journey, and economic significance of India's most iconic brew. The India Pavilion , which will house a specially designed 'Tea Lounge', will be jointly inaugurated by Ravi Kota, Chief Secretary of Assam, and Ambassador Binaya S. Pradhan, Consul General of India in New York, on Sunday, June 29. At the behest of the Chief Minister of Assam, Himanta Biswa Sarma, and initiated and supported by the Consulate General of India in New York, this initiative follows the success of Advantage Assam 2.0 held earlier this year. It aims to not only promote Assam's rich tea heritage but also to expand trade and export opportunities in the U.S. market. By bringing together established tea companies, small growers, and innovative startups, the event embodies a unified vision of heritage, entrepreneurship, and international collaboration, fostering deeper economic and cultural ties between the two largest democracies in the world. The 'Assam Tea Lounge' will offer visitors an immersive experience through thoughtfully curated live brewing bars, sommelier-led tasting sessions, and artisan tea pairings with cookies, chocolates, and more. Visitors can explore the evolution of Assam Tea through engaging storytelling sessions, video interviews with tea growers, and showcases on sustainability, women-led cooperatives, and certifications like Rainforest Alliance. The space will also be adorned with Assamese design elements — from visuals of tea gardens and local crafts to musical and dance performances that highlight the state's rich cultural tapestry. In celebration of the bicentennial, the booth will also feature a 'Masala Chai Cart,' a tea passport giveaway programme, and collaboration with partners like 'Kolkata Chai Co., Elements Truffles', and celebrated Indian chefs for dessert and cocktail demos infused with Assam Tea. Assam's tea journey began in 1823, when Scottish explorer Robert Bruce discovered the indigenous Camellia assamica plant with the help of the Singpho tribe. With the first commercial plantation starting in 1837 and India's first Indian-owned tea estate founded by Maniram Dewan in 1842, Assam rapidly became a pillar of the global tea trade. Today, Assam remains the largest contiguous tea-growing region in the world, producing over 52% of India's total tea output, including robust CTC, orthodox, organic, and GI-tagged teas. The event will also bring together major industry players, including the India Tea Association, Tata Consumer Products Ltd. , Goodricke Group , Luxmi Tea, HUL , Woolah Tea, and Aromica Tea, among others, with active participation from the Indian diaspora and global food industry stakeholders. Institutions like the Tocklai Tea Research Institute and platforms like the Guwahati Tea Auction Centre (GTAC) continue to support Assam's global competitiveness through innovation and transparent trade.
Time of India
17-06-2025
- Time of India
Joha rice's global leap, finds market in Dubai
1 2 3 4 5 6 Dibrugarh: State's prized Joha paddy has reached a global milestone with its first major export to Dubai. On Sunday, state water resources minister Pijush Hazarika flagged off a 10-tonne consignment from Demow in Sivasagar district, marking a significant step in Assam's agri-export sector. The paddy, cultivated by farmers in Nitaipukhuri and Demow, showcases the growing international demand for the state's indigenous crops. Joha rice is a fragrant variety unique to Assam, cherished for its distinct aroma, delicate flavour, and small grain size. Primarily grown in the Brahmaputra Valley, it holds cultural significance in Assamese cuisine, often featuring in festive dishes like Pitha, Payokh, and Jolpan. Beyond its culinary appeal, Joha rice is valued for its health benefits, including a low glycemic index and antioxidant properties, making it a sought-after health food. At the flag-off ceremony, minister Pijush Hazarika expressed pride in the export, saying, "The shipment of Joha paddy to Dubai showcases the global recognition of Assam's agricultural heritage. Our farmers have nurtured this traditional variety for generations, and now the world will experience its uniqueness. by Taboola by Taboola Sponsored Links Sponsored Links Promoted Links Promoted Links You May Like Do MEPs see you as a cash cow? The Critic Undo With the Middle Eastern market appreciating specialty rice and a substantial Indian expatriate population, this is a promising opportunity for Joha rice to establish its presence internationally. " Thowra constituency MLA Sushanta Borgohain, who attended the event alongside the district agriculture officer and other officials, emphasised the economic potential of the initiative. "Global demand for premium, aromatic rice is increasing, and Joha rice is well-positioned to compete at the highest level. By connecting our local produce to international markets, we are boosting farmers' income while promoting sustainable agriculture," Borgohain said. Farmers from Nitaipukhuri and Demow expressed optimism about this new opportunity. "We have been growing Joha paddy using traditional methods passed down for generations. Seeing our produce reach global markets gives us hope for better prices and recognition of our efforts," said Prabhat Gogoi, a farmer from Nitaipukhuri. The export was facilitated by Jyoti Agricultural Service Group, Sivasagar, with support from the department of agriculture and Assam Agribusiness & Rural Transformation Project.
