Green tea drinkers show less disability with age: study Reuters (Studies have found that older adults with more "social support" are less likely to become disabled.) But even with those factors considered, green tea itself was tied to a lower disability risk, according to the researchers, led by Yasutake Tomata of ... |
This post focuses on something so simple, yet very important. It's so simple that I'd think it completely ridiculous to even state it, if not for the simple fact that a surprising number of companies don't do it. The advice:
Have a single main website for your company and online tea store, with a single navigation scheme.
Going into more depth:
- Use the same header, footer, and navigation bars on different sections of your site. If you need additional toolbars or menus to navigate sub-sections of your site, add these navigation bars on top of the main toolbars, rather than creating a different one.
- Think carefully before building separate websites. Separating personal blogs of owners and employees is often a good idea (but not necessary if you're comfortable with the person's blog representing the official views of the company). Separating interactive / community websites can also be a good idea. However, separating your online store from your main company website is usually a bad idea, as it can cause you to lose sales.
- Maintain some sort of consistency in look-and-feel between sites on different domains, and draw clear attention to the relationship between your site and the other websites. This practice gives you free visibility for your brand, as well as maintaining transparency.
As with all my best practices recommendations, this advice represents my own personal opinion, based on my experience both as a webmaster and a web-savvy customer of online tea retailers. While it's not a global statement of fact, I do have reasons for feeling as I do, which I explain below.
Maintaining consistency of navigation:
I find the most illuminating explanation of why consistency is important to be what happens when you don't have it. The following screenshot shows the header on Rishi Tea's homepage:

Now, here is the header on the store section of Rishi's site:

Notice that this is a completely different header...the footer on the page, incidentally, is also completely different. This confuses viewers of the website, and also slows them down. People used to exploring the store section of the site may return to the site by typing in the URL, rishi-tea.com, only to find an unfamiliar header. Similarly, someone who wanted to click one of the links on the homepage's header may have trouble finding it once they click through to the rest of the site. In the case of Rishi Tea, because most people viewing the site will view both the homepage and the store section, most users will actually encounter this inconsistency.
I think, unless absolutely necessary, it is best to avoid this sort of inconsistency. Sometimes having different toolbars is necessary in different parts of your site, but I think that it is generally better to have a common, base toolbar that is the same on the whole site, and then add additional toolbars to other sections of the site, rather than having a completely different toolbar.
As a side note, I really like Rishi Tea and I think their website is actually quite good: easy-to-use and informative. I'm picking on them in part because I like them as a company and want to draw attention to a company that I feel good about supporting.
Do not build a separate website for your "store":
Not all tea companies sell directly through their website; some brands, like most of the tea brands owned by Unilever and other large companies, have strictly informational websites. However, most tea companies sell tea online. And, if you do sell tea online, through a company-owned online store, then by all means, sell your tea on your main website and do not build a separate site for your store.
Why? People will come preferentially to your company's main website, and you will lose sales if your store is compartmentalized in a separate section or hosted on a separate domain, and not fully integrated into your site. Many people will visit your site and may not even know that you sell things online. Here's an example of a company that separates its store in a way that I think is likely causing them to lose a lot of potential sales. The following screenshot is from the homepage of Equal Exchange, a brand of fair-trade goods that sells tea, among many other products:

Note the small menu item shop in the upper-right-hand corner. How many people are going to click, or even notice this link? A large number of people may visit the Equal Exchange website, because they know the Equal Exchange brand, but may not know that the company sells its products online. And they may visit and explore the site without ever clicking or even noticing that link. They may leave the site without ever learning that this brand sells online.
When actually clicking the "store" link, there is a completely different header:

This header draws attention to the different categories of products for sale, and the little "shopping cart" box in the upper-right hand corner makes clear that this is a retail site.
Although I certainly have not tested this, I have a strong intuition that Equal Exchange would make more sales by integrating its sites so that the sales header and shopping cart appear on all pages of the main website. And, as with Rishi, I have singled out Equal Exchange because they are a company whose mission and values I like, and who I want to support. There are so many examples of other companies, including some companies that sell nothing but tea, who have a similar setup on their websites.
When to separate different sites into different domain names?
Adagio Teas provides a compelling example of when it can be beneficial to run separate sites on separate domain names. Adagio also runs TeaChat and a variety of other sites which, while affiliated with Adagio, are really oriented towards the tea-drinking community as a whole, and not exclusively Adagio customers. In this case, I think hosting the sites on different domains is a good choice. Adagio also uses a consistent (although not identical) look-and-feel across all the sites, and has its logo and name prominently displayed on all sites. This both helps the company gain visibility for its own brand, as well as providing transparency, a win-win situation.
If you're a tea company, and you are running some other tea-oriented websites, by all means put your company's name and logo prominently on your other sites--failing to do so not only is giving up a free marketing opportunity, but risks looking a little shady, which can actually harm your image.
What do you think?
Do you think these recommendations are sound? Can you think of any caveats, or do you have any quibbles with what I say here?
Before I go on – it just occurred to me that my blog is now six years old. It isn’t a very long time, but longer than I probably thought when I first started this venture. Thank you all for your continued support.
I’m reading this book called “The Plan for Reviving the Chinese Tea Industry” ????????, written by Wu Juenong and Hu Haochuan in 1935. Wu was a patriot and an agronomist, while Hu was a tea expert who specialized in Qimen hongcha. Back then, the Chinese tea industry was in a real slump, losing out to India, Ceylon, and Japan on the world market, and with the economy in poor shape, the domestic market was also shrinking. War, of course, would soon tear this plan (and any other) to pieces, and the Chinese tea industry would go on a decades long decline until more recently. In this plan, they set out to list the problems of the Chinese tea industry, tried to explain the decline, and proposed things that they thought could help revive the ailing state of affairs. It all makes for a pretty interesting read.
One section that struck me while I was reading though is in the first chapter titled “Irregularities in production, sales, and operations”. In the section on problems in cultivation, the authors listed one issue as “the aging of tea trees.” In our view these days, aging of tea trees is a blessing, not a curse, but of course, their perspective is a little different. I present you the section, roughly translated, below:
4) The aging of tea trees
The cultivation of tea has a long history. Many of the tea trees in existence are either decades old, or so old that we no longer know their age. Although currently we do not yet have the ability to determine at what point does a tea tree’s quality begin to decline and turn bad, but the fact that old tea trees produce poorer quality tea is indisputable. An especially known fact is that the production volume declines and is no longer fit for enterprise. This is a topic worthy of serious research. After all, although we cannot say that a perpetual plant such as tea has any type of “anti-local” effect, but it is clearly observable that there are signs of retardation among plants that have grown from seed to plant for generations on the same plot of land. Sichuan is the origin of the tea plant, but ever since the Tang dynasty whenever one names famous teas, Sichuan is not listed among them. During the Tang and the Song dynasties, among the famous producing regions such as Yonghu (modern day Hunan province), Qinmen (modern day Hubei province), Shuzhou (modern day Anhui province), Guzhu (modern day Zhejiang province), Yangxian (modern day Jiangsu province)… they have all faded from the glories of yore. As for Huoshan in Anhui, or Wuyi in Fujian that have long enjoyed their fame, these are rare and unique among tea producing regions. As for modern day Longjing in Zhejiang, or Huizhou in Anhui, are all latecomers. Qimen, which is part of Anhui, only really became famous for tea in the past few decades.
This passage makes me wonder – clearly, productivity is a concern for older trees, and I think the same thing happens for grape vines, which is why vinters replant their vines every few years. In Taiwan, at least, I know farmers often replant their oolong trees for the same reason, to preserve productivity because younger trees yield more. Yet, if we believe what we are currently told, then old trees = better teas, in which case men like Wu and Hu were, in fact, destroying good teas by chasing after yields.
I think the situation here might be a bit analogous to organic food – oftentimes, organic food can indeed taste better, not necessarily because it is organic, but also because it is farmed with more care and attention from the farmer, whereas the industrially produced stuff gets relatively less care and comes out not tasting as good. Yet, if all the farms in the world go organic, then a lot of people will starve, because the yield from such farms tend to be lower, with more losses and less production because of the very nature of the farming method. Likewise, winemakers often advertise when they use old vines for a wine, labeling it vieilles vignes for example, to let us know that it is made from old vines, with the implication that this makes better wine. Tea makers are also doing that, most notably with puerh but also increasingly with other types of tea, telling us that this or that is made with old tree teas. But old tree teas don’t produce as much, which, of course, is part of the reason why they are more expensive.
I suspect that this day and age, especially after the ravages of collectivization, there are very few old tree teas left in many of the major tea producing areas in China. What’s left are likely to be destroyed, unless held in private hands, so comparison between the two tend to be difficult, if not impossible. With puerh, I think it is safe to say that there’s a difference between old tree and non-old tree teas. Whether that difference is good or not, however, is really up for debate, as different people have different theories. Old trees, however, command much higher prices, even as raw leaves. It does, then, feed back into the self-fulling loop because if you were a tea processor, and you have a kilo each, one of which costs a lot more to procure, you’re likely to put more care into processing the bag that cost more. This, in turn, may result in better tea simply because you were paying more attention, thus fueling the speculation that old tree teas taste better, thus further driving up the prices. Of course, this is all speculation, but it is nevertheless worth thinking about. After all, Wu and Hu noted that there were quality issues that are distinct from yield issues; it’s too bad that they didn’t say what kind of quality problems there were with such teas.
The flap over flavonoids TheHeart.Org This month is no exception, with two new studies in the February 2012 issue of the American Journal of Clinical Nutrition, one suggesting a lower rate of cardiovascular death in people consuming a diet high in flavonoid content [1], and the other ... |
Seven Ways to Boost Your Brain - the medieval, the modern, and the mammal ... Institute for Ethics and Emerging Technologies Rat studies in Brazil - with weight-bearing rodents climbing ladders and negotiating mazes - reached parallel conclusions. The rats had considerably higher levels of BDNF; a growth factor that triggers neurogenesis. St. John's Wort is a medicinal plant ... |
![]() Elle | Sugar and Aging: How to Fight Glycation Elle From a dietary standpoint, forswearing white sugar, high-fructose corn syrup—which studies have shown increases the rate of glycation by 10 times, compared with glucose—and simple carbs is a no-brainer. “Even though all carbs get converted into sugar ... |
Dark chocolate does a body good Long Beach Press-Telegram Two tablespoons of natural cocoa have more antioxidant capacity than 3 1/2 cups of green tea, 3/4 cup of blueberries and 1 1/3 glasses of red wine. Studies show that the plant compounds in chocolate may reduce the risk of cardiovascular disease. |

Diagram by Cmglee, used under CC BY-SA 3.0.
This post provides some powerful examples that demonstrate that this way of looking at things is not always valid. The world, both on a human level, and a fundamental physical level, does not always work in the way that the the word "superficial" suggests. The surface, or the boundary of a region, is often where the most interesting things are happening, and this phenomenon is widespread at all levels in our universe.
Surface and Boundary in Biology:
Anyone who has studied microbiology will undoubtedly be familiar with the cell membrane. Cell membranes, a double layer of nonpolar (oily) and polar (like water) substances creates a barrier which separates the interior of a cell from the outside world. Complex channels exist in these membranes to allow a living cell to control what passes through its walls, and structures attach to the membrane to allow it to interact with the outside world. A large portion of biological research focuses on the cell membrane or the various proteins and structures that exist within it.

Tea And Surface Area:
The surface area of tea leaf is of critical importance in determining how the tea infuses in water. The infusion of the tea's flavor and chemicals into the water happens at the surface of the leaf, so increasing the surface area will make the tea infuse more quickly.
The following is a photo of Imperial Tea Garden's Moon Swirl White Tip, a green tea from Hunan province. The complex curls and folds of the leaf provide greater surface area than the small, tightly rolled pellets suggest.

Breaking up the tea leaf increases the surface area, thus making the tea infuse faster. Finely-broken tea, like fannings and dust, have the highest surface area to volume ratio, and thus infuse fastest. On the other hand, whole-leaf tea with thick, tough leaves has the highest surface area to volume ratio, and thus infuses slowest of all, considerably slower than whole-leaf tea with thinner, more delicate leaves.
Thinking about surface area also helps us to understand the infusion behavior of flavored teas as compared to pure teas. When flavoring is added in the form of extracts or essential oils, the flavoring is added to the surface of the leaf. While some of the flavor may permeate deeper into the leaf, it is concentrated on the surface. The flavoring thus infuses very quickly. This is why flavored teas often have the strongest aroma of their "flavor" in the first infusion, and then taste more like tea in subsequent infusions.
Food, Surface Area, and Nutrition:
Surface area is relevant in food and nutrition as well. The skin of fruits and vegetables tend to be richer in vitamins, minerals, and proteins than the interior. Although not all fruit and vegetables have edible skin, the ones that do often have remarkably more nutritional value in their skin. As an example, let's look at the potato:
The USDA Nutrient Database tells us that 100 grams of baked potato skins have 4 grams of protein, 8 grams of fiber, and 39% RDA of Iron. 100 grams of baked potato flesh, on the other hand, while slightly less caloric (probably because they contain more water), only contains 2% of Iron, 2 grams of protein, and 1 gram of fiber. Baked potatos are not a good example for comparing Vitamin C content because the skin of the potato is exposed to more heat than the interior, so, although the skin is richer in Vitamin C, baked potato skins have similar vitamin C content. This is just an example. In some fruits, such as apples, the skin contains much more vitamin C by weight than the flesh. Moral of the story: don't peel your fruits and vegetables.

This blue potato has a lumpy shape, increasing its surface-area per unit volume. Buying lumpy, irregularly-shaped varieties of fruit can actually lead to better nutrition by adding more surface area. Similarly, buying small fruits also has the same effect.
Surface Area And Information in Quantum Physics:
There is some relatively recent work in quantum physics that has suggested a most peculiar result: it is possible that the amount of information that can be stored in a region of space is bounded not by its volume, but by its surface area. If you're a physicist, you can find the original paper here: Operational view of the holographic information bound, published in Physics Review D, Vol. 82, No. 12, 2010.
Doesn't it sound bizarre and counterintuitive? In other words, imagine a filing cabinet. The amount of information you can put in the cabinet depends not on the space inside the cabinet, but on the amount of area on the walls of the cabinet.
What does all this mean?
The point is...the phenomenon of the surface being more important than the inside of something, and the surface area being more important than volume for various practical reasons, is a phenomenon that appears again and again at all levels of our world: with tea, with food, with microbiology, and with the very fundamental laws of physics at the smallest possible scales.
So next time someone describes something as superficial, stop to think...maybe they're actually describing the things that really matter in life.
Some practical advice about your child's weight Jamaica Gleaner Q: Is green tea really that much healthier than regular black tea? I want the health benefits, but I prefer the flavour of black tea. A: You may get health benefits from both. More laboratory studies have investigated the compounds, especially EGCG, ... |

