Herb
and tea (Camellia sinensis, Theaceae)
industry veteran Brian Keating died suddenly on September 2, 2018, of a heart
attack. Keating founded Sage Group, a Seattle, Washington-based natural
products consulting group, to assist clients with creative, strategic, and
technical support. Businesses, brands, and events, such as Whole Foods Market,
Tazo Tea Company, World Tea Expo, and many more, have all benefitted from
Keating’s knowledge of the tea market in the United States and passion for
high-quality, artisanal tea products.
Keating
was born in Denver, Colorado, on May 25, 1956. Though he never finished high
school, he enjoyed reading and learning in his own way. He entered the world of
natural products as an herb and spice buyer for a natural foods store in
Denver, and he further dabbled in the culinary world by becoming a chef and
spice buyer at a Moroccan restaurant.
In
the mid-1970s, the tea market in the United States was small. However, Keating
had a passion for tea and believed that the US market had untapped potential.
He formulated his first product, a tea-based energy drink called SPORTea, in
1982 through his company Ultimate Performance Products, Inc. In 1996, Keating
assumed ownership of a Seattle specialty tea shop called The TeaCup, where he
sold a large selection of bulk teas, tea products, and drinks he formulated
himself.
As
general knowledge and availability of fine teas grew, Keating saw an
opportunity for further expansion and founded Sage Group to aid the fledgling
market. Sage Group’s clients have included companies such as Valensa,
Nutraceutix, New Chapter, Amway, Starbucks, and many others in the United
States and internationally. Keating expanded the scope of his consultancy to include
other herbs, spices, nutrients, and flavorings, but tea remained his passion
and focus, and he believed that tea could grow to rival coffee (Coffea arabica, Rubiaceae) in popularity
in the United States.
Aromatherapist
Mindy Green, RH (AHG), recalled that it was Keating’s nature to explore every
avenue and try different things. “Brian was the quintessential Gemini, flashing
between a wide variety of social circles and diverse business clients,” she
wrote (email to M. Blumenthal, January 2, 2019). “He was a superior networker,
wicked smart, uniquely quick witted, funny as hell, creative and talented, as
well as being genuine, warm, empathetic, honest, and kind…. As my business
partner, mentor, and coach, Brian is irreplaceable. As my friend, he will be
sadly missed every day.”
In
1993, Sage Group published its first “US Tea is ‘Hot’ Report” that offered
trend analyses, market insights, and other resources for those in the tea
business. The report was well-received by the industry, and it was then that
Keating closed his tea shop in order to expand the offerings of Sage Group. The
group would publish seven editions of the report and added a kombucha market
report in 2008 and a matcha report in 2013. Keating also co-authored the
American Botanical Council’s first tea market report for HerbalGram issue 105.1
Keating
recognized a unique opportunity in 2003: the first World Tea Expo. He was the
lead speaker for the inaugural event, a role he reprised nearly every year
after that. His networking skills helped attract the participation of large
conglomerates such as Nestle, Unilever, and Pepsi, and other consumer product
manufacturers. The World Tea Expo, which is now owned by Informa, is held
annually in June in Las Vegas, Nevada. The event currently features an exhibit
hall with hundreds of exhibitors, a new products showcase, tasting events,
educational sessions, an awards ceremony that recognizes lifetime achievements
in the tea business, and expert speakers from around the world.
Keating
further guided the expansion of the US tea market through his work with Whole
Foods Market in 2006, when he became the company’s first tea buyer and blendmaster
for its subsidiary Allegro Coffee Company. In this position, he helped
establish Whole Foods’ in-house line of tea beverages and developed 40 new
products for that line.
Rob
McCaleb, president of the Herb Research Foundation and former research director
for Celestial Seasonings, worked with Keating and Sage Group during his tenure
at Celestial Seasonings, and their professional relationship grew into a
personal friendship. McCaleb fondly remembered Keating’s dynamic personality, love of
music, and caring nature. “For many years, he [was] such a close friend to me,
and to so many others,” McCaleb wrote (email to M. Blumenthal, January 5,
2019). “He was simply a giant in the tea world. I don’t know of anyone who had
Brian’s depth of knowledge about tea, about the business of tea, the growing
and production of tea, the science of tea, the WORLD of tea.”
Brian
Keating is survived by his sister, Pam Herbst, and niece, Lindsay Herbst.
Remembrances of his life were held in Seattle and Boulder, Colorado, in
September and October 2018, respectively.
—Hannah
Bauman
Reference
- Keating
B, Lindstrom A, Lynch ME, Blumenthal M. Sales of tea & herbal tea increase
3.6% in the United States in 2014. HerbalGram.
2015;105:59-67. Available at: http://cms.herbalgram.org/herbalgram/issue105/hg105-teamktrpt.html.
Accessed January 16, 2019.
|