by WTN Staff 

Art of Tea, based in Los Angeles, has taken the trend of getting customer feedback on new product offerings to a higher level, actually allowing them to judge and choose flavors before they go to market.

The company said its aim was to create a collaborative environment in which participants could learn about tea as they directly affected the product development process. The panel consists of 35 tea enthusiasts who, in their first run in October, chose Banana Dulce as a new flavor over Earl Grey Passion.

Art of Tea founder and CEO Steve Schwartz said the panel was more than a focus group in that it solicits the input of wholesale and retail customers. "There is no compensation for the program, although there are discount incentives that were mentioned after they were picked form the long screening process," he added. "We have an outspoken customer base that feels passionate about our brand and teas."

He further described the panel as a "tribal movement that is interactive and cutting edge." Its success has led Art of Tea to implement a rating system on its Web site, where customers can give stars to and write reivews of products they've tried.