Lipton Tea has announced an expansion to their sustainability program pledging to source 100% of their tea for teabags globally, from Rainforest Alliance Certified estates by 2015.
Since 2007, the British tea maker has worked closely with the Rainforest Alliance, a non-profit conservation organization that promotes sustainable standards in farming, to certify as sustainable all of the tea estates that supply its tea. Lipton says its U.S. products bearing the Rainforest Alliance Certified seal will soon be available on store shelves nationally, with the majority of their tea bag packages sold in the US carrying the seal by the end of 2010.
“Lipton has long been dedicated to bringing the sustainable sourcing of tea into the global mainstream,” says Christine Durkin, brand director, Lipton Tea. “As the world’s biggest and best known tea brand, we’ve had a strong commitment to the tea products we make, the tea growers we rely on, and the tea drinkers we serve. All three are set to benefit greatly by this industry-changing work we’re doing in sustainability.”
To mark the launch of their new campaign, Lipton is also partnering with National Geographic who will produce video and still photography, to document the brand’s sustainability pledge. The content includes four videos featuring National Geographic Television journalist Boyd Matson, who traveled to Kenya this spring to document the sustainability practices of the Lipton Tea Estate in Kericho.
The content will be included in a National Geographic online community. It also will be distributed on a number of National Geographic platforms, social networking sites, direct marketing material, customized cell phone game applications, along with liptont.com.
via:: Sustainable Life Media
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