Rainforest Alliance Certified(TM) Tea Products Become Available to U.S. Consumers; National Geographic Helps Tell Story
NEW YORK, June 18 /PRNewswire/ -- Lipton Tea, an industry pioneer in sustainable agriculture practices and social responsibility, is undertaking a major expansion of its long term commitment to sustainability. Starting this spring, select Lipton Tea products bearing the Rainforest Alliance-certified seal will be available on grocery store shelves across the United States. The brand is also launching an integrated partnership with National Geographic Global Media to highlight the social, economic and environmental benefits of Lipton's sustainability practices.
'Lipton has long been dedicated to bringing the sustainable sourcing of tea into the global mainstream,' said 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. We wanted to share this important initiative in a compelling and unique way, and have found the ideal partner in National Geographic.'
In 2007 Lipton set out to lead the industry by committing to purchase all of its tea from sustainable, ethical sources. Since then, the company has worked closely with the Rainforest Alliance, a non-profit conservation organization that works around the world to develop and promote sustainable standards in farming, forestry and travel, to certify as sustainable all of the tea estates that supply its tea. Lipton products bearing the Rainforest Alliance Certified seal will soon be available on store shelves nationwide, including select bagged tea products, as well as Lipton PureLeaf ready-to-drink tea. The majority of Lipton's tea bag packages sold in the US will carry the Rainforest Alliance Certified seal by the end of 2010. The brand's long-term goal is to have all of the tea for its tea bags - globally - sourced from Rainforest Alliance Certified estates by 2015. Although Lipton expects to pay a higher price for tea from Rainforest Alliance Certified estates, the price will not change for consumers as a result of the certification, thus reflecting the brand's belief that all products should be made sustainable.
To mark the launch of Rainforest Alliance-certified products in the United States, Lipton is also partnering with National Geographic to create custom content documenting the brand's journey and commitment to sustainability.
