Lipton Launches ‘Caring’ Initiative

To demonstrate its commitment to sustainability, Lipton has introduced the “Caring for Communities is Our Cup of Tea” initiative. Under the program, the well-known Unilever brand aims to source all of its tea from sustainably managed, Rainforest Alliance-certified farms by 2015.

The first Lipton farm was Rainforest Alliance certified in 2007. Since that time, several third-party tea estates in Kenya, Argentina and India have received certification. As well as implementing environmentally sustainable practices, Rainforest Alliance-certified farms ensure that workers and their families have adequate housing and access to medical care and education for their children.

“We are committed to giving our consumers a quality tea experience from the moment the leaves are selected to when consumers are enjoying a freshly brewed cup,” says Alfie Vivian, VP refreshments at Englewood Cliffs, N.J.-based Unilever North America. “The Caring for Communities is Our Cup of Tea program will highlight the sustainable communities where our tea is grown, and help consumers understand the steps we take to pick our tea with care.”

Through March 31, 2012, consumers will have a chance to win a trip to Kenya, including a visit to a Rainforest Alliance-certified tea estate and a $25,000 check to aid sustainability efforts in their own community, among other prizes. To take part in the sweepstakes, shoppers can purchase Lipton “Pick Your Tea with Care” 100-count Cup or 312-count Cup Black Tea promotional packs. Each box contains an entry code that can be entered at Lipton’s Facebook page at www.facebook.com/lipton or at www.liptoncares.com.

“We applaud Lipton for its strong commitment to sustainability, which has had a measurable impact on the tea industry,” noted Tensie Whelan, president of the New York-based Rainforest Alliance. “Lipton has demonstrated the difference big brands can make in driving sustainability into the mainstream market worldwide.”