Lipton Tea starts two sustainability initiatives
June 18, 2009
by Eric Schroeder
NEW YORK — In two moves designed to expand the company’s sustainability initiative, Unilever will begin introducing Lipton Tea products in the United States featuring the Rainforest Alliance-certified seal and will launch an integrated partnership with National Geographic Global Media to highlight the Lipton brand’s social, economic and environmental benefits.
"Lipton has been dedicated to bringing the sustainable sourcing of tea into the global mainstream," said Christine Durkin, brand director for 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 drinks we serve. All three are set to benefit greatly by this industry-changing work we’re doing in sustainability."
Unilever said it expects the majority of its U.S. Lipton tea bag packages to feature the Rainforest Alliance-certified seal by the end of 2010, with a long-term goal of having all its global tea bags featuring the seal by 2015.
As part of its partnership with National Geographic, the latter will feature custom content from Lipton documenting the brand’s journey and commitment to sustainability. The content will include still photography as well as four videos produced by National Geographic that will be available for viewing by visiting www.nationalgeographic.com/lipton. The content also will be available through other National Geographic platforms, including the National Geographic Channel, Facebook, Twitter, print, direct marketing and customized Nat Geo Mobile iPhone game applications.