Tata Tea's Tetley just got a taste of it. Global fastfood retailer McDonald's has stopped sourcing tea from Tetley because it is not certified by Rainforest Alliance, one of the three prominent sourcing programmes in the UK.
The Rainforest Alliance works to conserve biodiversity and ensure sustainable livelihoods by transforming land-use practices, business practices and consumer behaviour.Tetley, of course, subscribes to another sourcing programme called The Ethical Tea Partnership.
Percy Siganporia, managing director, Tata Tea, said: "There is a range of ethical tea sourcing programmes in the UK, the three most prominent being the Ethical Tea Partnership, Fairtrade and Rainforest Alliance. The schemes are different but all make a relevant contribution to addressing sourcing issues in the tea industry."
But while Tetley believes that the Ethical Tea Partnership with its potential to improve the lives of millions of people on tea estates around the world is the most appropriate scheme for a mainstream brand like Tetley, McDonald's believes in Rainforest Alliance and has chosen to source their tea from a manufacturer who is part of the Rainforest Alliance scheme.
McDonald's is expecting the shift from Tetley to do a repeat of its initiative in coffee. Responding to an email, a McDonald's spokesperson said the move towards Rainforest Alliance tea in the UK came after a successful move towards Rainforest Alliance coffee, in which sales went up 22 per cent.
Incidentally, the first Rainforest Alliance certified farm is in Kericho, Kenya, an estate owned by Unilever. At the estate, workers are paid more than the minimum wage and have access to healthcare, schooling, decent housing and other benefits.
Also Read
"UK customers have responded very positively to Rainforest Alliance coffee and the certification standard is growing in recognition," said the spokesperson. McDonald's hopes that the shift would help it sell about 24 million cups of tea in the UK this year.
Tetley has, however, taken it in its stride. Siganporia said: "It is always disappointing to lose a customer but McDonald's represents a tiny proportion of the Tetley business and our commitment to the Ethical Tea Partnership remains."