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Tetley tea traceability

Challenge

Connect customers with the source of their tea leaves.

Problem

The increasing use of sustainability and ethical labels and standards is creating confusion for consumers who may question authenticity and success of such programmes. One way to break down scepticism is to connect consumers directly with the beneficiaries of the initiatives.

Solution

Tata Global Beverages (TGB) owns the Tetley tea brand and is committed to source all tea leaves from Rainforest Alliance certified farms by 2016. To support this commitment they launched Farmers First Hand, a social media campaign to connect their drinkers with the farmers producing the tea. Using a Facebook page, TGB encouraged smallholders and workers to routinely provide updates as they worked towards Rainforest Alliance certification. The site allowed consumers to put questions to the workers and understand the positive impact buying the brand was having.

Benefits

Increased awareness of tea sourcing and sustainability issues for customers
Stronger brand loyalty
Encourage more ethical product purchase
Feedback on the issues important to customers
Enable growth in the programme
Reduce confusion over labelling

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