Lipton® launches 'Caring for Communities is Our Cup of Tea'
Reinforces Lipton's commitment to sourcing all of its tea from sustainably managed, Rainforest Alliance Certified™ farms by 2015
Englewood Cliffs, NJ (November 9, 2011) - Underscoring its commitment to sustainability, LIPTON®, one of the world's leading tea and refreshment brands, is proud to announce the "Caring for Communities is Our Cup of Tea" initiative. This program represents Lipton's latest effort in its commitment to sourcing all of its tea from sustainably managed farms, with the goal of having all of its tea bags originate from Rainforest Alliance Certified™ farms by 2015.
The first Lipton farm was Rainforest Alliance Certified™ in 2007. Since then, several third-party tea estates in Kenya, Argentina, and India, have achieved certification. In addition to implementing environmentally sustainable practices, Rainforest Alliance Certified™ farms ensure workers and their families have respectable 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, 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."
As part of the program, from November 1, 2011 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 in sustainability efforts for their community, among other prizes.
To participate in the sweepstakes, consumers can look for Lipton® "Pick Your Tea with Care" 100 count Cup or 312 count Cup Black Tea promotional packs at retailers nationwide. Each box of tea will contain 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," said Tensie Whelan, president of the Rainforest Alliance. "Lipton has demonstrated the difference big brands can make in driving sustainability into the mainstream market worldwide."
Sustainable tea farming is just one element of the quality and care procedures executed by Lipton. To ensure the best, high-quality cup of tea, Lipton uses only the top leaves of the tea plant, which are the youngest, most tender and most flavorful. Additionally, Lipton employs master tea blenders and tasters, leveraging the brand's 121 years of tea heritage and expertise.
* NO PURCHASE NECESSARY. Void where prohibited. The "Caring for Communities Is Our Cup of Tea" Promotion is sponsored by Conopco, Inc., d/b/a Unilever. Open to legal residents of the 50 U.S. & D.C., 18 or older. Begins 12:00 a.m. ET on 11/01/11 & ends 11:59 p.m. ET on 03/31/12. For official rules including how to obtain a free code, visit www.LiptonCares.com
With more than 100 years of experience, Lipton is one of the world's great refreshment brands, with tea-based drinks including leaf tea, infusions, ready-to-drink tea and other refreshing alternatives to soft drinks. For more information on Lipton and the Rainforest Alliance, please visit Facebook.com/Lipton or http://www.liptont.com/
About the Rainforest Alliance
The Rainforest Alliance works with people whose livelihoods depend on the land, helping them transform the way they grow food, harvest wood and host travellers. From large multinational corporations to small, community-based cooperatives, businesses and consumers worldwide are involved in the Rainforest Alliance's efforts to bring responsibly produced goods and services to a global marketplace where the demand for sustainability is growing steadily. For more information, visit www.rainforest-alliance.org