The tea will be sourced from certified farms with immediate effect and Twinings Everyday will carry the Rainforest Alliance Certified seal on pack.
Heather Hartridge, Twinings head of brand, says: “We’re committed as a brand to identifying ways we can improve the sustainability of our tea products, whilst still offering consumers the same great tasting blend. This is what our consumers expect and we believe is our responsibility as a leading brand to fulfil.
“Following extensive consumer research we know there’s a growing demand amongst shoppers for greater transparency in the sourcing activities and sustainability initiatives of the brands they buy, whilst not compromising on quality or taste. Twinings Everyday meets this exact criteria. Consumers can now enjoy their brighter tasting tea knowing that every cup they drink is a step towards a better life for tea farmers and the environment.”
The Rainforest Alliance relationship is a continuation of Twinings’ ongoing CSR program.
As well as the brand’s overriding aim to source 100% of its Everyday tea from Rainforest Alliance Certified estates by 2015, Twinings is also a member of the Ethical Tea Partnership.