The three success factors are ‘Transparency, Engagement and Action’, according to Sally Uren of Forum for the Future (which of course spells ‘tea’).
Four scenarios within the report give us insights into the way forward, including more protection for women farmers and a critical area for those of us following global food trends: the move to ready to drink tea in all types of packaging format, from cartons to cans, PET and glass to pouches and lidded cups.
Ron Mathison of Finlays explained to me how this could be detrimental to the tea farmers, as it’s not always the best tea that’s used to make these products, and it is in trading in the premium teas where they gain most. I’m aware of many companies where using only the best ingredients in RTD is their ‘unique selling point’.
Jordy van Honk, senior program manager for Tea at IDH – The Sustainable Trade Initiative, gave the public sector viewpoint: “The tea industry has been quite old-fashioned and has to change, especially in the countries where it’s produced. We need to focus more attention on the workforce.”
In the Q&A that followed, Richard Stobart from The Fairtrade Foundation reminded us that, “It is a ‘rising tide that lifts all boats’, but we need to be aware that private label brands are sourcing from ‘anywhere’ without thought for the farmers”.
Bemoaning the fact that 60-70% of tea is sold on promotion, Ron Mathison said: “The consumer is trained to be promiscuous, with different teas on offer each week”. This makes it harder for tea companies to plan ahead and predict sales.
“Of course, we are interested in yields and productivity,” he said, “but it’s the different proportions of economic returns that are going to farmers in different countries. This must be addressed. This is our opportunity to negotiate a standard pricing structure.”
The main idea behind the report is an ethical one, but also to create sustainable livelihoods, with tea as a ‘hero crop’.
Consumers are to be made aware of accurate water use when boiling a kettle for tea, and the best use of teabags after a beverage is made.
“We all have business goals,” said Pier Luigi Sigismondi of Unilever. “But by putting sustainability at the core of this, we create stability for long-term business.”
It has been reported that the countries where most tea is drunk also report the lowest levels of diabetes, giving tea a health halo too.
There’s a fair amount of resistance to change in this industry, according to Sarah Roberts, executive director at the Ethical Tea Partnership (ETP). “We need to deal with the material issues such as soil erosion, unemployment and deforestation,” she said, “but most importantly, we need to get under the covers and work together. The ETP is tackling the question of ‘a living wage’ by working in collaboration with Oxfam. There are ways of driving change, faster and deeper. With this report, we are moving beyond certification and preaching to the unconverted.”
Sally Uren concluded: “We have seen over the past few years that when it comes to tea purchasing by consumers, despite the economic crisis, the ‘value of values’ still matter.”
It was a thought-provoking evening, and I would be pleased to hear your views on promoting a healthy future for the tea industry. Contact me here. You can also listen to my interviews from Tea 2030 here and here.
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