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Leader in Fair Trade Coffee is First US Company to Offer Fairly Traded Tea |
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CANTON, MA -- (11/13/98) In a move that opens up new
opportunities and markets for small-scale, Third World farmers,
Equal Exchange Fairly Traded Gourmet Coffee announced today the launch
of its brand name line of fairly traded organic teas. The
decision makes Equal Exchange the first US company to offer fair trade
tea from small growers.
Equal Exchange's new product line is a precedent-setting departure from the
centuries-old tradition of and dependence on purchasing tea from large,
privately owned plantations. The Canton, MA-based organization is
purchasing its premium, certified organic teas from small farmer
initiatives and progressive, fair trade tea gardens that adhere to fair
trade principles. All the growers Equal Exchange is working with
receive an above market price for their tea.
"We have been working with small-scale coffee growers for 12 years now.
During this time we have seen the difference that fair trade can make
to small growers. The fact that we can be a part of bringing new
opportunities and markets to tea growers is really exciting to us,"
says Equal Exchange co-founder Jonathan Rosenthal.
Small tea growers can now compete against big plantations
"Because growing, processing, and the global marketing of tea is such a
complex system, smaller producers in tea-growing countries haven't
really been able to compete," Rosenthal explains. "With fair
trade they have an entirely new venue in which to grow and reach higher
levels of economic independence."
Equal Exchange is sourcing most of its tea from an initiative located
in the foothills of the Himalayas in Darjeeling, India. The
growers live on and cultivate land once owned by a private tea
estate. The tea is blended and packed in country, bypassing
the middlemen normally involved in these steps. As part of this
initiative, the growers and their families receive a fair trade premium
for their tea as well as pre-harvest financing, giving them the
opportunity to create a more sustainable future. Equal Exchange
is one of the projects first trading partners.
Honest and fair relationships with trading partners and consumers
A pioneer in fair trade since 1985, Equal Exchange's marketing
philosophy values informed consumers, honest and fair trade
relationships, and cooperative principles.
Equal Exchange will market three different certified organic teas
nationwide: an Earl Grey, a Green Tea and an English Breakfast.
Both the Green and Earl Grey are from the small grower initiative in
Darjeeling, an area known for producing the world's finest tea. The
English Breakfast is a combination of the same Darjeeling as well as
Assam tea from fair trade tea gardens. All three teas are
certified organic helping to ensure a healthier environment for the
growers and a healthier tea for consumers.
Equal Exchange fairly traded tea will be available beginning in
December. "Initially," comments Equal Exchange Director of Marketing
Bruce McKinnon, "we will be marketing our fair trade teas to our
existing customer base of natural food stores, cooperatives cafe's and
restaurants."
"Driven by the rise in popularity of tea in general, and
especially the media-promoted health benefits of green tea," says
Rosenthal, "we're truly excited about entering the tea market."
Java loving loyalists, however, will still be able to buy their
favorite Equal Exchange beans through the same retail food outlets--
and continue to
support the ethics of fair trade.
For more information on fair trade and Equal Exchange's line of fair
trade coffees visit their web site <www.equalexchange.coop>
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