Product # 1
Product Name: Lipton , Yellow Label Tea
Label of interest: Rainforest Alliance Certified
1. What does this label mean to you (i.e., how do you interpret the label)?
This label means that the product is eco friendly, and its production was done in a matter
that preserves the environment and the wild life. Furthermore, this particular label also
promotes the rights and well being of workers, their families and communities.
2. Is it clear, what makes it clear or not?
The label doesnt really deliver the full message behind it. The name “Rainforest alliance
certified” and the frog in the middle can mislead the consumer into thinking that it only has
to do with environment and wild life. Nothing on the label direct the consumer about the
other important criteria behind the label which is the well being of workers.
3. Do you think it is misleading in any way, if yes, how so?
It is not misleading as much as it doesnt deliver the full message behind it. The name, the
form, the image and the color, define clearly that the product comes from an operation that
meets the standards that protect the environment.
furthermore, Lipton, currently have 2 Rainforest Alliance Certified tea estate in Kericho
and Kenya, and they are committed to a worldwide sustainability in tea bags by 2015.
However, until today, only 39% of the tea purchased for the Lipton brands were from
Rainforest Alliance Certified™ farms ( with 39 % this is still on plan for the 2020
sustainable project of 100 % sustainable source of tea). That is why it is kind of misleading
as not all Lipton tea in the market contain tea bags that comes from sustainable farms yet.
4. Do you think this product should have this label, why or why not?
I think that the use of the label not to be generalized. In other terms, if only European
countries are taking advantage of the real sustainable Lipton tea, then only the tea in the
European market should have the label until further notice.
5. Is the label effective or not? Explain your answer
The label is effective. Getting Rainforest alliance certification means the company is doing
an effort to lead to a better change and to be sustainable. Lipton is on that track and it has
almost 75 % of all its Lipton tea bag blends containing a proportion of Rainforest alliance
