As a result of end consumer’s concerns on environment and sustainability issues, ethical standards / certification bodies like Rainforest Alliance, UTZ, Ethical Tea Partnership etc have emerged in order to monitor and improve sustainability standards of commodity producers. Arguably, Rainforest Alliance (Known as “RA” among tea professionals) is the most popular among all. Currently, Lipton purchases their tea only from RA certified gardens. By the way, RA has introduced a new vibrant brand identity with a sleeker, more dynamic frog. Inspired by the rainforest habitat, certifications body’s new brand identity represents a major milestone, following their January 2018 merger with UTZ and the development of company’s organizational strategy.

According to RA (https://www.rainforest-alliance.org/), they have dedicated more than 30 years to amplifying the voices of farmers and forest communities, improving livelihoods, protecting biodiversity, and helping people mitigate and adapt to climate change in bold and effective ways. Through the years, organisation’s frog has changed and adapted along with the growth of organization and the evolution of our identity.

RA is currently working to refresh and modernize their green frog seal as part of the development of our new agricultural certification program, while making the most of existing strong consumer recognition and brand value. RA will share more information in the coming few months. For the latest information on the new certification program please visit their business website.

Even though there are some criticisms on the actual contribution of these certification bodies towards sustainable agriculture in producing nations, more and more suppliers have started to achieve these ethical certifications due to growing demand from the end user.

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References

1.Original Post: https://www.rainforest-alliance.org/videos/new-organization-new-look-for-our-frog

2.Organization website: https://www.rainforest-alliance.org/