Called Farmers First Hand, the initiative will allow consumers to communicate directly with tea-producing communities that are working towards being Rainforest Alliance (RA) certified.
brand secured Rainforest Alliance certification in February 2010, with the aim of luring in more customers and championing its ethical credentials.
The first tea estate involved in the initiative will be Lujeri in Malawi, before it is expanded to tea estates in other countries.
The initiative will involve tea farmers and estate workers using phones and cameras provided by Tetley to share their progress towards becoming RA certified.
They will upload text messages, photographs and video clips to a dedicated Facebook page, which Tetley customers can then look at.
Lucy Denny, global marketing manager for the Tetley brand, said: "We want Tetley tea drinkers to enjoy their favourite cuppa, knowing that by choosing it, they have helped to protect the environment on tea estates and provide sustainable livelihoods for the people there."
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