Lipton Tea in Turkey: Infusing a Real Flavour of Sustainability
This case study discusses the initiatives taken by Unilever, one of the world’s leading fast moving consumer goods companies, to promote sustainability, by using the example of Lipton Tea in Turkey. In November 2010, Unilever launches the ambitious “Unilever Sustainable Living Plan”, committing to a ten-year sustainable growth plan. Lipton defies the traditional approach of introducing sustainable products as a niche brand in the market. Instead the company adopts a large-scale mainstream approach, planning that by 2015, all the tea in Lipton teabags will be sourced from Rainforest AllianceTM Certified farms, and by 2020, every kilogram of tea will be sourced sustainably.
Through this case, readers will be exposed to the concept of sustainability, and to the many factors that have made it become so important for companies, particularly large multi-nationals, to commit to such initiatives.
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