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Organic, Fair Trade, and the Ethical Tea Partnership

Ten years ago, I had a pretty simplistic view of the word “organic.” I figured there was some set of guidelines you had to follow, and *presto* — you could put the word organic on your product. As it turns out, things are much more complicated than that.
When my wife and I had our ranch, we had a neighbor that produced organic pork. One day, they were forced to make an unpleasant choice. A disease was circulating among the hogs in our area. They could inoculate their hogs, but it would cost them their USDA organic rating. Or they could keep the organic rating, and potentially lose the animals — possibly even the farm. In another post on this blog, I told a story of an herb farm near us that gave up their USDA organic rating simply because they couldn’t keep up with the paperwork. There is a daunting amount of documentation required for a small family business to be certified organic.
I learned even more about organic products when I got into the tea business.
I learned that if you take some organic tea leaves and mix them with organic peppermint leaves, you cannot call the resulting mint tea “organic” unless you go through the process of having your facility certified and document everything you do.
I learned that some of my customers will only buy tea that is certified organic — and others will only buy tea if it is not certified organic.
I also learned that there are countries that won’t produce USDA organic tea simply because they don’t want a U.S. government agency telling them what to do. That’s when I found out that not all organic tea is USDA organic. Japan has their JAS (Japanese Agricultural Standard) program, the logo in the center bottom of the header image for this blog post. The European Union countries have their EU organic program. All of these programs were designed to encourage natural and sustainable farming techniques, but they all do so in different ways.
There’s also Fair Trade. In their own words, “Products that bear our logo come from farmers and workers who are justly compensated. We help farmers in developing countries build sustainable businesses that positively influence their communities.”
In 1997, a group of tea companies grouped together to create a program that was more specific to tea. At first, it was about tea companies working to monitor and certify their supply chains. Eventually, it became the Ethical Tea Partnership. Many of the members are names you’d recognize, like Bigelow, Tazo, and Twinings. Others are boutique brands. All work with the entire chain of people involved in tea production, from the farmers all the way to the distributors.
The ETP certification process is unlike organic and fair trade certifications, but it has elements of both. Provisions of their global standard include:
- No bonded or forced labor. Employees can’t be forced to leave their identity papers with the employer, must be free to leave at any time, and may not be forced laborers from prisons
- Freedom of association. Employees must be allowed to join trade unions and bargain collectively if they so choose.
- A safe and healthy workplace. Tea businesses must provide clean, well-lit, and safe work areas. Workers in potentially hazardous areas must be provided with health and safety training and appropriate protective clothing.
- Safe and hygienic wash stations and restrooms.
- No child labor, and special treatment for workers under 18 years of age.
- Fair minimum wages and on-time payment of workers.
- Reasonable working hours, including a maximum of 48-hour regular weeks, paid overtime on a voluntary basis, maternity leave, and a minimum of one day off in every seven-day period.
- Equal opportunity employment, including equal pay for men and women and a written policy forbidding discrimination on the basis of race, caste, nationality, religion, age, gender, sexual orientation, and other factors.
- Environmental management systems, including policies for control and reduction of agrochemicals, and for prevention of soil erosion.
- Water and ecosystem conservation.
The entire global standard document is available online as a 30-page PDF file.
So the next time you’re looking for tea, don’t just look for that USDA logo. Keep an eye out for these other logos as well!

While writing this blog post, I was drinking Pi Lo Chun, a hand-processed Chinese green tea. I brewed this cup for 3:00 using 175 degree (F) water. If you’re squeamish, you may want to taste it before looking at the translation of its name (“green snail spring”) — but it contains no snails; it’s just straight green tea. It has a full body and an earthy flavor, but it’s not overpowering at all. In fact, I’d describe this tea as “soft.” It’s not like a hearty Japanese Sencha, which I almost feel I have to wrestle into submission.
I suppose I should be drinking something organic, or fairtrade, or at least ETP. Mea maxima culpa!
Copywriters and tea marketing experts
These days, you can’t be too careful what you say on a tea website. Last year, Unilever was warned by the FDA for claims they made about “Lipton Green Tea 100% Natural, Naturally Decaffeinated.” A week later, they warned Dr. Pepper Snapple Group about claims they made concerning “Canada Dry Sparkling Green Tea Ginger Ale.” Earlier this year, the FDA’s target was Diaspora Tea & Herb (d.b.a. Rishi Tea) for a wide variety of health claims on Rishi Tea’s website.
Given these warning shots fired across the bows of the big boys, the whole industry is being careful about making nutritional claims for tea. But we still need to say more about tea than just “this stuff tastes really, really good” — although that’s generally good enough for me.
For an example of how far companies are going these days, we got a promotional mailer today from Numi Tea. They are a fine company, and I’d be happy to resell some of their products in our tea bar. The mailer has some traditional marketing language (with appropriate footnotes, of course), just as I’d probably write myself:
“[Pu-erh]’s unique fermentation process results in more antioxidants than most green teas and is traditionally known to help weight management*, improve digestion and naturally boost energy.”
Well, I hope I wouldn’t write it exactly like that, but given a bit of tweaking to the grammar and punctuation, it’s a reasonable sentence.
The first claim is footnoted “*Along with a healthy diet and exercise.” Okay. I’ll buy that. Given enough healthy diet and exercise, lots of things help with weight management. The other two claims are very difficult to measure and/or prove. Vague claims typically don’t draw the ire of the FDA, so they’re probably safe.
But it was the next section that made me chuckle. It says, and I quote:
“Every blend is freshly brewed, made with full-leaf tea and uses 100% real ingredients for a pure Pu-erh tea taste.”
Wow! It uses 100% REAL INGREDIENTS! Is that the best they could do? Really? Can you imagine the certification process for that? “Is this an ingredient? Yep!” I carry 100 different teas in my tea bar, and I can guarantee you that every single one of them carries 100% real ingredients. Yep. Not an unreal ingredient in the bunch.
I did a bit of further looking, and found that the front cover of their mailer says, “Real ingredients. 100%. Nothing else.” There’s a whole section of their website called “100% real ingredients.” There’s a paragraph on that page of their site that says:
“For a pure, authentic taste, we blend premium organic teas and herbs with only real fruits, flowers and spices. We never use ‘natural’ flavorings or fragrances like other teas do.”
I’m pleased to hear that they only use “real” ingredients, and not “natural” ones like everyone else. Come on, Numi. You make some absolutely fantastic teas, and your organic and fair-trade programs are excellent. I’d like to see you spend more time talking about that — which really does differentiate your products — and less time talking about being “real,” which means absolutely nothing.
