From a National Geographic Society Press Release, June 9, 2009: “Lipton Tea Continues Major Expansion of Groundbreaking Sustainability Initiative.” A few excerpts:
Lipton Tea, which has long been an industry pioneer in sustainable agriculture practices and social responsibility, is undertaking a major expansion of its long-term commitment to sustainability. Starting this spring, select Lipton Tea products bearing the Rainforest Alliance Certified seal will be available for the first time on grocery store shelves in the United States. The brand is also launching today an integrated partnership with National Geographic Global Media to highlight the social, economic and environmental benefits of Lipton’s sustainability practices….
Lipton is also partnering with National Geographic to create custom content documenting the brand’s journey and commitment to sustainability. The content, created by National Geographic, includes still photography as well as four videos produced by National Geographic Digital Media featuring National Geographic Television journalist Boyd Matson, who traveled to Kenya this spring to document the sustainability practices of the Lipton Tea Estate in Kericho.
The custom content will be included in a National Geographic online community at www.nationalgeographic.com/lipton. It also will be distributed on a number of National Geographic platforms, such as the National Geographic Channel, Facebook, Twitter, print, direct marketing and customized Nat Geo Mobile iPhone game applications, along with Liptont.com.
“Lipton’s commitment to sustainability is impressive,” said Shannon Hebert, vice president, National Geographic Global Media. “We are pleased to leverage the strength of National Geographic’s integrated multimedia platforms to extend Lipton’s message to our audience in engaging and relevant ways.”