Adagio launches Roots campaign to support tea farmers

I love companies that do more than just sell a product and Adagio is one of them. They’ve recently launched a campaign called Roots. It seems like these days, everyone in the tea industry purports to have a close relationship with the farmers who grow their tea but how many actually do something to directly help their farmers and involve customers in doing so? Here is a snippet about the program. I think I may be in need of some jasmine tea this month, how about you?

Starting on September 1st, we will be launching the “Roots Campaign” on our site. A chance for our customers to meet the individual farmers who produce our teas and to gain an insight on the process of growing and making tea. Each month we will be highlighting a different tea from our product line and featuring the tea artisans that grew and crafted this tea. Users will be able to read about who that farmer is, view photos of their land and family, & read their answers to select questions that we have chosen. To show our deep appreciation, 10% of the sales from the featured tea will be donated back to the farmer it was sourced from.

The project is slated to run for 12 months and will feature 12 farmers from different tea-growing regions around the world. At the end of the campaign, we will be conducting followup interviews to find out just how the farmers were able to benefit from the donations.