The Rainforest Alliance Certified Seal™ - Highlights of 2010
On November 1, 2010, American Airlines began serving Rainforest Alliance Certified coffee roasted by Java City on flights worldwide. Approximately 30 million cups of coffee are served on-board each year -- that’s about one million pounds of beans that have been sustainably-grown and harvested.
"We are committed to exploring greener options for all of our products, both in-flight and on the ground, to enhance the travel experience for our loyal customers," explained Rob Friedman, American Airline's vice president – marketing. "Java City strikes the perfect balance by offering a high-quality, great-tasting, eco-friendly coffee."
In January 2010, Mars began using the Rainforest Alliance Certified seal on its Galaxy bars in the United Kingdom.
Paul S. Michaels, Mars CEO and president says, "Mars is committed to fundamentally changing the way sustainable cocoa farming practices are advanced by aiming to certify all of our cocoa supply by 2020. Mars is very appreciative of the trust Rainforest Alliance invests in our long-term commitment. Together, we strive to improve the whole cocoa supply chain."
Clearwater Paper, manufacturer of more than half of the grocery store-brand tissue in the US, began using the Rainforest Alliance Certified seal in 2010.
Bruce Woodlief, director of marketing for Clearwater Paper explains, “Folks want to feel good about the purchases that they make and they realize that sustainability is becoming an important topic…We believe that having an FSC/Rainforest Alliance Certified product will give consumers a good feeling of helping to sustain forestlands while not compromising on product quality.”
Second Cup, Canada's largest specialty coffee franchisor, launched its commemorative “Blend 35” in 2010 to celebrate its 35th anniversary. The coffee was promoted in more than 340 company cafes across the country, and customers were offered discounts and coupons.
Pat Russell, coffee expert for Second Cup noted that, “Second Cup has long recognized that the highest quality coffees come from farms that look after both their land and their people; offering Rainforest Alliance Certified coffees gives our guests another reason to feel great about the coffees they buy from us.”
In 2010, Kraft’s Médaille d’Or brand (available in Switzerland) achieved its goal of sourcing 100 percent of its coffee beans from Rainforest Alliance Certified farms.
To celebrate this commitment, Médaille d’Or produced point-of-sale materials, trained sales and promotional staff about certification, and conducted in-store demonstrations.
In 2010, Tetley, the world's second largest tea company, committed to sourcing all of the leaves for its Tetley brand from Rainforest Alliance Certified farms by 2016. The Rainforest Alliance Certified seal can now be seen on Tetley foodservice packages throughout the UK. Products with the seal will become more widely available in 2011 and 2012.
Peter Unsworth, CEO of the Tata Beverage Group, owner of the Tetley brand, said, "Our consumers will be able to enjoy their favorite Tetley blend knowing it has been produced in a way that respects the environment and the tea growers and pickers."