Ecotone
Clipper Teas, the number one UK tea brand for Fairtrade tea, is partnering with the Fairtrade Foundation for their Do It Fair’ campaign for Fairtrade Fortnight 2025.
The annual celebration, which this year runs from Monday 22 September to Sunday 5 October, aims to advocate for a fairer system by telling the stories of the people behind everyday Fairtrade products.
For tea, this year’s Fairtrade Fortnight aims to build awareness by spotlighting the deep-rooted and systemic challenges across the tea sector including poverty, unsafe working conditions and climate change. It will share views and recommendations, and encourage people to make proactive purchasing decisions to support Fairtrade tea producers.
Clipper is supporting the Fairtrade Foundation across multiple points of the campaign. It begins with a petition calling on the government to introduce policies and legislation that better protect the human rights of tea workers and support multistakeholder collaboration across the tea industry, in addition to honouring the UK International Climate Finance Commitments and Overseas Development Assistance budget.
Furthermore Clipper will be helping to spread the word – and great taste – of Fairtrade and organic tea as part of Fairtrade’s ‘Spill the Tea’ events. From the iconic Clipper van, cups of natural, fair and delicious tea will be served to the public at Shoreditch’s Box Park in London on 23 September.
The ethical and organic tea brand will also partner with Fairtrade’s Afternoon Tea event on 2nd October, where celebrities and influencers, such as Drag royalty Tia Kofi, and Soul diva Mica Paris, will spill the tea on the tea sector. They’ll be joined by Shilajitroy Choudhury and Sunitha Kumari, tea producers from Fairtrade-certified producer group, UNTE in India, who will shine a light on the importance of Fairtrade for their community.
Shoppers will see and hear about the Do It Fair mission with paid social media adverts, in-store POS materials and a dedicated out-of-home campaign. Clipper will feature alongside other brands with Fairtrade products including Tony’s, Ben & Jerry’s, Greggs, Cafédirect and Tate & Lyle.
Clipper is a founding Fairtrade organisation, even helping to write the original tea standards over 30 years ago. Now it is the number one UK tea brand for Fairtrade tea, and has been for nine consecutive years.
Adele Ward, Clipper Teas marketing director at Ecotone UK, says: “We love this campaign from the Fairtrade Foundation. There is a knowledge gap when it comes to tea and few consumers truly understand the challenges faced by tea farmers. The Brew It Fair campaign addresses this by highlighting the positive impact of buying Fairtrade certified teas with real life examples, while also lobbying the government to take meaningful action.
As a long-standing Fairtrade tea partner, even helping to write the original Fairtrade tea standards, we are 100% behind this message. We hear from farmers first-hand of the issues they face – from low commodity pricing to the growing challenges from climate change and of the incredible ways Fairtrade has supported their communities. Imagine the difference we could all make by switching to Fairtrade today.”
Marie Rumsby, director of communications and advocacy at Fairtrade Foundation, says: “We are on a mission to make the tea industry fairer for the people who grow our tea. We have loved working with Clipper to share our ‘Brew it Fair’ campaign. Together we’ve reached thousands of tea drinkers across the country, inspiring them to take steps for fairer tea: from buying Fairtrade tea to calling on the UK Government to bring in new legislation that protects human rights and the environment without putting the burden on farmers and workers.”
In 2024 alone, Clipper sold more Fairtrade tea than any other tea brand globally – the equivalent of 645 million cups of tea. From this, Clipper’s producers earned £505,823 in Premium contributions from UK tea sales alone – an extra sum of money that farmers and workers invest in areas such as farming improvements and community initiatives of their choice.
As part of a wider year-long campaign, the Fairtrade Foundation team also joined Clipper Teas at Glastonbury festival this summer. The Brew It Fair message was served to over 200,000 festival goers along with a cup of natural, fair and delicious tea.
