Mabroc - Kelani Valley teas achieve global first for Lanka

Kelani Valley Plantations Limited (KVPL), the Dipped Products owned plantation company and its marketing associate Mabroc Teas have achieved a world first with the launch internationally of a unique new range of single origin and blended teas positioned as 'The Ethical Tea Brand of the World'.

Comprising nine pure Ceylon teas - six single-garden teas and three 'Valley range' teas in leaf form and as tea bags, these teas launched initially in Japan, are the first products in the world to combine branding and advocacy to promote the principles of the United Nations Global Compact (UNGC) via product packaging.

The claim of these teas to be the ethical teas of the world is backed by three distinct facets, the company said.

The first of these facets is KVPL's 'A Home for Every Plantation Worker program' under which the two companies have pledged that for every pack of Mabroc Kelani Valley teas sold globally, a share of the proceeds will be allocated towards improving the living conditions of 11,000 worker families on 27 plantations managed by KVPL.

The company initiated this program in June 2006 to make a difference to the lives of its estate community and to focus on areas such as living environment, health and safety, community capacity building and empowerment of youth.

The second facet is KVPL and Mabroc's initiative to promote adherence to UNGC principles through the packaging of these teas. Each pack contains a leaflet listing the 10 UNGC principles covering the human rights, labour environment and anti-corruption principles espoused by the UN Global Compact.

The leaflet has been translated into Arabic, English, German, Japanese and Russian.