"Teamark" to promote trade in black tea

The new "teamark", designed to boost tea consumption and benefit producers 
A new campaign to boost tea consumption worldwide - backed by FAO - aims to benefit the communities and nations that produce and export it. Tea is an important contributor to the income and food security of a number of Asian and African countries.

The highlight of the campaign is the "teamark" - a new trademark that is now being test marketed in Zimbabwe, Spain and the Czech Republic and will shortly be on shelves in Indonesia too. The logo and the promotion campaign have been developed by Bates Dorland, a subsidiary of the London-based advertising group Saatchi and Saatchi, under the auspices of the FAO Intergovernmental Group on Tea and funded jointly by several producing and consuming countries together with the Common Fund for Commodities. The UK Tea Council was appointed by the Group as the Project Executing Agency.

Interested companies in the four countries chosen for test marketing can use the logo on their black tea products and consumer surveys will follow to assess market response. Tea is being promoted as a refreshing and natural drink. The message "discover the goodness" is being targeted at the tea trade, opinion-formers - such as medical authorities and consumer journalists - and "responsive" consumers, including mothers and adults over 30.

Tea exports are a major source of income for many developing countries. Sri Lanka is the world's largest tea exporter, with Kenya - a low-income food-deficit country (LIFDC) - a close second. Figures released by FAO for the last meeting of the Intergovernmental Group on Tea in July 1997, show that world tea production reached a record high of nearly 2.7 million tonnes in 1996. But 1997 harvests in Sri Lanka and most African tea-producing countries were adversely affected by extremely dry weather. In Kenya, production in the first quarter of 1997 was about 37 percent lower than the same quarter of 1996. With demand remaining stable, the reduced harvests mean higher prices for tea-drinkers.

13 February 1998

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