Sipping
Typhoo Chai means cutting carbon footprints!
A single
mature tree can absorb carbon dioxide at a rate of 48 lbs./year and release
enough oxygen back into the atmosphere to support 2 human beings."
- McAliney, Mike. Arguments for Land Conservation, Sacramento, CA,
December, 1993
Elsie
Gabriel.
On
Earth Day, we must commit to the challenge of supporting a growing global
population while preserving precious soil, air and water resources. And the Apeejay Typhoo brand did just that! Healing flavors
of environmentally-sustainable Typhoo tea has been termed as a green step towards
cutting carbon footprints and preserving nature. Typhoo has announced the
launch of the first globally certified environmentally sustainable teas to be
marketed across India. The ‘Gold’ products
bear the distinct seal of the Rainforest Alliance. The Rainforest
Alliance is a global non-profit that works to conserve biodiversity and ensure
sustainable livelihoods by transforming land-use practices, business practices,
and consumer behavior.
This means that responsible food marketing in
the country through this collaboration with Rainforest Alliance is all set to
grab the attention of the ‘chai’ addicts in the country. India is synonymous
with tea, it’s the common mans cure to health, bringing in zest and vitality;
and ever so often than most of the time, its tea time for almost half the
Indian population. Every gathering, every social association kick starts with
Tea, so the marriage of good tea production certified by Rain forest Alliance
heralds hope for ‘dharti’ here in India and most of all brings about healing
touches also to planet Earth.
The amount of oxygen produced by trees depend
on the species of tree, its age, its health, and also on the tree's
surroundings. According to research, "a mature leafy tree produces as much
oxygen in a season as 10 people inhale in a year." The more greenery
encouraged in our country , the more carbon dioxide would be absorbed from the
atmosphere, making India a leader in fighting climate change through more
agriculture.
"Rainforest
Alliance is one of the leading stalwarts in sustainable farming and
environmental cause. It is a globally accepted seal which puts the stamp of
authenticity. We are delighted to
announce the start of our plan to offer certified teas pan India. Our certified
products are aligned with the evolving consumer attitudes; their growing
environmental concerns as well as mindful living linking consumption and sustainability. With our products sourced
from estates that have implemented stringent best practices as well as rigorous
standards for the last few years and a certification seal now on our Product
Packs, we seek to spark a debate on the connection between Climate, Community,
Consumption and Consumers.”, said Subrata Mukherji, business head,
Typhoo's India operations. “Consumers
are going to be key driver as long as we are taking the responsibility of
educating people regarding environment, Mukherji added.
Sustainable
agriculture will protect India’s environment, biodiversity, waterways, wildlife
habitats and the rights and well-being of Tea plantation farmers, workers and their families as well. “We ensure that our farmers replenish the soils with
natural manure and the
decisions they make with regard to agricultural production influence surface
and ground water, air quality, and soil health positively.” Explained Harki
Sidhu,Consulting Programe coordinator, India.
Dominique Gangneux,
Vice-President, Markets Transformation, The Rainforest Alliance said, “It is hugely
progressive and commendable of Typhoo to bring a suite of products to the
market that carry the Rainforest Alliance green frog seal. Committing sourcing
tea from Rainforest Alliance Certified tea estates and to display the Frog seal
so prominently in its luxurious as well as premium popular brands gives
consumers confidence that the tea they are buying has been responsibly sourced.”
India sure does have a growing community of socially conscious
consumers who want to purchase brands that enable their commitment to a more
sustainable world. Said Ashok Batra, Consultant Markets transformation and
Sustainable values Rainforest Alliance India, “Farmers, after
all, are stewards of acres of precious land. Typhoo has acknowledged the fine
conservation work done on acres of land and enabled these farmers to acquire
the technologies and tools they need to make best use of their land. We must
educate the community in gaining knowledge about products which contribute
towards sustainability.”
As the water and land
needed to produce food become more and more limited, it is essential to examine
all the opportunities that will renew the resources that keep our earth strong,
thriving and plentiful. Like the Media guru Bachi Karkaria said at the launch,
“ It is not enough just to be a green brand to be featured in the papers, it is
how much positive difference you have made in promoting sustainability and in
what quantum that get one media attention. Media then surely shares its responsibility
in promoting sustainability.”
This Earth Day, we
should all commit to making personal changes that can help the environment, and
give thanks to the farmers for the work they do. I believe that farmers are
true ecologists.Congratulations, Typhoo!
“Elsie Gabriel a world wide travel,lifestyle and ecology writer, she is also a Climate Reality Mentor. She is founder of the Young Environmentalists Programme Trust an NGO dedicated over the last two decades in educating the youth and community on sustainable living,Climate change,environment education and green living habits as a certified green teacher.She is also an award winning author of the book called Get Out Get Going Outdoors . The Climate Reality Project is an organization involved in education and advocacy related to climate founded by Al Gore,the former VP of USA."