Sipping Typhoo Chai means cutting carbon footprints! Elsie Gabriel

 

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."