There have been some really exciting developments in tea over the past couple decades. However, they’ve mostly been with technology or flavors. Adagio’s new “Roots” campaign plays closer to my heart.
Don’t get me wrong… I love technology! It’s been the real mainstay in my life for fifteen years or so now! But my real deep passion is for people and what makes us all who we are and passionate about the things we care for.
Adagio’s Roots campaign looks to bring us closer to our teas by providing insightful looks into the cultivars of or favorite Camelia Sinensis derivatives! Each month they’ll highlight a particular cultivar and one of the teas which they grow. Insights into their history and culture and what it takes to bring us such delicious brews will keep my eyes peeled for the first of each month.
A combination of interesting questions and a 10% stipend from each purchase of that month’s cultivar’s tea going back to the grower makes for a uniquely appealing addition to Adagio’s already innovative appeal. I for one intend to purchase each of the next twelve months of “Roots” teas.
Look for the first installment to pop up sometime tomorrow on Adagio’s website. This is a feature worth participating in and one which I not only suggest, but urge you to explore. The people, communities and cultures which help to bring us our most delicious of beverages deserve whatever we can give back for their continued enthusiasm and dedication to this most aged of enterprises.
See Adagio.com starting on September 1st for more details.
From an Adagio release:
Starting on September 1st, we will be launching the “Roots Campaign” on our site. A chance for our customers to meet the individual farmers who produce our teas and to gain an insight on the process of growing and making tea. Each month we will be highlighting a different tea from our product line and featuring the tea artisans that grew and crafted this tea. Users will be able to read about who that farmer is, view photos of their land and family, & read their answers to select questions that we have chosen. To show our deep appreciation, 10% of the sales from the featured tea will be donated back to the farmer it was sourced from.
The project is slated to run for 12 months and will feature 12 farmers from different tea-growing regions around the world. We would be thrilled if you were to inform your readers about the campaign before its release in order to help make these contributions as meaningful as possible. At the end of the campaign, we will be conducting followup interviews to find out just how the farmers were able to benefit from the donations.
Here is a link to the first Roots Campaign from Adagio! It’s a great read!
One thought on “News: Adagio starts “Roots” campaign (Updated)”
This campaign is indeed a step in the right direction. I’d like to be able to communicate with Chinese tea farmers directly but unfortunately that’s going to remain pretty hard to do. Many of them will never have Internet access or speak English. If these campaigns are the closest I can get to the source of the tea, then I welcome them.