Unilever Tea (B): Going Beyond The Low-Hanging Fruits Harvard Case Solution & Analysis

IMD-6-0328 © 2011
Seifert, Ralf W.; Ionescu-Somers, Aileen; Braga, Tania; Strebel, Heidi

The case follows Unilever along the implementation of its efforts to source all the tea in Lipton, PG Tips and Lyons teabags sold in Western Europe from Rainforest Alliance Certified (TM) farms. The case starts by looking at the roll-out of certification in large tea estates and then explores Unilever attempts to get in touch with smallholders in Kenya and Argentina.

Learning objectives: Understand the business case for leading brands to convert to sustainable sourcing. Comprehend the challenges of aligning suppliers behind a leading market transformation effort. Exemplify the dilemmas of adjusting to a changing business circumstance while remaining on course with long term objectives. Change the conventional perception of company obligation in pushing forward the agenda for action on sustainable agriculture and other “mega-problems.”

Subjects: Supply chains; Sustainable agriculture; Tea; Brand development; Sustainability certification
Settings: Global ; Food & Beverage ; €39 billion revenues; 163,000 employees ; 2005-2015

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