Kusmi Tea rhymes with sustainability

"Sustainabilitea", that is probably how Kusmi Tea perceives this word. The premium tea brand has always conveyed ethical values such as fairness, authenticity, and sustainability. Thus, all its decisions and actions taken through its supply chain are commited accordingly. From its responsible production to its collaborations with associations, Kusmi Tea wants to be sensible to the environmental cause.

Towards a more organic brand

It is obvious that Kusmi Tea wants to conquer the organic part of the tea market. This choice, that is also consistent with its brand identity full of values, could be to better acquire its initial target that are women sensible to tasty and quality tea and why not to attract a new segment that organic consumers in general.

In 2010, the Orientis Group, to which Kusmi Tea belongs, has launched a new infusion brand called Lov Organic [1]. A baby sister to Kusmi Tea, with a very similar proposal and aspect, the only difference being the emphasis on the organic. Indeed, with a different logo and name, we cound find round metallic boxes with a gradient of popping colors but with the green label certifying the product as being organic. Today, Lov Organic has disappeared in order to become Kusmi Tea : this merger led to the appearance of the green label on almost all Kusmi Tea packagings.

The products come from organic agriculture and the reasons for that decision are to insure, on the one hand, a taste provided with natural aromas, and on the other hand, a production respectful of the planet [2]. As a consequence, Kusmi Tea wants its sourcing protocol to be strictly followed escpecially after the incident with pesticides. Indeed, in 2017 a German consumer association found out that several teas including Kusmi’s chamomille tea [3], contained pyrrolizidine alkaloids, a toxin that can be carcinogenic without respecting the limitations. The brand has then immediately removed its chamomille tea out of the market [4].

Towards zero plastic

To engage further with its will to be as green as possible, Kusmi Tea tries its best to avoid plastic use especially for its packaging. Indeed, there was a time when the tea was wrapped into plastic within the metallic box for conservation reasons. Today, the brand has managed to remove this plastic replacing it by a metallic lid [5].

The packaging is of vegetable origin and is made of 100% biodegradable components such as PLA (polylactic acid). The round metal tins, in addition to being infinitely recyclable, are also reusable and that is why Kusmi Tea makes tea in bulk. Customers can bring back their tins at the store and fill them with refill bags. The aim is to reduce the waste of the brand but also of the consumers.

Besides, Kusmi Tea sollicitates also its consumers to contribute to the causes it supports. It has opted for L’Arrondi, a system enabling stores to ask for micro donations of cents when customers proceed to payment. Thanks to those donations, they can finance associations they collaborate with such as Plastic Odyssey [6] fighting plastic pollution.

Kusmi Tea is also a player in raising awareness of ecological issues among young people. They associated with We Demain, a french ecological magazine addressing youth. For instance, by purchasing a set, an access to the magazine is offered, which is also a great way to build loyalty among engaged parent consumers.

By measuring its impact on the environment, Kusmi Tea also ensures that its consumers participate in this cause. This concern is among many others, such as the protection of wildlife or the promotion of local production. Kusmi Tea places people and the environment at the heart of its commitments.

Laxcina ARUNTHAVAKUMARAN

[1] Pham, A. L. (2010). Kusmi Tea dévoile Lov Organic, petite soeur bio. L’Express. https://www.lexpress.fr

[2] Notre Marque. (2021). Kusmi Tea. https://www.kusmitea.com

[3] Lamoureux, N. (s. d.). Des pesticides dans nos tisanes ! Le Point. https://www.lepoint.fr

[4] Kusmi Tea retire ses sachets de camomille, potentiellement cancérigènes. (s. d.). LCI. https://www.lci.fr

[5] Nos engagements pour la planète | Kusmi Tea. (s. d.). Kusmi Tea. https://www.kusmitea.com/fr/engagements.html

[6] Kusmi tea et l’arrondi contre la pollution de nos océans. (s. d.). Kusmi Tea. https://www.kusmitea.com/fr/arrondi-plastic-odyssey.html