WEST BRIDGEWATER, MA- July 10, 2007 -In a move intended to catalyze changes in the tea industry, Equal Exchange announces today seven new premium, organic, Fair Trade Certified(TM) teas sourced almost entirely from democratic co-operatives of small-scale growers in India, Sri Lanka and South Africa. The product launch is part of Equal Exchange's broader mission to combine quality and environmental sustainability with the greatest possible economic impact at the grassroots level. Equal Exchange seeks to demonstrate to both the tea industry and the tea-drinking public that small farmers, and their co-operatives, can produce a variety of excellent, organic teas.

Co-founder and Executive Director, Rink Dickinson, recently visited two of Equal Exchange's tea partners in India and South Africa and described the new initiative this way: "Unlike with some other foods or beverages, the small-scale tea grower continues to be overlooked and is never thought about. For example, 99% of Fair Trade tea is still sourced from large plantations. Our goals are to put the small farmer back into the picture, create an alternative economic model with them, and to show the wider world just how wonderful their tea can be."

Equal Exchange hopes to replicate the success they had promoting Fair Trade specialty grade coffee from small-farmer co-operatives in the 1980’s and 90's. But while coffee companies, large and small, now proudly discuss their work with co-operatives, many tea connoisseurs and traders are unaware of the role of small-scale farms and co-operatives in the tea industry.

Deepak Khandelwal, the Equal Exchange Tea Product Manager, added: "These farmers have long grown excellent tea, but until this point no one was paying attention. We hope they’ll now get the recognition they deserve along with greater bargaining power in the marketplace."

To draw attention to this, Equal Exchange is launching these seven Fair Trade Certified(TM) organic teas:

LIMITED EDITION LOOSE LEAF "“ the nation's only line of 100% small farmer tea

Organic Ceylon High Grown Black "“ This large leaf black tea has a fragrant aroma, dark amber liquor, pleasant astringency and a rich, malty flavor. It is supplied by the Small Organic Farmers Association in the high mountains of the celebrated Uva region in southeastern Sri Lanka. (SRP $10.49 per 3 oz tin)

Organic Ceylon Green "“ A large leaf green tea, this selection has a smooth flavor with a pleasant sweetness and a mild astringency. Green tea is especially rich in antioxidants, which studies show help to prevent heart disease and some forms of cancer. Also grown by the Small Organic Farmers Association. (SRP $10.49 per 3 oz tin)

Farmers in Darjeeling, northern India’s prime tea-growing region, hand-pick two of Equal Exchange’s Darjeeling teas. Because tea bushes continue to grow and produce new leaves through much of the year there are multiple harvests. "First flush" refers to the first harvest of the year, "second flush" refers to the second, and like different vintages of wine, each flush has its own distinctive character.

Organic Darjeeling First Flush "“ This tea has a floral and spicy aroma, a light golden liquor, delicate astringency and subtle notes of the classic Darjeeling muscatel flavor. Grown by the members of the Pashok Co-operative. (SRP $12.99 per 3.5 oz tin)

Organic Darjeeling Second Flush "“ This second flush tea carries a floral aroma, a golden liquor, balanced astringency and the full classic Darjeeling muscatel flavor. Grown by the members of the Pashok and Sanjukta Vikas Co-operatives. (SRP $13.59 per 3 oz tin)

PREMIUM BAGGED TEAS

Equal Exchange's bagged teas feature a full range of varieties and offer 25 bags per box - five to nine more bags per box than similarly priced organic teas.

Organic Rooibos Tea "“ Rooibos (pronounced roy + boss) is Afrikaans for "red bush". It is a traditional herbal tea that grows only in South Africa. Rooibos is rich in antioxidants and is naturally caffeine free. The tea is sweet with a fruity character and vanilla overtones. It is cultivated by the farmers of the Wupperthal Co-operative in an especially dry region of the Cedarburg mountains. The low rainfall limits production but is considered to enhance quality. (SRP $4.25/box)

Organic Irish Breakfast Tea "“ Made from a blend of black tea leaves from the northern state of Dooars, India, and the southern state of Kerala. This tea is bright in character with a rounded mellow flavor. 50% to 75% of the tea leaf is grown by the Sahyadri Farmers Consortium in Kerala. (SRP $4.00/box)

Organic Green Magic Tea"“ This light green tea has a pleasant sweetness with a clean finish. Handpicked and processed by the members of the Small Organic Farmers Association in Sri Lanka. The "magic" refers to the beauty of the land where the tea is grown, and to the economic progress the farmers have realized through the tea’s success. (SRP $4.00/box)

Equal Exchange, a pioneer and U.S. market leader in Fair Trade since 1986, is a full service provider of high quality, organic tea, coffee, cocoa and chocolate to retailers and food service establishments. Major customers include Kroger, Shaw’s, Whole Foods (in some regions), Ten Thousand Villages, hundreds of natural food stores, restaurants, and thousands of places of worship nationwide. 100% of Equal Exchange products are fairly traded, benefiting more than 40 small farmer co-operatives in 16 countries around the world. In keeping with its Fair Trade mission Equal Exchange is a worker co-operative, owned and democratically controlled by its employees.

MEDIA: Product samples, photos and interviews are available upon request

Equal Exchange

Equal Exchange

Equal Exchange, founded in 1986, is the worker-owned and governed co-operative who pioneered the Fair Trade concept in the U.S. coffee industry. They have since successfully expanded their Fair Trade program into the tea, cocoa, chocolate, sugar and healthy snack categories. Equal Exchange products are sold and served in thousands of locations nationwide, including supermarkets, natural food stores, cafés, and places of worship. Overall they now trade with 40 small-farmer co-operatives around the world, including 2 in the United States. With $25 million in annual sales, and 100+ employees, Equal Exchange has grown to be the nation's sixth largest worker co-op. It is their mission to continue to grow the Fair Trade market, and to demonstrate the contributions and viability of democratic worker co-operatives.

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