Tea producers are no strangers to hard work. But beyond the long hours and skilled hands lies a complex struggle—against shrinking prices, climate shocks, and policy silos. These aren't just trade challenges—they're human challenges. And that’s why TEA TREY II focused on one powerful idea: Advocacy as a tool for transformation.

A two-day gathering held in Colombo and co-organized by Fairtrade NAPP's PSR and Advocacy teams and co-funded by the European Union under the European Commission Funding Framework Partnership Agreement., the event brought together 25 passionate changemakers from Fairtrade-certified tea organizations across South Asia.

Keynote Speech by Bindu Sukumarapillai, CEO-Fairtrade NAPP

In her keynote address, Bindu Sukumarapillai highlighted the pressing challenges faced by the Fairtrade tea sector, including low pricing, rising production costs, limited market access, climate change impacts, and policy constraints. She emphasized that addressing these issues is vital for creating a fair and sustainable trading environment for producers and workers. Drawing on key insights from the Tea Tray Product Network Meetings at the Regional Conference, Bindu reaffirmed Fairtrade NAPP’s commitment to advocating these concerns at the international level. She outlined the organization’s strategic priorities—enhancing market accessibility, improving supply chain transparency and traceability, and promoting climate adaptation.

Session 1 on Workers’ Rights and Social Dialogue

Moderated by Arm Arutselvan- Program Manager, Sri Lanka, and facilitated by Subhra Tudu Prakash-Regional General Manager (South Asia & Fiji), emphasized the shift from one-off interventions to a more strategic, program-based model aimed at driving long-term impact and measurable outcomes. The session highlighted the growing role of brand-producer partnerships, with some buyers already investing in worker training and risk mitigation.

Key recommendations included creating safe, retaliation-free spaces for worker dialogue, clarifying the roles of Fairtrade Committees (FCCs) versus trade unions, aligning with buyer expectations on HREDD, and reinforcing Fairtrade’s value as a driver of social and economic sustainability. The session concluded with a call for collaborative advocacy, deeper brand engagement, and targeted support to enhance worker representation, regulatory compliance, and market competitiveness in the Fairtrade tea sector.

Session 2 on Transparent Supply Chains

Moderated by Subhra Tudu Prakash-Regional General Manager (South Asia & Fiji) and facilitated by Vikram Singh- Global Tea Product Manager, spotlighted the evolving governance of Fairtrade commodities through the Fairtrade Locally Led Coalition—a collaborative model that empowers producer networks and key National Fairtrade Organizations to co-design and implement the Tea Transformation Strategy. This ambitious strategy seeks to revitalize the Fairtrade certification model to make it more business-friendly, while reinforcing its value for producers and addressing critical human rights and environmental challenges. Discussions highlighted systemic barriers such as limited market access, short-term buyer commitments, and the administrative burden of certification, which hinder producers from making sustainable investments.

Market-facing stakeholders echoed the need for fairer pricing, increased transparency through real-time supply chain data, and clearer guidance on HREDD and living wage compliance. The session emphasized that overcoming these hurdles requires sector-wide collaboration, trust, and innovation—positioning Fairtrade not merely as a certification, but as a dynamic enabler of ethical and sustainable transformation across the tea value chain.

Key Highlights from the Introduction to Fairinsight

Fairinsight, co-developed by Fairtrade Producer Networks and Fairtrade International, aims to enhance data management, market access, and impact reporting for Fairtrade-certified producers. Facilitated by Deepthi Krishnan- Fairinsight co-ordinator the platform helps producers manage data, promote products, and improve transparency. Key features include market access tools, premium and geolocation data collection, impact communication, and compliance with Fairtrade standards. It provides benefits such as stronger market presence, data-driven decision-making, increased transparency, and empowered producers. 

Session 3: Global Social Compliance Requirements in the Tea Sector – Implementing Human Rights and Environmental Due Diligence (HREDD) and Advancing Gender Equity and Equality in the Tea Sector.

Facilitated by Sahithi Kachroo- Social Compliance & Risk Management Manager, this session delved into the practicalities of applying Human Rights and Environmental Due Diligence (HREDD) in tea plantations, addressing challenges, risk mitigation, media narratives, and responsible business conduct. Emphasizing HREDD as a continuous process of identifying, preventing, and addressing risks in supply chains, the session explored tools like the Fairtrade Risk Map to pinpoint region- and product-specific issues. Given that India and Sri Lanka are leading tea producers, and that 40% of workers are in hired labour setups, implementing HREDD is vital.

Participants discussed pressing human rights and environmental concerns in tea production—wage disparities, unsafe working conditions, discrimination, child labour, and climate change. There were calls to reduce over-reliance on documentation and instead focus on real, measurable impact through simplified, transparent processes. The role of media was examined, with a push for plantations to share positive stories and advocate actively to challenge misinformation.

Systemic issues were highlighted, reinforcing the need for shared accountability in line with global frameworks like the EU CSDDD, CSRD, and Modern Slavery Acts. Fairtrade’s HREDD model promotes risk mitigation, capacity-building, equitable purchasing, and robust grievance redressal. Producers shared on-ground experiences, collaborative efforts with NGOs, and policy development, while also expressing concerns about market recognition of certifications. The new EU regulations were seen as a hopeful step toward restoring credibility and reinforcing ethical practices in the sector.

Sarah Anum, Gender and Youth Manager, spotlighted gender equity and equality as essential to building inclusive, fair systems in the tea sector. It highlighted Fairtrade NAPP’s efforts to empower women, challenge discrimination, and promote gender-sensitive policies through initiatives like the Gender Leadership School and Women’s Entrepreneurship Programs. Aligned with SDG 5, the discussion emphasized leadership development, equal opportunities, and ongoing mentorship to overcome persistent barriers. Stakeholders shared success stories, reinforcing the value of focused gender interventions and calling for collective action to support inclusive workplaces and Fairtrade-certified products.

Session 4: Market Trends and Positioning – UK Tea Market

Facilitated by Joe Cameron Booth, Senior Innovation and Partnership Development Manager of Fairtrade Foundation, this session explored the UK tea market, with Clipper as the largest global brand. Despite challenges like market concentration and limited appeal of organic and green teas, consumer interest in health, wellness, and ethical sourcing presents new opportunities. Trends such as flavoured blends and bubble tea are rising, and Fairtrade UK plans to collaborate more with retailers, educate consumers, and introduce wellness-focused products to reposition Fairtrade tea as a premium, sustainable option.

Max Havelaar France Session Highlights on French Tea Market

Facilitated by Simon Chiabergi, Key Account Manager -Max Havelaar France this session focused on the challenges and opportunities in the French tea market. Tea consumption in France has tripled over the last 25 years, with a strong preference for tea bags. Mass-market brands dominate, but premium players cater to niche consumers. Fairtrade faces challenges standing out, yet opportunities exist by positioning products around health, sustainability, and premium experiences. Strategies include personalized blends, functional teas, and partnerships with both mass-market and specialty retailers. Max Havelaar France is focused on boosting Fairtrade tea visibility and appeal to health-conscious, ethically driven consumers.

Tea Trends in North America Session Highlights

Facilitated by Helen Reimer, Director of Business Development at Fairtrade Canada, the session explored the growth potential for Fairtrade tea in North America, highlighting key challenges and opportunities. Tea innovation is booming, with consumers in the U.S. and Canada seeking new flavours and functional benefits. Canada’s rapidly growing tea market offers a prime opportunity for Fairtrade expansion. Although Fairtrade tea is less developed than in Europe, awareness of ethical sourcing is increasing, presenting branding opportunities. Opportunities include leveraging private label partnerships in Canada, focusing on iced tea innovation in the U.S., and expanding into out-of-home sectors. The session emphasized the importance of stronger storytelling and brand engagement to raise Fairtrade’s visibility and loyalty across North America.

Session 5: Tea Commercialization Highlights

Moderated by Akhil Nassim- Deputy Program Manager (South India) and Facilitated by Samir Kapur- Commercial Lead, the session focused on strategies for expanding Fairtrade tea markets through trade fairs, new market openings, and value addition via the S2S approach. Discussions highlighted the global potential for growth, with Turkey leading in per capita consumption and China as the largest overall market. A significant concern was the decline in Fairtrade tea sales, mainly driven by dependence on the Global North while underdeveloped markets in the Global South offer untapped opportunities. Key strategies proposed included enhanced communication, stronger branding, digital presence, and education on Fairtrade’s sustainability value. Opportunities lie in engaging Gen Z and millennials, leveraging social media and e-commerce, and creating specialty Fairtrade retail spaces in markets like Singapore and Dubai. The session concluded with a commitment to collaborative strategy development, digital marketing investment, and innovative retail models to bridge the gap between producers and consumers, positioning Fairtrade tea as a resilient global brand.

Session 6: Sustainable Farming Practices Highlights

Moderated by Arm Arutselvan- Program Manager (Hired Labour Setup) , Sri Lanka and facilitated by  Iresha Sanjeewani- Program Manager ( Small Producer Organisation Setup) , the session focused on Fairtrade’s climate action through mitigation and adaptation, despite limited funding. Guided by four key objectives—impact reduction, resilience, sustainable practices, and partnerships—Fairtrade supports climate-smart agriculture. Producers shared success stories like Bogawanthalawa’s rainwater harvesting, Chamong’s solar energy use, and Idalgashinna’s organic farming. Key challenges include funding and data gaps. The session urged knowledge sharing, solar expansion, carbon trading, and stronger partnerships to advance sustainable tea production aligned with Fairtrade’s climate goals.

Pesticide Management Session Highlights

Facilitated by Dr. Sanjeewa Lalith and Dr. Gayantha from SLINTEC, the session discussed an eco-friendly alternative to glyphosate, which poses health and environmental risks. The new herbicide works through physical contact with weeds, showing promise in lab tests. Challenges remain in market readiness, regulatory approval, and residue control. Future research will explore its effects alongside natural compounds. The session emphasized field trials, collaboration with Fairtrade plantations, and green funding for scaling up.

Session 8 on Community Empowerment Session Highlights

Moderated by Akhil Nassim and facilitated by Producer members the session focused on the impact of Fairtrade Premium funds in tea-producing regions. Key initiatives included:

• United Nilgiris Tea: Community development projects and their impact.
• Tonganangon Tea Cooperatives: Investments in social welfare and infrastructure.
• Tea Promoters India: Enhancing worker well-being and living standards.
• Bogawanthalawa Tea Estates, Hatton Plantations, Horana Plantations, and Lumbini Tea Factory: Contributions to education, healthcare, and worker welfare.

Key Takeaways:

• Fairtrade Premium investments in education, health, and infrastructure have significantly improved lives.
• Sustainable projects, such as clean energy and skill development, empower communities.
• The Fairtrade Premium is crucial for social sustainability and economic resilience.

Session 8 on Advocacy in the Context of Fairtrade Session Highlights

Facilitated by Natasha Erika Jane Siaron- Advocacy Manager, the session focused on the importance of advocacy in advancing Fairtrade’s mission. The objectives included building awareness of Fairtrade’s advocacy work, supporting regional advocacy groups within the tea network, and fostering collaborative planning across product and country networks.

Key discussion points included:

• Challenges faced by tea workers and how advocacy can address them.
• NAPP’s role in representing Asia-Pacific producers and facilitating their participation within Fairtrade.
• Key stakeholders such as Fairtrade International, national organizations, and policy influencers.
• Advocacy strategies, including sustainable pricing mechanisms, trade agreement influence, and environmental and labour standards compliance.

A collaborative activity using the Back Casting Method helped participants set a vision for the future and develop an action plan to address key challenges.

Sessions 9 & 10 Highlights: Collaboration with National Network & SAFTENET Governance

The action plan focused on sustainable tea production, youth engagement, and environmental conservation, including:

• Biodiversity knowledge-building in Sri Lanka.
• GIZ/HREDD workshops for sustainable communities.
• Sainsbury project in Sri Lanka and India to enhance market strategies.
• Sustainable livelihoods in Assam through partnerships.

Focus Areas:

• Social compliance, GIZ projects, and impact evaluation.
• Glyphosate alternatives and participation in trade fairs.
• Revising the living wage benchmark for tea workers.

Living Wage Discussion:

• Concerns: Benefits like housing and transport aren’t included in wage calculations.
• Recommendations: Engage with IDH for a more accurate wage methodology. Explore Revenue Sharing Model (RSM) and IDH Salary Matrix for wage gaps.

Upcoming SAFTENET Meetings:

• Proposed upcoming meetings in 2026 in Northeast India.

Collaborative Advocacy Workshop

A key part of the TEA TREY II workshop, the Back Casting Method helped participants create actionable plans to advance their advocacy efforts. The workshop was structured into four key stages:

1. Vision Setting: Envisioning the ideal future of the tea network.
2. Identifying Milestones: Recognizing challenges and opportunities.
3. Backward Action Planning: Developing a strategy to overcome these challenges.
4. Collaborative Advocacy: Sharing strategies for influencing trade conditions and supporting sustainable livelihoods.

The exercise fostered a sense of community and collective responsibility, reinforcing the importance of working together to achieve a shared vision of a sustainable, fair tea industry.

Key Takeaways:

• The workshop provided practical skills in strategic planning and advocacy.
• It highlighted the need for a unified approach to advocacy and collaboration within the tea sector.
• Participants left with a renewed commitment to driving positive change and ensuring a sustainable future for tea producers.

Closing and Looking Ahead:

R. Gnanasekeran, joint convenor for SAFTENET, thanked contributors and highlighted efforts to strengthen Fairtrade governance and collaboration. As the tea industry faces new challenges and opportunities, TEA TREY II proved that the brew of the future is bold, ethical, and collective. Through collaboration, innovation, and advocacy, the tea sector can overcome its challenges and create a more sustainable, equitable future for producers and workers worldwide.