Lucky Generals: Yorkshire Tea humbly announces it’s 100% carbon neutral

Yorkshire Tea products have become 100% carbon neutral from field to shelf. The brand has spent five years working on projects directly within its supply chain to benefit communities and help balance and reduce its carbon footprint. That’s a lot of effort – too much to be overlooked.

But how to get the message across to everyday people? Yorkshire Tea is letting people know with a Carbon Neutral logo on its boxes. The brand’s agency, Lucky Generals, is letting people know with a quietly humorous social media film featuring Andrew Hutchinson, the original illustrator of the Yorkshire Tea box, who is seen updating his classic pack artwork based on an idyllic Yorkshire countryside scene to make it, in his words, “proper green”. Hutchinson goes overboard. His “proper green” includes an Eco Dome, wind turbines everywhere and a beekeeper on a cricket team.

Vickie Ridley, head of new business at Lucky Generals, stated, “The Yorkshire Tea way is not to be self-congratulatory or chest-thumping, but to just get on and do it ‘proper’. So, in an age of greenwashing, we know we can just let the logo do the talking for us.”

Simon Hotchkin, head of sustainable development at Yorkshire Tea owner, Taylors of Harrogate, commented, “We’re proud to have achieved carbon neutrality across all our products, but we’re especially proud of the proper way in which we’ve done it, by setting up projects that not only offset carbon but improve lives and livelihoods directly with our suppliers.”