No whitewash in this bottle

October 1, 2009
/ Print / Reprints /
/ Text Size+
Insincere sustainability claims expose companies to charges of greenwashing. Likewise, faux tie-ins to breast cancer fundraising has spawned a new term: pinkwashing.

Pink ribbons festoon the labels of a limited edition bottle of green tea. The glass container is reserved for restaurant sales; PET bottles are distributed through retail. Source: Republic of Tea.

October is National Breast Cancer Awareness Month, and retail products with pink ribbon emblems are becoming more common with each passing year. Not all of them contribute to Susan G. Komen for the Cure or other charities supporting breast cancer research and public awareness, giving rise to the pinkwashing charge. So when the Republic of Tea decided to introduce the first pink-ribbon product into foodservice this year, the marketer of premium tea in tins and iced teas in bottles was sensitive to pinkwashing accusations.

“It’s not about pinkwashing for October; it’s an everyday partnership with Komen,” volunteered Marideth Post, minister of enlightment at the Novato, CA firm. At least 90% of the company’s 100 employees are women, she adds, and the Republic has been an official sponsor of Komen for the Cure since 2001. A portion of every retail and foodservice sale goes to Komen, and the limited edition Sip for the Cure PassionFruit Green Tea should push donations over the $800,000 mark.

The company’s Sip for the Cure program donates $1 from each tin of tea bags sold at retail, plus a percentage of sales from Sip ‘n Go PET bottles sold at supermarkets and the nine glass-bottled iced teas sold at restaurants and hotels.  

Did you enjoy this article? Click here to subscribe to Food Engineering Magazine.

You must login or register in order to post a comment.



Image Galleries

Plant of the Year 2014

Blue Diamond Growers was chosen as Food Engineering's 2014 Plant of the Year. The Sacramento-based company is the world’s largest producer of almonds and almond ingredients.


Burns & McDonnell project manager RJ Hope and senior project engineer Justin Hamilton discuss the distinctions between Food Safety and Food Defense as well as the implications for food manufacturers of the Food Safety Modernization Act.
More Podcasts

FSMA Audit

What is the is most important step you have taken to become ready for a FSMA audit?
View Results Poll Archive

Food Engineering

FE September 2014

2014 September

The September 2014 issue of Food Engineering explores how lean manufacturing, quality improvements and increased automation helps processors meet rapidly changing demands. Also, read how robotics, advanced machine controls, software and OEE are just a few of the tools that can boost productivity on packaging lines.

Table Of Contents Subscribe


Food Authentication Using Bioorganic Molecules

This text provides critical tools and data needed to augment routine food analysis and enhance food safety by aiding in the detection of counterfeit, and potentially deleterious, foods.

More Products

Clear Seas Research

Clear Seas ResearchWith access to over one million professionals and more than 60 industry-specific publications,Clear Seas Research offers relevant insights from those who know your industry best. Let us customize a market research solution that exceeds your marketing goals.

Food Master

Food Master Cover 2014Food Master 2014 is now available!

Where the buying process begins in the food and beverage manufacturing market. 

Visit to learn more.


FE recent tweets

facebook_40.pngtwitter_40px.pngyoutube_40px.png linkedin_40px.pngGoogle +