One in five British adults believes the tea they drink originates in the United Kingdom, according to research for Fairtrade conducted by Kantar among 1,365 adults between 14 and 18 August. The poll highlights persistent misconceptions about where UK tea comes from and shows that almost all tea used in homes and cafes is imported, with Kenya a common starting point followed by India and Malawi. A small portion is grown in the UK, such as at the Tregothnan estate in Cornwall, and climate change could make cultivation viable in more areas; 46% of those aged 25–34 say the tea they drink originates in the UK, while 37% think most tea comes from India.

Fairtrade notes that its terms include a minimum price and a premium for farmers to invest in their farms and communities. The organisation also points out that only about 10% of tea sold in the UK is Fairtrade. The survey shows strong appetite for transparency, with 86% of shoppers wanting brands to be upfront about sourcing and 75% seeking clear information on prices paid to farmers in countries such as Kenya. Retailers including the Co-op, Sainsbury’s, Waitrose, M&S and Greggs offer Fairtrade tea, and Fairtrade says sales volumes for its tea rose by almost 27% over the last five years, from around £31.4 million to £39.8 million.

Fairtrade Fortnight is being supported by a coalition of more than 40 brands urging sourcing on Fairtrade terms. Marie Rumsby, director of advocacy and communications at the Fairtrade Foundation, said: “Public support is growing and these figures show that consumers want action from all stakeholders involved. It’s time to challenge industry myths and scale up change for the people behind our tea, with UK brands and retailers as pivotal partners.” Kenyan tea farmer Nancy Githaiga, who runs the Gatunguru Tea Factory and supports around 100,000 tea growers, warned that climate change threatens the industry: “If climate change continues unabated, the very existence of the tea bush is threatened, and when the tea bush is threatened, the entire supply chain is threatened.” She added that Fairtrade has helped farmers rebuild homes after landslides, establish nurseries and plant trees to prevent soil erosion. The campaign also calls for urgent action and for human rights and environmental due diligence legislation (HREDD), which would require companies to identify, prevent and mitigate these impacts in their operations and value chains. A government spokesperson said the authorities are committed to rooting out human rights abuses in UK supply chains and have launched a review into responsible business conduct as part of the Trade Strategy to consider whether further measures are needed.