Derived from Ethical Tea Partnership, we now refer to ETP just with the initials in order to acknowledge the complexities and different interpretations which arise from the words ‘ethical’ and ‘partnership’.
This year, we embarked on a project to refresh our visual identity to reflect our renewed mission, purpose, and set of organisational values. We have undergone various changes within ETP, including updates to our membership structure, and felt it was an appropriate time to assess whether our name remained relevant and representative of our mission and purpose.
As part of our renaming process, we consulted with key internal and external stakeholders to determine the opportunities and risks that come with a name change, and, how this decision would impact our members.
This included desk research, one-to-one interviews, group workshops, and surveys with our team, our members, and wider stakeholders. 40% of those surveyed felt that the name ‘Ethical Tea Partnership’ no longer accurately represents where ETP stands today, and where we aspire to be. Several respondents felt that the words ‘Ethical’ and ‘Partnership’ can have mixed connotations.
The term ‘Ethical’ has always symbolised our commitment to doing what’s right and making decisions that prioritise the wellbeing of the people working in the tea. However, since we established ourselves in 1997, the world and the conversation around responsible business have evolved significantly. ‘Ethical’ can be interpreted in several ways and has lost some of its clarity and consensus, with lines being blurred between other, more frequently used terms like ‘responsible’ and ‘sustainable’.
Similarly, while the term ‘Partnership’ embodies our dedication to working collaboratively, and is a key foundation of our Strategy2030, it doesn’t accurately capture what ETP is – a membership organisation.
Our research also indicated that the industry predominantly recognises us as ‘ETP’ instead of the longer ‘Ethical Tea Partnership.’ The combination of these factors and the clear backing from our members prompted us to rename ourselves as ‘ETP’. We believe it pays homage to our history, while also giving us scope to continue modernising our brand.
Legally, we continue to operate as Ethical Tea Partnership and Members may choose to use the Ethical Tea Partnership logos across their marketing and communications materials, so that their customers recognise the nature of our work more clearly.
We’re proud to showcase what we do, and where we are going next, on our newly revamped website. Discover more here.