Optimizing Market Access for Tea Smallholder Farmers: The Role of Voluntary Sustainable Standards in Developing Economies

Tea is a critical commodity that fuels the economies of numerous developing nations and is consumed daily by half the global population. It is the second most popular beverage in the world, following water. Tata Consumer Products, Unilever, and Twinings are among the major tea producers progressively dedicating themselves to sustainable sourcing. Integrating digital technologies and sustainability through Voluntary Sustainability Standards (VSSs) such as Rainforest Alliance, Organic, and Fairtrade can improve climate resilience and resolve the economic, social, and ecological challenges that tea smallholders encounter. This study presents a systematic methodology for evaluating and selecting VSSs through decision hierarchy and weighted criteria, providing practical tools for policymakers and industry stakeholders. The study indicates that market demand and price premium are crucial variables in the selection of VSSs. This underscores the necessity of matching sustainability certifications with consumer preferences and industry developments to improve acceptance and efficacy. Further, findings underscore the challenge of reconciling economic priorities, such as market demand and implementation simplicity, with social and environmental sustainability goals. This serves as a vital input for developing balanced VSS strategies.