• by Karlene Lukovitz  @KLmarketdaily, November 6, 2009

Good Earth will donate half of its after-tax profits from sales of its specialty teas and organic coffees between Oct. 25 and Feb. 28, 2010 to three charities. The charities will be determined through online voting at GoodEarthCares.com.

Good Earth Teas and Good Earth Coffee are part of the Tata Group, the largest India-headquartered multinational in North America, whose brands also include Eight O'Clock Coffee and Tetley Tea.

Good Earth Marketing Director Deborah Glasser describes the Good Earth Cares initiative as a "unique collaboration" between the brand and the American public. "Our customers can feel good knowing that part of the purchase price of each product will go to a great cause, and that they can help decide which charities receive the donation."

The brand's success in building a loyal base of customers during its more than 30 years in business "now allows us to branch out with this new promotion and introduce Good Earth to new, like-minded consumers who are interested in both great-tasting quality products and brands with a conscience," Glasser told Marketing Daily.

The cause-related marketing initiative, announced in a newspaper FSI that dropped on Oct. 25, is also being promoted via online advertising, Facebook (Facebook.com/GoodEarthTea) and Twitter (@GoodEarthTea). Consumers and charities are being encouraged to spread the word through sharing tools.

One of the first herbal companies in the U.S., Good Earth has a history of working with charities. Recent efforts have included a partnership with American Forests and an Earth Day 2009 sweepstakes with a grand prize of $10,000 for the winner and another $10,000 donated to the winner's charity of choice, which was American Forests. The brand also supports its Original T-Bag Designs business through teabag recycling and awareness campaigns.

"We strongly believe in doing the right thing, respecting the planet and the people on it," says Glasser.

As of Nov. 6, the five charities receiving the most votes in the Cares promotion are: Cancer Research Institute, American Forests, Scholarship America, Trust for Public Land and Parent Heart Watch. The first four are included as choices on the ballot, but voters may also suggest their own charities.