Abstract
This article uses the origin marking of tea as a case study to examine contemporary debates on imperial preference and ‘soft’ trade protection. The case integrates three themes affecting the UK business environment during the 1920s: protectionism, imperial tariff preference, and consumer choice. We discuss the extent to which consumers’ tea purchases were influenced by proprietary brand, or geographical origin. Our analysis focuses on the legislative framework provided by the Merchandise Marks Act, 1926, mandating origin marking for specific imported foodstuffs. Contrary to the established view, we demonstrate how product quality in the supply chain of tea consumed in the UK was determined not by the producers (tea growers), but by the major UK-based blenders. We argue that UK consumers were unable to exercise any meaningful voluntary preference for empire teas. Our article reveals that the political idea of an ‘empire product’ did not always translate well into commercial reality.
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