Organic Coffee Collaboration Media Advisory May 4-7, 2007 - Organic Trade Association
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Organic Coffee Collaboration Media Advisory May 4-7, 2007


Organic Coffee is Major Focus of Specialty Coffee Association of America Annual Conference


Leading Organic Coffee Roasters and Certifiers Discuss Organic Coffee at 9 Seminars!


What:   Organic coffee certification will be the focus of an unprecedented nine seminars at the Specialty Coffee Association (SCAA) Annual Conference in Long Beach, CA May 4-7, 2007. Speakers or moderators from Dallis Coffee, Elan Organic Coffee, Equal Exchange and Green Mountain Coffee Roasters, among others, will discuss the rapidly growing organic coffee market and the technical aspects of organic certification and roasting.The companies are three of the 10 participants in the Organic Coffee Collaboration, a project of the Organic Trade Association (see full list of participants with descriptions below).


Data from the Organic Trade Association's 2006 Manufacturer Survey indicate that U.S. organic coffee sales totaled $89 million in 2005, up 40 percent from the previous year. One factor driving organic coffee sales in the United States is the high quality of the beans. As an indication of quality, organic coffees won Cup of Excellence competitions in both Brazil and Nicaragua in 2006. The prestigious award program, managed by the U.S.-based Alliance for Coffee Excellence, results in the selection of the best coffees produced in a particular country in a specific year.


Save the Date: Members of the media will be able to sample Collaboration participants’ organic coffee at a tasting June 5 at Josie’s East in New York City to celebrate World Environment Day. Please mark your calendar now and contact Sandra Marquardt (contact information below) if you are interested in attending. She can also arrange for each Collaboration participant to send you samples, or set up interviews with any of the participants.


Where: The SCAA Annual Conferences will take place at the Long Beach Convention & Entertainment Center in Long Beach, CA.


Contact: Sandra Marquardt, On the Mark Public Relations, tel: 301-592-0077, e-mail:


When:   May 4-7, 2007. Specific seminar dates and times are listed below: (Asterisk indicates a speaker is from an Organic Coffee Collaboration participant company.)


Friday, May 4

10-11 a.m.                   *Sustainable Sales in Supermarkets

11-12 a.m.                   *Serving Sustainability at the Table


Saturday, May 5, 9-10 a.m.

How and Why to Get Your Roastery Certified Organic

*Organic Coffee: Opportunities, Innovations and Successes

*Marketing Certified Coffee World-Wide  


Sunday, May 6

9-10 a.m.                   A New Approach to Retailing…Certified Organic

10:30-11:30 a.m.     *Organic Coffee 101: The Basics, From Seed to Cup

10:30-11:30 a.m.             Understanding and Marketing Certified Coffees


Monday, May 7

10:30 - 11:45 a.m.            *Nature Reserves, Certified Coffee and the Consumer


Visit the booths of Collaboration participants

Dallis Coffee – 1027                            
Elan Organic Coffees - 1314

F. Gaviña – 449                                        
Swiss Water Decaffeinated Coffee – 1303



Organic coffee is grown using methods and materials that have a low impact on the environment. Organic production systems replenish and maintain soil fertility, avoid the use of toxic and persistent pesticides and fertilizers, and build biologically diverse agriculture. Third-party certification organizations verify that organic farmers use only methods and materials allowed in organic production. Organic coffee is grown in approximately 33 countries, including the United States.


The Organic Coffee Collaboration - a project of the Organic Trade Association, the business association for the North American organic industry, includes:


Café Bom Dia (Coral Gables, FL) – Family-owned and operated coffee producer based in Brazil providing Marques de Paiva® premium organic coffee and other sustainable coffee products at a fair price through Sam’s Clubs nationwide and select Wal-Mart stores.


Dallis Coffee (New York, NY)A leading provider of organic and Fair Trade Certified™ coffees, selling to Whole Foods, universities and top cafés and restaurants across the country.


DaSilva Fine Brazilian Coffee® (Greensboro, NC) – Provides organic ultra-premium single-estate coffee directly from Espírito Santo, Brazil, hand-selected and picked only from the most recent crops. 


Elan Organic Coffees (San Diego, CA) - Coffee developer and importer offering certified organic socially responsible coffees it develops through partnerships with village co-ops.


Equal Exchange (West Bridgewater, MA) - Worker-owned, Fair Trade Certified™ cooperative and one of the largest U.S. organic coffee roasters.


F. Gaviña & Sons (Vernon, CA)A family-owned and operated specialty coffee roaster with over 135 years’ experience as growers, traders and roasters of fine coffees.  The Gaviña family is committed to producing high quality 100% organic coffees for its Gaviña Gourmet Coffee and Don Francisco’s Specialty Coffee brands. 


Fresh Harvest Products, Inc. (New York, NY) - Its Wings of Nature® brand coffees are small-batch roasted to a temperature that peaks the flavor and aroma of each bean, and then custom blended after roasting to provide unique and flavorful varieties. 


Green Mountain Coffee Roasters (Waterbury, VT) - One of the leading U.S. organic coffee roasters and number one on CRO Magazine's list of "100 Best Corporate Citizens" for the past two years.


S&C Naturals/Rocamojo, Inc. (Los Angeles, CA) - Manufacturer of the sole organic coffee/soy blend sold by retailers nationwide and winner of Gourmet Retailer’s “Best Products of Show” award at the 2004 Fancy Food Show.


Swiss Water Decaffeinated Coffee Company (Vancouver, BC, Canada) North America’s leading certified organic coffee decaffeinator, which decaffeinates coffee for three other Organic Coffee Collaboration participants: Café Bom Dia, Elan Organic Coffees, and Green Mountain Coffee Roasters.


See for further information on the Collaboration.
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