Organic Coffee Collaboration Media Advisory May '08 - Organic Trade Association
Organic Trade Association
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Organic Coffee Collaboration Media Advisory May '08


Media Advisory for May 2-5, 2008

Organic Coffee Shows its Roots at Sustainability-Focused SCAA Conference

Leading Organic Coffee Roasters and Certifiers Discuss Organic Coffee in Seven Seminars 

WHAT: The rapidly growing organic coffee market will be the focus of at least seven seminars at the Specialty Coffee Association (SCAA) Annual Conference in Minneapolis, MN May 2-5, 2008. Speakers from Elan Organic Coffee and Green Mountain Coffee Roasters, among others, will discuss the organic coffee market and the technical aspects of organic importing, certification, roasting, and marketing. The companies are three of the six participants in the Organic Coffee Collaboration, a project of the Organic Trade Association (other participants are Equal Exchange, Fresh Harvest Products, and Swiss Water Decaffeinated Coffee Company - see full list with descriptions below). Dallis Coffee will be in booth 805 and was part of the conference committee.

Data from the Organic Trade Association's 2007 Manufacturer Survey indicate that U.S. organic coffee sales amounted to approximately $110 million in 2006, up 24 percent from the previous year. Other studies show the figure could be much higher. A 2007 survey by Daniele Giovannucci and the Sustainable Markets Intelligence Center (CIMS) reported that approximately 65 million pounds of organic coffee were imported into the United States in 2006 with a retail value of approximately $617 million. The authors estimate the organic coffee sector represented 2.3 percent of the total U.S. green coffee imports in 2006.
SAVE THE DATE: The media is invited to hear Giovannucci announce 2007 U.S. organic coffee market data and sample Collaboration participants’ organic coffee from 8:30 - 10a.m. May 13 at the much-heralded Union Square Cafe in New York City. Please mark your calendars and contact Sandra Marquardt if you are interested in attending. Marquardt can set up interviews with any of the participants or arrange for Collaboration participants to send you samples.

WHERE: The SCAA 20th Annual Conference and Exhibition will take place at the Minneapolis Convention Center.

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

WHEN: May 2-5, 2008. Specific organic-focused seminar dates and times are listed below: (*indicates speaker is from a Collaboration participant company)

Friday, May 2
9-10 a.m.                    *Sustainability in the Specialty Coffee Industry
9-12 a.m.                    La Vida Verde: Untangling the Roots of Certification
10:30 a.m.-12 p.m.     *Selling Sustainability: Spreading the Gospel or Greenwashing?
1:30 -2:30 p.m.            Organic vs. Conventional: The Real Picture

Saturday, May 3
10:30 a.m. – 12 p.m.   *Certification Highlights and Successes at Origin

Sunday, May 4
10:30 a.m. – 12 p.m.    Strategies to Increase the Quality and Yields of Organic Coffee – Panel 1

Monday, May 5
10:30 a.m. – 12 p.m.    Strategies to Increase the Quality and Yields of Organic Coffee – Panel 2

BACKGROUND: 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 40 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:

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.

Elan Organic Coffees (San Diego, CA) - Elan Organic Coffees is a coffee developer and importer offering a line of certified organic socially responsible coffees it has developed through partnerships with village co-ops in coffee-producing countries. Elan has pioneered the supply of the world’s finest certified organic coffees, while supporting farmers and protecting the environment.

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

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) - Green Mountain Coffee Roasters is recognized as a leader in the specialty coffee industry for its award-winning coffees and socially responsible business practices.  The company offers a broad selection of double-certified organic and Fair Trade coffees under the Green Mountain Coffee Roasters® and Newman’s Own® Organics brands. 

Swiss Water Decaffeinated Coffee Company (Vancouver, BC, Canada) - A wholesome process for decaffeinating coffee – pure water, 100% chemical-free – ensures the best of the bean remains, while only caffeine is removed. The company decaffeinates organic coffees for premium roasters including Elan Organic Coffees and Green Mountain Coffee Roasters. Look for the SWISS WATER® logo on pack or in store to guarantee great tasting, 99.9% caffeine-free coffee.

See for further information on the Organic Coffee Collaboration.

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