From January 2010, the entire range of Kenco’s freeze-dried coffees will be fully sourced from beans grown on Rainforest Alliance CertifiedTM farms, as part of Kenco’s continued focus on sustainability and ethical sourcing.
Kenco’s parent company, Kraft Foods started its work with the Rainforest Alliance, an independent, non-profit environment organisation, in 2003.
Since then, increasing amounts of beans from Rainforest Alliance CertifiedTM farms have been blended into Kenco freeze-dried coffees, and last year Kenco announced the move to source 75 per cent of its beans from Rainforest Alliance CertifiedTM farms.
Since then, public data shows that Kenco’s market share has grown to more than 29 per cent *, with customers enjoying the same great taste of Kenco coffee with a new ethical benefit.
Coffee lovers will now be able to enjoy the taste of Kenco Smooth, Rich or Decaff made with beans sourced exclusively from Rainforest Alliance CertifiedTM farms, including convenience-friendly £2.89 RRP price-marked 100g jars of Kenco Rich Roast and Smooth Roast coffee and £3.19 RRP price-marked 100g jars of the Decaffeinated variant. All come in case sizes of six.
Kraft Foods is the largest buyer of coffee from Rainforest Alliance CertifiedTM farms. The relationship has benefited more than 306,000 coffee farmers and their dependents – farm workers and family members – and helped to sustainably manage more than 151,379 acres (61,261 hectares) of farmlands.
Louise Stigant, convenience and AFH commercial director at Kraft Foods UK, said: “Kenco’s market share growth over the past 12 months demonstrates how positively the combination of great taste and ethical sourcing has been received in the marketplace.
“We are all really excited to be offering fully certified Kenco from day one of 2010 – it delivers great quality and real added value for retailers and consumers alike.”
Source: Kraft
