Tea and coffee producer Taylors of Harrogate will make its longstanding ethical credentials immediately clear to consumers with the launch of a new limited-edition coffee, which will help to deliver benefits to a women’s cooperative in the Peruvian Andes.
The new Esperanza coffee is described as “a strength four, 100% Arabica coffee that is smooth and sweet with notes of milk chocolate and berry”.
It is sourced from a Fairtrade cooperative in Pangoa, Peru, with which Taylors has worked since 2009. The company pays a premium for the coffee it buys from the cooperative, and the additional funding is reinvested to help support the local community. One of the groups that benefits is the Pangoa Women’s Development Committee, a cooperative that manages a fund for women’s health that members can dip into to pay for expensive tests and health checks. The cooperative is run by a woman called Esperanza, after whom the new limited-edition coffee is named.
Chris Payne, assistant brand manager for Taylors of Harrogate, said: “This is the first time Taylors of Harrogate has communicated a specific cooperative project explicitly to consumers. Our coffee buyers are devoted to building strong, long-lasting relationships with coffee suppliers around the world, but this isn’t something we’ve communicated strongly on pack before. The Esperanza pack references the additional funding that women in Pangoa will receive and therefore provides the perfect opportunity for our consumers to show their support and to raise awareness for this worthwhile cause.
“Taylors of Harrogate’s continued innovation through limited editions is always exciting, as it provides a brilliant test bed to try out new ideas and bring variety to the filter cafetiere sector in order to attract new consumers. We expect the Esperanza limited-edition to appeal to those who are engaged with their coffee and are seeking Fairtrade products.”
Taylors releases new limited-edition coffees three times a year. The Esperanza coffee will be available from British supermarket chains Tesco, Sainsbury’s, Morrisons and Waitrose until March 2016 with a recommended retail price of £3.49.
© FoodBev Media Ltd 2024