WWF, one of the world’s best-known conservation organisations, has entered the coffee market with Earthbrew, its first branded product in this category. The brand’s slogan, “every cup funds nature”, suggests that each cup supports nature projects, although details of the funding mechanism have not been made public.
The first product is Colombian Supremo, a 100% arabica, single-origin speciality coffee (83+ points on the SCA scale) with a medium roast, grown and hand-picked at high altitude in the Colombian Andes. The whole-bean version appeared in September, and a ground version followed in October. For now, the coffee is sold through WWF’s online shop.
For its expansion, WWF has chosen British agency Blackdog, which will handle the grocery trade through sampling and events, with the goal of reaching premium retail. WWF’s Kezia Moore acknowledges that the organisation has limited experience in this category.
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Source: Tea & Coffee Trade Journal