Sustainable coffee brand wins favor with retailers

Extract Coffee is the latest offering from commercial coffee solutions company Capitol Foods. Marketing Manager Michelle McKee interviews To verify on the coffee-to-go concept which offers an ‘all-in-one’ coffee package to businesses in the convenience and service station sectors in Ireland.

Capitol Foods offers commercial coffee solutions to customers across the island of Ireland, from traditional espresso machines for hospitality and catering to commercial bean-to-cup machines, more commonly found in local convenience stores or forecourt.

Capitol Foods coffee brands include Piacetto, Tchibo, Smokin’ Bean, a line of Matthew Algie blends, and Extract Coffee.

“We supply the machine, furniture, coffee and all the necessary accessories – such as lids, cups and sugars – backed by strong branding, leaving retailers to focus on selling to their customers,” explains McKee.

Aware of the increased awareness of environmental issues and climate change – and the call for brands to behave in more sustainable and environmentally responsible ways – McKee says that choosing Fairtrade certified coffee beans for the Extract brand was a no-brainer.

“Sustainability has always been important to us, with at least 90% of the coffees from our roaster, Matthew Algie, carrying one or more certifications,” she says.

“We were also the first roastery in the world to receive the Carbon Neutral Gold Standard, and we continue to work with One Carbon World to measure, reduce and offset our carbon emissions alongside climate adaptation projects with our agricultural partners. .”

Fairtrade cooperatives

The beans extracted come from a number of Fairtrade cooperatives in Indonesia, Brazil, Honduras and Peru. Farmers are guaranteed to receive at least the Fairtrade price for their coffee, which aims to cover their production costs and act as a safety net when market prices fall below a sustainable level.

This minimum price also increases with world market prices. A Fairtrade premium is also paid, with at least 25% of this money used to improve coffee productivity and quality, with the rest used to fund community projects, such as investing in healthcare and education .

“One of the cooperatives we work with is COCAFCAL [Cooperativa Cafetalera Capucas Limitada], in Honduras,” says McKee. “To date, a number of projects have benefited from the Fairtrade Premium, including investing in a local health centre, caring for members of the cooperative and surrounding communities, and setting up a camp for local football, which offers a free and healthy service. recreation place for young people.

“Funds were also used to develop a virtual library and to fund scholarships for members’ children who wanted to pursue higher education.”

The money was also used to purchase equipment, which will improve quality and productivity while reducing environmental impact. This includes an organic fertilizer processing plant, accessible to members of the cooperative.

“Another one of our cooperatives used part of the Fairtrade premium for the provision of weeding kits to members,” says McKee.

“Weeds can harbor and spread diseases and coffee pests, so these kits help keep coffee farms healthy, without using chemicals.”

Sustainably sourced eco mugs

Recognizing that consumers are also concerned about reducing their waste, Capital Foods has launched an Extract-branded Eco Cup.

“Not only does the Extract Eco Cup offer customers an alternative to single-use cups, it’s made from sustainable bamboo fibers, and for every purchase, Capitol has partnered with GoReusable and the National Forest Foundation to plant a tree,” says McKee. .

Extract single-use cups are from Vegware.

They are made from sustainably sourced paperboard, plant-based polylactic acid (PLA) – even though PLA is plant-based, the cups must be turtle branded as all PLA is included in EU legislation – and vegetable-based or water-based inks.

The cups are approved by Cre, the Composting and Anaerobic Digestion Association of Ireland, and they can be recycled in brown bins throughout the Republic of Ireland.

From Limerick to Donegal

“We hope that after listening to consumers and their desire to make a difference, Extract’s credentials will make it an attractive coffee offering for retailers,” says McKee.

“We had planned to launch Extract at Ireland’s Convenience Retailer Summit before Covid took hold. Unfortunately, as the retail and hospitality landscape changed, with events canceled and postponed, Extract didn’t quite get the fanfare it deserved.

Nonetheless, this offer has been popular with convenience and forecourt retailers from Limerick to Mayo and from Wicklow to Donegal.

Maxol Johnstown Bridge and Texaco Blessington are the latest retailers to adopt the brand, and McKee says they can’t wait to show it off at the rescheduled Convenience Retailer Summit later this year.

“In the meantime, look for Extract when you’re wandering around Ireland and try it for yourself,” she says.

“Sustainability credentials aside, we hope you agree this is a great tasting coffee!”

© 2022 To verify – your source for the latest Irish retail news. Article by Donna Ahern. For more beverage news, click here. Click on Subscribe to subscribe To verify.

About Jeffery L. Parker

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