The Co-operative Food has extended its premium Truly Irresistible Fairtrade coffee range with four new varieties in time for Fairtrade Fortnight (27 February-11 March 2012).
The new additions to the Fairtrade coffee range come from Kenya, Guatemala, Tanzania and Papua New Guinea.
According to the retailer, each of the new products has its own flavour profile to suit any coffee connoisseur, and the roast and ground coffees have been rated on the strength of flavour to help shoppers select the best coffee for them.
Fairtrade certification means the growers in these developing countries receive a fair price for their crops, as well as a Fairtrade premium which they can use to help their farms and communities.
The Co-operative converted its entire range of coffee to Fairtrade in 2003, and claims to be the only retailer to convert its whole own-brand hot beverage range to Fairtrade.
The Co-operative will be offering 20% off selected Fairtrade products to coincide with the promotional fortnight, including selected lines from its own-brand Fairtrade coffee range, and selected Fairtrade wines from its market-leading Fairtrade wine range.
The theme for Fairtrade Fortnight 2012 is Take a Step for Fairtrade and the Fairtrade Foundation will be urging people to “take a step” by switching a product in their shopping basket to Fairtrade, buying Fairtrade tea for the office, or even hosting a Fairtrade coffee morning for work colleagues or friends.
The Co-operative said it is ideally placed to lead the campaign, and the new coffee varieties are perfect for shoppers to try instead of their usual product.
The four new products are:
The Co-operative Truly Irresistible Fairtrade Kenyan Roast & Ground Coffee 227g
The Co-operative Truly Irresistible Fairtrade Guatemalan Roast & Ground Coffee 227g
The Co-operative Truly Irresistible Fairtrade Tanzanian Freeze Dried Instant Coffee 100g
The Co-operative Truly Irresistible Fairtrade Papua New Guinean Freeze Dried Instant Coffee 100g