Kraft Foods has brought out an instant coffee for the mass UK market sourced from farms certified by the Rainforest Alliance.
Kraft says the Kenco Sustainable Development brand, which went on sale
last month, is an attempt to bring sustainably sourced coffee to
mainstream consumers.
At present about 75 per cent of coffee bought by British consumers is
instant, but most sustainably sourced coffee is sold at the higher end
of the market.
All beans used in the new brand are independently certified against
Rainforest Alliance’s sustainable farming standards, which cover areas
such as wage rates, clean water, medical care, responsible waste
management and pest control.
The company pays a premium of between eight and 12 US cents (4.4p-6.6p)
per pound for the coffee, which results in a 100g (3.5oz) jar being
priced at around 20 pence more than other brands of Kenco instant
coffee. The brand has been launched exclusively in the UK with a view
to introducing it into other European markets if the demand is there.
