Source: Talking Retail
Cool Earth, a registered charity dedicated to protecting endangered rainforests, is launching its own coffee brand which is set to become one of the most powerful green brands in the supermarket.
Produced and manufactured by FFI (Fine Foods International) from 100% Rainforest Alliance Certified Brazilian coffee beans, Cool Earth Coffee rolls out across supermarkets from spring 2010 at a recommended retail price of £2.99 for 100g jar.
For every jar bought, Cool Earth will protect a critically endangered tree in the Amazon rainforest which would otherwise fall victim to loggers within 18 months.
Founded in 2007, Cool Earth has prevented 14 tonnes of CO2 emissions for every minute it has been in business. With over 110,000 acres and 30 million tonnes of CO2 under 24/7 protection, Cool Earth is also the world's largest community-led climate group.
The launch of Cool Earth Coffee follows on from the successful roll out of their Tree for £1 campaign in November 2009 and opening of their online branded shop, as well as brand partnerships with Red Sky Crisps and Tropicana in the US.