Wal-Mart has launched six new coffees under its exclusive Sam's
Choice brand. The new coffees include Organic, Fair Trade Certified and
Rain Forest Alliance Certified blends. The new Sam's Choice brand
coffees hit store shelves earlier this month and are part of an Earth
Month expansion of eco-friendly products at Wal-Mart that help
consumers live better without compromising budget.
The initial Sam's Choice gourmet coffees include Fair Trade
Certified ™ House Blend, Espresso Roast and French Roast; Rainforest
Alliance™ Certified Breakfast Blend whole bean and ground coffee; and
USDA Organic, Swiss Water® Process Decaffeinated.
All Sam's Choice coffees are 100 percent Arabica beans.
In
addition, the six Sam's Choice gourmet coffees are roasted by Café Bom
Dia, a Brazil-based company that measured, reduced and offset its
emissions to become the world's first CarbonNeutral roaster.
"We recognize our customers' desire to buy products that have a
positive environmental and social impact, and we are proud to offer an
affordable line of coffee that is sourced and roasted with
sustainability in mind," said DeDe Priest, senior vice president and
general merchandise manager for Wal-Mart.
"Wal-Mart is an innovative partner in offering high quality, Fair
Trade Certified coffee in a manner that both expands the marketplace
and delivers value back down the supply chain to the farmer. A year
from now we will be able to trace Sam's Choice coffee sales directly to
improved environmental management at Fair Trade coffee farms and higher
quality of life in farm communities," said Paul Rice, TransFair USA
president and CEO.
"Certification requires farms to meet environmental, social and
economic standards that protect soils and waterways and provide workers
with dignified working and living conditions," said Tensie Whelan,
president of the Rainforest Alliance. "Wal-Mart's offering of
Rainforest Alliance Certified coffee nationwide will make it easier
than ever for shoppers to do the right thing by choosing coffee that
comes from farms where wildlife habitat is protected and communities
are supported."
The coffee blends will sell for $5.88 for 10-12 oz. bags and are
initially available at Wal-Mart Supercenter stores. The coffees will
be available at all Wal-Mart stores by the end of month.
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