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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.
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.
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