Einstein Bros. Launches Organic, Fair Trade Certified Coffee to Support Coffee Farmers Worldwide

21/09/06 Known for its strong support of local communities, Einstein Bros. is expanding efforts to support sustainable, small-scale coffee farmers around the globe with the introduction of Global Village Blend, the brand's first certified organic and Fair Trade Certified coffee. Einstein Bros., one of the brands under New World Restaurant Group, Inc., has introduced the new sustainably grown blend in all 373 locations.

Global Village Blend -- created in conjunction with Coffee Bean International, exclusive roaster of specialty coffees for Einstein Bros. -- is deliciously rich and smooth, with an unforgettable aroma and taste. Comprised of choice arabica beans from the world's three primary growing regions, Global Village Blend truly lives up to its name. The Blend's lighter roast component is grown in the remote mountains of northeast Africa, homeland to all arabica coffee. The Latin American coffee is carefully intermediate dark roast, taming its brightness without sacrificing its boldness. Finally, to add depth and richness, the Asian portion of the blend has been taken to a very dark roast.

"Our commitment to quality extends beyond bagels and baked goods. Through our partnership with Coffee Bean International and TransFair USA, we're able to display that belief in our high-quality coffees," said Paul Murphy, New World CEO. "In addition to its great taste, the Global Village Blend is a sustainable coffee that is both organic and Fair Trade Certified."

According to a recent market survey, Americans are buying more organic products to improve the health of the environment by eliminating use of dangerous chemicals that harm the soil, air, water, and humans. Additionally, people believe that buying and using organic products are better for supporting small farmers. Einstein Bros. is pleased to offer its guests the choice to purchase certified organic and Fair Trade Certified coffee blends, alongside its traditional Darn Good Coffee, such as the Neighborhood Blend and Vanilla Hazelnut.

When consumers purchase Fair Trade Certified coffee, they are directly supporting a better life for farming families through fair prices, community development and environmental stewardship. As members of democratically elected cooperatives, Fair Trade coffee farmers learn how to bootstrap their businesses, trade directly with importers and compete in the global marketplace.

Receiving a fair price for their harvest allows these farmers to invest in their families' health care and education, and reinvest in processes and facilities that improve quality and protect the environment. The Fair Trade Certified label is backed by TransFair USA, the only independent, third party certifier of Fair Trade products for the U.S. market.

"With this launch, Einstein Bros. shows it truly understands that it takes the entire 'global village' to empower coffee farmers and ensure quality coffee supplies for years to come," says TransFair USA Founder and CEO Paul Rice. "It's critical that leaders in the quick-casual restaurant industry, such as Einstein Bros., embrace the Fair Trade model and acknowledge their critical role in supporting sustainable, small-scale coffee production."

Fair Trade Certified coffee is the fastest-growing segment of the $11 billion U.S. specialty coffee market -- from approximately 76,000 pounds in 1998, to nearly 50 million pounds in 2005 -- sending more than $75 million in above-market revenue to over one million small-scale coffee farming families throughout the developing world since 1998.