During 2004/2006, many organic brands, including Newman’s Own (Green Mountain), and The Organic Coffee Co. have experienced double-digit growth. Additionally, most premium brands such as Starbuck’s, Mountain Green, and Kraft (Yuban coffee) offer an organic selection as part of their total selection.
Ethical coffee has also gained ground amid increasing media attention to the plight of coffee farmers and concern for coffee producing countries’ environments. During 2002 to 2005, the sales of Fair-Trade certified coffee tripled. Most premium brands offer a selection of fair-trade certified coffee.
Coffee service providers will need to meet the changing needs of consumers in order to win their fair share of coffee sales. As competitive beverage begin to replace coffee for some consumers, coffee service operators have an opportunity to capture these sales as well.
Meanwhile, worksite coffee providers continue to face stiff competition for consumers’ coffee purchases.