New Organic Coffees Introduced to Market

Elan Organic Coffees being sampled in India before they are transported around the world.

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Media who attended the Organic Coffee Collaboration's showcase of new organic coffees yesterday at New York City's Union Square Cafe returned to work extra-caffeinated.

The event was hosted by the Organic Trade Association (OTA) and participants included Dallis Coffee, Elan Organic Coffees, Equal Exchange, Fresh Harvest Products, Green Mountain Coffee Roasters and Swiss Water Decaffeinated Coffee Company.

Attendees were buzzing about the rich, delicious brews, but the organizers were buzzing about something else: the growth of the organic market.

Daniele Giovannucci, senior consultant to the World Bank Group and the author of State of Sustainable Coffee, presented data on organic coffee at the event. He said the North American organic coffee market reached $1 billion in 2007, while the market for organics overall was nearly $22 billion. He says this translates to about 4 billion cups of organic coffee served in the U.S. last year (and some busy baristas).

Giovannucci spoke about the growing appeal of organics. He explained that values-based purchasing has increased; we're all becoming more conscious of the environmental effects of our purchasing power. Many consumers want to take part in something trendy, and — like it or not — the organic movement to some is trendy. In addition, personal health and food safety concerns have driven some growth in the organic sector.

OTA executive director Caren Wilcox was quoted in a statement: "By purchasing any of the delicious and high quality organic coffees available today, consumers are helping protect the environment around the world."

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