For the first time, Co-op’s popular Ever Ground coffee brand arrives on shelf for customers to enjoy at home with two new 100% Fairtrade coffee lines.
The convenience retailer’s “grounded in good” Ever Ground brand launched in 2020 as a 100% Fairtrade hot drink on-the-go solution served from state of the art coffee vending machines in Co-op stores. In the latest move, the new coffee lines – Whole Bean and Ground Coffee – will be available to purchase across Co-op and NISA stores from 23 November so it can be brewed up in a customer’s kitchen.
The new Ever Ground Whole Bean (200g/£3.50) and Ground Coffee (200g, £3.50) are full-bodied blends of arabica beans sourced on Fairtrade terms for a delicious barista-style coffee and every purchase means that farmers can build a better quality of life for their families and communities and invest in more sustainable farming.
Ever Ground was developed for a new generation of coffee lovers with its modern and bold branding and carries the retailer’s pioneering ethics and sustainability values. Co-op was the first UK retailer to sell 100% Fairtrade own-brand coffee in 2003 and remains committed to only selling 100% Fairtrade tea and coffee across all its own-brand ranges, including Irresistible, Ever Ground and its standard lines.
Grace Bowker, Co-op Own-Brand Planning Manager, said: “We’re thrilled to be bringing Ever Ground to the shelves for the first time following the success of our hot drinks launch in 2020. Our customers and members have already really resonated with our new brand as it not only makes delicious coffee, but the range is sourced on Fairtrade terms which means standing with farmers for fairness and equality, in countries such as Ethiopia, Brazil and Colombia.”
The new duo follows the introduction of two chilled ready to drink Ever Ground coffee lines, which launched exclusively to festival-goers this summer before being rolled out to stores. The Ever Ground Latte (250ml) and Oat Latte (250ml) are available in selected stores across the UK.
Kerrina Thorogood, Commercial Director, Fairtrade Foundation, said: “We’re delighted with Co-op’s Ever Ground range, which not only tastes delicious but is the latest example of their pioneering support for Fairtrade farmers. This new line provides the perfect blend of fairer prices and investment for hardworking coffee-growing communities so they can continue to produce quality beans and look after their natural environment.”
Fairtrade means that farmers get better terms of trade and fairer prices for their crop through the Fairtrade Minimum Price and Fairtrade Premium. The Premium is an extra sum of money that gets put into a communal fund for farmers to choose themselves how best to spend it, whether it’s funding community initiatives such as a health centre or investing in their business and local environment. So, by choosing Fairtrade, you are standing with farmers for fairness and equality, against some of the biggest challenges the world faces. It means farmers creating change, from investing in climate friendly farming techniques to developing women in leadership.
Co-op members who purchase the new Ever Ground range and swipe their membership cards at the till point will also be supporting communities across the UK, with the retailer giving 2p for every £1 spend to organisations and local causes. Members can also earn the same reward which will go into their Membership account which they can spend in store.
For more information about Co-op’s Fairtrade commitments or to find out how to become a Co-op member, customers can visit here.
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