|November 5, 2010
Farm Boy coffee roasted 10 days fresh, a 'perk' for shoppers
Fair trade, organic, shade grown, locally roasted coffee beans guaranteed fresh.
[OTTAWA, ON, November 5, 2010] Farm Boy Inc. today unveiled a unique approach to roasted coffee that assures coffee lovers a steady supply of the freshest brew. The program, which recently completed testing in three Farm Boy™ locations, was officially launched this week in all stores.
Farm Boy Fair Trade Organic Coffee uses the highest quality, shade grown beans, roasted locally and delivered fresh to all nine Farm Boy stores, at the very most, every ten days. This means customers can purchase coffee at the peak of freshness.
"It is an ambitious undertaking," states Jeff York, CEO at Farm Boy, "but one that fits with our overall commitment to incredibly high standards of freshness and quality control."
Farm Boy Fair Trade Organic Coffee is locally roasted, in small batches in Almonte, Ontario, which helps enormously. Mr. York explains, "Every 10 days or less, our roaster arrives at the store and replaces all the beans in our fresh roasted program. They don't replenish them, they replace them. Every bean. That is the only way we can be sure that all of the coffee beans in our bins were roasted ten days ago or less."
As part of the introduction to Farm Boy Fair Trade Organic Coffee, brewing tips will be available in all stores and website (farmboy.ca) to help customers make the perfect cup of coffee.
York continues, "It is quite possible that some of our customers have never tasted truly fresh coffee. Our Farm Boy Fair Trade Organic Coffee will change that. We promise that every coffee bean is roasted 10 days ago, or less."
In addition to being fresh roasted, the coffee beans Farm Boy imports are all certified organic1, fairly traded2, shade grown3 and delivered straight to stores throughout the week. So it's always fresh.
About Farm Boy Inc.
Farm Boy is a locally owned food retailer recognized for its produce, meat, bakery, cheese and chef prepared items. Incorporated in 1981, the company provides a unique shopping experience in comparison to big box retailers or traditional grocers. Additionally, Farm Boy produces its own extensive line of private label products made with absolute dedication to the highest standards of quality and freshness. Headquartered in Ottawa, Canada, the company currently has nine (9) stores in the Greater Ottawa and Cornwall regions.
1 Beans are certified organic by Procert.
2 Fairly traded means coffee growers are provided a "minimum price" guarantee.
3 Shade grown describes an ecologically friendly method of growing coffee in it's natural environment under the shade of a canopy of trees.
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