Toronto-based Club Coffee came on board as a Grounds for Health supporter in 2008. Following discussions at SCAA earlier this year, they decided to significantly step up their commitment. They proposed developing a co-branded line of coffees that they would distribute through a retail partner, returning a portion of the sales to benefit the work of Grounds for Health.
When we first saw the initial design of the coffee bags we were enthralled; the art work is beautiful and engaging. When we learned that the retail partner is Wal-Mart we were beyond excited—knowing how deep the potential reach could be.
Then we tasted the coffee. Wow. We knew we were partnering with a company that is not only very generous, but also very skilled. Grounds for Health is so grateful to be named Club Coffee’s designated charity for this project ,knowing the positive impact that these funds will have on women in the coffee-growing world.
Club Coffee is a high quality, custom coffee roaster founded in 1906. The company provides a broad line of premium and specialty roast and ground coffees to leading North American retailers and foodservice operators.
From Bob Thompson, Director, Marketing & Business Development of Club Coffee:
Club Coffee first became involved with Grounds for Health at the 2008 SCAA convention. We were looking for organizations Club Coffee could support from a charitable and sustainable position. We were introduced to the Grounds for Health team by one of our valued suppliers – Frank Dennis of Swiss Water Decaf.
While our first ventures were charitable donations, we saw growing interest by our customers (and consumers) in sustainability projects in producing countries. What better opportunity than Grounds for Health!
Our decision to launch a special line of GFH coffees was driven by our desire to bring broader consumer awareness of the organization, the problem and the solution, combined with the ability to generate increased financial support for this great organization.
The launch of Club Coffee’s GFH coffee line – Indonesian Gold, Mayan Coast, Inca Trail, African Safari and Swiss Water® Decaffeinated – at 300 Wal-Mart locations will be a great launch pad for the program. We anticipate that this will lead to other opportunities to develop custom label programs in support of Grounds for Health.