Nespresso relaunches ‘Tribute to Milano’

This month, Nespresso has taken inspiration from the bustling Italian coffee culture of Milan to relaunch one of its most loved Grand Cru, Tribute to Milano. Responding to Australian’s love of intense coffee, the product is available as a limited edition.

Tribute to Milano is a reflection of the rich history and culture that Milan offers. In the hustle and bustle of the affluent Northern Italian city, coffee is usually enjoyed intense and at a fast pace whilst standing at the bar, complementing the intense Milanese way of life.

To honour this, Nespresso Coffee Experts have re-created a delicate blend of Arabica and Robusta beans that results in a delightful balance between fine fruity aromas and sweet cereal notes.

Mitch Monaghan, Nespresso Coffee Ambassador, explained: “We know that Australians have a love for a more intense coffee and discovering new coffee cultures through our Limited Edition Grands Crus. Originally launched in 2015, bringing back the Limited Edition Tribute to Milano is our way of showing our customers we know what they love.”

The Limited Edition Grand Cru has a mild bitterness and acidity with a rounded body and high intensity. Let this delightful Ristretto immerse you into the atmosphere of this enchanting Italian city.

 

Carrie Bickmore wins Twinings Design Challenge

Carrie Bickmore has won the Twinings Design Challenge with her packaging design remaining on shelf in supermarkets nationally for the next four years.

Ten cents for every pack of Twinings Morning Tea sold will be donated to Carrie’s chosen charity; Carrie’s Beanies 4 Brain Cancer.

Tens and tens of thousands of votes were cast placing Carrie ahead of Emma Freedman, Samantha Harris and Nicole Kidman.

“My design was inspired by my childhood. Music and dance was always a massive part of my life, I was a ballet dancer as a child, and I’m always the first and last on the dance floor,” said Bickmore.

“Music has been my sanctuary through the tougher times of my life, and some of the happy. I thought music and movement would be something Australian women can all relate to.”

“And to be able to continue supporting my charity, Carrie’s Beanies 4 Brain Cancer, helping fund vital research into brain cancer is a phenomenal opportunity – I can’t thank everyone enough who voted for my design, this means the world to me.”

Health Check: does caffeine cause dehydration?

For a long time people have been told that caffeine is a diuretic. For some, this translates into advice to avoid or remove caffeinated beverages from the diet of people at risk of dehydration, or during periods of extreme summer heat. The Conversation

While possibly well meaning, this advice is wrong.

By definition, a diuretic is a product that increases the body’s production of urine. Hence water, or any drink consumed in large volumes, is a diuretic. Importantly, urinating more does not inevitably lead to dehydration (excessive loss of body water).

Drinking simultaneously provides the body with fluid for absorption (avoiding dehydration) and initiates urine production. Depending on the urine losses that occur following drinking, a beverage might be more accurately described as a “poor _re_hydrator” if large fluid losses result.

Caffeine is a weak diuretic, and tolerance to this effect is acquired rapidly (in four to five days) with regular caffeine intake. What’s somewhat concerning is that this has been known for almost 100 years!

In 1928, a study involving three people showed that when participants consumed no caffeine for more than two months, a dose as little as half a milligram per kilogram of body mass (roughly the amount in half a cup of coffee) caused a “noticeable” increase in urine loss.

But regular caffeine intake (for four to five days) created a tolerance to the diuretic effect, so that over a milligram per kilogram of body mass (one cup of coffee) was needed before an effect was detected. This suggested that regularly consuming caffeinated drinks wouldn’t lead to chronic dehydration.

While the study had obvious sample size limitations, an investigation employing contemporary research methods and analysis confirmed these findings more than a decade ago.

This study involved 59 healthy individuals being monitored for 11 days. The investigation was designed to determine if drinking caffeine resulted in fluid loss or dehydration.

Initially, each participant’s caffeine intake was stabilised for six days at 3mg per kilogram of body mass (approximately two to three cups of coffee per day). Following this period, caffeine intake was manipulated for five days at a dose of either zero, low (one cup) or moderate (two cups) levels.

Caffeine was found to have no effect on almost every measure of hydration.
Dai KE/Unsplash

The researchers monitored myriad hydration measures such as urine production and colour. Almost every hydration measure we currently use for monitoring fluid balance was not influenced by regular caffeine intake.

In hydration science, the effect of any beverage on fluid in the body is judged by the balance between how much the body retains of any volume consumed. Recently, the creation of the “beverage hydration index” has been established to describe the fluid retention capacity of different beverages by standardising values compared to still water.

Again, the beverage hydration index shows commonly consumed caffeinated beverages such as coffee, tea and cola have similar fluid retention capacity to water or commercial sports drinks.

One strength of the beverage hydration index is that it recognises all beverages make a contribution to total fluid intake (ranking some as more effective than others). By advising people not to consume drinks they enjoy (just because they contain caffeine), individuals may not automatically replace drinks, leading to a reduction in total fluid intake.

The evidence linking poor hydration status to poor health (particularly in vulnerable groups) is well established. Dehydration can produce disruptions in mood, brain and heart function and has also been found to be an indicator for worse prognoses in older patients admitted to hospital.

So while some caffeinated beverages such as cola and energy drinks have their own health implications such as high levels of sugar, in terms of optimising fluid balance, there’s no need to worry about caffeine.


Update: gram was corrected to milligram in the paragraphs outlining the 1928 dehydration study.

Ben Desbrow, Associate Professor, Griffith University

This article was originally published on The Conversation. Read the original article.

Finalists named in Twinings design challenge

The top four finalists of the Twinings Design Challenge are Carrie Bickmore, Emma Freedman, Samantha Harris and Nicole Kidman.

Packs of Twinings Morning Tea blend featuring the four designs hit shelves from today. They were chosen by a judging panel including Archibald Prize judge Ashley Dawson-Damer, out of a field of 33 incredible designs.

Ten cents from every pack of Twinings Morning Tea sold will be contributed towards the top four’s charities of choice; Carrie Bickmore – Carrie’s Beanies 4 Brain Cancer, Emma Freedman – Captain Courageous Foundation, Samantha Harris – Make-A-Wish Australia, and Nicole Kidman – Variety: The Children’s Charity.

Australians will have a chance to vote for their favourite design and voting is open, running between now to 8th May.

Whichever celebrity accumulates the most votes will have her design remain on shelf, where 10c from every pack sold will be contributed to her charity of choice over the next four years.

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Jed’s Coffee Co Bean Bags

Product Name: Jed's Coffee Co Bean Bags

Product Manufacturer: Jed's Coffee Co

Launch date: May 2015

Ingredients: 100% freshly roasted ground coffee

Shelf Life: Six months

Packaging: 10 single serve foil sachets, each containing coffee bag, in a box

Brand Website: www.jedscoffee.co.nz

What the company says:

New Zealand Coffee Company, Jed’s Coffee Co, is set to make a mark on coffee lovers of Australia with the launch of Jed’s Bean Bags, an innovation using pyramid-bag technology to create ‘brew in your cup’ fresh roasted coffee.

Jed’s Bean Bags is the only brew-in-a-cup bag in Australia that contains 100 per cent freshly roasted ground coffee, with no trace of instant coffee. Developed by the Innovation Team at Jed’s, the collaboration of tea and coffee technology was jointly led by coffee Brew Master Stuart Hargie and Master Tea Taster, Matt Greenwood to emulate a fresh plunger experience.

The individually sealed single serve packs are light in weight and full in flavour and the bag is 100 per cent biodegradable.

Microbrewery creates a breakfast beer

Columbus microbrewery Zaftig and coffee roaster Crimson Cup Coffee & Tea have partnered to create BamBaLam Breakfast Stout.

To produce this new brew, Zaftig mashes dark roasted and chocolate barleys to create wort, or unfermented beer. Bittersweet chocolate and Crimson Cup’s Ethiopian Sidamo Kellenso are added after boiling the wort but before fermentation.

“After the success of our Dry Hopped Nitro cold brew coffee, we started looking at other ways to incorporate ideas from the craft brew world. We met Zaftig at the launch party of our Hopped Nitro, and from there we began discussing ways of incorporating coffee into craft beers,” said past brewmaster and current Crimson Cup Coffee Buyer, Dave Eldridge.

BamBaLam won rave reviews at The Columbus Winter Beer Fest, a Tap Takeover at The Ohio Taproom, The Grandview Craft Beer Associations Hullabaloo and an event in Dayton called the BrewHaha.

“As a small-batch brewery, we can't make enough to keep up with the crazy demand for this beer right now,” said Zaftig Co-owner Jim Gokenbach. “This coffee beer collaboration has helped us branch out to meet more local community business partners.”

 

Schibello Caffé opens research & development roasting laboratory

Schibello Caffé has launched their new Research & Development Roasting Laboratory in Sydney’s north-west.

Situated in Rhodes next door to the Schibello Caffé headquarters, the facility features a coffee training academy coupled with an on-site espresso bar and a dedicated roasting laboratory.

The roasting laboratory, complete with a boutique roaster, allows Schibello Caffé to perform cupping session and experiment with small batches of new blends. The laboratory will be open for cupping session, and is available for clients who want a coffee blend developed for them.

 “The coffee sector is ever-changing, and very dynamic. Our success over the past 15 years has been due to our adaptive nature, and our understanding that great coffee is about more than just the product – it’s about the experience, the social dynamic, the environment, and the sense of belonging,” says Ross Schinella, CEO of Schibello Caffé. 

 

Asia leads iced coffee growth

The chilled ready-to-drink or iced coffee sector has experienced significant growth in recent years, with the majority of product launches taking place in Asia.

According to Innova Market Insights, in the 12 months to the end of July 2014 the iced coffee segment accounted for only 4.2 percent of global launches in the soft drink industry. However, this is up from less than three percent five years ago, and the actual number of launches  has nearly trebled over that time.

Asia accounted for 53 percent of RTD coffee introductions, ahead of Europe with 30 percent and North America with 11.5 percent.

Lu Ann Williams, director of innovation at Innova Market Insights, said “Although ambient canned and bottled coffee drinks continue to dominate globally … particularly in well-established markets such as those in parts of Asia and the USA, it is the chilled milk-based variants in lidded cups for on-the-go consumption that have been leading growth, particularly in the relatively undeveloped European market.”

The dairy industry has been driving activity, with launches including Emmi of Switzerland’s Caffe Latte range, Starbucks’ Discoveries range of RTD iced coffees from Arla, German company, J Bauer’s premium Mövenpick line as well as the Landliebe range from FrieslandCampina.

More recent activity has focused on the arrival of leading hot coffee brands into the chilled sector. A significant entrant to the German market in 2014 was Mondelez, which brought its market-leading Jacobs coffee brand to the chilled iced coffee market. During the summer of 2014, the world’s leading coffee brand Nescafe entered the European chilled dairy iced coffee market with the launch of Shakissimo, a range of three milk-rich coffees in lidded cups.

Earlier this year, Vitasoy launched its Soy Milky Iced Coffee product, in response to consumer demand for a non-dairy, lactose free iced coffee product.

Beth Roberts, senior brand manager, Vitasoy said “We asked our fans what flavour soy milk Vitasoy should develop next and iced coffee was a clear winner.”

 

QLD taps into a caffeine-free coffee bean

Scientists believe by sequencing the genome of the coffee, it will be possible to breed new strains of coffee based on flavour, aroma and caffeine content.

The discovery could see a caffeine-free coffee bean produced, which would provide a pure, less-processed product to the 12 percent of coffee drinkers who choose decaf.

Professor Robert Henry, at UQ’s Queensland Alliance for Agriculture and Food Innovation (QAAFI), said this was one outcome of an international research effort analysing the coffee genome.

“It should soon be possible to select and grow coffee with a pre-determined level of caffeine – ranging from zero-caf to jumpstart,” he said.

“Helping Queensland producers to grow export-quality coffee destined for high-value niche markets is our ultimate goal.”

QAAFI, which pursues scientific methods to add value to Queensland produce, is also working with flavour scientists and industry partners to unpick the genomic component of premium coffee.

Australia produces a small fraction of the 7.8 million tonne global coffee market, exporting less than 1000 tonnes a year.

“Potentially, Queensland could develop a multi-million-dollar market for high-quality, premium coffees, ranging from full strength to decaffeinated,” Professor Henry said.

QAAFI flavour scientist Dr Heather Smyth said traditional methods of minimising caffeine often led to flavour loss.

 “Understanding the origin of caffeine in coffee means that potentially we can develop varieties with low or no caffeine,” she said.

“If the decaffeinating process could be avoided, the beans would retain the full coffee flavour.”

 

Espresso di Manfredi 250g

Product name: Espresso di Manfredi 250g

Product manufacturer: D.E.Coffee & Tea

Ingredients: Roasted Classico coffee beans

Shelf life: 12 months

Product manager: Amy Galbac

Brand website: www.caffedimanfredi.com.au

What the company says
Leading Italianate boutique espresso brand Espresso di Manfredi has launched a take-home pack of coffee beans allowing customers to experience their Espresso di Manfredi moment at home.

The 250g Classico blend offered in the 250g pack is a fine, complex coffee with a full and textured body. Blending high-quality arabicas from South America and a touch of fine robustas from Asia, the blend offers well-balanced fruit and elegant acidity with a long lingering chocolate finish.

Teh 250g take home pack is available at Espresso di Manfredi cafés Australia wide which can be found using the café locator via www.espressodimanfredi.com/find-us.

The Espresso di Manfredi family of coffee blends is the creation of two taste masters, celebrated chef Stefano Manfredi and leading coffee roaster Wayne Archer from D.E. Coffee & Tea. At the heart of the brand is ‘Sprezzatura’ or ‘effortless mastery’. With decades of experience between them, both masters have drawn on their unique language of flavour and knowledge of food, to craft the family of blends, Classico, Audacia and Chiaro, sealing the essence of sprezzatura.

 

Australian coffee brands take trademark battle to high court

Australian coffee brands, Cantarella and Modena will be taking their trademark battle over blend names to the High Court.

Cantarella (which owns Vittoria) trademarked the Italian translation of Gold and Five Star – Oro and Cinque Stelle – over a decade ago, and Modena, which imports coffee blends that go by the names Oro and Clinque Stelle from Italian company Caffe Molinari SpA are calling for the trademarks to be cancelled, Yahoo!7 reports.

Cantarella successfully sued Modena in December last year for trademark infringement, however the decision was later overturned in the Federal Court. 

The court initially ruled that Italian words were commonly used in relation to coffee in Australia, and that fellow coffee traders had been using the words for some time in reference to quality.

The case will be heard in the High Court today.

 

Ethiopia, sustainability and success: Aroma Coffee spills the beans

Sustainability and coffee are two words that go hand in hand for managing director of Aroma Coffee, Gavin Gam.

Food Magazine recently caught up with Gam to chat about the relationships that he has cultivated with coffee farmers in Ethiopia, how he goes about sourcing his beans, and why sustainability and traceability in the coffee industry are at the heart of his business.

Six years ago Aroma Coffee launched their first Ethiopian coffee called Kilimanjaro, and as Ethiopia is the birthplace of coffee, Gam says that there isn’t quite anywhere else in the world that produces beans to the same standard.

“Coffee is a way of life in Ethiopia and they have a coffee culture that is unlike anywhere else in the world,” Gam told Food Magazine. “Half the coffee the nation produces is consumed locally so they really know what they’re producing and what good quality coffee should taste like.

“Most coffee farmers in Ethiopia have small farms on acreage, and they treat their coffee trees like their children, it’s an extension of their family. To grow this coffee is a labour of love for them and you can taste that love straight from origin to the fresh cup of coffee in your hand.”

In addition to its rich cultural roots, Gam says that one of the key reasons that Ethiopian coffee is so unique is because none of the beans – which are namely native heirloom varieties – have been adapted or modified for centuries, and as such, the beans have retained their unique flavour characteristics.

In relation to how he managed to secure his Ethiopian suppliers, Gam said that the process was a matter of developing relationships both locally and internationally.

“To cultivate relationships with local farmers it’s important to meet likeminded people and attend every coffee-related event you can,” he says.

“I attended conferences, cuppings and events, and was gradually introduced to people involved in growers associations, coffee unions, co-operatives and local coffee farms. Over time these acquaintances have become great friends and an essential part of Aroma Coffee’s business process.

“At the moment all of Aroma’s coffee beans are sourced directly from small family owned coffee farms. For Aroma, farm direct sourcing involves ethical sourcing of sustainable coffee beans, investing in local infrastructure to promote sustainable coffee farming communities, and acknowledging and respecting the people and processes involved in the value-added coffee supply chain,” says Gam.

“We’re also strong advocates for the traceable coffee movement (which) ensures that the coffee farmer has been paid the best price for their produce which in turn increases local incomes, investment in sustainable business practices, and improves the lives of everyone involved in the coffee supply chain.

“…We’re (also) currently in the process of perfecting a Fairtrade blend that will be available to cafés and consumers within the next six months.”

In addition to Kilimanjaro, Aroma has since released its Destinations Ethiopia blend which has become the brand's best seller, and won a silver Medal for Filter coffee at the Royal Agricultural Society of Victoria International Coffee Awards. Aroma Coffee was also recently awarded the title of Champion Australian Roaster at the International Coffee Awards, an accolade the Gam credits to three factors: farm direct sourcing, using antique roasters combined with modern roasting practises, and an extensive tasting process.

“Great coffee begins with ethically sourced sustainable coffee beans that are grown from love and passion. Making the coffee isn’t just about money, it’s about giving back, paying a little extra and making sure the people who are producing the coffee are living a healthy sustainable life. If there’s love from origin, you can taste it, that’s the most important thing,” says Gam.

In relation to roasting, Gam says that it is important to be “true to the coffee”.

“Creating the perfect coffee roast is like alchemy; you take the green beans and turn them into gold by combining modern heat transfer technology with traditional roasting practices,” he said.

However the real secret to Aroma Coffee’s award winning roast according to Gam, is their extensive tasting process.

“We cup the coffee, we sniff it, we smell it, we taste it and we slurp it to make sure we get a real feel for the coffee. That’s the only way we can be sure that the coffee’s taste, character and flavour profile are of the utmost quality before we distribute it.”

 

Australian International Coffee Award winners announced

Aroma Coffee Roastery has been named the ‘Champion Australian Roaster’ at the 2014 Australian International Coffee Awards (AICA) conducted by the Royal Agricultural Society of Victoria (RASV).

This year the AICA received 800 entries and 170 medals were awarded – 12 gold, 43 silver and 115 bronze, to entrants from Australia, New Zealand, Singapore, Hong Kong and Japan.

RASV CEO Mark O’Sullivan said the 2014 AICA was an overwhelming success with significant growth in entries from Australian and international roasters.

“In only its second year the program has experienced a remarkable 30 per cent increase in entries.

The RASV is proud to give coffee roasters a unique and exciting platform to showcase and benchmark their products against the highest international standards,” O’Sullivan said. “We acknowledge the contribution made by this year’s judges and congratulate all Australian International Coffee Awards entrants and winners.”

New Zealand’s Toasted Expresso won ‘Champion International Roaster’ and Victoria took home six of the 12 gold medals awarded, including the trophy for Champion Milk-Based Coffee awarded to Reverence Coffee Roasters.

Held annually by the Royal Agricultural Society of Victoria (RASV), the AICA is Australia’s first international coffee roasting competition, celebrating and promoting Australian and international coffee roasting excellence, with categories for Espresso, Milk Based and Filter Coffee.

 

AICA Trophy and Gold Medal Winners

Champion Australian Roaster

Aroma Coffee Roastery Pty Ltd, New South Wales, Australia

Champion International Roaster

Toasted Espresso, Auckland, New Zealand

Espresso Trophy winner

Four Elements, Danes Gourmet Coffee, New South Wales, Australia

Milk based Trophy winner

Carousel, Reverence Coffee Roasters, Victoria, Australia

Filter Trophy winner

No. 1 Ruby Street, Aroma Coffee Roastery Pty Ltd, New South Wales, Australia

Espresso gold medal winners

·         No. 1 Ruby Street, Aroma Coffee Roastery Pty Ltd, New South Wales, Australia

·         Dr Jekyll Project, Espresso Syndicate, VIC, Australia

·         Rush Espresso, Rush Coffee Ltd, New Zealand

·         Bella Italia Tuscany, Pine Tea & Coffee Pty Ltd, New South Wales, Australia

·         Drummer Boy, Coffee Cartel, Victoria, Australia

·         Seasonal Speciality Blend, Coffex Coffee, Victoria, Australia

·         Track 3, Clark St Roasters, Victoria, Australia

Filter gold medal winners

·         3 Africans, The Maling Room, Victoria, Australia

·         Filter This! by Ristretto, Ristretto Coffee Roasters (Black Fire PL), Western Australia, Australia

 

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Moccona Awaken

Product name: Moccona Awaken

Product manufacturer: DE Coffee & Tea Australia

Ingredients: 100 percent coffee beans

Shelf life: Two years from manufacturing date

Packaging: Glass jar and paper label

Product manager: Tiana Handel

Brand website: www.moccona.com.au

What the company says
Experience the smooth taste of Moccona Awaken. Its balanced and rounded flavours make it the perfect coffee to enjoy every morning.

 

Demand for decaf on the rise

The demand for easily prepared and specialty coffee, including decaf is rapidly increasing.

Pod Pack Australia operations manager Martin French said “The trend in Australasia is following the big trend in the US, where decaf accounts for close to 20 percent of sales.”

“While we are not near that level yet, we are seeing a strong and rising demand for our wholesale and retail customers who appreciate that traditional grinding on demand can result in costly waste, extra grinders and stale product in specialty lines,” French said.

Pod Pack Australia has more than tripled the capacity of its manufacturing plant in Silverwater to cater for the demand.

The newly expanded plant is now home to three process and packaging machines, each capable of producing between 100kg to several tonnes of pods.

Aside from the rise in demand, climate change may soon have an impact on the price of coffee beans.

Brazil, responsible for production of one-third of the world’s coffee beans has been experiencing abnormally hot and dry weather conditions, causing a loss between three and 30 percent of coffee bean crops.

According to the Wall Street Journal, the losses have seen a 55 percent increase in the cost of Arabica coffee.

 

Australian trade beats aid in boosting global food security

Should Australia aim to become Asia’s “food bowl”? How can we help farmers earn more for what they produce? And how can Australia best contribute to global food security?

Those are some of the crucial questions now being considered in the federal government’s long-term agriculture policy, which is expected to be released towards the end of this year.

I believe our future lies in playing to our strengths. The Australian agricultural business model should not be to produce cheap food for the world’s poor, but rather expensive food for rich, largely Asian, consumers.

That doesn’t mean neglecting our responsibilities to help poorer nations or to support global food security. However, this is best done through trade – such as providing technical advice and assistance – to help improve food self-sufficiency in developing countries.

The new dining boom

Food-price shocks in 2007–08 greatly increased global consumer interest in agriculture and the challenges of food security. It has also reiginited interest in boosting agricultural development in northern Australia.

As growth in Australia’s mining sector slows, agriculture is increasingly being seen as an economic replacement, reflected in the slogan ‘dining boom not mining boom’. However, even with global food demand increasing, Australia’s response needs careful consideration and focus.

Continuing growth in world population is overshadowed by the impact of growing affluence, resulting in greater per person consumption of food and demand for more expensive foods.

For a relatively high-cost food producer such as Australia – with high labour costs and a high value currency, but a global reputation for producing clean, safe food – those are trends we can harness to our strategic advantage.

Finding our niche

Global markets are large enough to take all of our relatively small agricultural production as high-value product. So at home, our farmers need to concentrate on production of niche, high-value agricultural products.

For example, wheat is the largest crop in Australia, grown mainly in Western Australia, New South Wales, South Australia, Victoria and Queensland. Most of that wheat is sold overseas, including to Indonesia, Japan, South Korea, Malaysia, Vietnam and Sudan.

Yet even with those significant exports, Australia produces only about 3% of world wheat.

Significantly, we have a good track record of extracting a higher value for our wheat through niche marketing.

Examples include the supply of wheat from Western Australia to produce Udon noodles in Japan. Australia has produced almost all of the wheat used for this product by having a wheat variety with special characteristics delivering a high-quality noodle.

 

Brewing better coffee – for us and the world

Agricultural research and development – such as the work done at the Queensland Alliance for Agriculture and Food Innovation – needs to go beyond just trying to increase on-farm productivity, and instead find new ways to add value to agricultural products right along the production chain to the final consumer.

Product differentiation is essential. We need to produce niche products with recognised high value, rather than bulk, undifferentiated commodities that will only attract the prevailing price in world markets.

Coffee is a perfect example. By analysing the genetic and chemical basis of coffee quality, researchers can help develop new high-quality, distinctly Australian coffee products for international markets.

Coffee is an important cash crop for many small landholders in developing countries. Those developing nations are likely to remain the most efficient in producing large quantities of coffee for mass markets. However, with the help of Australian experts, they may still be able to find ways to increase their productivity – in doing so, helping to boost self-sufficiency in developing countries.

In contrast, Australia’s coffee production needs to concentrate not on high volume, but on novel high-value products for high-value markets. If targeted with the right products, those overseas markets could take all of Australia’s coffee production.

* This article is based on an address Professor Henry will deliver to the Australian Agricultural and Resource Economists Society’s annual conference on February 7.

Robert Henry receives funding from the Australian Research Council and Green Cauldron Coffee.

The Conversation

This article was originally published at The Conversation. Read the original article.

 

Coffee greenwashing works: study

Coffee labelled as “eco-friendly” can attract a premium, with consumers led to believe it tastes better, according to new research from Sweden.

The researchers, from the University of Gavle and the University of Chicago, asked study participants to taste and rate two types of coffee, after telling them that one was “eco-friendly”. In reality, both coffees were the same.

The study, published today in PLOS One, found participants preferred the taste of, and were willing to pay more for the “eco-friendly” coffee.

In a second experiment, participants were asked to taste coffee from two different cups, but this time they were not told which of the two cups contained eco-friendly coffee until after they made the preference decision.

Those consumers who identified as “high sustainability” felt the strongest about the label, even when they were told, after their decision, that they preferred the non-labeled alternative.

Low sustainability consumers appeared to be willing to pay more for the eco-friendly alternative as long as they preferred the taste of the product.

The study highlights the importance of perceptions on consumer behaviour, said Joanna Henryks, assistant professor of advertising and marketing communication at University of Canberra.

“Labels and honest labelling are critical because consumers use it to guide them in their purchase behaviour.”

Dr Henryks said consumers looking for eco-friendly or organic products would more than likely trust the label, and unless they were extremely motivated would be unable to check the claims of all of the labels on offer.

“Unfortunately within Australia and worldwide there are literally hundreds of labels claiming various issues,” she said.

The study authors argue further research could look at how to use the study findings to promote sustainable consumer behaviour.

But Robin Canniford, researcher in Melbourne University’s department of marketing, said these types of experiments don’t tell us enough about consumers' eco-friendly intentions because people perform differently in lab settings to how they do in their daily lives.

“When you figure in patterns of consumption outside the coffee arena the findings of these sorts of studies just can’t be generalised, because in daily life there are competing demands and people often don’t do what they say they’re going to do.”

Dr Canniford is currently trying to map the various, sometimes contradictory reasons that motivate eco-friendly consumption.

He said in some cases, ethical or eco-friendly intentions were a drop in a more problematic ocean of household consumption.

“An attitude towards one kind of product such as coffee might lead consumers to say it tastes better but when it comes down to it that doesn’t make them an eco-friendly consumer,” he said.

“For example, some people are consuming eco-friendly products to almost greenwash their household or themselves, but the amount of carbon emissions or sweat shop labour they save by consuming say, eco-friendly coffee, is smashed by the mobile phones they continue to update every year, or the clothes they buy and wear out in a few months.

“So whilst this study is interesting, we have a very long way to go to understand these problems.”

The Conversation

This article was originally published at The Conversation. Read the original article.

 

Dilmah Ice Tea

Product name: Dilmah Ice Tea

Product manufacturer: Dilmah Tea

Ingredients: Ceylon Tea

Shelf life: Six months from date of delivery to the market

Packaging: PET bottles

Brand website: https://www.dilmah.com.au/

What the company says
Dilmah is excited to announce the launch of its refreshing new ice tea concentrate range now available in Qantas Club and Business Lounges Australia wide.

Made using only the freshest tea leaves, harvested and processed at the Dilmah Tea Garden in Ratnapura, Sri Lanka, this new range is the only ice tea available in Australia that is made from 100 percent pure Ceylon, Single Estate tea.

The Dilmah ice tea range is manufactured on site at the tea garden, without using any chemical processing aids, making this tea rich in antioxidants and full of natural goodness. The freshly picked tea leaves are transformed into a tea concentrate using state of the art manufacturing facilities which ensure the freshness is locked in, the goodness is retained and the ice tea always tastes of real garden fresh Ceylon Tea.

The new Dilmah ice tea is now available in Qantas Club and Business Lounges in Perth, Melbourne, Brisbane, Sydney, Canberra and Adelaide airports in Mixed Berry, Lemon & Lime and Peach & Pear flavours.

 

Caffe Aurora enlists Modern Family star to endorse brand

Following consistent sales growth throughout the past few decades, Caffe Aurora has launched a new campaign which enlists Modern Family star, Rico Rodriguez as the new face of the brand.

Rodriguez plays the character of ‘Manny’, an espresso-loving teenager in the successful American television show. Rolando Schirato, Cantarella Bros general manager of sales and marketing, says that the enlistment of Rodrigues represents new territory for the brand, as it has traditionally only engaged in relatively conservative marketing campaigns.

“In the past ten years, our marketing spend has focused heavily on the strength and heritage of the brand. We have loyal customers and we have secured our position in the market by providing quality products and executing simple campaigns,” said Schirato.

The move to launch a new multi-million dollar campaign represents a larger spend than the brand has spent on any marketing activity previously.

Schirato believes that the enlistment of Rodriguez will help the brand achieve its objectives of increased growth and brand recognition.

“Rico has mass audience appeal, which we believe will resonate across a broad cross section of the market,” said Schirato.

The campaign is inclusive of four television commercials which were directed by Michael Spiller and shot in Los Angeles. The campaign will also be complemented with a mix of print, digital, outdoor and in-store advertising, which will be rolling out nationally from 17 November.

“We are thrilled that Rico Rodriguez would throw his weight behind the Caffe Aurora brand,” said Schirato. “The connection between Rico and coffee is one that I think Australians and New Zealanders will really enjoy, just as much as we have putting it together.”