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Coffee Bean International Announces ‘Project Direct' Program

February 10, 2010
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Portland, Ore.-based Coffee Bean International (CBI) said it is taking the direct-trade coffee model to scale for its national private label customers. Through the company’s new Project Direct program, CBI is sourcing premium beans from Peru, paying above fair trade prices to farmers and working with growers to improve farming practices to enhance coffee quality.

Although the direct-trade single-origin concept is not new in the coffee world, CBI said the scale of its undertaking is unprecedented. Thus far, two major retailers - Target Corp. and The Fresh Market - have added Project Direct coffee to their private label offerings.

“The Project Direct program is a commitment by our company to improve the quality of life for farmers and to pursue the mutually beneficial goal of adding transparency and improving coffee quality,” said Patrick Criteser, president and CEO of CBI. “This program elevates our company’s long-standing partnerships with farmers to a higher level of commitment, and assures our clients have access to the highest-quality sustainably sourced coffees available in the market.

To learn more, visit www.projectdirectcoffee.com.

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