We hope to be in contact three times a year, keeping you abreast on the latest trends in decaf coffee, including relevant tips and news from Swiss Water. I hope you like it!
- Ben Hieltjes, vp, sales
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"The Quadra-SealTM Organic product line is all about looking at the future of the coffee business," notes Ben Hieltjes, vice president of sales at Swiss Water. "Organic, Fair Trade, Shade Grown and chemical-free decaf are all issues that consumers and retailers care about. Once a niche market, the sustainability segment has grown to the point where it is now a mainstream element of the coffee business."
The first offering in the Quadra-SealTM Organic line is CascadiaTM Blend decaf, a multi-origin blend of coffees selected for consistency in quality and supply. Diana Chan, our green coffee buyer, notes "the cup has a pleasing balance of wonderful, lasting body, with highlights of sweetness and acidity." She thinks customers will find that CascadiaTM Blend is versatile enough to work as an espresso or house blend.
We've also taken great care to position this blend so that it will not compete with the great work that some green coffee brokers have done in supporting the SWISS WATER® brand with their own certified organic, SWISS WATER® Process blends and single-origin coffees.
For more information, click here.
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 Yes, its true, we've made our silver screen debut! Surely you spotted our multi-million dollar award-winning commercial during the Super Bowl ... or perhaps not. In an effort to expand consumer awareness, our first-ever television spot began running on select cable networks in the San Francisco Bay Area market in February. The attention-getting spot is designed to get the word out – making consumers aware that they have a choice in decaffeination processes (chemical or chemical-free) when buying decaf coffee. Entitled "The Power of Water," the spot focuses on the many uses of water, including to remove caffeine from coffee. "The commercial will serve as another aid in growing consumer awareness in the Northern California market, resulting in increased demand at retail," explains Swiss Water President and CEO, Frank Dennis. The spot is airing on cable networks such as A&E, HGTV, CNBC, and CNN, with three more flights starting May 3, Sept. 13 and Nov. 22. These stations were specifically selected due to their affinity with our target market, women aged 40-55 who are committed to improving their quality of life by seeking "better for you" foods. To view the ad using the QuickTime video player, click here. |
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Our new Decaffeinated Coffee Education Guide is now available! This easy-to-read and informative booklet is the perfect tool for educating baristas on how the SWISS WATER® Process works, and includes a comparison to decaffeination processes that use chemicals like Methylene Chloride.
To order, contact (ncharles@swisswater.com or toll-free 1.800.667.6181 ext. 145). Licensed Vendors of Swiss Water can order the guide on-line.
Our Licensed Vendor Program provides brokers, roasters and retailers with access to FREE premium POS, access to our logo and trademark, and registration in our on-line retail locator search engine – enabling consumers to find out where they can purchase SWISS WATER® Process decaf.
For more information on our Licensed Vendor program, click here.
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Diana Chan, our green buyer, hasn't just been cupping coffees, she's been keeping an eye on the origins from which they are produced. In what will be a regular column on our website, she'll provide insights on the coffee supply situation and her approach to buying coffee. Further, she'll discuss new Swiss Water coffees recently introduced and those under development.
For her first column, click here. |
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 Listen to Frank Dennis, our president & CEO, present "The Evolution of Decaf: Rethinking the Marketing of Decaf Coffee" on Tuesday May 4th at 1:30, during the Australian Specialty Coffee Association's second annual Trade Show and Conference in Sydney.
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As always, we'll be exhibiting at the SCAA's Annual Conference and Exhibition, Apr. 23-26 in Atlanta, GA. Please drop by to say hello, and learn about our new Quadra-SealTM Organic coffees. |
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Visit us in booth #1202! |
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We'd like to know what you think about our inaugural issue.
Please send comments to Eric Buchegger (ebuchegger@swisswater.com).
Look for our next issue in September!
If you would prefer not to receive future issues of the Swiss Water Wave,
please reply to this message and you will be removed from our distribution list.
®/TM are trade-marks of Swiss Water Decaffeinated Coffee Company Inc.