The growth of decaffeinated coffee has corresponded with the trend towards healthier eating, as people are looking for ways to improve their health, realizing that how they treat their bodies can have a positive impact on their lives. The low-carb craze, the growth of the natural/organic food segments, and greater consumer concern for food processing (GMOs) are all very prevalent and real factors in today's grocery marketplace.

Baby-boomers, who continue to be the largest segment of the US population, are driving the trend, frequently switching to avoid caffeine's side-affects, on a doctor's or dietician's recommendation, or due to a health event, like pregnancy. As baby-boomers age, it seems that the market for decaf coffee, and more specifically, 100% chemical free decaffeinated coffee, will continue to grow as the factors that drive it get stronger and stronger.

The important thing to note about decaf is that it keeps consumers in coffee, effectively helping to keep the industry in a growth position. Consumers drink decaf for the taste, and those looking to avoid caffeine need not forfeit the beverage they love in search of a healthier alternative.

In preparation to support this growth, Swiss Water Decaffeinated Coffee Co. (SWDCC) will be expanding their Vancouver, Canada facility to introduce a second line in 2005, enabling greater production flexibility along with a better ability to meet seasonal and promotional peaks. What steps can you take to grow your decaf business? Feel free to contact Ben Hieltjes (bhieltjes@swisswater.com) to gain some insights.

A tall iced mocha latte. A vendi caffe Americano. An espresso macciato with an extra short shot. A carmel frappuccino grande. There are more coffee choices out there for the consumer than ever before, so many that it's become bewildering! But what about decaf? What role could effective decaf merchandising play in your business? Presentation plus decaf education could be your ticket to growth in your decaf sales.

• Promote decaf coffee in your store, including frappuccino and other ice-based decaf beverages.
  
  
• Offer a myriad of creative decaf espresso drinks, particularly as "specials" later in the day.
  
  
• Give consumers more decaf choices, including at least one that is certified Organic and Fair Trade Certified'.
  
  
• Create seasonal decaf gift packages and promotions, particularly around Christmas time.
  
  
• Make decaf selections more visible on your menu board, packaging, website and brochures, using SWISS WATERŪ Point of Sales materials, available exclusively to SWISS WATERŪ Licensed Vendors.
  
  
• Make your baristas decaf experts! Teach them about the various decaffeination processes by having them watch the SWISS WATERŪ Process 101 video, available on-line at www.swisswater.com.
  
  
• Develop a decaf value card - buy 10 cups of decaf, get one free. Swiss Water Decaffeinated Coffee Co. has a special card that can used for this, which describes the process in more detail.

Also, in case you haven't already heard, the SWISS WATERŪ Process 101 decaf education video is now available.
To learn all there is to know about the SWISS WATERŪ Process, in a fun and informative manner, watch the video on our website.

    View the video (Flash)
    View the video (QuickTime)

Visit us in booth #918!

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For more details, please contact Eric Buchegger (ebuchegger@swisswater.com).

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